Evolving marketing communication channels for personalised customer engagement A Marketing Automation Webinar

Speaker Niranjan Kanade VP – Marketing Automation, Netcore Solutions Niranjan comes with 15 years of rich experience in providing Digital and IT Solutions for various Industries. His expertise lies in Mobile Marketing, Email Marketing and Marketing Automation. Niranjan possesses an exhaustive knowledge of SMS, Voice, Email, Push notifications and USSD based solutions. @niranjankanade

Opt-in Based Communication Unsolicited Communication Personalised Communication through Cross Channel Marketing Automation Segmented +Triggered Batch & Blast Opt-in Based Communication Unsolicited Communication EVOLUTION OF MARKETING TECHNOLOGY

Data + Rules + Real Time Response Marketing Automation Right Content Right Person Right Time Right Channel Data + Rules + Real Time Response

Personalized Channel Based Communications On-site & Off-site Engagement Anonymous/ Unknown Known & Logged in Users Identified Unidentified On-Site Engagement Personalized Channel Based Communications On-Site Engagement

Tracking all the Web Activity of the Anonymous user Web Activity – Track the Anonymous User Attribution : Campaigns run from Automation platform, we can now track Web Behavior of the Anonymous user as well Web Activity Data Tracking Email Campaign Automation platform Website - Integrated with Automation platform User Clicks on the email Tracking all the Web Activity of the Anonymous user Page Views Time Spent on a specific page Product & Category Viewed Any specific Keyword searched Transaction done by the user Web Data Non Logged in Users

1 Making Use of All the Available Data – Relevant Communication You always think You are doing it right Ways to integrate Cross-channel Mobile Marketing campaigns

1. Leveraging Valuable Customer Data 20% Only small % of the Surface Data is utilized 80% The remaining % is often overlooked by brands

20% 80% Demographics Data Email Activity Data Gender, Age, Location, Income etc.) Email Activity Data (Active in last 90 days, Clicked in last 180 days etc.) Transaction History of Customers 20% Real Time Email Open & Click Data Website Activity Data Social Media Activity Data Day & Time Preferences of Users Device & OS Data 80%

Regular email campaign sent Making the Most out of the Data for Regular Campaigns Day 1 Regular email campaign sent User behaviour Day 2 Re-targeting with similar product offerings & possibly higher discounts + highlighting other USP’s. Opened (Not Clicked) Send out an Urgency email based on product clicked/browsed Clicked & Not Transacted Try & Target this user at a different time slot with different emotions in the Subject Line Not Opened

2 Creating Positive Touch Points During Customer Journey Ways to integrate Cross-channel Mobile Marketing campaigns

Creating Positive Touch Points during Customer Journey Customer signs up Checks products on your website Product out of stock Change in account Adds products to cart Makes a purchase Welcome series Website browser abandonment Item in stock Account changes notification Cart abandonment Transaction email CUSTOMER JOURNEY Product reorder Change in behavior Post purchase emails Post purchase emails Post purchase emails Order is shipped Order replenishment email Feedback of service Review of product purchased Similar product recommendation Shipment delivery status Engagement campaign

Creating Positive Touch Points during Customer Journey Customer signs up Checks products on your website Product out of stock Change in account Adds products to cart Makes a purchase Welcome series Website browser abandonment Item in stock Account changes notification Cart abandonment Transaction email CUSTOMER JOURNEY These are emails that most brands send Product reorder Change in behavior Post purchase emails Post purchase emails Post purchase emails Order is shipped Order replenishment email Feedback of service Review of product purchased Similar product recommendation Shipment delivery status Engagement campaign

“ “ But are we doing enough? Ways to integrate Cross-channel Mobile Marketing campaigns

Reduce Invalid Registrations & Do a Grand Welcome of a New Subscriber Case #1 “ “ Reduce Invalid Registrations & Do a Grand Welcome of a New Subscriber

? an in-correct email address to sign up and receive new offers Website visitor enters an in-correct email address to sign up and receive new offers What Next ? user1@gmail.com

No Email  !! No Email  ! Next Day Even After 2 Weeks Day After The Subscriber checks his mailbox for updates Even After 2 Weeks Day After Next Day No Email  ! No Email  No Email  !! Result of the Campaign: You Loose out on a Hot Prospect No Top of the mind recall for the user about your brand

Email ID you entered – user1@gmail Email ID you entered – user1@gmail.com is incorrect, please re-share your email again User1@gmail.com The email id entered – User1@gmail.com is incorrect, please reply with your correct email id to 57575 to receive exciting offers regularly Delivering the Welcome Email to the Subscriber Email Get Bounced Or An SMS Bounced Email will receive Website Pop Up

Now that the validation is done, what do we do next ? “ “ Now that the validation is done, what do we do next ?

