1. Marketing in the Present Tense Strategies for SuccessHEADLINE EXAMPLESHAWNMYERS, VP MarketingProprietary and Confidential | 1

2. How is our world being disrupted? Our World is Being DisruptedHEADLINE EXAMPLEProprietary and Confidential | 2 3. Customers are constantly connected to an infinite variety of information and opportunitiesHEADLINE EXAMPLE Marketers must be aware of the history and present tense of consumers Proprietary and Confidential | 3Image Source: www.flickr.com/photos/greendrz 4. Customer expectations have never been higher: infinite options and immediate actionHEADLINE 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 cloudHEADLINE EXAMPLE The marketers 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 uninformedHEADLINE EXAMPLE The marketers actions must be integrated, relevant, and current Proprietary www.nerdnirvana.org Image Source:and Confidential | 6 7. Marketers Need To Think DifferentlyHEADLINE EXAMPLEProprietary and Confidential | 7 8. Marketers Need To Think DifferentlyHEADLINE EXAMPLEProprietary and Confidential | 8 9. What is Present Tense Marketing?Marketing that has caught up with the HEADLINE consumerReal-time customer listening and EXAMPLE analysis capabilityProprietary and Confidential | 9 Image Source: godcallsusbyourname.blogspot.com 10. What is Present Tense Marketing?Marketing that has caught up with the HEADLINE consumerReal-time customer listening and EXAMPLE analysis capabilityReach customers at the right moment, in the right place, in the right wayImageProprietary and Confidential | 10 Source: godcallsusbyourname.blogspot.com 11. HEADLINE EXAMPLEWhat Does it Take to Market in the Present Tense? Proprietary and Confidential | 11 12. InsightActionHEADLINE EXAMPLEWhat 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 bothHEADLINE EXAMPLE The combination of Insight and Action is necessary for success Proprietary and Confidential | 13 14. ITS 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 ChannelMulti - ChannelCross -ChannelPresent Tense MarketingHEADLINE EXAMPLEProprietary and Confidential | 15 16. Marketers Need to Leverage Context ContextSource: The New Multi-Screen World Study Google, August 2012Context determines Consumers needsHEADLINE EXAMPLETodays consumers own multiple devices and move seamlessly between them throughout theand Confidential Proprietary day| 16 17. Customer Journeys are CrossChannelHEADLINE EXAMPLESource: The New Multi-ScreenProprietary and Confidential World Study Google, August 2012| 17 18. The Value of ContextHEADLINE EXAMPLEProprietary and Confidential | 18 19. The Value of ContextHEADLINE EXAMPLEProprietary and Confidential | 19 20. Customer ContextHEADLINE EXAMPLEProprietary and Confidential | 20 21. InteractionStore HEADLINE EXAMPLEProprietary and Confidential | 21 22. The First Customer Insight Solution Supporting Unlimited Cross-Channel Interaction Data Device Preference Web Behavior Social Sentiment Device OSPhysical Location Mobile ActivityEmail InteractionsApp 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 StudioHEADLINE EXAMPLEReal-Time Cross-Channel Execution: Email, Mobile, Display Proprietary and Confidential | 23 24. customers are: Empowered Always Connected Demanding interactions and information in real timemarketers 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 MarketerHEADLINE EXAMPLEProprietary and Confidential | 26 27. More Advanced Present Tense MarketerHEADLINE EXAMPLEProprietary and Confidential | 27 28. More Advanced Present Tense Marketer HEADLINE EXAMPLEProprietary and Confidential | 28 29. More Advanced Present Tense Marketer HEADLINE EXAMPLEProprietary and Confidential | 29 30. More Advanced Present Tense Marketer HEADLINE EXAMPLEProprietary and Confidential | 30 31. More Advanced Present Tense Marketer HEADLINE EXAMPLEProprietary and Confidential | 31 32. More Advanced Present Tense Marketer HEADLINE EXAMPLEProprietary and Confidential | 32 33. Some Winners, Some Losers HEADLINE EXAMPLEProprietary and Confidential | 33 34. Some Winners, Some Losers HEADLINE EXAMPLEProprietary and Confidential | 34 35. Whats Working on the Journey to Present Tense Marketing?#svdataProprietary and Confidential | 35 36. Understanding Consumer PreferencesSee device share trends over timeTracks opens and clicksBreakdown by device platformProprietary and Confidential | 36 37. Delivering Optimized Mobile ExperiencesIncreased 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 deviceProprietary 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?#svdataProprietary and Confidential | 40 41. Digital Marketing Evolution Value HighPresent Tense Marketer State Aware Contextual Marketing Based on Customer Profile and Interaction DataLeader Real-Time Cross Channel MarketingModerateCross-Channel Event DrivenFollower Lifecycle Marketing Automated/ Triggered ProgramsNovice Basic Segmentation & Personalization Campaigns with Simple AttributesLowBeginner No Personalization Batch CampaignsMaturity#svdataProprietary and Confidential | 41 42. Present Tense Marketing Pillars of Success1) Acquisition & Revenue 2) Context Awareness3) Data Availability 4) Efficiency 5) Channel Integration #svdataProprietary and Confidential | 42 43. Prescription of Success Acquisition & RevenueCross-ChannelPTM Level: Beginner Prescription: Segment/Target audience, Automate Triggered & Lifecycle campaignsContext Aware4Present Tense Levels 20-24 - Beginner 35-54 - Novice 55-75 - Follower 75-94 - Leader 95+ - Innovator7PTM score 21435 10315 20EfficiencyData Proprietary and Confidential | 43 44. Digital Marketing Evolution Value HighPresent Tense Marketer0%State Aware Contextual Marketing Based on Customer Profile and Interaction DataLeader5%Real-Time Cross Channel MarketingModerateCross-Channel Event Driven14%Follower Lifecycle Marketing Automated/ Triggered ProgramsNovice48%Basic Segmentation & Personalization Campaigns with Simple AttributesLowBeginner No Personalization33%Batch CampaignsMaturity#svdataProprietary and Confidential | 44 45. 60%Digital MarketingMarket State of the Evolution 50%Value HighPresent Tense Marketer State Aware Contextual Marketing40%Based on Customer Profile and Interaction DataLeader30%Real-Time Cross Channel MarketingModerateCross-Channel Event Driven20%Follower Lifecycle Marketing Automated/ Triggered Programs10%Novice Basic Segmentation & Personalization Campaigns with Simple AttributesLow0%Beginner BeginnerNoviceFollowerLeader48%14%5%No Personalization Batch Campaigns33%#svdataPresent Tense Marketer Maturity 0%Proprietary and Confidential | 45 46. Where should you start?#svdataProprietary and Confidential | 46 47. 1. Focus on Customer Data collect it all 2. Build cross channel permissions3. Dont think campaign Think Interaction 4. Assess your current status - we can helpVisit www.presenttensemarketing.com or contact us at 1-800-971-0380 #svdataProprietary and Confidential | 47 48. Questions? Visit www.presenttensemarketing.com or contact us at 1-800-971-0380#svdataProprietary and Confidential | 48