CRM Targeted Display Ads - A How To Guide

Editor's Notes

• #6: Firstly will start with About Emarsys– this is really to let you know who we are, what we do and who we work with to give you some context to how we can help you We will then next move onto the Digital Ad Market – this will provide you with some interesting facts about the digital ad spend here in the UK, but also around Europe with a further break down by Search marketing spend and Social marketing spend. However, here importantly we will discuss how the Ad market is fundamentally changing from annoymous targeting of prospects to targeting actual known customers across the likes of Facebook and Google Ad Networks where you can use your 1st party CRM data for targeting. This is the Revolution, This is The Shift, This is Direction that the market is heading so this is where you as a marketer should be Focus. We will then cover What is Emarsys CRM Ads solution and how it will help you as a marketer to take advantage of this fundamental shift in online advertising. Throughout we will discuss the value of using our very own customer data. And finally we will dive into some use cases including success stories.
• #7: Read Slide SO really in a nutshell, we are a marketing Cloud that helps markets deliver highly personalised and relevant engagements across email, SMS, Mobile Push and online ads. Todays focus will be on online ads, but also how we can synchronise the experience across all channels to achieve the marketer ultimate objective which is driving sales and conversions.
• #8: So lets take a look at some of the Emarsys by numbers. We store, manage and analyse over 1.6 billion contacts on the behalf of our customers.
• #9: Emarsys is the marketing cloud powering some of the worlds most well known brands: L'Oréal – The worlds largest cosmetics company works with Emarsys to drive repeat purchases from customers who buy in-store from their Retail partners using email and SMS campaigns to drive customer lifetime value. Someone purchasing from a department store in Hong Kong will receive an email program giving them advice on how to apply make-up and create different looks and styles from their in-house make-up artists using videos and blogs. When that product runs out and they’ve not refilled that order they’ll receive email and then an SMS with reminders to go back to that same store to refill their order. There’s also a VIP program where gifts and samples promoted by SMS to collect in-store to drive loyalty from their most valuable customers with the highest projected spend. Decathlon – launched a new online store with the help of Emarsys for personalisation, recommendations and lifecycle campaigns at key touchpoints such as visit, registration, cart abandonment and post purchase. The end result was a 760% ROI from their investment in the first few months of the new site launch and 75% increase in conversions from recommendations alone. Ebay – For more than 8 years we’ve managed one of the worlds most challenging and successful email programs with thousands of automated campaigns for buyers and sellers driving billions of transactions. Everything from a dynamic, personalised newsletter to hundreds of millions of users through to 1-2-1 personalised communications around sale events is powered by Emarsys technology. MediaMarkt – one of the world’s largest consumer electronics companies with more than 1,000 stores, in 15 countries driving more than €20 billion in annual revenues trust Emarsys to connect the online to offline experience. With more than 95% retail happening in physical stores globally and one of the world’s biggest loyalty programs Emarsys we chosen to help them automated customer lifecycle communications to convert more of their web visitors into purchasing customers and use highly personalised email communications to drive repeat purchases online and instore. Toys R Us - one of the world’s largest toy companies trust Emarsys with 100’s of stores in 10 countries driving more than billions in annual revenues through the connect of B2C Marketing Automation and Customer intelligence. With more than 95% retail happening in physical stores globally and one of the world’s biggest loyalty programs Emarsys we chosen to help them automated customer lifecycle communications to convert more of their web visitors into purchasing customers and use highly personalised email communications to drive repeat purchases online and instore. Moving away from “batch and blast campaigns” to intelligent targeted campaigns around birthday and key lifecycle milestones – with programs starting before the birth of your first child (gift registry for “baby showers” etc. through to toys for teenage kids. American Express Loyalty Services – Payback and Plenti are the loyalty programs for American Express where millions of customers have points to spend with thousands of retailers. Working with Emarsys they’ve not only manage to automate their email communications but have manage to personalise which retailers are shown to each individual subscriber on a 1-2-1 level – across countries, languages and lifecycle stages. Runtastic – As the world’s leading health and fitness App Runtastic have the challenge of managing email and Push communications for more than 100 million App installs and using these communications to help retain, cross promote and empower their customers to reach their health and fitness goals. Using the power of Emarsys’s B2C Marketing Cloud a single user has been able to work with our services team to create totally automated marketing campaigns in multiple languages across every global timezone and manage those communications across email and mobile channels. Hundreds of millions of communications taking into account billions of data points to drive personalised, timely and relevant communications.
