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Comment votre vie de marketeur vient de se simplifier

Au début des années 1900, l’entreprise Schlitz était en difficulté. Ses parts de marché et ses ventes étaient en baisse. Les prévisions étaient peu encourageantes.  L’entreprise a donc engagé Claude Hopkins, célèbre concepteur-rédacteur, pour créer une campaign.

Après avoir visité l’usine de fabrication de bière de Schlitz, Claude a constaté la complexité du procédé de fabrication :

  • Les tuyaux et les pompes de filtration étaient nettoyés deux fois par jour.
  • Les bouteilles de bière étaient stérilisées quatre fois avant d’être remplies.
  • Un puits artésien fournissait de l’eau fraîche et propre pour la fabrication de la bière.
  • Les salles de brassage étaient équipées d’un système de filtration de l’air pour éviter toute contamination.

Devinez quoi ? Tous les fabricants de bière utilisaient ce procédé… mais aucun ne s’en était servi dans ses publicités. Claude Hopkins a utilisé cette information dans une campagne publicitaire pour faire passer la bière Schlitz de la huitième à la première place aux États-Unis.

« Le but de l'entreprise étant de créer un client, celle-ci a deux - et seulement ces deux - fonctions de base : le marketing et l'innovation. »
Peter Drucker

Peter Drucker a raison, les fonctions de base de toute entreprise sont le marketing et l’innovation. Une entreprise innovante qui ne fait pas de marketing risque de ne pas atteindre les objectifs qu’elle s’est fixés. C’est pourquoi le marketing est plus important que jamais.

En tant que marketeur, vous devez disposer d’une technologie à la fois puissante et intuitive. Une technologie vous permettant d’incarner le héros que vous êtes. Les mises à jour de la Summer Release 2020 d’Emarsys sont précisément conçues pour cela : vous simplifier la vie.

Vous voulez créer de la valeur et accélérer les résultats business de votre entreprise ? Alors continuez à lire. 

Impact des revenus marketing

revenue attribution dashboard marketers

Selon le sondage de Gartner, sur les dépenses des directeurs marketing, les dépenses marketing de nombreuses entreprises ont stagné en début d’année. Les budgets marketing représentent environ 11,2 % du revenu des entreprises, soit le même pourcentage que l’année passée.

En raison de la pandémie de coronavirus, de nombreux budgets marketing ont encore diminué. Les marketeurs doivent faire plus avec moins de ressources. Il n’a jamais été aussi important pour les équipes marketing de prouver leur valeur et de montrer leur contribution au revenu de l’entreprise.

Chaque campagne est constituée d’éléments épars. Il faut donc que quelqu’un rassemble toutes ces informations dans un tableau ou un graphique, et il n’est pas toujours évident de voir l’attribution du revenu.

Notre dernière version vous évite de vous encombrer de rapports manuels ou d’avoir recours à d’autres ressources internes pour essayer de bricoler un semblant de rapport. Vous pouvez voir dans un seul grand tableau de bord le revenu attribuéd au marketing et identifier les campagnes qui marchent bien et celles qui pourraient être améliorées.

Vous voulez voir comment accélérer vos résultats business grâce à l'attribution du revenu ?

Des campagnes en un clic

tactics and complex campaigns click of a button

Et si vous pouviez, d’un simple clic, mettre en place et automatiser des campagnes complexes et ainsi consacrer plus de temps à la stratégie ? Avec la dernière version, il est désormais plus facile de trouver une tactique marketing telle que l’onboarding, la conversion de leads chauds, les tactiques de cycle de vie de premier achat répété et de la déployer immédiatement.

De nouvelles tactiques spécifiques au Retail visant à convertir les acheteurs Offline en acheteurs Online et ainsi à augmenter le revenu de votre magasin sont également disponibles. De plus, vous avez un contrôle total sur l’automatisation de toutes vos tactiques. Déployez-les et personnalisez leur automatisation en fonction de vos stratégies.

Solutions de fidélisation

loyalty tactics and solutions image

Même si vos clients fidèles ne représentent que 20 % de votre audience, ceux-ci génèrent jusqu’à 80 % de votre revenu. Ces mêmes clients sont cinq fois plus faciles à fidéliser et dépensent 67 % de plus en produits et services que les nouveaux clients.

Non seulement vous pouvez mettre en place un programme de fidélité entièrement intégré en une seule journée, mais grâce à Emarsys Loyalty, vous pouvez personnaliser les expériences de vos clients fidèles et ainsi maximiser leur valeur vie.

Avec la dernière version, votre entreprise peut facilement entrer en contact avec des clients fidèles pour maximiser leur valeur vie. Attribuez des récompenses aux membres, comme le statut VIP, créez des incitations avec le portefeuille fidélité, et utilisez les cas d’usages pour lancer rapidement des parcours fidélité.

Mettre en place un programme de fidélité est un moyen fantastique de stimuler les achats récurrents.

Mobile

mobile in-app messaging emarsys

Comme vous le savez peut-être déjà, les connexions depuis un téléphone portable représentent environ 80 % du temps que nous passons en ligne. C’est l’une des raisons pour lesquelles il est important que votre entreprise dispose d’une stratégie mobile.

