strongview webinar: the a,b,c's of contextual marketing
DESCRIPTION
Today’s leading marketers are focusing on increasing relevance in their marketing communications by harnessing the power of customer data to develop consumer context. And while this concept sounds straight forward to any experienced marketer, most are still struggling with shifting to this new era of consumer driven marketing. Join experts from the Email Experience Council, StrongView and Redfin for this interactive webinar explaining the fundamentals of contextual marketing and what you can do to improve the relationship between you and your customers.TRANSCRIPT
Proprietary and Confidential | 1
HEADLINE EXAMPLE
Katrina Conn, VP of Marketing Services
Lisa Taylor, Marketing Manager, Redfin
THE ABC’S OF CONTEXTUAL
MARKETING STRONGVIEW & REDFIN
Consumers
Behaviors
Expectations
Marketing
Media
Processes
Technology
Infrastructure
Devices
Proprietary and Confidential | 3 FrequenciesTransactions PropensitiesProductsDemographics
Prompt
Research
Purchase
Redeem
Review
Share
Home
Commute
Shop
Work
Learn
Support
DesktopPOS
Phone
Laptop Tablet
Console
Weather Stocks
Activities
Devices
Locations
Conditions Conditions
StrongView’s Vision A System Of Context For EmailFrequenciesTransactions PropensitiesProductsDemographics
Context Emerges Within the Message
FrequenciesTransactions PropensitiesProductsDemographics
Home
Commute
Shop
Work
Locations
FrequenciesTransactions PropensitiesProductsDemographics
Home
Commute
Shop
Work
DesktopPOS
Phone
Laptop Tablet
Console
Devices
Locations
FrequenciesTransactions PropensitiesProductsDemographics
Prompt
Research
Purchase
Redeem
Review
Share
Home
Commute
Shop
Work
Learn
Support
DesktopPOS
Phone
Laptop Tablet
Console
Activities
Devices
Locations
FrequenciesTransactions PropensitiesProductsDemographics
Prompt
Research
Purchase
Redeem
Review
Share
Home
Commute
Shop
Work
Learn
Support
DesktopPOS
Phone
Laptop Tablet
Console
Weather Stocks
Activities
Devices
Locations
Conditions Conditions
FrequenciesTransactions PropensitiesProductsDemographics
Prompt
Research
Purchase
Redeem
Review
Share
Home
Commute
Shop
Work
Learn
Support
DesktopPOS
Phone
Laptop Tablet
Console
Weather Stocks
Activities
Devices
Locations
Conditions Conditions
Proprietary and Confidential | 4
Enabling Contextual Marketing for Enterprises
APPROPRIATE COORDINATED COHERENT PROGRAMMATIC
Contextual, Real-Time, 1:1 Marketing @ Scale
“Present Tense Marketing”
USEFUL
#svdata
Beginner
Novice
Follower
Leader
Present Tense Marketer
No Personalization Batch Campaigns
Basic Segmentation &
Personalization Campaigns with Simple Attributes
Lifecycle Marketing Automated/ Triggered
Programs
Real-Time Cross Channel
Marketing Cross-Channel Event Driven
State Aware – Contextual Marketing Based on Customer Profile, Interaction, and External data
Lo
w
Mo
de
rate
H
igh
Value
Digital Marketing Evolution
Maturity
Proprietary and Confidential | 6
10 10 8 9 9 46
Your Present Tense Marketing Opportunity
Acquisition &
Revenue: 10/20 Maximize subscriber
acquisition and customer
conversion via digital
channels
Context: 10/20 How are you leveraging
data to understand
customer state and
personalize based of this
context
Data: 8/20 Identify Data available for
testing, lifecycle &
personalization of
messaging
Efficiency: 9/20 Automation of the
Customer Journey
messaging/Lifecycle
programs – Testing
automation
Cross-Channel: 9/20 Biggest area of opportunity to
incorporate & Orchastrate Cross-
channel approach into Customer
Experience and lifecycle
messaging
Your Present Tense Marketing
Potential Your Score Today (59/100)
Proprietary and Confidential | 7
Context Improves Digital Marketing
Appropriate for the current context
Blend Behavior, intent and need into context
Coordinated with other interactions
USING the ABC’s of CONTEXT
Proprietary and Confidential | 8
Determining Appropriate Messages
Customer
Experience
Proprietary and Confidential | 9
Blend Behavior, Need and Intent into Context
Customer Intent
Customer Behavior
Customer Need
Proprietary and Confidential | 10
Coordinating Messaging Across Touchpoints
Coordinate Customer
Interactions
Proprietary and Confidential | 11
HEADLINE EXAMPLE
Lisa Taylor
ALWAYS BE CONTEXTUAL REDFIN EMAIL MARKETING
Proprietary and Confidential | 12
Who Redfin is
Proprietary and Confidential | 13
What We Do
Proprietary and Confidential | 14 Proprietary and Confidential | 14
REACTIVATION
LOYALTY
CONVERSION
contextual
Proprietary and Confidential | 17
New Registrant Series
Proprietary and Confidential | 18
New Registrant Series – Email 1
Proprietary and Confidential | 19
New Registrant Series – Email 2
Proprietary and Confidential | 20
New Registrant Series – Email 3
Proprietary and Confidential | 21
New Registrants Welcome Lifecycle Program
Proprietary and Confidential | 22
Abandoned Cart Email
Proprietary and Confidential | 23
Nurture Email
Proprietary and Confidential | 24
MAKE IT STOP!
Proprietary and Confidential | 25
Make It Personal
Proprietary and Confidential | 26
Conversation Starter
Proprietary and Confidential | 27
Getting Contextual with Weather
Proprietary and Confidential | 28 Proprietary and Confidential | 28
REACTIVATION
LOYALTY
CONVERSION
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Contact
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Co
nta
ct R
ate
Days since email was sent
Sample Contact Rate Graph
Email team contribution
Experiment Control
Proprietary and Confidential | 30
CUSTOMER DATA + TESTING = SUCCESS
TEST
TEST
TEST
TEST
TEST
TEST
+
Proprietary and Confidential | 33
Redfin: Contextual Awareness & Data Availability
Acquisition & Revenue
10/20
Context Awareness 14/20
Data 14/20
Efficiency 11/20
Cross Channel 12/20
Present Tense Marketing Potential
39/100
Proprietary and Confidential | 34
Context Matters In All Industries
Proprietary and Confidential | 35
Contextual Marketing ABC’s
Context Customer Data
Personalized Interactions
ABC’s of Context Use what you know about your subscribers or customers current state to: Always Be Appropriate for the current context
Blend Behavior, intent and need into context
Coordinate with other interactions
Proprietary and Confidential | 36
HEADLINE EXAMPLE
Proprietary and Confidential | 36
QUESTIONS
Follow & Contact Your Presenters:
Katrina Conn: @KatrinaConn
Lisa Taylor: [email protected]
Learn How Present Tense your Marketing is:
www.presenttensemarketing.com
StrongView Contact Info:
Customers: Contact your account manager
Non-customers:
Toll Free: (800) 971-0380
Intl: (650) 421-4255
Email: [email protected]