Marketing to the Continuously Connected Consumer
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The document outlines strategies for effective present tense marketing, emphasizing the need for marketers to adapt to constantly connected consumers and leverage real-time customer insights. It discusses the importance of integrating marketing actions across channels and understanding the evolving context of consumer needs. The document also highlights key pillars of success for present tense marketing, including acquisition, context awareness, data availability, efficiency, and channel integration.
Marketing to the Continuously Connected Consumer
- 1. Marketing in the Present Tense Strategies for Success HEADLINE EXAMPLE SHAWNMYERS, VP Marketing Proprietary and Confidential | 1
- 2. How is our world being disrupted? Our World is Being Disrupted HEADLINE EXAMPLE Proprietary and Confidential | 2
- 3. Customers are constantly connected to an infinite variety of information and opportunities HEADLINE EXAMPLE Marketers must be aware of the history and present tense of consumers Proprietary and Confidential | 3 Image Source: www.flickr.com/photos/greendrz
- 4. Customer expectations have never been higher: infinite options and immediate action HEADLINE EXAMPLE Marketers’ customer understanding must adapt in real time Proprietary and Confidential | 4 Image Source: www.empowernetwork.com
- 5. The customer leaves ample evidence of their evolving context across a wide cloud HEADLINE EXAMPLE The marketer’s actions must be based on deep contextual insights Proprietary and Confidential | 5 Image Source: peachesandsmoke.blogspot.com
- 6. The customer is turned off by marketing that is uncoordinated or uninformed HEADLINE EXAMPLE The marketer’s actions must be integrated, relevant, and current Proprietary www.nerdnirvana.org Image Source:and Confidential | 6
- 7. Marketers Need To Think Differently HEADLINE EXAMPLE Proprietary and Confidential | 7
- 8. Marketers Need To Think Differently HEADLINE EXAMPLE Proprietary and Confidential | 8
- 9. What is Present Tense Marketing? Marketing that has caught up with the HEADLINE consumer Real-time customer listening and EXAMPLE analysis capability Proprietary and Confidential | 9 Image Source: godcallsusbyourname.blogspot.com
- 10. What is Present Tense Marketing? Marketing that has caught up with the HEADLINE consumer Real-time customer listening and EXAMPLE analysis capability Reach customers at the right moment, in the right place, in the right way ImageProprietary and Confidential | 10 Source: godcallsusbyourname.blogspot.com
- 11. HEADLINE EXAMPLE What Does it Take to Market in the Present Tense? Proprietary and Confidential | 11
- 12. Insight Action HEADLINE EXAMPLE What Does it Take to Market in the Present Tense? Proprietary and Confidential | 12
- 13. Solutions to date have been good at one or the other But not both HEADLINE EXAMPLE The combination of Insight and Action is necessary for success Proprietary and Confidential | 13
- 14. IT’S GOING TO TAKE A NEW HEADLINE EXAMPLE How APPROACH do we get there? Proprietary and Confidential | 14 Image Source: www.beatthestruggle.com
- 15. Beyond Lifecycle = Present Tense Marketing Evolving the Dialog to the Constantly Connected Consumer Single Channel Multi - Channel Cross -Channel Present Tense Marketing HEADLINE EXAMPLE Proprietary and Confidential | 15
- 16. Marketers Need to Leverage Context Context Source: The New Multi-Screen World Study – Google, August 2012 Context determines Consumers needs HEADLINE EXAMPLE Today’s consumers own multiple devices and move seamlessly between them throughout theand Confidential Proprietary day | 16
- 17. Customer Journeys are CrossChannel HEADLINE EXAMPLE Source: The New Multi-ScreenProprietary and Confidential World Study – Google, August 2012 | 17
- 18. The Value of Context HEADLINE EXAMPLE Proprietary and Confidential | 18
- 19. The Value of Context HEADLINE EXAMPLE Proprietary and Confidential | 19
- 20. Customer Context HEADLINE EXAMPLE Proprietary and Confidential | 20
- 21. InteractionStore HEADLINE EXAMPLE Proprietary and Confidential | 21
- 22. The First Customer Insight Solution Supporting Unlimited Cross-Channel Interaction Data Device Preference Web Behavior Social Sentiment Device OS Physical Location Mobile Activity Email Interactions App Interactions Social Engagement Understand Customer Context and Adapt Marketing Campaigns in Real-Time to Engage Customers Living in the Present Tense Proprietary and Confidential | 22
- 23. Message Studio Message Studio HEADLINE EXAMPLE Real-Time Cross-Channel Execution: Email, Mobile, Display Proprietary and Confidential | 23