Grâce aux dernières mises à jour pour appareils mobiles, vous pouvez :

  • Envoyer des notifications push silencieuses aux clients qui utilisent votre app.
  • Envoyer facilement des messages uniquement à certains utilisateurs de la plateforme.
  • Engager les clients grâce à des boutons d’action.
  • Envoyer le bon message au bon moment via des segments très ciblés basés sur les comportements dans l’application.

Le téléphone portable représente l’avenir, sa popularité ne fera que croître. En ayant une stratégie solide et des actions déjà en place, vous pouvez prendre de l’avance sur la concurrence.

Conclusion

Il n’a jamais été aussi facile de moduler votre marketing omnicanal. Ce qui prend des jours ou des semaines à mettre en place sur d’autres plateformes peut se faire en un clic sur Emarsys.

Emarsys est une plateforme d’engagement client de choix pour plus de 2 500 marques. Vous disposez désormais des outils vous permettant de mettre en œuvre, au plus haut niveau, vos stratégies pour accélérer votre time-to-value et vos résultats business.

Il n’a jamais été aussi facile de communiquer avec vos clients sur différents canaux, de tirer parti de tactiques prouvées, de mettre en place des automatismes, de mettre en avant la valeur de vos campagnes marketing et de vous concentrer sur les stratégies de développement de votre entreprise.

Découvrez les 26 nouvelles fonctionnalités conçues pour stimuler les revenus et la croissance de votre marque.

Shot of a diverse group of people holding up speech bubbles outside

How Two-Way Communication Leads to the 1:1 Personalization Your Customers (and Your Brand) Truly Want

Nearly every part of your marketing strategy will involve some sort of personalization. At least, it should, because personalization is now a customer expectation.

According to Forbes, “83% of consumers expect products to be personalized within moments or hours” of engagement. While the statistic proves there is a strong consumer appetite for personalization, it fails to answer the question: What does good personalization look like?

As you begin to fully embrace personalization as an integral part of your omnichannel marketing strategy, you’ll discover that personalization works best when it’s framed as a conversation with customers, not just a one-way marketing endeavor.

Personalization Has Evolved

Personalization has come a long way. It’s well past customizing salutations with a first name in a batch-and-blast email. It has gone beyond a one-size-fits-all happy birthday mailer sent to customers. Now, it’s about truly connecting with and understanding your customers’ tastes and preferences.

Humans have evolved as social creatures. We’ve developed social-cognitive skills where we thrive by “communicating with others, learning from others, and ‘reading the mind’ of others in complex ways.” To do so feels, well, more human.

As a marketer, the conversation between you (as the brand) and your customers should work the same way. You want to communicate with your customer to learn more about them, so you can better anticipate or relate to their needs. Your personalization efforts should help facilitate this type of conversation.

For example, notice a customer abandoned their purchase? Ask them about it, don’t just nudge them with a droll email. Use your customer engagement platform to send a follow-up message, but with creative content tailored to invite conversation.

Ask if there is anything you and your team can help the customer with, or if there are questions about the product you can answer. For example, an abandoned browse message like: “Need help deciding on this shirt? Talk to one of our stylists,” opens the door for an actual dialogue between you and your customer.

It could be a subtle difference, but an inviting, inquisitive conversational approach will get a much better result than a commanding: “You must complete your purchase!”

Discover the 4 Pillars of Personalization Used by Top Brands to Accelerate Business Outcomes

Get Over Yourself

Imagine you’re at a cocktail party standing with a group of people. You’ve noticed that, for the past twenty minutes, one person has bogarted the whole conversation. They’ve spent the entire time only talking about themselves, and haven’t even let up to take a breath, save for a quick sip from their martini. No checking in with the others in the group, no asking questions — instead, an endless self-promotional monologue.

Not exactly the best way to win the room over, is it?

Self-centeredness is unbecoming. It’s one of the most unflattering social faux-pas you can make. It signals that you don’t care about what other people think or feel (even if that’s not necessarily true).

Yet, this is unfortunately how some brands act. They view their marketing as a one-way communication, where the goal is solely for the customer to get to know the brand. Every channel becomes an outlet for the brand to promote and focus on themselves.

What if, instead, you used every channel to focus on your customer?

Omnichannel Personalization

Your website, apps, SMS and email messages, and any other channel you use — these should be customer-centric, personalized when and where possible to the unique individual customer.

For example, if all your data is unified into your customer engagement platform (as it should be for better personalization), you can offer customers consistent product recommendations across all channels, based on their purchase or browse history. That way, when engaging with your brand, customers are shown the kind of products they are most interested in.

The more channels you can personalize, the more attentive you can be to your customers. Getting this right could be the difference between being a brand that is “terrible” or “exceptional” at listening to their customers.

marketing pie chart showing 7% of companies are

Give Voice to Your Customers

If you’re keen to get the word out about your brand, you may want to consider more subtle approaches.

Send customers to product reviews that other customers have provided. Personalize this so customers see reviews for products they have browsed or engaged with. A resounding rave about your product and/or service will sound much better coming from other customers, opposed to coming directly from your brand.