• #11: TOP LEVEL RUN THROUGH OF EACH CHART. With these stats, there is little wonder why the likes of Google and Facebook each year post record revenue YoY growth with astronomical total revenue figures to match. Realistically, it’s not surprising either as Google dominates search with 90% market UK, 94% market share in Germany, and 92% market in France for example. Internet Advertising Bureau in fact this year found that European Online Advertising surpasses TV to record annual spend for the first time. Over the past ten years, online advertising in Europe has morphed from an afterthought in media buying into an indispensable set of channels for reaching and engaging consumers that now trumps TV in terms of overall marketer spend. Online advertising today stands for a diversified infrastructure that caters to multiple marketing objectives from direct response to branding. http://www.iabeurope.eu/research-thought-leadership/press-release-european-online-advertising-surpasses-tv-to-record-annual-spend-of-e36-2bn/
• #12: Looking at the high-level stats we can see the global paid search spend was $80bn in 2015 with 75% of that spend was through Google Now looking at social networking spend we can see that in 2015 $23 billion dollars was spent on social network ads worldwide. At a company level, unsurprisingly, Facebook dominates the paid social advertising landscape globally. In 2015, the company will made over $15.50 billion in ad revenues, or circa 65.5% of all social network ad spending worldwide. Facebook is becoming a dominant player for online advertisement dollar spend, with it’s 1.18 billion daily active users it is no wonder that marketers are using this channel to advertise. Facebook status as one of the dominant force will only increase inline with both Facebook and Instagram growth as well as the natural progression to monetize Facebook Messenger with ads and no doubt some point in the future WhatsApp. What is important to note is that Google and Facebook have dominant market share figures, this is no surprise and is down to the fact they are constantly evolving and providing new opportunities to advertiser budget holders. Before we discuss the revolution change that made Emarsys sit up and take notice lets take a little survey/poll. The biggest revolution change that made Emarsys sit up and take notice was the release of Facebook Custom Audiences.
• #14: So to recap - Google and Facebook have dominant market share figures, this is no surprise and is down to the fact they are constantly evolving. The biggest change that made Emarsys sit up and take notice was the release of Facebook Custom Audiences. The biggest revelation at the time was that Facebook had over a billion customers on it’s social network and they made those billion people directly targetable to advertisers. Facebook said if advertisers if could give them a list of email addresses they would allow them to target those people if they were part of of the Facebook network by email matching. It was huge game changer moving away from cookies, pixels, 3rd party data based advertising to targeting known addressable existing customers, the Idea would allow marketers to upload their customer lists to Facebook and then they could append information that Facebook knew about those customers and deliver advertisements to them. Once Facebook got traction with this they moved on from this to actually using the customer data to find people to find other similar people across the Facebook network to power acquisition of new customers. The benefits of using known customer data is that it is more measurable, addressable and identifiable. It wasn’t long before Google saw the success of this method of targeting customers, which spurred them onto to develop a similar process for targeting known customers across their networks (Newtorks include Google Search, Youtube, Gmail etc) known as Google Customer Match that allowed both the targeting of known customers. In additional Google can use it’s powerful Algorithms to power acquisition in a similar vain to Facebook to find best precision lookalikes. We were one of the first companies in the world to work with Google and Facebook to understand how we could automatically sync the customer contact that we hold for our 1500+ clients with both of these Ad Networks. Thus Emarsys became the first Marketing Cloud to successfully automate the creation, management and reporting of custom audiences on Facebook Ads and Google Ads for batch and recurring campaigns. As mentioned at the very beginning, Emarsys have over 1.5 billions customer records spread across over 1500 Emarsys clients. Each customer records has an email associated with it,so this is perfect for us as marketing automation platform to tie together with both Google and Facebook to help our clients to take advantage of this revolution in targeting known customers across these networks. Marketers can easily find their best customers in the Emarsys platform as our unified profile of customers will allow our clients to understand their customers who recently spent, with us, frequently spend with us, and high average order values.
