How Successful Marketers Are Embracing Connection, Communication and Commerce

Own Your Audience:How Successful Marketers Are Embracing

Connection, Communication and Commerce

OverviewRelying on paid media is like building a house on rented land. Smart brands are using owned communication channels like push notifications, in-app messaging, and email to turn users from paid media into high-value, long-term customers.

• How the proper balance of advertising (paid) and direct (owned) marketing in your overall marketing mix leads to success

• How to enhance your paid and owned media and connect with individuals

• How communication automation reduces engagement friction and opens the door for rich dialog

• How to use Mobile Marketing Automation to increase retention rates, thus making paid acquisition programs more cost effective

Doug RobergeStrategic Services

Kahuna

Michael BeckerManaging Partner

mCordis

Today’s speakers

Housekeeping

• Webinar will be recorded and emailed out• Have a question during the webinar?

- Ask us via the comments box- Q&A time at end of webinar

• Let’s get social! Tweet us with #ownyouraudience- @Kahuna - @wearemcordis

The traditional view: market to an audience

Aspirational/Actual

Consumer

Segments & Personas

All kinds of marketing to make this happen

Account-based Marketing

Cloud Marketing Expeditionary Marketing Mobile Marketing Pull Marketing Undercover Marketing

Affiliate Marketing Communal Marketing Facebook Marketing Multichannel Marketing Push Marketing User-generated Marketing

Affinity Marketing Community Marketing Field Marketing Multi-level Marketing Real-time Marketing Vertical MarketingAgricultural Marketing Computational Marketing Flanking Marketing Neuromarketing Referral Marketing Viral MarketingAlliance Marketing Consumer-Generated Marketing Geomarketing Newsletter Marketing Relationship

MarketingWeb Marketing

Ambush Marketing Content Marketing Global Marketing Next-Best-Action Marketing

Remarketing Word-of-mouth Marketing

Analytical Marketing Contextual Marketing Green Marketing Niche Marketing Reply Marketing Youth MarketingArticle Marketing Conversion Rate Marketing Guerrilla Marketing Non-traditional Marketing Reverse Marketing …B2B Marketing Cooperative Marketing Horizontal Marketing Offensive Marketing Scientific MarketingB2C Marketing Corporate Marketing Inbound Marketing Offline Marketing Search MarketingB2P Marketing Cross-Media Marketing Industrial Marketing One-to-one Marketing Self MarketingBehavioral Marketing Database Marketing Influencer Marketing Outbound Marketing Services MarketingBlackhat Marketing Defensive Marketing Informational Marketing Outdoor Marketing Shopper MarketingBrand Marketing Direct Marketing In-game Marketing Pay-per-click Marketing Shotgun MarketingBrick and Mortar Marketing

Direct Mail Marketing Integrated Marketing Performance Marketing Social Marketing

Buzz Marketing Disruptive Marketing Interactive Marketing Permission Marketing Sports MarketingCall Center Marketing Diversity Marketing Internet Marketing Personalized Marketing Stealth MarketingCampus Marketing Drip Marketing Internal Marketing Persuasion Marketing Street MarketingCatalog Marketing Ecommerce Marketing International Marketing Point of Sale Marketing Targeted MarketingCause Marketing Email Marketing Left-brain Marketing Post Click Marketing Technical MarketingCelebrity Marketing Entrepreneurial Marketing Local Marketing Precision Marketing TelemarketingChannel Marketing Ethical Marketing Long Tail Marketing Product Marketing Time MarketingClose Range Marketing Evangelism Marketing Loyalty Marketing Promotional Marketing Trade Show

MarketingClosed Loop Marketing Event Marketing Megamarketing Proximity Marketing Traditional Marketing