Also, invite customers to leave reviews on your website or app about the latest product they purchased. Customers want to be heard. All the better when they are excited to talk about your product. Personalized follow-up communications that encourage customers to review their latest purchase (rather than immediately driving them to their next purchase) will do wonders for establishing rapport and a deeper relationship.

Looking to Build 1:1 Marketing into Your Digital Strategy? Start with the 4 Pillars of Personalization.

Final Thoughts

Personalization is customer-centric. This means, as obvious as it might sound, the customer is an integral part of personalization.

Brands that get personalization wrong tend to focus too much on what the brand wants to say to their customers, and what the brand wants to deliver. To create the true 1:1 personalized experiences your customers deserve, you need to be able to facilitate two-way communication between your brand and your customers. Remember: it’s a conversation, not a monologue.

And because personalization is a customer expectation, if you can’t deliver the personalized experience your customers want, you’re not going to achieve the business outcomes your brand needs.

Of course, there is much more that goes into personalization. If your goal is to create more trusted, loyal, and lasting relationships with customers through channel-agnostic, customer-centric marketing, you’ll need to know all four critical components of personalization.

They’re called the 4 Pillars of Personalization, and you can learn more about them here.

 

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Close up african american businessman shaking hands with caucasian client. Handshake is symbol of starting finishing negotiations, successful teamwork signing contract, hiring human resource concept

Creating Trust with Customers Through Real-Time Interactions

You’ve seen it before. You make an online purchase and the company sends you irrelevant batch-and-blast emails.

For example, you buy a pair of men’s jeans, but you get emails for blouses… and this continues to occur. You lose trust in the brand. You feel they don’t know you. Their unrelated ads follow you on Facebook and Google.

You may unsubscribe and switch to the competition because the company treated you like another order and not a valued customer with whom they desire a mutual relationship.

This isn’t new as “93% of consumers report receiving marketing communications that are not relevant to them.”

Personalization and Your Marketing Tech Stack

As a marketer, attempting to create 1:1 personalized messages across all channels can be difficult as you may have limited resources. Like most companies, your organization may have a marketing technology stack that consists of data spread across multiple silos. In fact, 82% of sales and marketing professionals say that by switching between marketing tools, they lose up to an hour a day.

You may rely on other internal departments and teams to collect and organize all the data so you can make the best choices in your marketing campaigns and other initiatives. With all this information, spread across multiple tech stacks, it may take too long to segment and personalize this data for multiple channels.

Many times a delay in organizing all your data can lead to a lost sale. For example, say a visitor to your site added a shirt to their cart but didn’t buy. The next day your automated system sends that visitor an abandoned cart email. Normally, that would be a good thing, but the shirt is sold out, and this leads to a negative experience for the customer. 

Ready to drive real-time personalization in your marketing?

Does Personalization Work?

A 2019 study showed that personalization is most critical to those in the 18-34 age range. This statistic may have changed this year as e-commerce has risen over the past few months, and more people across multiple generations have adapted to buying online at a faster rate than previously forecasted.

Personalization is vital to companies as, “90% of consumers say that messages from companies that are not personally relevant are annoying.”

Augmented reality marketing. Hand holding smart phone use AR application to check information

Customers want to receive relevant information from you. In fact, according to a recent survey, “44% of consumers are willing to switch to brands who better personalize marketing communication.” Customers who are not receiving personalized marketing messages may be thinking about switching to the competition.

According to a survey on Forbes, personalization leads to increased revenue, more impulse purchases, fewer returns, and loyal customers.

Real-Time Interactions and Your Data

Real-time interaction management (RTIM) is a term from Forrester that, at its very essence, provides customers with what they expect: Digital experiences that are highly personalized. Every minute a flood of data enters your customer engagement platform.

You can harness this data to gain a deeper understanding of each and every customer and use real-time triggers to interact with customers with contextual messages.

In the best cases, this is done by setting up on-going, automated journeys. Fueled by customer activities and combined with the right customer engagement platform, event-driven journeys can be created across any channel, without the need to involve the IT department.

Real-time interaction is more than just a popup that appears when a customer visits your site; it’s leveraging real-time data, driven by AI, to understand customers and when to provide relevant and timely information.

These 26+ new features are designed to drive revenue and growth for your brand.

Interactions and Loyalty

By providing the right communication at the right time, brands connect with customers and create a sense of loyalty.

Loyal customers (a customer who chooses your company over the other available options) provide up to 80% of a company’s revenue, even though they only make up 20% of the audience. These same customers tend to spend 67% more on products and services than new customers, plus they’re 5x easier to retain.

Many times these happy, loyal customers turn into brand ambassadors and share their experiences with friends, family, and coworkers. And what’s even better is they’ll spend more over their lifetime with your company.                  

This is where a customer engagement platform that supports a loyalty program – combined with real-time interactions connected to current marketing initiatives – is extremely powerful in creating highly personalized experiences “in the moment” that lead to better business outcomes.

Final Thoughts

One of the best ways to ensure customers continue to engage with your brand is to provide relevant and timely communications to them at the right moment on the right channel at the right time.