• #15: So we are moving away from anonymous advertising and moving to a world of using email address as the digital passport or identifier to target customers online. We are seeing a shift to add value how you advertise to your customers but also how you optimise your acquistion.
• #17: The best place to build the Unified Customer Profile is in a Marketing Cloud that looks after multiple channels (email, web, mobile) Emarsys B2C Marketing Cloud captures data from different sources such as web, CRM including transaction both online and offline, Email, Mobile, any 3rd party data that is provided. The Emarsys platform then unifies the data set and provides marketers with an “Unified Customer Profile”. This is the foundation to gain insight about your customers.
• #18: We can see that through Sarahs spending habits, she is recognised as a GOLD buyer, however she has not engaged with us for several months and we are now recognising her as a DEFECTING CUSTOMER. We don’t know why Sarah has stopped spending with us, after being a key Brand Advocate in the past so we need to start engaging with her appropriatly with relevant Incentives, Real Time Content, Mobile First communications. We can see that Sarah has previously spent significantly with us in the past, one order alone was for €250 which makes Sarah 63% better than a typical customer across our contact list We can also see that she has spent in total €810 with us and we can calculate that she could spend another €900 on top of this. How do we engage with Sarah – perhaps we need to consider Incentives? - Why would we consider Incentives for Sarah, well, we know she visited our website 2 days ago and that she stayed for 5 minutes, browsing various products - We know that Sarah typically engages with us on her iPhone in the morning but then also purchases from her Macbook later in the day. So…we need to create a relevant email, with incentives, sent at the right time, with an email that previews great on her mobile device as well as her desktop, showing real time content to keep her engaged and purchasing... Lets look at Incentivisation....
• #21: Emarsys CRM Ads integrates seamlessly with Facebook (Facebook, Instagram) and Google (YouTube, Gmail & Google Search) This enables marketers to target individuals in real-time via automated and ad-hoc data-driven advertising campaigns. This is a native integration. You will no longer have to manually export the lists and upload to FB or Google. As all the data (website visits, transactions, engagement etc) can be used to add or remove customers from campaigns automatically.
• #26: Smarter Acquisition - Clone your best customers into high value leads Starting with the acquisition: Your CRM data holds invaluable data, you know exactly who are your best customers. By combing this data with Facebook and Google data modelling technologies, you are able to clone your best customers and find the most valuable leads to your business. (the professional terms on the social networks side is called „Facebook look-alike“ and „Google Similar Audiences“ We constantly generate lookalikes based on dynamic segments meaning that at any given time you are always sure that data modelling is based on freshest CRM data.
• #29: If 1st timer spends 1$ on 2nd timer - spends 3 times as much per visit as first time shopper 3rd timer - spends 5 times as much per visit as first time shopper Retention is very important, repeat customer convert and spend more then any other visitor.
• #30: Ads is a perfect tool for retention. Looking at a typical database, there are only 40-60% reachable contacts Of those you can reach, you are actually only communication with 20% (the average open rate) So doing that math, you are reaching approx. only 10% of your entire DB potential. CRM Ads can reach 50-90% of a B2C contact database I.E will unleash your contact DB allowing you to contact up to 9 times more contacts. Ads is the only legal way to reach everybody, wherever they are (YouTube, Gmail, , Facebook Instagram and Google Search)
• #33: Emarsys can help marketers exclude known CRM database contacts from certain campaigns. One example would be to exclude known contacts from receiving introductory offers that are exclusive for acquisition of new customers. Or vice versa excluding new customers from receiving existing customer offers via ads. Exclude customers who have recently made a purchase from receiving any ads to save your Ad budget. How much can be saved? How can you use saved budget to drive more purchases?
