1. 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

2. 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

3. 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 with slides and recording post webinar

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

5. 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

6. 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

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

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

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

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

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

12. 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

13. 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

14. “ “
Netcore Smartech

15. 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 – , SMS, Voice, Push notification

17. “ “
CASE STUDY

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

19. 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

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

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

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

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

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

25. 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 

26. 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  

27. Loyalty Discount Voucher Email 1 Loyalty Discount Voucher Email 1
OTA Booking
Direct Booking
Attract
Retain
Automation
Segment
Loyalty Discount Voucher 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 1
END
END

28. 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 s had rewarding offers

29. 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

30. 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

31. How Automation helped Lemon Tree
DECREASE IN
ACQUISITION COST
93.76%

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

33. “ “
Q/A

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

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