Your customer engagement platform may be able to offer automated customer  communication, but if it’s not relevant or timely, customers may feel disappointed and switch brands.

A main theme of the Emarsys Summer ’20 Release is to enable marketers to send contextually relevant, timely, and personalized messages across any channel and leverage a built-in loyalty program to entice customers to continue buying from your brand.

What’s most important is that all of the loyalty programs and the interactions can be set up in a very short amount of time, accelerating your time to value, reducing the need for additional resources, and minimizing the number of applications used in your marketing tech stack.

Just remember that customers want to hear from you. If you provide relevant information at the right time and within the right channel, you’ll have a much better chance of keeping your customers happy and repeatedly returning to your brand.

"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
Maya Angelo

Want to see how the Emarsys Summer ‘20 Release can help you send more personalized digital interactions?

business accountin with saving money with hand holding lightbulb concept financial background

Attribution: Le lien manquant entre la performance marketing et les résultats business

La technologie du marketing moderne a permis aux marketeurs de déployer une multitude de campagnes et de programmes aisément, les aidant à atteindre les clients existants et potentiels sur différents canaux et appareils.

Un problème se pose toutefois : avec tant de campagnes actives ciblant plusieurs segments de clients en ligne et hors ligne, l’attribution perd en clarté. En d’autres termes, tenter de comprendre quels segments, canaux ou campagnes contribuent véritablement aux revenus devient assez complexe.

Les fonctionnalités de votre plateforme d’engagement client vous permettent peut-être d’exécuter toutes les campagnes chères à votre cœur de marketeur ambitieux, mais comment savoir quels efforts marketing sont réellement efficaces en termes de chiffre d’affaires ? Quels sont les domaines rentables qui méritent un budget plus élevé ? Quelles initiatives ratées faut-il réduire voire carrément abandonner ? Et surtout, quels domaines du marketing génèrent du chiffre pour l’entreprise ?

Pour répondre à toutes ces questions, vous devez avoir une meilleure visibilité de l’impact du marketing sur les revenus au jour le jour.

Gros plan sur l’impact du marketing sur les revenus

Pour mesurer la performance et l’impact financier, la plupart des marketeurs ont recours à une forme ou une autre d’attribution, en plus d’examiner des ICP plus stratégiques. Selon Google, « 76 % des marketeurs affirment qu’ils peuvent actuellement utiliser l’attribution marketing ou qu’ils en seront capables dans les 12 prochains mois ». Plusieurs utilisent déjà Google Analytics ou un prestataire similaire.

Mais souvent, ces sources pour l’attribution ne sont pas une priorité pour le marketeur. Les analyses et données sensibles sont parfois stockées dans différents silos de l’entreprise ou sont inaccessibles à la plupart des marketeurs qui souhaitent mesurer l’impact de leurs efforts quotidiens sur le chiffre d’affaires.

De fait, « 25 % des marketeurs ayant échoué à adopter une attribution basée sur les données en attribuent la cause à des obstacles structurels et organisationnels » (Google).

Pour que vous et votre équipe marketing ayez accès à l’attribution des revenus, elle doit figurer sur votre plateforme d’engagement client. Ainsi, toutes les informations essentielles se trouvent à l’endroit même où vous effectuez les tâches les plus cruciales, vous permettant de prendre rapidement de meilleures décisions sur les stratégies et programmes actuels.

Découvrez comment la Summer Release 2020 d’Emarsys pourra aider votre marque à accélérer ses résultats business grâce à l'attribution des revenus.

Attribution immédiate et visible

Il est extrêmement utile pour le marketing d’avoir conscience de l’attribution immédiate et visible — plus précisément, de l’attribution des revenus. Et ce, pour deux raisons. D’un point de vue pratique, une attribution visible des recettes permet aux marketeurs de voir le lien direct de cause à effet entre leurs efforts marketing et les finances de l’entreprise. Peut-être que quelque chose en vous adore les détails hyper-pointus des ICP opérationnels et spécifiques à chaque canal. Mais ces données n’auront pas grande signification pour votre PDG ou les autres cadres qui sont concentrés sur les objectifs business de croissance et de revenus. En d’autres termes, une vision en temps réel de l’impact quotidien du marketing sur les recettes est plus importante (et significative). Seconde raison : le moral. Le fait de voir quelles campagnes ont engrangé le plus de recettes – et dans quelle mesure – peut faire des merveilles pour aider toute l’équipe marketing (y compris les graphistes, rédacteurs et autres métiers créatifs impliqués) à constater précisément les résultats de leur travail. Comparez cela à l’approche traditionnelle reposant sur les indicateurs d’une campagne comme seul indice de sa performance. Les membres de l’équipe marketing auront davantage le sentiment d’être indispensables à l’entreprise s’ils voient que l’e-mailing sur lequel ils ont travaillé (contenant des visuels créés avec soin et un texte rédigé consciencieusement) s’est traduit par de vraies recettes pour l’entreprise. Si ces informations sont cachées au marketing, sont trop difficiles d’accès ou sont stockées auprès de tiers, votre équipe ne pourra pas prendre conscience du fruit de ses efforts.

