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 Hotel Company @veer @protikbasu

PRESENTERS: Co-host Protik Basu Head - Digital & Rewards Veer Bothra Chief Innovation Officer Netcore Solutions @veer Protik Basu Head - Digital & Rewards The Lemon Tree Hotel Company @protikbasu

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

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… … 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. It helps to…. ACQUIRE ENGAGE RETAIN MAXIMISE

1. Unified View Of Customer 3 PRINCIPLES OF MARKETING AUTOMATION 1. Unified View Of Customer Integrate data spread across silos Enrich with 3rd party data

2. Cross-channel Automation 3 PRINCIPLES OF MARKETING AUTOMATION 2. Cross-channel Automation Email SMS Voice Push Notifications

3. Data-Driven Personalisation 3 PRINCIPLES OF MARKETING AUTOMATION 3. Data-Driven Personalisation Profile Behavioural Social

ONE DEVICE - MULTIPLE MESSAGING CHANNELS SMSes Emails Automated Voice calls Mobile is a Game Changer 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

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

CROSS-CHANNEL V/S MULTI-CHANNEL 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

“ “ Netcore Smartech

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

“ “ CASE STUDY

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

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

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

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

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

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

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

Attract “ 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 

Retain “ 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  

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

Recipients of these automated emails 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 Recipients of these automated emails had rewarding offers

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 email 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 email and automated reminder emails after 30 days of first email

Integrate Online & Offline direct bookings 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

How Automation helped Lemon Tree DECREASE IN ACQUISITION COST 93.76%

How Automation helped Lemon Tree INCREASE IN ENGAGEMENT Increase in email open rates compared to their average for the period Sept – Oct 2015 157.25%

“ “ Q/A

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