Source: Marketing-Schools.org

http://www.marketing-schools.org/types-of-marketing.html

There is really only two forms

PaidMedia and

Owned Media

Drive and engage the consumer along the path to purchase

Pre-tail

Retail

Post-tail

Purchase

>3%

RentedAudiences

OwnedAudiences

DMP SSP

RTB

Programmatic

DigitalShelves

Email

Social

Push

Signage

Leverage paid media to connect and build your customer base

RentedAudiences

OwnedAudiences

DMP SSP

RTB

DigitalShelves

Email In-app

Push

Packaging

Signage

Print

Leverage owned media to retain and monetize your audience

Use insights to inform your future paid media efforts

Paid Media Owned Media

ConnectionCommunication

Commerce

DMP SSP

RTB

Programmatic

DigitalShelves

Conn-ectivity

Email SMS

Social

Push

OTT

Packaging

Signage

Print

“If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”CICERO 80BC

Original 1 to 1 modern marketer

14

Mass manufacturing makes industrial

powerhouses successful.

Ford, RCA, GE, Boeing, P&G, Sony

Age of Manufacturing

1900-1960

We can have any car we like, as long as its black

Source: Forrester Research, October 10, 2013 “Competitive Strategy In The Age Of The Customer”

We scaled businesses, but we lost personalization




Global connections and transportation systems make distribution key.

Walmart, Toyota, UPS, Federal Express

Age of Distribution


1900-1960

1960-1990


Mobile: We can be personal at scale




Connected PCs and supply chains mean those who control information

flow dominate.

Amazon, Google, Facebook, Apple



Age of Distribution


Age of Information

1900-1960

1960-1990

1990-2010







flow dominate.




Age of Distribution


Age of Information

1900-1960

1960-1990

1990-2010







flow dominate.


Changed Consumer Behavior: Empowered buyers demand a new

level of individual recognition.

Uber, AirBNB, Target, Kahuna



Age of Distribution


Age of Information

1900-1960

1960-1990

1990-2010

2010-???

Age of The Customer &

Measurement


DEMOGRAPHICSHISTORIC DATABUYING CYCLETRIGGERSREACH AND INFLUENCEBEHAVIOURSADDRESABILITY

PAID OWNED

PAID OWNED

Source: Forrester Research

Balancing Paid and Owned Media

Awareness Consideration Purchase Adoption AdvocacyLoyalty Advocacy

Earned/SharedCommunication

Paid Campaigns <> Owned Media

24

Paid Channels: Display (and all its formats), search, out of home, retail . . .

Owned ChannelsGeneral Media(Print, POS, Vehicles, Web, Blogs…)

Spectrum of Communications

Balancing Paid and Owned Media


Owned Communication



Importance of communication• For the individual:

• Utility (e.g. receive time sensitive information, express needs and gain support)

• Stay informed• Access to offers

• For the brand:• Service customers• Reduce churn/Increase retention• Increase engagement• Increase sales

By 2020 people will manage 85% of their relationships with a business

without talking to a human. - Gartner

Modern view: marketing to the individual

Cons

umer ShopperIndividual

People

Infer customer needs by their digital body language

Jessica Smith

Sunday, 9AMBEST TIME / DAY TO CONTACT

28 day agoDORMANT SINCE

Mar 20, 2014LAST USE

Jan 4, 2014FIRST USE

[email protected]

Lifetime value More about Jessica

User credentials

Jessica’s devicesJessica’s top activities

5TOTAL PURCH.

9TOTAL ITEMS

$1,927.00PURCHASE HISTORY

[email protected]

iPhoneiPadSafari on mobile

Galaxy s5Google Chrome on desktop

Added to cart

Purchased

Viewed

Black Gucci handbagLAST ITEM VIEWEDChanel SunglassesLAST ITEM PURCHASEDHandbagLAST CATEGORY VIEWEDAccessoriesLAST CATEGORY PURCHASEDNew YorkLOCATION

BEHAVIOR OVERVIEW

USER INFORMATION


People’s Journey: Balancing Paid and Owned Media

Owned Communication


Owned Communication

5%



Owned Communication


Owned Communication

5% |25%~125%


People’s Journey: Balancing Paid and Owned Media

Intelligent messaging increases retention

Base: Kahuna customers that have opted in to benchmarkingSource: The Kahuna Mobile Marketing Index, 2015

https://www.kahuna.com/resources/benchmark-report-kahuna-mobile-marketing-index/?utm_source=kahuna&utm_medium=blog&utm_campaign=benchmark-june2015