Une meilleure affectation (surtout quand le budget est serré)

Le COVID-19 a eu des répercussions sur les entreprises du monde entier. Par conséquent, de nombreuses entreprises ont dû resserrer voire réduire leurs budgets, notamment dans le marketing. Gartner rapporte que « 65 % des directeurs et cadres marketing ont signalé [se préparer à] des coupes budgétaires modérées à importantes suite à des perturbations liées au coronavirus ». Si vous êtes un directeur marketing ou un cadre contraint d’optimiser votre budget et de maximiser la valeur des ressources en votre possession, vous devrez déterminer quels efforts sont les plus rentables. Il vous faudra affecter un budget plus élevé aux canaux et programmes qui ont fait preuve des meilleurs résultats pour continuer à engendrer une croissance rentable. L’attribution visible des recettes vous permet de prendre ces décisions rapidement sans vous tromper, en allant dans le sens des objectifs généraux de l’entreprise. Si le budget est serré – que ce soit dû à une crise mondiale ou autre chose – le fait de pouvoir optimiser rapidement l’affectation des budgets en fonction de l’efficacité vous donne plus de flexibilité et d’agilité.

Saviez-vous que la Summer Release 2020 d’Emarsys contient quelque 26 nouvelles fonctionnalités visant à aider des marques comme la vôtre à générer des revenus et de la croissance ?

Comblez le fossé entre la performance et la stratégie

Combler le fossé entre les indicateurs opérationnels basés sur la performance et les indicateurs commerciaux stratégiques exige des marketeurs qu’ils démontrent l’impact d’un engagement client omnicanal sur les résultats financiers au niveau de chaque campagne. Pour ce faire, vous devez avoir une meilleure visibilité de l’attribution des recettes. La performance et la stratégie ont un objectif commun. Lorsque votre service marketing se mobilise pour améliorer son impact sur le chiffre d’affaires, il seconde les autres services de l’entreprise qui cherchent à générer des recettes. Ceci rend l’attribution encore plus capitale. Puisque votre plateforme d’engagement client est au cœur de votre travail en tant que marketeur, elle devrait présenter un récapitulatif accessible et exploitable des revenus dues à vos efforts. De plus, l’intégration étroite des indicateurs de chiffre d’affaires sur la plateforme facilite la justification du retour sur investissement de vos campagnes. En gardant un œil sur les campagnes, canaux et segments qui profitent à l’entreprise, vous pourrez réfléchir et agir de façon plus stratégique pour générer de la croissance et des revenus.

Conclusion

Votre plateforme d’engagement client est peut-être capable de vous aider à exécuter toutes sortes de campagnes omnicanales. Pourtant, si l’impact de ces campagnes en termes de recettes est invisible, vous devrez lutter bien davantage pour aligner le marketing sur les objectifs business de l’entreprise, et pour obtenir la reconnaissance que votre équipe marketing mérite. Nous sommes ravis de vous proposer la Summer Release2020 d’Emarsys notamment parce que, parmi les quelque 26 nouvelles fonctionnalités, aider les marketeurs à mesurer les résultats business par le biais de l’attribution joue un rôle clé. Ces fonctions, faisant partie intégrante de la plateforme d’engagement client, offrent un reporting cohérent au sein même de la plateforme sur les canaux, automatisations et campagnes qui profitent véritablement à l’entreprise. Finalement, que votre objectif soit une meilleure affectation budgétaire, l’optimisation des programmes actuels pour acquérir et retenir plus de clients ou l’accélération des résultats business, il vous faudra prendre conscience du poids du marketing dans les résultats de l’entreprise. Et ça commence par l’attribution des revenus.

Pour comprendre plus précisément comment la Summer Release2020 d’Emarsys aidera votre marque à y voir plus clair dans l’impact du marketing sur les res, regardez  ce webinaire

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5 Takeaways Learned from COVID-19’s Impact on Consumer Behavior and Global E-Commerce Trends

Marketers know that changes in consumer behavior and global trends are never truly predictable — they aren’t predictable now, with COVID-19 looming as the elephant in the marketing meeting room (or, if you’re like me, Zoom meeting), and they weren’t in non-pandemic times.

However, the savvy brand marketer, with the right data and information, can identify patterns and glean insights that enable them to adapt to these changes, take action, and accelerate business outcomes.

In a recent webinar, Alex Timlin, SVP Verticals, Emarsys, and Matthew Furneaux, Global Commercial Director, Loqate (a GBG Solution), went in-depth and analyzed the recent changes in global trends and consumer behavior impacting retail and e-commerce throughout the world.

Here are five key takeaways these experts shared during the webinar, in their own words:

1. Every region, category, and retailer have been impacted differently

“Across different parts of the economy, we see different impacts. Not all retailers are experiencing the same thing at the same time.”
“What is very telling is, both in the US and here in Europe ... and throughout the rest of the world, online sales are booming. But there is a big difference in those growth rates regionally, as this kind of moves in different phases, [and], most importantly, in terms of categories.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys

2. Consumers — not businesses — are firmly in control

“We’re not living in an age where businesses are in control of making people do things. We're living in an age [where], now more than ever, consumers are in charge of which brands they engage with and which methods they engage with.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“Some businesses are experiencing an unexpected surge in orders, which is stressing their operations. So making sure that you're capturing customer information in a way that you can use that and deliver to your customers, and meet their expectations, is absolutely critical.”

