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1 Relationship Marketer Series Right Message. Right Time. The Secrets to Scaling Marketing Success EB-8209 TM

2 Automated Individualization Study after study confirms that remains one of the most direct, efficient, and costeffective tools to engage with customers and drive sales. Real-time marketers should be specifically aware of the manner in which intersects with mobile. More than 50 percent of all s are now opened on a mobile device 1. One-size-fits-all marketing is long gone. Today s customers expect you to use their digital footprint to send them highly individualized offers that are relevant to exactly what they re doing at that moment in time. But without crafting an individualized message for every unique customer, how can you scale your program to meet these alwayson expectations with meaningful, right-time relevance? You must integrate automation with data and other marketing strategies. 1 The Ultimate Mobile Stats Overview, monday.com/mobile- -usage-statistics, August MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

3 Coming to Terms Triggered An sent by a marketing software program in response to a specified event, such as a customer s birthday or newsletter subscription. Real-time Marketing: Marketing initiatives that deliver contextually relevant communications at the right moment in the customer s journey. 3 MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

4 Automated Send With the right software and information, you can create automated campaigns for individual customers and efficiently adhere to your overall marketing strategy. marketing software offers almost unlimited flexibility. Customer activity triggers the sending of tailor-made messages with content that precisely reflects your customers interests and needs. This type of automated communication offers several major advantages, including: rapid response to online activity, valuable communication opportunities, enhanced use of marketing resources, and improved customer service. 4 MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

5 Data Drives Your Experience One of the world s most successful car rental brands developed an marketing strategy to embrace the on-the-go lifestyle of their customers. They send real-time, individualized messages and offers to their customers at precisely the right time. The brand sends an average of 56,000 unique offers (80,000 at peak times) at any given time. It has completely revitalized its real-time marketing strategy. For example, when customers are arriving to their destination after a flight, and have made an appointment for a rental car, s with tailored content on the status and location of their rental can be sent. These real-time messages improve the customer experience in a timely, relevant way increasing brand loyalty. 5 MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

6 Valuable Communication Automated campaigns offer excellent opportunities to engage with your customers. They can send high volumes of individualized messages optimized for any device, at the right time, without increased personnel. For instance, an automated system is ideal for messages related to order confirmations, shipping notifications, and password inquiries. Automation allows your customers to receive these pertinent messages almost instantaneously without any additional action on your part. And not surprisingly, these transactional s boast an extremely high open rate because your customers expect these messages. Transactional s are an ideal way to communicate more information once you ve met your original objective. Rule of Thumb Follow the 80/20 Rule: If 80% of your transactional s contain content relevant to the transaction, then 20% of your content can be promotional. Deliver more value than promotions. 6 MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

7 Coming to Terms Personalized Automated s: With full automation of the process, the actual messages sent by an automated solution can be individually tailored. For instance, if your automated solution is integrated with your company s online shop, you can react to shopping cart abandonment by sending an containing a link to return to the alreadyfilled shopping cart. 7 MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

8 Marketing Efficiency Once the system is up and running, sends take place automatically. The only further input required from you is a periodic review of the procedures and the effectiveness of the campaign (a key component you don t want to forget). To make the process even easier, message content can be borrowed from other sources such as your RSS feeds. This can create a highly individualized and relevant with minimal resources. auto-replies are ideal for certain customer inquiries. You can even connect your online store database to your marketing software, so that specific customer inquiries actually initiate a search in the online store. The result is automatically inserted into a new standard message and sent directly to the customer. 8 MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

9 Coming to Terms Triggered s Can Include: Welcome messages Event-based s Transactional messages Proximity-based messages 9 MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

10 4 Keys to a Real-Time Marketing Strategy Comprehensive Research Its all about the data. How well do you know your customers? Real-time marketing works best when you have actionable data. Knowing your customers demographics, historical behaviors, and location provides a triple threat for real-time marketing, allowing you to develop highly individualized content. Relevant Content Develop relevant content. Customers only have time and interest for relevant messages. This does not mean you have to create content from scratch. There is a good chance you have existing content you can use whether it be from your blog, website, social channels, or other collateral. Real-Time Delivery Deliver the best offer at the right time, through the best channel, and to the appropriate person. You queue up relevant content for your customer. But if it s not sent at the right time on the ideal channel, there s little point in sending it at all. You ll have better results if geo-location services notify you when a customer is near your retail store and triggers delivery of a 30% off coupon for that pair of shoes she was looking at the day before online. Test and Learn Learn what resonates with your customers and what does not. The benefit with real-time marketing and self-learning systems is letting the solution do the work for you. Over time, you can see which content works and which does with each customer. You can continually refine your content to increase opens, clicks, and conversions. 10 MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

11 Integrate Socially While remains the most successful marketing channel available, social media can t be ignored for a digital marketing strategy. Facebook, for example, offers extensive opportunities to connect with 1.44 billion monthly active users including a mobile audience of over 1.25 billion consumers. 2 The most advanced digital marketing solutions offer social marketing capabilities to easily leverage sites like Facebook. By integrating digital platforms with social sites, you can leverage predefined customer segments to deliver highly targeted, personalized social ads. Improve ad performance and see increased conversion by reaching customers directly in their preferred sites. A good example of a successful campaign for social targeting starts with abandoned online shopping carts. If a customer abandons a shopping cart, you can leverage social audiences to deliver an ad with the abandoned item directly to the customer s Facebook feed. Social audience capabilities also allow you to acquire prospects for marketing campaigns. Use data from your most loyal customer segments to generate lookalike audiences with similar interests and attributes. Then, deliver relevant Facebook ads to these new, high-quality prospects. 2 Facebook, March MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

12 Coming to Terms Automated Series Might Include: Welcome messages Lead warming Production recommendations Reactivation campaigns Registration processes 12 MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

13 Engage Your Customers remains one of the most direct, efficient, and cost-effective tools to engage with customers and drive sales. If you want to take advantage of these benefits, it s absolutely critical for you to send the right at the right time. If you don t, your message will be lost in customers inboxes or sent directly to the spam folder. Marketers realize scaling campaign success now depends on automated solutions, software programs capable of sending customers well-timed, highly individualized messages the kind that truly resonate and lead to sales. These days, no interaction with the customer should be overlooked as an opportunity to win their trust even a routine registration for an e-newsletter. Using today s advanced automated solutions, you can truly capitalize on these opportunities to enhance the customer experience, while you simultaneously nurture brand loyalty, gain competitive advantage and, ultimately, drive revenue growth. 13 MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM

14 10000 Innovation Drive, Dayton, OH Marketing.Teradata.com Teradata and the Teradata logo are registered trademarks of Teradata Corporation and/or its affiliates in the U.S. and worldwide. Teradata continually improves products as new technologies and components become available. Teradata, therefore, reserves the right to change specifications without prior notice. All features, functions, and operations described herein may not be marketed in all parts of the world. Consult your Teradata representative or Marketing.Teradata.com for more information. Copyright 2015 by Teradata Corporation All Rights Reserved. Produced in U.S.A EB MOVING TO THE FOREFRONT OF MARKETING MARKETING.TERADATA.COM TM

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