Marketing Automation:

Transcription

1 Marketing Automation: the enabler of personalised omnichannel communication Martin Clark, Apteco GmbH

2 Agenda What is MA Why MA Trend report highlights Use case MA building blocks How to start small and fast Inspiration: 44 marketing use cases Questions

3 What is MA?

4 (Good) Marketing Automation Allows you to communicate with your customers in the way they would expect you to Personalised Relevant Anywhere Anytime Delivering a high level of customer experience

5 CMC Dialogpost Study 2017 Print delivers for E-Commerce: Dialogpost Mailings deliver average CVR of 3,9% for Online- Shops Source:

6 MA connects CRM with your channels

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8 Why MA? 7 Benefits

9 1. Efficiency

10 2. Optimisation

11 3. Personalisation

12 4. Triggers

13 5. Consistency

14 6. Multi-Channel

15 7. Customer Journey

16 Re-cap: 7 Benefits 1. Efficiency 2. Optimisation 3. Personalisation 4. Event triggers 5. Consistency 6. Multi-channel 7. Customer journey

17 Trend Report 2018

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19 What is Customer Centricity?

20 Survey Participants

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22 Marketing Channels

23 Personalisation

24 14 Content Blocks 19.5% uplift in engagement 1 PeopleStage Campaign

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26 Channel-Strategy

27 Marketing-Priorities for 2018

28 Use Case

29 Customer Journey Yoga Store 1. Facebook promotion 2. The customer visits the website but abandons the shopping cart. 3. An is sent with reference to shopping basket VIP-membership Best Next Offer. 4. Upon opening the , a personalised print postcard is created and sent out. 5. Post purchase Personal mobile push message or if the customer has VIP status, an upload to Salesforce is created for the customer care centre.

30 Facebook promotion

31 Basket abandonment

32 Personalised

33 Personalised print

34 Personal push-message Your Shopping App How was it? Florian, do drop by again!

35 Upload to Salesforce for customer care

36 Campaign behind the customer journey

37 Summary

38 MA Building Blocks

39 What do I need in place? Responses + History Data REPORTING Single Customer View ETL ANALYSIS CAMPAIGN Live-Trigger Responses + History

40 How to start small and fast

41 Partner Network

42 Rapid Results Workshop What is the goal? 1. To quickly prove how typical analyses and campaigns, as well as use cases of the customer, can be carried out successfully and without great effort. 2. To clarify the customer goals and which requirements should be achieved. 3. To help resolve three major data pain points.

43 Rapid Results Day 1: Definition of customer goals, data inventory, definition of scenarios and the data model. In the meantime: A prototype is installed and configured. Data may be enriched and data quality improved. Day 2: Presentation of the status quo as well as of the data peculiarities, generation of quick wins, development of new insights and evaluation of the goals, depending on the data. Handover of prototype for a maximum of 4 weeks. Day+1: Identification of campaign use cases (optional)

44 Your personal copy!

45 Whitepaper Contents (in German) 1. Understand your customer data 4. Optimise your communications 2. Gain analytical insights 3. Create effective and automated communications

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51 Summary

52 Marketing Automation MA connects CRM with your channels Personalised, relevant, anywhere, anytime communication 7 benefits of MA Direct Mail is used by 8 out of 10 marketers but as part of an overall mix Customer Journey is #1 marketing challenge Companies struggling to move from single, to multi-channel to omni-channel marketing Marketing Automation infrastructure required to manage journeys Start small and fast.customers will not wait for you

53 Questions?

54 Thank you! apteco.de apteco.com