Want to hear more from industry experts about changes in consumer behavior and global macro trends caused by COVID-19?

3. Brands are doubling down on digital to stay connected to customers

“What we are seeing [now are] actually increases in digital communications. There are more emails being sent, more emails being opened, [and] more emails being clicked than any other time — other than Cyber Week 2019, which was a global record.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“We're just seeing some really good examples of where brands are maintaining the relationship with customers through social, keeping a web presence, keeping the conversation going and keeping that personalization going, even if there are no transactions [happening].”

4. The boom in digital has permanently expanded the online market

“The total addressable online market is obviously expanding enormously during these different times, but I think when it starts to contract back again … I think that addressable online market will be bigger than it was when we came in [to these times] ... It’s going to be required of online retailers to be ready for that.”
“For the very first time, we've got a very, very large increase in the digital population. And it's not just coming from a new generation ... It is coming from some established patterns of behavior within different generations really shifting towards the digital realm.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys

5. To be successful, brands must adapt and respond to the new generations of online shoppers

“It’s going to be required of online retailers to … make sure it's simple for that older generation, or that less tech-savvy generation, to be active online. Make it easy to pay, make it easy to find what you want, make it easy to check out — something as simple as just entering your address. Make it really, really simple for those groups ... I think they'll stick with it, because they'll find it convenient.”
“Online population has just grown exponentially through a forced event on a global scale. How brands respond to this is going to be increasingly about how they look at those consumer trends and how they adapt to them to make sure that they're linking what their customers are looking for with what their business is looking for, and adapting their marketing strategies accordingly.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys

Final Thoughts

While the initial threat of COVID-19 slowly (but not completely) begins to wane, stores across the globe are reopening. Although some of the more radical and drastic changes happening in consumer behavior and global trends will begin to balance out, one thing is for sure — retail and e-commerce will never be the same.

To gain an even deeper sense of the true impact of COVID-19 on retail and e-commerce — including a look at the specific businesses and categories most impacted, and where new revenue opportunities exist for your brand — check out the full webinar.

We’ve seen unique trends across ALL industries and product categories. Find out which trends are fleeting, and which are here to stay.

Light speed zoom travel in  universe technology 3d illustration.Light speed zoom travel in  universe technology 3d illustration.Light speed zoom travel in  universe and milkyway star retro style 3d illustration.

How Retail and E-Commerce Brands are Finding New Opportunities in Their Data Sets (and Driving Business Results)

You’ve probably experienced what feels like a whirlwind shift in marketing over the past several years. All brands have.

It’s an evolution spurred forward by advances in marketing technology and sophistication of data. As a marketer, your goal is to take advantage of these changes so you can continue to build trusted, loyal, and lasting customer relationships and accelerate business outcomes for your brand.

Yet, just when it seemed that marketing couldn’t evolve any faster, a global pandemic set in, further altering how retailers and pure play e-tailers must engage customers and drive revenue and growth. Speed-to-market, agility in execution, and a robust digital strategy are essential.

In this webinar, we explored how brands can thrive in these ever-changing conditions by turning their existing data sets into revenue opportunities — quickly. Sometimes it’s better to hear valuable information directly from the sources, so to recap the webinar, here are seven key takeaways, as shared by:

  • Alex Timlin, SVP of Verticals, Emarsys
  • Ross Williams VP Retail, Emarsys  (former Digital Customer Experience and Digital Product Director of N Brown Group & Tesco)
  • Carolyn MacKenzie, Managing Director, Forever New
  • Lynn Barrett, Chief Digital Officer, National Tiles

 

1. Marketing has shifted to be more customer-centric

“Things have moved quickly [in marketing] ... And it’s moved even quicker in the last three months. Customers’ expectations are continuously being raised by the industry leaders who set the new normal. Customers expect the businesses to be communicating and serving them consistently across all channels they operate in, and often new channels as they come available.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys
“Consistency and timeliness are the key to offering excellent customer experience that customers want and deserve. From a business perspective, it’s really important right now [and] will continue to be going forward, so you can respond and adapt quickly to the current situation and the continuously changing situation.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys

2. Consolidate your customer data

“Getting your data into one place is one of the key opportunities that people have. Where you put it is less important than how you make sense of it.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“[Certain] point solutions may solve an immediate need, and a silo challenge, but [they’re] not going to enable you to get insight to making decisions and executing on those decisions in a timely manner … [or] in a personalized way at a speed that’s necessary to adapt to changing consumer needs.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys

3. Successful implementations are focused on business objectives, not the tech itself

“The successful [data] implementations aren’t really focusing on the technology and the technology capabilities, they’re really focusing on the problem they’re looking to solve for. And the brands are really being clear about: ‘What’s the business outcome we're looking to achieve, and how will we measure success?’”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“The technology isn’t as important as the problem… Be clear about the problem you’re solving for, and how your business is looking to measure success. It’s the responsibility of your agencies, partners, and vendors, and [teams] to look at, ‘What are the different opportunities we have at solving for these problems to help us hit those metrics and milestones that the business has set out?’”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys

Want to turn customer, product & sales data into new revenue opportunities, FAST?