Day 1 Registers on the website Welcome Email 1 New User Shopingo Welcome to India’s Best e-store Avail 20% discount on accessories ! Welcome Push Notification with a discount to a App user

Does not click on Push Notification Day 3 Send an Email with a different subject line and try to know her better. By collecting his preferences you can target her in a better way. If the User Does not Open email OR Does not click on Push Notification You can also send him a reminder email with discount vouchers on the 3rd day.

Does not respond to 2nd Email Day 5 If the User < Messages (466) Details Shopingo’s EXCLUSIVE for you! Get Rs.650 OFF on any Ethnic wear until 16th OCT ONLY! Click here--> http://shoping.com/products VM-SHOPL Does not respond to 2nd Email Send SMS with a link

WEBSITE If the User Clicks Leather Handbags 2. User clicks on the SMS link and comes on the website, searches for a specific product.

On-Site Engagement Sticky Bar Leather Handbags Sticky Bar Based on the keywords searched, a customized discount sticky bar is shown to the user

what’s the next action taken by the user WEBSITE – Products Added to the Cart User then adds 2 products into the cart (Jeans & JBL Speakers) Lets see what’s the next action taken by the user

Dynamic Products & Prices from the Website Cart Abandon Email Based on the response on the Cart Abandonment email you can set rules: Follow Up Push Notification on not opening the email. Reminder Email showing urgency. Re-targeting an Ad on Facebook Custom Audience

Exit Intent Offer But the user does not end up buying the products and plans to close the browser tab! An Exit Offer can be given, in this case the user would get ONE free if he purchases one product out of the 4 he had added in the cart.

“ “ What More We Can Do? Adding “WOW Moments”

1 Milestone Campaigns – Anniversary with brand 1st Anniversary Customer completes 2nd Anniversary with brand 1st Anniversary 2nd Anniversary 3rd Anniversary 4th Anniversary All brands as on today have registration date of their users but only 20% of marketers make use of this data (Source – marketingprofs) ‘Anniversary with brand’ is highly exclusive occasion to users thus creating higher engagement.

2 Milestone Campaigns – 5th Transaction 10th Transaction 20th Transaction completed with brand 2 Customer completes 20th transaction with brand 5th Transaction 10th Transaction 15th Transaction 20th Transaction ‘Celebrating Milestones’ acknowledges the user’s loyalty with the brand. We can also show how user has progressed in the journey till now with every Milestone they achieved with brand. For e.g. – Number of transactions done, favourite category, Transaction value till date etc.

3 Membership Up gradation Users would be really interested to try out new benefits that he/she avails from up-gradation thus gives brand a good opportunity to up sell ‘Anniversary with brand’ is highly exclusive occasion to users thus creating higher engagement.

4 Consumption Based Communication Such communication has also been helpful in getting recurring transactions from users. It also acts as a reminder for a user to refill their replenished product so it can lead to good advocacy of brand’s service.

3 Web Tracking and Web Engagement Ways to integrate Cross-channel Mobile Marketing campaigns

The Further slide will show a quick summary! “ “ The Further slide will show a quick summary!

For Identified Customers For Anonymous Prospects Specially users who login or signs up for subscription. For users who have not signed in or Registered Abandons cart Users come to the website You can do multiple things through Smartech like mentioned in earlier slides. Eg. Exit Offers to convert the user while going away. Send Email with Discount code If email not opened Wait 1 Day With Custom Audiences from your website, you can remarket to people who have already visited your website, but this will be based on the facebook pixel. Push Notification SMS with link Retargeting through Facebook Ads Pushing Prospects to Facebook Custom Audience through Smartech which can be targeted via Facebook Ads

Mobile Custom Audience Facebook Custom Audience When high value customer becomes dormant! Name: Sheetal Importance: Platinum card Customer When a user stop engaging from regular mode of communication then it’s time to open up new channel of communications Challenge: Not engaging with any communication via Email, SMS, push notification and voice Mobile Custom Audience Facebook Custom Audience

Facebook Custom Audience Key Points: We can integrate directly with facebook so as to reach out to inactive facebook users. Facebook custom audience can be targeted using either user’s mobile number or email ID.

Mobile Custom Audience “We Miss you” Ads will be shown on Mobile app & websites through multiple publisher network. Operator tie up is currently with Vodafone & Idea

Summary Marketing is evolving from “Batch and blast”  to Personalized conversations Cross channel Marketing is becoming critical Integrated channels for Marketing is becoming a key factor in giving consistent experience to the user across various touch points Marketing Automation platform is essential for cross channel marketing, On-site and off-site engagement and 1 to 1 communication

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