What is Contextualization?
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Technology has Empowered customers which has given rise to a new era – welcome to the age of the customer. Campaigns Alone Won’t Cut It Anymore! Contextualization is the key towards delivering powerful, customer centric marketing messages. The type of engagements that reach the right customer, in the right place and at the right time. It's about building relationships and remaining 'contextual' across multiple channels and touch points, so wherever and however your customer chooses to engage with your brand - web, in-store, app or mobile - they are receiving information that is immediately relevant to them. Companies were — indeed, still are — designing mobile sites and apps that personalise for the lowest common denominators (e.g., standard screen sizes, devices and operating systems), but ignoring all the other amazing data that mobile can provide. A smartphone has movement sensors and location-aware and is perfect device to deliver a type of contextual , customer centric experience that a desktop application can only dream off. www.SmartFocus.com
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What is Contextualization?
- 2. “I think what people in mobile always neglected are the possibilities of mobile” Michael Neidhoefer - Netbiscuits CEO
- 3. Relevant emails drive 18 times more revenue than broadcast emails. Jupiter Research
- 6. You can contextualize each stage in the customer journey and understand more about your customer than ever before
- 8. Historical and Profile Data
- 9. Contextual Data • Hours of day • Days of week • Night / Day • Time since.. • Beacon • Geo-fence • Indoor positioning • City • Country • Temperature • Conditions such as clear, rain, wind, storm, snow, thunder storm, fog.. • Make • Model • O/S Time Location Weather Device
- 10. Profile Data Historical Data Contextual Data Hyper- relevant, contextual marketing Highly relevant, customer centric marketing
- 11. • Automatically adapt in real time, whenever the customer opens the email • Every customer receives a completely unique email • Continually optimize your emails Personalized recommendations on open
- 12. Contextual Marketing Engine Analytics Insight Personalisation Messaging BigData CustomerData Leverage Big Data To help build a single platform, contextual marketing engine To drive continuous, relevant, customer engagement
- 14. 14% uplift in sales Up to 4x engagement
- 15. 33% Customer average attention span 74% Online Shoppers are frustrated 33% Spend on personalization by Companies 56% Increase in sales 56% Brand perceptions 60% Repeat purchases Why personalization is so important to eCommerce clients
- 16. How are brands using it?
- 17. Example of Google Now App Contextualization Weather Traffic Restaurant reservations Next appointment
- 19. DOW NLOAD TARGET ACHIEVED 80 % ENGAGEMENT LEVEL 71% EMAIL OPEN RATE
- 23. In Conclusion • Ensure messages are as accurate as possible. • Content must be immediately relevant. • Use the treasure trove of historic customer data to your advantage. • Don’t scare your customers.
- 24. www.SmartFocus.com Ensure messages are as accurate as possible. Content must be immediately relevant. Use the treasure trove of historic customer data to your advantage. Don’t scare your customers. Thank You
Notes de l'éditeur
- Technology has Empowered customers which has given rise to a new era – welcome to the age of the customer. Campaigns Alone Won’t Cut It Anymore - Contextualization is the key towards delivering powerful, customer centric marketing messages. The type of engagements that reach the right customer, in the right place and at the right time. It's about building relationships and remaining 'contextual' across multiple channels and touch points, so wherever and however your customer chooses to engage with your brand - web, in-store, app or mobile - they are receiving information that is immediately relevant to them.
- Unfortunately this isn’t a website selling biscuits and snacks on the web it’s which tracks online statistics. Companies were — indeed, still are — designing mobile sites and apps that personalise for the lowest common denominators (e.g., standard screen sizes, devices and operating systems), but ignoring all the other amazing data that mobile can provide. A smartphone has movement sensors and location-aware and is perfect device to deliver a type of contextual , customer centric experience that a desktop application can only dream off.
- So im going to give you 2 examples of marketing campaigns. So this example is for everyone You are sending out millions of emails with no consideration of where your customer is, the time Or even temperature. What is this customer likely next action to be?
- mobile tells you what your database cannot (i.e., you might have rebeccas location stored as Glasgow but its not where she is right now) .
- Email, web or app can display the information and this Works internationally too. . This is highly targeted and research shows that there will be a much greater chance of rebcecca clicking through on the message. The results translate into unprecedented levels of customer engagement an increase in revenue, and a better product experiences Out of the two examples– which one do you think is more likely to deliver better results?
- you can contextualize the customer journey this is when your marketing can go to the next level. Transactional email after someone's purchased a product or service from you tend to have the highest engagement rates for open and click. Imagine that for the every single aspect of the customer journey.. If you are able to send a highly relevant, contextual email giving them the information they need at the exact moment even in the research stage– its going to get a great result Mobile provides you with locational data, using technologies like proximity and GPS, so you can understand more about your customer than ever before.
