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WhyEmailJustDoesn'tDie-BrightShinyObjects: What'sSexyNowinDigitalMarkeBng
SharVanboskirkVPandPrincipalAnalyst
ForresterResearch
Presented:September27,2016atRetail’sDigitalSummit
MelissaParrishVPandPrincipalAnalyst
ForresterResearch
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Frictionless Anticipatory Immersive
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Why “post-digital”?
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1. Thanks to digital devices, customers are entitled.
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Source: Forrester’s North American Technographics® Online Benchmark Survey, Q3 2011, Base: 57,751 US online adults 18+ Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015; Base: 61,222 US online adults 18+
We are always addressable
51% 2011
62% 2015
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The expectation that I can get what I want
in my immediate context and moments of need.
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2. The digital distinction has dissolved.
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3. Digital insights fuel business strategy.
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Become a post-digital marketer.
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Human Helpful Handy
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Be human
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Be helpful
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Be handy
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Unique Profile Relationship History Situational Context
Applying context can help
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Email is still the most cost effective marketing tool
70%
$ 8.3%
$6 $15
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Marketers are gaining experience applying context within email
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What this will become › A business traveler receives an email from
a retail chain to which she is a loyal shopper.
› Email technology shows that the customer is traveling when she opens the email.
› The chain has stores in the city where she is traveling and makes the logical leap that she is staying at a hotel
› The retailer personalizes email content at open time to promote items such as water, snacks, or umbrella; or room delivery
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Context works within other media as well
Applying context increased Red Roof Inn: • Conversion rates by 375% • Bookings by 60% • Share of voice by $650 …with no incremental investment
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The condition of turning to trendy tech to solve strategic problems
SHINY OBJECT SYNDROME:
Context can help you avoid
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1. Personalization Tech SOS Symptom Strategic Investment
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2. Social Media (Really? Yes, really.) SOS Symptom Strategic Investment
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3. Bots SOS Symptom Strategic Investment Customer: I’m really angry at you, shoe store. These new shoes hurt and you said they’re comfortable.
Store bot: What size shoe do you wear?
Customer: They’re the right size, they just suck.
Store bot: What size shoe do you wear?
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4. Artificial Intelligence SOS Symptom Strategic Investment
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5. Intelligent Agents SOS Symptom Strategic Investment
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Key Takeaways › The world is post-digital; you must be, too.
› Be human, be helpful, be handy.
› Adding context will help you get there.
› Focusing on serving the customer will help you avoid shiny object syndrome.
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forrester.com
Thank you
Melissa Parrish @MelissaRParrish Shar VanBoskirk @SharVanBoskirk