• #35: Looking at a typical database, there are only 40-60% reachable contacts Of those you can reach, you are actually only communication with 20% (the average open rate) So doing that math, you are reaching approx. only 10% of your entire DB potential. CRM Ads can reach 50-90% of a B2C contact database I.E will unleash your contact DB allowing you to contact up to 9 times more contacts. Ads is the only legal way to reach everybody, wherever they are (YouTube, Gmail, , Facebook Instagram and Google Search)
• #38: So with Emarsys, our algorithms and scoring approach to customer lifecycle analysis allows marketer to easily identify for example defecting customers – those customers who are at risk of churning or lapsing and these customers can automatically be added to a multi-channel multi-step customer journey. So let’s take a look an example of a simple defecting customer campaign that we have created. First of all everyday a recurring filter will identify all those customers who now are deemed to be defecting and at risk of churning and add them to this program. These identified customers will receive an email first and this example we are using content and messaging that highlights that we miss the contact and want to come back and engage with us with the all important objective to get them to convert. We wait 7 days and if any of the customers have converted i.e. made a purchase they can be automatically removed from this campaign using the Exit Criteria. Exit Criteria is not limited to purchases, we can remove people from campaigns if they click any of the email links or as we showed you with Sarah Snow profile earlier we also track any web visit we can also remove them from the campaign if they visited the website. Again criteria can be used or combined to be used as exit criteria. If the any customers on this journey have not met the exit criteria they will then receive the second email in this journey – in this case is email 2 with maybe a hero banner that conveys the message that we miss you and it could include a dynamic discount code depending depending on the buyer status of the customer e.g. for a VIP customer we can dynamically display a 20% off incentive, versus 10% off for a average to low spender. As well as receiving the email we can see that the customer audience will automatically be synced with Facebook too so when the customer logs into Facebook, Facebook book will email matching with the synced audience and display the We Miss You Ad so the customer receives a totally synced experience, content and message across both email and Facebook. As you also may notice – we have a participation settings option here. This allows marketers to choose when and how customers can re-enter any program that we create. To give you an example maybe we want to create a program that syncs a customer audience with Facebook with any customer who has not made a purchase or opened an email in the last 90 days. If a customer matches this criteria they are entered into program and are automatically synced with Facebook, whereby they will be shown Ads for example a time window of 7 days (again they can be removed using exit criteria e.g. if they land on the website via an ad or make a purchase so to optimise budget) before they exit and finish. We can set a participation setting that will not allow any customer who has been part of this program to enter the program again for another for example another 60 from when they last entered.
• #40: Search advertising works in a very simple way, advertiser can bid for certain keywords that are relevant for their business when consumers are searching. Marketer are very picky on which keywords they will use (and for a good reason) as every person searching the keyword will receive the Ad. Therefore, they are limited to select only the best performing keywords. With CRM Ads, marketers can apply rules for showing ads to people who are searching for certain keywords and that at are within their CRM Database.  Now, marketers can afford bidding for more keywords limited to their CRM database. These contacts already know you brand, and are much more likely to purchase as they know your brand already. 
• #41: Reach your entire contact DB: Easily engage your entire CRM database regardless of recent engagement.  Target unreachable contacts or dormant customers. Orchestrate multi-channel engagement campaigns: Easily create a powerful Synced Experience between Ads, Email, and other channels. Find new ‘platinum’ leads: Create a segment from your most lucrative contacts and the network will automatically create a relevant lookalike audience. Boost your retention: Ads is a powerful way to target churning customers and drive your active customers to buy again and again.  Improve budget efficiency: exclude existing CRM contacts from acquisition ad campains and save costs with focused advertising spend. Keyword Expansion: advertisers are very selective with the keywords they use for Google Paid Search. With CRM ads you can target your CRM contacts with more keywords, knowing you'll only target people with high affinity to your brand.