- Data is key. What we know, and what we can glean. 1st party and 3rd party data. Otherwise known as explicit and implicit data Great data, list where I am, where I live, social handles – this is traditionally what you create your marketing campaigns on. if you have sophisticated, context aware marketing capability you can glean the following information about your customers such as current location or proximity to a product. You create a Seamless contextual experience, by perhaps recommending products which are complementary to the one they viewed in your store. Or providing additional information ? This kind of data gives you a far better view of your customer at that exact moment. Samsung tv example.
- How about customer abondons online cart – expensive. When they come instore – send a message to them or perhaps trigger a sales rep to go and have a chat with them. Also – looking to weather, a great example of where this would be useful is in the travel vertical, when sending a pre-holiday update email. Dynamically change the weather to reflect where they are going with just one drag and drop
- We talk a lot about the customer being in the moment. As much as we would like them to they don’t always open marketing messages immediately. The emails only update on-open not when sent irrespective of it being later today, tomorrow or next week.
- .big data - Powered by digital interactions from ecommerce, POS, websites, social media, mobile devices and layer it with contextual data. Which forms foundation of the contextual marketing engine. Within the engine itself, we look at analytics to develop insights and being able to Identify and target valuable customer groups, RFM, can then build personalised decision engine which provides continuous contextual customer engagement with your brand.
- The benefits are huge particularly when you bring all this capability under 1 platform
- Sources: *econsultancy, The Realities of Online Personalisation (in association with Monetate), April 2013 **2014 State of Marketing, by ExactTarget ***Source: 2013 Online Personal Experience Study, by Janrain Image: http://www.theguardian.com/media-network/media-network-blog/2014/sep/05/burberry-ralph-lauren-fashion-technology-brands Average attention span has decreased 33% in the past decade – Statistic Brain 74% of online consumers get frustrated with websites when content (e.g., offers, ads, promotions, etc.) appears that has nothing to do with their interests. Personalisation drives 56% improved response rate, 55% increased sales, 56% brand perceptions and 60% increase in repeat purchases*
- Who’s doing it well? Surprise, surprise – Google! Business can access this level of context-aware marketing for mobile using The SmartFocus Message Cloud Next appointment When you have an appointment, Google Now checks traffic so you can know how long it'll take to get there. You even get a notification for when you should leave. Traffic Get traffic conditions and alternate routes before you leave for work, including real-time transit updates when the transportation mode is set to public transit. Google Now also puts traffic to your next likely destination at your fingertips. Restaurant reservations Be reminded to leave for the restaurant based on live traffic information. Weather When you start your day, Google Now shows weather for your current location and work. Or, if you will be travelling, Google Now shows the weather at your destination.
- Recent example – office shoe retailer 100s of stores popular. Millennial audience. Loads of customs who are willing to share data for 80% happy to give data in return for something i.e. offer Very exciting campaign. The customers downloaded the app and using geo-fence push message said “welcome to town we would really love to see you today “. Next step – customer turned up into store proximity a proximity message was triggered via a beacon. Anyone who browsed nike recently online would receive message for nike. By using a mobile app, beacons, in-store promotion and email, OFFICE was able to utilize numerous different channels to market to it’s customers.Then even better – worlds first –when they left the store and they were send an email enticing them back to store with an offer which resulted in a Very high email open rate.
- The in-app offers were very popular with users, resulting in increased sales and revenue from in-store visits. Also for the first time ever, a beacon enabled email was sent to users of the app. This resulted in a very high open rate of 71% and a click-through rate of 40%.,
- Hotelier Sends a message alerting a 29-year-old guest recently arrived in the city with friends about a music festival that's currently trending on Twitter. [EMAIL]
- Airport When passenger arrives at airport it recommends and offers navigation to retailers based on purchase history. It also displays live currency exchange rates available at the FX counter. [EMAIL]
- Restaurant When customer walks within 500 yards of their restaurant a geo-fence message is triggered containing an time based offer that can only be redeemed within an hour. Content is automatically updated when the message is opened to reflect breakfast, lunch or dinner.
- Conclusion Contextualisation doesn’t work without an intelligent system that can also act in real-time on your data. separate silos won’t work either. Ensure messages are as accurate as possible. Use a cloud solution like SmartFocus to Cross-reference data from all available first party sources (CRM, e-commerce, email) and any available second party sources (social media) . This is particularly important when dealing with highly emotive subject matter such as weddings or pregnancies. To increase click through or open rates companies need to leverage the data that makes a message personal combined with real-time external influences such as time, weather, location or device specific. Use the treasure trove of historic customer data to your advantage. Combine online and offline browsing activity, interests, demographics, purchase transactions, c-Sat feedback data to help segment customers by RFM, best & worst customers to ensure more accurate product recommendations and predictive intent. Don’t scare your customers. As more open sources become available, you should only use customer info that they have willingly shared otherwise it may come across as spooky how much information you know about them – particularly with strangers who haven't purchased from you yet.
- SmartFocus is the ONLY customer obsessed marketing message cloud. Through patented algorithms it genuinely listens to and learns from customers. This provides contextually unique engagements, through any digital channel.