CROSS-CHANNEL MARKETING AUTOMATION: A MODERN MARKETERS APPROACH TO TRANSFORMING MARKETING INTO A GROWTH ENGINE Webinar - February 17, 2016 at 11:00am – 11:45am IST Veer Bothra Chief Innovation Officer netCORE Solutions Protik Basu Head - Digital & Rewards The Lemon Tree

PRESENTERS: Veer Bothra Chief Innovation Officer netCORE Protik Basu Head - Digital & Rewards The Lemon Tree Hotel Co-host

THINGS TO REMEMBER You will get an with slides and recording post webinar Please use the chat window to ask questions during the webinar Use below hashtags and handle to tweet during the #netCOREWebinar #smartech #marketingautomation #crosschannel Tweet Questio n Slides & Recording

AGENDA What is Marketing Automation Principles of Marketing Automation Cross-channel Marketing Automation Marketing Automation: Smartech Video Case Study – Lemon Tree Hotels Q/A

MARKETING AUTOMATION IS… It helps to…. … a software that helps marketers to streamline digital communication, automate repetitive marketing tasks and deliver relevant and personalized customer experience. … the ability to target cross-channel communications with automated triggered workflows. ACQUIREENGAGERETAINMAXIMISE

3 PRINCIPLES OF MARKETING AUTOMATION 1. Unified View Of Customer

3 PRINCIPLES OF MARKETING AUTOMATION 2. Cross-channel Automation

3 PRINCIPLES OF MARKETING AUTOMATION 3. Data-Driven Personalisation

ONE DEVICE - MULTIPLE MESSAGING CHANNELS Mobile is a Game Changer SMSes s Automated Voice calls Push Notifications

ONE CUSTOMER - MULTIPLE DEVICES Mobile Tablet Laptop Smart Watch Smart TV

ONE CUSTOMER - MULTIPLE DIGITAL CHANNELS Social - Facebook, Twitter etc. Owned - Website, Mobile App Advertising - Search, Display, Native, Video Social Owned Advertising

Multi-channel works in a way where every channel is a silo Cross-channel has awareness of messaging happening across channels CROSS-CHANNEL V/S MULTI-CHANNEL v/s

Data-driven – Based on individual customer behaviour and context Derives Customer Preferences Messaging channel Language of message Time of day Day of week Cross-channel Automation Channel switching Intelligent decisions based on customer behavior Attribution problem Benefits Better Customer Experience Cost-saving CROSS-CHANNEL V/S MULTI-CHANNEL

netCORE Smartech “ “

NETCORE’S SMARTECH Do-it- yourself easy to use interface Netcore Smartech … … is a cross-channel customer activity based marketing automation platform. WYSIWYG workflow designer – no coding required Cloud- based platform Multi-channel – , SMS, Voice, Push notification

CASE STUDY “ “

INCREASING DIRECT ONLINE BOOKINGS THROUGH CROSS- CHANNEL MARKETING AUTOMATIO N THE LEMON TREE HOTELS

While the OTAs keep the hotel rooms filled.. 76% of online bookings happen via OTA Source: The Hospitality Sales and Marketing Association International (HSMAI) Report

OTA commission costs between 15% to 30%..They hurt your bottom line.. Source: Report from global hotel consultancy HVS

Challenge To increase Lemon Tree’s direct online sales and reduce Cost of Acquisition

To effectively attract & retain more visitors to direct hotel booking, we need to build a systematically planned Cross-Channel Marketing Automation Strategy

Attract OTA Customers to direct online bookings through exclusive loyalty program THE PLAN Attract

Retain customers who booked directly in the past with exclusive Loyalty program THE PLAN Retain

“ One of the best ways to boost hotel’s repeat business is to establish a guest loyalty program Loyalty programs account for 57% rise in bedroom revenue - The Centre for Hospitality Research Attract

“ It is far more logical to retain your existing customers than acquire new ones It costs 5-8 times less to retain existing customers than attracting new customers - Second Opinion Marketing Retain

Automation Segment Loyalty Discount Voucher days Check if still in segment END AttractRetain Automation Workflow Redeemed voucher Did not redeem voucher Reminder SMS with CTA 15 days Check if still in segment END Redeemed voucher Loyalty Discount Voucher 1 END OTA Booking Direct Booking

Recipients of these automated s had rewarding offers ABOUT THE LOYALTY PROGRAM FOR DIRECT BOOKINGS -Guests got a Rs 1000 worth voucher which they could redeem upon direct website booking -In addition, they also received Rs 500 bonus points and hidden offers -All bookings done through Loyalty program were entitled for special benefits like free wifi and complimentary breakfast

Our Idea  Leverage on past OTA bookings and build loyalty with customers booking directly  Guests who books through OTA or directly would be added to automation segment  Establish a Loyalty program to this list  Offer exclusive voucher, which can be redeemed upon direct booking  Guests who avail this offer are removed from the list (successful in migrating & retaining direct online booking)  Guests who do not redeem the voucher are sent an automated reminder SMS after 15 days after the first and automated reminder s after 30 days of first

Offer for direct online bookings was extended to direct check-ins as well. Guests who had the voucher could redeem it directly by taking the voucher print or sharing the voucher code Integrate Online & Offline direct bookings

DECREASE IN ACQUISITION COST 93.76% How Automation helped Lemon Tree

INCREASE IN ENGAGEMENT % Increase in open rates compared to their average for the period Sept – Oct 2015 How Automation helped Lemon Tree

Q/A “ “

“ “ Experience the Smartech Live Demo, give Missed Call on

Thank you for joining We will the recording and slides to you soon Also you can download The Marketing Automation Trends 2016 “ “