Understand Engage OptimizeAutomate

It requires a new approach

The Four Interdependent Pillars of Effective Marketing

How to UnderstandCollect and refresh data from each channel your customer uses in real-time

How to EngageUse data to dynamically personalize communications

Listen & be prepared to respond

Personalized engagement drives better results for marketers

higher transaction rates than non-personalized emails (Forrester)

?x

Personalized engagement drives better results for marketers

higher transaction rates than non-personalized emails (Forrester)

6x

How to Automate Create an engagement scheme with rules and triggers to guide users through their unique customer journey

DAY 1

DAY 3DAY 4DAY 5DAY 7

DAY 14

New users → engaged users

One-time u

sers →

engaged

users do

rman

t → e

ngag

ed

user

s

DAY 1

DAY 3

DAY 5DAY 14

DAY 28

DAY 1

DAY 3

DAY 2

DAY 4DAY 5DAY 6DAY 7

Welcome Campaign

Feature spotlightRegistrati

on incentive

DYK Campaign

Content Discovery

Affinity-based offer

FOMOcampaign

Buy Single Issue

Personalized Content

VIP Exclusive

Engaged users → subscriber/purchaser

enga

ged

→ do

r man

t us

ers

App upgrade

campaign

CONVERSIONEVENTApp rating

campaign

Value prop

campaignFeature

Spotlight

Messaging Channels:

● Push● In-app● Email● Facebook

Campaign types:

● Lifecycle● Conversion● Adaptive (transactional)● One-time

How to OptimizeLet the machine take over to drive the best results

Best Channel

Best Timing

Best Device

Best Message

Kahuna

SeatGeek uses context to engage users in intelligent ways

Results: 32% uplift in conversions Location-based dynamic

deep linksHighlight unused

functionality for the right users

Personalized concert updated based on user

interest

HOW TO UNDERSTAND

Make it easy for users to complete the desired goal

Results: Drove 5x uplift in conversions

HOW TO ENGAGE

Yummly drives new user conversion with its automated onboarding program

add dietary preferences add favorite recipes add items to shopping list

Have mustard? Eating Gluten-free? Add your Taste Preferences in Yummly now to personalize your experience!

slide to view

You’re only a few Yums away from personalized recipe recommendations!

slide to view

“Recipe” for effective onboarding:

Did you know you can add recipe ingredients to your shopping list by tapping “Add to list” on the recipe?

slide to view

Results: Increased new user conversion by 13x

HOW TO AUTOMATE

Send conversion reminders at the perfect time for your customers

Results: $1.5+ million generated from one campaign

HOW TO OPTIMIZE

Add to cart Complete purchaseBrowse product

Don’t forget about the Navy Trench Coat in your shopping cart.

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Next Steps• Remember, you don’t need a mobile automation strategy; your marketing

strategy needs mobile automation• Understand

• Identify the needs of the customers you serve and map their journey • Engage

• Place the “connectivity keystone” -- establish a bridge between you’re paid and owned media, both digital and physical; accomplish this by coordinating triggered events, content, incentives and invitations to connect

• Get permission!

• Automate• Based on customer understanding, set your engagement scheme and have

campaigns triggered automatically • Use a platform that has best practices and safe guards baked in to protect the

customer experience (e.g., rate limiting, send time optimization) • Optimize

• Use the data at your disposal to make sure that each campaign is optimized to be delivered at the right time and with the best performing content.

Key Takeaways: A Checklist

Audit your preparedness for owned communications

Develop your strategy based on the pillars of successful messaging: understand, engage, automate, and optimize

Onboard new customers effectively to bridge the gap between paid and owned communications

Own your audience the first time; don’t pay over and over again for the same customers

Make sure you have the tools in place to react to your customers’ responses. Communication goes both ways -- don’t forget to listen!

Questions?

Let’s stay in [email protected]

To learn more visitKAHUNA.COM

mailto:[email protected]?subject=Re:%20Own%20Your%20Audience%20webinar

mailto:[email protected]?subject=Re:%20Own%20Your%20Audience%20webinar

https://www.kahuna.com/