Marketing Communication

Transcription

1 Marketing Communication With Sophisticated Customers Krzysztof Jarecki, Expertsender Prague WebTop100 Conference /4/2014

2 Has a lot offers to choose from (You always compete) 11/4/2014 Marketing Communication With Sophisticated Customers 2

3 Sophisticated customer Has little time and limited attention 11/4/2014 Marketing Communication With Sophisticated Customers 3

4 Sophisticated customer Where are the Smartphones being used? Is on the move (interacts in different places) Prospers Mobile Insights TM Mobile Survey (September-11) Icons by 11/4/2014 Marketing Communication With Sophisticated Customers 4

5 Sophisticated customer Uses multiple devices 11/4/2014 Marketing Communication With Sophisticated Customers 5

6 Opens by device MovableInk Consumer Device Preference Report Q /4/2014 Marketing Communication With Sophisticated Customers 6

7 Opens by time of day MovableInk Consumer Device Preference Report Q /4/2014 Marketing Communication With Sophisticated Customers 7

8 Cleaning up a mess in databases 11/4/2014 Marketing Communication With Sophisticated Customers 8

9 Cleaning up the mess Only VALID addresses will GROW your business 11/4/2014 Marketing Communication With Sophisticated Customers 9

10 Bigger database = bigger revenue How EFFECTIVE your collection points are? Newsletter webform on your website Pop-up on your website Points of Sales (forms, electronic receipts, online order completion) Loyalty programs Call centers Social and mobile apps Affiliate / CPA programs 11/4/2014 Marketing Communication With Sophisticated Customers 10

11 Preventing trouble Identify risks and action points: Send to ALL subscribers Use double opt-in it will lower subscriptions by 10-20%, but: will help in getting whitelisted will protect from typos that can get you blacklisted vs spambots won t subscribe to your lists Affiliate/CPA programs use seperate domains Inactives may lower results. Measure precisely Purchased lists = spam traps, harvesting 11/4/2014 Marketing Communication With Sophisticated Customers 11

12 Let other marketers be boring! 11/4/2014 Marketing Communication With Sophisticated Customers 12

13 Get trendy, jazzy and cool! Make it easy use social login Be creative to provide relevance Cross-promote your brands 11/4/2014 Marketing Communication With Sophisticated Customers 13

14 Get trendy, jazzy and cool! Communicate benefits, add incentives (% off, free shipping, freebie) 11/4/2014 Marketing Communication With Sophisticated Customers 14

15 Use Responsive Design Your customers are here Most s are still designed to display here 11/4/2014 Marketing Communication With Sophisticated Customers 15

16 Example of Responsive Design Pinterest on Webmail Pinterest on iphone 11/4/2014 Marketing Communication With Sophisticated Customers 16

17 Real-time inbox content Location Timers 11/4/2014 Marketing Communication With Sophisticated Customers 17

18 How not to fail expectations of the sophisticated customer 11/4/2014 Marketing Communication With Sophisticated Customers 18

19 Send! drives sales in all channels 11/4/2014 Marketing Communication With Sophisticated Customers 19

20 Stand out from the crowd! Your competitors are already there. Can afford not to be? 11/4/2014 Marketing Communication With Sophisticated Customers 20

21 Act quickly Purchase at Bloomingdale s Payment and subscription to get receipt at the same terminal Newsletter opt-in checkbox 1 minute later with receipt and offers 11/4/2014 Marketing Communication With Sophisticated Customers 21

22 How subscribers see your 11/4/2014 Marketing Communication With Sophisticated Customers 22

23 Make sure your looks good 11/4/2014 Marketing Communication With Sophisticated Customers 23

24 So, you stop at newsletters? Automatic welcome s!!! Automatic birthday / anniversary s Specials for Most Valued Customers Cross-selling and upselling Clearing remaining inventory from your stock Incentives for non-buyers 11/4/2014 Marketing Communication With Sophisticated Customers 24

25 I do all that already What s next? Real-time inbox content Predictive eye-tracking for content optimization Revenue based split-testing s with recommendations Customer segments for specific products generated from behavioral data and predictive analysis Life-cycle programs 11/4/2014 Marketing Communication With Sophisticated Customers 25

26 Thank You! For business inquires please contact Krzysztof Jarecki VP Global Business Development Prague WebTop100 Conference /4/2014