360°Digital Engagement: Email, Web & Display

Ohad HechtRegional Managing Director, APAC

Emarsys

Today You Will Learn

• Leading emarsys APAC

• Experienced marketer in different

industries

• Living in Asia since 2003

• All around digital marketing

experience: e-Commerce, SEO,

PPC, social, email, web, etc.

• Working with many famous brands

across the world

About Me

Agenda

• Who is the customer and what is digital engagement (Who, How, What, When)?

• Digital marketing in a nutshell – AKA your job

• What are the obstacles in achieving 1-to-1 marketing?

• Predictive marketing to the rescue

• Examples and case studies

What is customer engagement?

What content fits

the customer?

When to reach

the customer?

How to reach

the customer?

Whois the

customer?

MULTI CHANNELEmail, Mobile, Social, Web

MARKETINGAUTOMATION

RECOMMENDATION & PERSONALISATION

CUSTOMERINTELLIGENCE

What do Marketers Need to Answer?

4 Key Questions For Successful Customer Engagement

The 1-to-1 dream and the reality

How to close the gap & achieve customer engagement?

3 forces of the customer lifetime management

Leads First-time Buyers

Active Buyers

StagesDefecting Customers

1

Higher conversion rate & Quicker conversion

2

Increase revenue per customer & strenghten retention

3

Winback churning

Customer lifecycle

Improved through Customer Engagement

Revenue

We should not treat them the same!

Leads First-time Buyers

Active Buyers

Defecting Customers

Hot & High Potential Lead

& Churning Gold Buyer

We should not treat them the

same!

Stages

Revenue

• Male, 25 years old• Browsed website 3x in last 7

days• Interested in expensive suits &

coats HIGH eRFM POTENTIAL

• Female, 35 years old• Avg. Purchase value

€600• Last Purchase >180

days HIGH FM SCORE

Predictive marketing/Recommendations

Systems…..that seek to predict the 'rating' or 'preference'

that user would give to an item. Recommender systems

have become extremely common in recent years, and are

applied in a variety of applications”. (Wikipedia)

Digital hugging Web, Email, Display

Dynamic recommendation widgets in real-time.

Boost website conversions and sales.

Automatically personalize

every email you send. Recommend products to

people.

Display Ad Retargetng

WebsiteRecommender

EmailRecommender

Retargeting keeps track of your website visitors and displays your ad to

them as they visit other sites.

Applications of product recommendations

“Up to 20% of retailers revenue could be attributed to product recommendations”

“15% of consumers explicitly admitted that they purchased when they saw recommendations on a page”.

(Forrester, 2010)

What percentage of revenue can be attributed to product recommendations?

Why do they work?

According to a Forrester report, 62% of online customers that notice

recommendations, purchase a recommended

product.

The most meaningful interaction

with the customers is

on the website

10x more user data

generated on the website compared

to email alone

The website isalways the most

up-to-datepoint of

expressing interest

Challenge:How can the website data be utilized to automatically create unique and personalized content across various marketing channels?

The website – the best source of data

Ah, I have Google analytics for that. Well do you?

VS

Google Analytics?

Predictive marketing / Recommendations

Examples

“Recommended for You”PERSONAL widget targets visitors based on their recorded affinities

• Welcome display for returning visitors

• Virtual shop assistant

• Average performance:8% CTR2.4% of total sales

PERSONAL

Website recommendation – homepage personalization

“Similar / Related Items”RELATED widget offers cross- & up-sell products

• “Bread and butter widgetused by all merchants

• Generates 4%-10% oftotal revenue

• Increases engagement,average CTR 10%

RELATED

Website recommendations - product page I

“May also interest you”CART widget offers cross- and up-sell products according to the combination of items in cart

• Leads users back to store,average CTR 4%

• Generates 2%-3% of total revenue CART

Website recommendations – cart page

Case Study/Square Meal

UK’s leading guide to restaurants & bars

2 print titles

Website, mobile site & apps

11,000 restaurants, 8,000 venues

Active database of 250,000 users

Square Meal Background

About Square Meal

RELATED widget offers cross & up-sell products

Bread and butter widgetused by all merchants

Generates 4%-10% oftotal revenue

Average CTR 10% (benchmark)

Square Meal: 4% of all website bookings revenue is generated by the web widget.

Similar/related items

Square Meal Results from Predict

• 43% higher click through rate when Square Meal’s emails have recommendations

• More customers can discover new restaurants and fewer leave without booking

• 4 times more likely to convert.

Move The Needle

Move The Needle

Register to, and interact with: TripAdvisor, Pandora, Netflix or LinkedIn.

Let their algorithm kick in, and after 3-4 weeks, you’ll be in a position

to know if they really engaging you. Look at:

1. Who: do they treat you based on where you are in the lifecycle?

2. When: is the communication fits the stage you are in?

3. What: is the content relevant to you (1-to-1), or is it one size fits all?

4. How: do they communicate with you in different channels?

Are you digitally engaged?

1. Know your customers’ stage2. Engage your clients in all channels 3. Personalize your brand experience 4. Predictive technologies increases your clients

engagement 5. Remember: digital marketing = online sales.

Manage the 3 lifecycle management forces in order to increase CLTV

Key Takeaways

 www.onlinemarketinginstitute.org 

Thank You!

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