- 24. customers are: ▸ Empowered ▸ Always Connected ▸ Demanding interactions and information in real time marketers must be: HEADLINE EXAMPLE ▸ Responsive and consistent across channels ▸ Understanding Interactions at Scale ▸ Providing Personalized and Value-Driven Communications Proprietary and Confidential | 24
- 25. HEADLINE EXAMPLE Winners and Losers in the Present Tense Proprietary and Confidential | 25
- 26. Beginner Present Tense Marketer HEADLINE EXAMPLE Proprietary and Confidential | 26
- 27. More Advanced Present Tense Marketer HEADLINE EXAMPLE Proprietary and Confidential | 27
- 28. More Advanced Present Tense Marketer ✓ HEADLINE EXAMPLE Proprietary and Confidential | 28
- 29. More Advanced Present Tense Marketer ✓ HEADLINE EXAMPLE Proprietary and Confidential | 29
- 30. More Advanced Present Tense Marketer ✓ HEADLINE EXAMPLE Proprietary and Confidential | 30
- 31. More Advanced Present Tense Marketer ✓ HEADLINE EXAMPLE Proprietary and Confidential | 31
- 32. More Advanced Present Tense Marketer ✓ HEADLINE EXAMPLE Proprietary and Confidential | 32
- 33. Some Winners, Some Losers ✓ HEADLINE EXAMPLE Proprietary and Confidential | 33
- 34. Some Winners, Some Losers ✓ HEADLINE EXAMPLE Proprietary and Confidential | 34
- 35. What’s Working on the Journey to Present Tense Marketing? #svdata Proprietary and Confidential | 35
- 36. Understanding Consumer Preferences See device share trends over time Tracks opens and clicks Breakdown by device platform Proprietary and Confidential | 36
- 37. Delivering Optimized Mobile Experiences Increased logo for brand recognition New easy to click navigation bar Increased size of social icons Elastic layout >40% of Email is now opened on a mobile device Proprietary and Confidential | 37
- 38. ADDING ONRAMPS FOR EMAIL ENGAGEMENT Provide an onramp to drive subscription, engagement and conversion with travelers in transit and loyalty program features such as STRETCH seating, post flight surveys and loyalty balance. Proprietary and Confidential | 38
- 39. COORDINATING ACROSS CHANNELS Create a complete experience for the customer, from registration through dealer survey, coordinated and on the preferred devices. Proprietary and Confidential | 39
- 40. How do you know where you stand? #svdata Proprietary and Confidential | 40
- 41. Digital Marketing Evolution Value High Present Tense Marketer State Aware – Contextual Marketing Based on Customer Profile and Interaction Data Leader Real-Time Cross Channel Marketing Moderate Cross-Channel Event Driven Follower Lifecycle Marketing Automated/ Triggered Programs Novice Basic Segmentation & Personalization Campaigns with Simple Attributes Low Beginner No Personalization Batch Campaigns Maturity #svdata Proprietary and Confidential | 41
- 42. Present Tense Marketing Pillars of Success 1) Acquisition & Revenue 2) Context Awareness 3) Data Availability 4) Efficiency 5) Channel Integration #svdata Proprietary and Confidential | 42
- 43. Prescription of Success Acquisition & Revenue Cross-Channel PTM Level: Beginner Prescription: Segment/Target audience, Automate Triggered & Lifecycle campaigns Context Aware 4 Present Tense Levels 20-24 - Beginner 35-54 - Novice 55-75 - Follower 75-94 - Leader 95+ - Innovator 7 PTM score 21 4 3 5 10 3 15 20 Efficiency Data Proprietary and Confidential | 43
- 44. Digital Marketing Evolution Value High Present Tense Marketer 0% State Aware – Contextual Marketing Based on Customer Profile and Interaction Data Leader 5% Real-Time Cross Channel Marketing Moderate Cross-Channel Event Driven 14% Follower Lifecycle Marketing Automated/ Triggered Programs Novice 48% Basic Segmentation & Personalization Campaigns with Simple Attributes Low Beginner No Personalization 33% Batch Campaigns Maturity #svdata Proprietary and Confidential | 44
- 45. 60% Digital MarketingMarket State of the Evolution 50% Value High Present Tense Marketer State Aware – Contextual Marketing 40% Based on Customer Profile and Interaction Data Leader 30% Real-Time Cross Channel Marketing Moderate Cross-Channel Event Driven 20% Follower Lifecycle Marketing Automated/ Triggered Programs 10% Novice Basic Segmentation & Personalization Campaigns with Simple Attributes Low 0% Beginner Beginner Novice Follower Leader 48% 14% 5% No Personalization Batch Campaigns 33% #svdata Present Tense Marketer Maturity 0% Proprietary and Confidential | 45
- 46. Where should you start? #svdata Proprietary and Confidential | 46
- 47. 1. Focus on Customer Data – collect it all 2. Build cross channel permissions 3. Don’t think campaign – Think Interaction 4. Assess your current status - we can help Visit www.presenttensemarketing.com or contact us at 1-800-971-0380 #svdata Proprietary and Confidential | 47
- 48. Questions? Visit www.presenttensemarketing.com or contact us at 1-800-971-0380 #svdata Proprietary and Confidential | 48
Editor's Notes
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