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

2. 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, Marketing and Marketing Automation. Niranjan possesses an exhaustive knowledge of SMS, Voice, , Push notifications and USSD based solutions.
@niranjankanade

3. 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

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

5. 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

6. 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
Campaign
Automation platform
Website - Integrated with Automation platform
User Clicks on the
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

7. 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

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

9. 20% 80% Demographics Data Email Activity Data
Gender, Age, Location, Income etc.)
Activity Data
(Active in last 90 days, Clicked in last 180 days etc.)
Transaction History of Customers
20%
Real Time Open & Click Data
Website Activity Data
Social Media Activity Data
Day & Time Preferences of Users
Device & OS Data
80%

10. Regular email campaign sent
Making the Most out of the Data for Regular Campaigns
Day 1
Regular 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 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

11. 2 Creating Positive Touch Points During Customer Journey
Ways to integrate Cross-channel Mobile Marketing campaigns

12. 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
CUSTOMER JOURNEY
Product
reorder
Change in behavior
Post purchase s
Post purchase s
Post purchase s
Order is
shipped
Order replenishment
Feedback of
service
Review of product purchased
Similar product recommendation
Shipment delivery status
Engagement campaign

13. 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
CUSTOMER JOURNEY
These are s that most brands send
Product
reorder
Change in behavior
Post purchase s
Post purchase s
Post purchase s
Order is
shipped
Order replenishment
Feedback of
service
Review of product purchased
Similar product recommendation
Shipment delivery status
Engagement campaign

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

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

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

17. 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  !
No 
No  !!
Result of the Campaign:
You Loose out on a Hot Prospect
No Top of the mind recall for the user about your brand

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

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

20. 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

21. Does not click on Push Notification
Day 3
Send an 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 OR
Does not click on Push Notification
You can also send him a reminder with discount vouchers on the 3rd day.

22. 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-->
VM-SHOPL
Does not respond to 2nd
Send SMS with a link

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

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

25. 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

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

27. 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.

28. “ “
What More We Can Do?
Adding “WOW Moments”

29. 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.

30. 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.

31. 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.

32. 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.

33. 3 Web Tracking and Web Engagement
Ways to integrate Cross-channel Mobile Marketing campaigns

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

35. 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 with
Discount code
If 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

36. 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 , SMS, push notification and voice
Mobile Custom Audience
Facebook Custom Audience

37. 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 ID.

38. 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

39. 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

40. Experience the Marketing Automation live demo, give a missed call on“ “
Q/A
Experience the Marketing Automation live demo, give a missed call on

41. We will email the recording and slides to you soon “
Thank you for joining
We will the recording and slides to you soon  “