4. Get more out of your customer behavior data by being proactive (not just reactive)

“Look at the browsing and abandoned cart behavior to recognize: Are there certain products that are being abandoned? ... Certain products being browsed? [This] really allows [brands] to capitalize and double down on some of these initiatives to squeeze every amount of performance from them.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“From my time being client side, a really high value, advanced use case is: Using AI to predict when people are going to exit, and moving from reacting to people exiting to predicting it in real time so that you can persuade that customer actually not to exit, and [instead], complete their purchase. Moving to predicting rather than reacting can be massively valuable, and to do that, you need to leverage AI.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys

5. Brands benefit by focusing on customer lifecycle opportunities

“We are seeing more and more of our clients look for opportunities inside of the customer lifecycle… First-time-to-repeat-buyer programs are one the most impactful programs that we have, [though] it's often the most difficult metric for marketers to influence.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“Some of the most advanced brands we’re working with are starting to integrate their [customer] loyalty and rewards communications with their marketing communications. The benefit from this is it can help to incentivize customers with less indiscriminate discounting because you can offer rewards instead of discounts. It’s a growing trend we’re seeing.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys

6. As demand and supply chains fluctuate, massive opportunities lie in your product data

“There is a huge opportunity in working with product data… The demand for these programs have been off the chart because of the current climate. If someone is looking at a product and hasn’t bought it, if that product comes back into stock, or if that product changes in price, those are automated feeds and automated behavior that are actually quite simple to pre-package and leverage."
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“Some of the valuable examples that we’ve seen in our client base of actually executing on this [product data] are identifying products that sell well or categories of products that sell well, and then automating recommendations off the back of that.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys

7. Better use of data helps brands be more efficient, agile, and profitable

“With Emarsys, we have been able to unify multichannel customer data, honing in on specific customers across every channel. Harnessing the power of automation and artificial intelligence to drive efficiencies and accelerate business outcomes has helped us to grow Forever New in a more profitable way.”
“What we did at National Tiles took months, not years. We found new, agile ways of working using incremental, iterative work sequences to continuously improve and react to unpredictable changes in the environment and consumer landscape.”
national tiles logo
Lynn Barrett
Chief Digital Officer, National Tiles

Watch the full webinar and get all the insights

For businesses to respond in times of economic change or uncertainty, they need to be empowered to discover opportunities for revenue and growth whenever and wherever possible. As we learned in the webinar, brands that can get the most out of their customer, product, and sales data are strongly positioned to find these opportunities (and turn them into business results).

But Alex and Ross offered many more actionable insights throughout the webinar — too many to share in this post. If you’re interested in learning more about how your data sets can be used to accelerate business outcomes for your brand, watch the full webinar here.

 

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Top Brands Reveal How to Drive Engaging Customer Experiences and Business Results with First-Party Data

Perhaps now more than ever, CMOs and marketing leaders are getting lost in the cacophony of hype around first-party data.

This data — they’re told — is pure gold when it comes to marketing. The manner in which they engage customers going forward (and whether or not their brand will successfully make the transition to omnichannel, which is imminent for the retail industry), may very well depend on how they leverage this precious asset.

The implications of this can be quite intimidating.

To help navigate the hype, the American Marketing Association recently hosted a CMO webinar to explore how brands are leveraging first-party data to drive engaging customer experiences and business outcomes. In the webinar, we hear from:

  • Leandi McMurphy, Director of Marketing for outdoor grill brand Char-Broil
  • Charlie Cole, Chief Executive Officer of FTD, a leading floral retailer with subsidiary brands like ProFlorist
  • Alex Timlin, SVP of Verticals at Emarsys.

These guest speakers share knowledge on how brands can best approach first-party data to create better experiences for customers, and ultimately, better results for the business.

Check out these four key takeaways from the webinar. They may permanently alter the way you think about first-party customer data and how your brand should leverage it to increase customer engagement.

1. Successful Brands Embrace Consumer-Led Marketing

Traditional customer communication was something like this: You had a list of your customers, you created a coordinated marketing message, and you blasted that message out to those customers across a certain number of channels. You would measure the direct response, and that would tell you something about the efficacy of your efforts.

But customer expectations (and customer behavior) have changed.

“If we’re looking at the average marketer and the average piece of technology they’ve got right now, it’s almost impossible to make sure that a customer goes to where you want them to go. Customers are fragmented in terms of where they spend their time and how they interact with your brand... Our customers are everywhere, but they’re very, very demanding, and they’re expecting a really personalized and really informative experience at all [the] different touchpoints.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP of Verticals, Emarsys

What consumers expect from a brand’s communications, and where they expect and want that engagement to occur (traditional channels, web, social media, etc.,) has necessitated and therefore driven the rapid emergence of new marketing technologies.

