how data is fueling marketing - a close look at contextual marketing
TRANSCRIPT
HOW DATA IS FUELING MARKETING
A close look at Contextual Marketing
Anna Anisin Head of Marketing
WHAT’S CONTEXTUAL MARKETING?Contextual marketing is about understanding not just about who someone is, but where
they are, what they are doing and what they are likely to do next. It’s about combining the right information (data) about the customer and the context to deliver the right services
and communication at a precise moment, in offers the most value.
CONTEXTUAL ADVERTISING
OBJECTIVE OF CONTEXTUAL MARKETING
By showing customers ads and products they’re actually interested in, your business:
• Decrease customer add annoyance and fatigue
• Eliminate unprofitable ads
• Increase the number of clicks
• Increase the number of actual conversions to sales
PLACES WHERE YOU MOST COMMONLY SEE CONTEXTUAL ADS• Social Media (Facebook, Twitter, Yelp, Pinterest)
• Mobile Apps and Websites
• Search engines (Google, Bing, Yahoo)
• Video and Video Search (someone watching all those cat videos)
• Video games (this is quite new)
• Billboards (Street marketing)
HOW CONTEXT CHANGES MARKETING
Before Context After Context
Campaigns Interactions
Targeting Engaging
Customer Segmentation Customer Recognition
Media Pushes Customer Moments
Transactions Value Exchanges
GRPs and CPMs Minutes of Engagement
© 2014 Forrester Research, Inc
CAMPAIGNS WON’T CUT IT ANYMORE
• According to Forrester research, no more than 32% of US online adults trust ads, regardless of the channel.
CAMPIANS ARE LINEAR
• Brand > Strategy > Campaigns > Execution > Customer
• Customer lifecycle is not linear
Buy
Engage
Ask
Use
Discover
Explore
BASIC CONTEXT MARKETING STRATEGY
Dynamic Email
Mobile Optimized
Dynamic Web Copy
Personalized Landing Pages
Personalized Social Media
INTEGRATED DATA SOURCES NEEDED FOR CONTEXT
• Demographic Data
• Sale Interactions (CRM)
• Social Media Activity
• Behavioral Data
• Custom Data Sources
MARKETING CLOUD
EXAMPLES OF CONTEXTUAL MARKETING DONE RIGHT
NIKE• Social sharing and fitness contests
generate more interactions
• Produce More Data
• Which leads to new product suggestions and better-targeted ads
• Provide services that customers find useful
• Create a continuous cycle of insights-driven contextual interactions
CITIBANK• Use customer data to provide
personalized offers while up-selling its own products
• Activate a “Citi Price Rewind” a complimentary perk only available to Citibank customers
• Create goodwill with customers and makes them feel valued
WEB SUMMIT• Using data science to drive
context
• Hire physicists with PHDs in areas like complex systems and network analysis
• Build algorithms to figure out who their customers are and who they might benefit sitting next to or meeting with
• Scaled from 400 attendees to 20,000 in only 4 years…!
SMART DEVICES FUELING CONTEXT
CONTEXT MATTERS• Context drives relevance
• Relevance helps build relationships
• To build customer relationships, we have to understand consumer context
• A condition to understanding consumer context is making sense of lots of unstructured data
ASSEMBLING A CONTEXTUAL MARKETING
ENGINE
A CONTEXTUAL MARKETING ENGINE IS A BRAND-SPECIFIC PLATFORM THAT EXPLOITS CUSTOMER CONTEXT TO DELIVER UTILITY AND GUIDE THE CUSTOMER INTO THE NEXT BEST INTERACTION.
Forrester Research, Inc.
YOUR CONTEXTUAL MARKETING ENGINE WILL BE ASSEMBLED FROM
YOUR EXISTING TOOLS
• Real-time analytics (Google Analytics, Mixpanel, Kissmetrics, Reinvigorate)
• Marketing automation (HubSpot, Constant Contact, Marketo)
• Customer databases (CRMs)
DATA SCIENCE + MARKETING
HOW TO MOVE TOWARD A CONTEXTUAL - AGILE MARKETING
APPROACH
• Define your strategy
• Facilitate customer journeys
• Content is still king
• Work with you IT department
CONTEXTUAL MARKETING ENGINES ENABLE HIGHLY ENGAGING ENVIRONMENTS FOR
CUSTOMER INTERACTION AND GENERATE DATA THAT WAS NEVER AVAILABLE BEFORE.
HOW TO GET STARTED?
• DIG INTO YOUR INSIGHTS
• Marketers + Data Scientists + IT
• Map your technology assets to your customer journeys
• Start building your contextual marketing engine
• Treat it as a product not a project.
QUESTIONS?@annaontheweb
@dominodatalab