Now, to secure the loyalty of their current customers and win new ones, the marketer must be more savvy, more deliberate, and most importantly, more personalized with their approach.

“[Most marketers] are familiar with the idea of wanting to grow and retain customers and retain their loyalty. But what we do find is that customer data has to be tied to marketing execution.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP of Verticals, Emarsys

A human- or customer-first perspective should inform the way you act on your data and the marketing use cases you execute. A good rule of thumb: If you were in the customer’s shoes, what kind of engagement would you like to receive from the brand? Being mindful of the messages you’re sending to customers is especially pertinent in the wake of COVID-19.

Be sensitive to the current situation, and make sure that, if you have a message, make sure it’s relevant to consumers during this time frame. This is where the human-first marketing element is so important.
Leandi McMurphy
Leandi McMurphy
Director of Marketing, Char-Broil

CMO Webinar | How Brands are Leveraging First-Party Data to Drive Engaging Customer Experiences and Business Outcomes

2. First Create a Business Case, Then Focus on Your Data

“So many people pursue data for data’s sake... [create] a business case first, or more importantly, identify the problems you want to solve, and then decide what your data infrastructure should be.”
Charlie Cole
Charlie Cole
CEO, FTD

Before you get too focused on data, it’s important to create a business case that’s winnable. How do you intend to use data in order to achieve better business outcomes for your organization?

Is the aim to generate more value from the customers you already have (so you don’t have to spend money acquiring new ones)? Are you looking to increase engagement and drive revenue without having to send even more emails (through better targeting, segmentation, and personalization)? Brands that succeed will decide on their end goal, and figure out how first-party data will aid them in achieving it.

“Start with an easy win, look at your data [and] identify a way that you can use that data and create predictable business outcomes… [Create] business cases in an area that you know very well from a tactical perspective, and then use data to bring it to the next level.”
Charlie Cole
Charlie Cole
CEO, FTD

3. When Pitching the Business Value of First-Party Data to Stakeholders, Be Practical in Your Approach

Some may tell you to invest in marketing technology now to help you pursue and consolidate data, even without a specific business goal or outcome in mind, because it’s more important to simply have the data. You can always figure out how to leverage it later. Not only does this pursuit risk your time and resources, but it’s much less likely to hold water with your C-level leadership.

“If you’re going to be able to take a business case and sell that [to] upper management... you’re going to have to have very clear and actionable items for how you can leverage the data and how it’s actually going to impact the business in a positive way. Especially if you’re sitting in front of a CFO, because they will always want to know the actual ROI from that.”
Leandi McMurphy
Leandi McMurphy
Director of Marketing, Char-Broil

It’s important to consider that, while the marketer in you may leap at the notion of having more and more first-party data, your CFO may raise an eyebrow at the idea of investing in more three-letter-acronym tech to capture, organize, and potentiate this data if it doesn’t align with a bottom-line business result in an immediate, obvious way. 

“If you look at what each business is trying to achieve, they’re trying to be able to engage their customers more, to be able to at the end of the day drive more sales. That is something we can all find a good anchor point in. So always start with that specifically.”
Leandi McMurphy
Leandi McMurphy
Director of Marketing, Char-Broil

Successful brands know how their customer engagement platform will serve their overall business objectives of increasing sales and driving revenue.

4. Successful Brand Marketers Use Data Wisely (and Avoid Unnecessary Complications)

As the lines between online and offline retail blur, the way that customers come to know and engage with your brand changes, which impacts your customer lifecycle, lifetime value, and data.

Now, customers interact with a brand at various stages and points over time across increasingly fragmented channels. Brands can end up with a scattered wealth of behavioral, identity, purchase, and product data. The brands that are most successful with leveraging their data understand that it’s important to bring these disparate sources together in a single, coherent view of a customer, and then use the data wisely.

“Even with a fragmented data set, if you can think from a consumer’s point of view, you can do some special things.”
Charlie Cole
Charlie Cole
CEO, FTD

With access to this kind of data, there’s a potential of becoming too hyper-focused on maximizing the data, and then losing sight of your long-term marketing goals, the company’s overall goals, or even the consumer’s relationship to your brand. Aim for balance and judiciousness in your use of data, avoid unnecessary complexity, and remember the organization’s broader business goals.

“My keyword for 2020 is balance, and especially in marketing… [Being] hyper-focused [on] data can often create a scenario where you lose sight of the larger audience opportunity, the scale that you need to drive the amount of sales that you need, and simply create complexity for complexity’s sake.”
Leandi McMurphy
Leandi McMurphy
Director of Marketing

Discover How Leading Brands Use First-Party Data to Deliver 1:1 Customer Experiences and Accelerate Business Outcomes

What Will First-Party Data Do for Your Brand?

Now is the time to think deeply about what opportunities customer data will afford you and your brand, why it’s business-critical (when used correctly), and how you will make a business case for leveraging it responsibly to achieve better business outcomes.

Those who attended the webinar know these 4 takeaways were just the tip of the iceberg — there were many more powerful insights that could be gleaned from the full presentation.

If you weren’t able to join the webinar, but would like to learn more, no problem. You can access the full webinar recording in its entirety here.

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