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Marketing in the Age of the Hyper-Connected Consumer

Nick WorthCMO, Selligent

ABOUT ME WELCOME TO NO COUNTRY FOR OLD MAD MEN TO TRANSLATE THE PRESENTATION TITLE THINGS ARE GETTING TOUGH FOR MARKETERS -- THEY MUST CHANGE THEIR OLD HABITS TO SUCCEEDWHY ARE THINGS TOUGH BECAUSE OF THE REVOLUTIONARY CHANGES IN CONSUMER BEHAVIOR DRIVEN BY HYPER CONNECTIVITYTHE IDEA IS TO TALK ABOUT WHATS CHANGED AND WHAT IT MEANS AND WE THINK YOU OUGHT TO RESPOND1

An integrated orchestration and engagement solution for relationship marketers at agile, consumer-focused companies & brands.Selligents Consumer-First Platform

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SELLIGENT : OUR HERITAGEPlatform designed to serve leading brands in Europe

Same ambitions but smaller budgetsSmaller marketing departmentsLess collaboration from ITMulti-lingual, multi-cultural environmentEU data privacy protections

Full Feature Set; Lower PriceEnables High Levels of Marketing ProductivityFaster Onboarding; Little Need for ITConsumer-Centric; Tightly Integrated and AgileHigh Levels of Data Security and Stewardship

The Selligent solution was born in the European market. It was created to meet the particular needs of European marketers.

What are those needs?Go down list on the left, identifying need and then what was developed on the right to address that need. 3

Now together with

As some of you may have heard, StrongView and Selligent merged back in October bringing together market leaders in Europe and the US. We are moving forward together under the Selligent brand, but StrongView brings a lot to who we are as a consolidated global company.4

STRONGVIEW: OUR HERITAGEPlatform designed to serve leading brands in the US

Built for large, innovative marketDelivers the most relevant possible message in all situationsMeets the scalability demands of big US brandsCapitalizes on the innovation heritage and engineering talent of Silicon Valley

Contextual Tool SetLive ContentUnparalleled ScalabilityAnalyst Recognition

Go through this slide in the same fashion as slide 4

Work down the needs/strengths on the left and what that means for solution features on the right.5

Selligent TodayWhy Were DifferentNative & IntegratedOmnichannel & Best ChannelGlobal & LocalFocused & Dependable

Quick Facts700 Clients500 Employees30 Countries Served (and counting)10 Offices Worldwide

A Few of Our Clients

Heres the one page summary of what Selligent is today.Powerful and Smart Powerful enough to send millions of dynamic messages in minutes, but smart enough to trigger individual messages based on each consumers specific contextOmnichannel and Best Channel Send contextually relevant messages via the channel that makes the most sense at the moment of engagementGlobal and Local Enjoy the global scale of the worlds largest independent relationship marketing platform provider and the superior service made possible by a broad network of culturally aware local teamsFocused and Dependable Our vision for creating innovative 1:1 engagement solutions for relationship marketers isn't clouded by the need to solve a laundry list of problems faced by Fortune 50 CMOs

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The worlds leading independent technology provider for relationship marketers.

Our mission7

To Our Story

Enough about Selligent, lets dive into my presentation

And lets start with consumers8

64% of us sleep with our phones

We spend more time on our phones than watching TV

People pick up their phones 150-200X per day

Its about smartphones, stupid

Lets start by looking around the world of the hyper-connected consumer.

Ask yourself when was the last time you left your house without your phone if youre like me you might even have two phones

How many of you looked something up or tweeted while weve been speaking here today . 9

Human attention spans have fallen

below that of goldfish!

And, why does it matter? According to recent research, humans have an attention span of 8 seconds. Below that of goldfish (9 seconds)10

Why should I give you 8 seconds of attention?So

So consumers could ask, why should I give you 8 seconds of attention?11

Why should you give me 8 seconds of attention?Of the 86,400 seconds in a day

So, we should think differently about that question, and ask why, in all the time the consumer has today, should they give me 8 seconds of attention what am I doing for them to deserve it?12

Enter the Era of

Continuous Partial Attention (CPA)

So, we should think differently about that question, and ask why, in all the time the consumer has today, should they give me 8 seconds of attention what am I doing for them to deserve it?13

And, we have to speak the consumers language

And, its not about the right spoken language; or being able to keep up with the way the kids today talk this is actually a screenshot of a text conversation between my wife and 11-year old son14

And, we have to speak the consumers language

And, its not about the right spoken language; or being able to keep up with the way the kids today talk this is actually a screenshot of a text conversation between my wife and 11-year old son15

And, we have to speak the consumers language

And, its not about the right spoken language; or being able to keep up with the way the kids today talk this is actually a screenshot of a text conversation between my wife and 11-year old son16

tl;dr

Text-speak isnt just shorter than normal language there are acronyms to tell you when youre saying too much17

Blink, and youll miss ithttp://edition.cnn.com/2012/12/04/business/digital-native-prensky What percentage of consumers spend on average between 5 and 30 seconds on incoming marketing emails?

27%

32%

50%

The most precious resource in customer relationships is consumer attention

We have to understand that consumer attention is a gift. We cant waste the opportunity to speak to a customer. We must treat their attention to our message as a precious gift19

Customer journeys are not set in stone

Customer journeys are a collection of fragmented micro-moments

Google micro-moments video

Marketing is stuck in the last centuryChasing bygone behaviorsAmplifying channel centricityOver-indexing on advertisingPromote a false sense of precisionDont account for complex human nature

Jason Klein (JK) - I assume that the points on this slide are from Forrester.Consumers especially millennials have higher expectationsMillennials are the first generation of digital natives, and their affinity for technology helps shape how they shop. They are used to instant access to price comparisons, product information and peer reviews.

The Millennials expectation of immediacy, transparency, simplicity, and relatability are the mandates now driving disruption in every industry.

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The New World of Data Trading

So what are marketers to do?

Heres my favorite marketer, Don Draper and his team sitting around looking at this consumer behavior change wrought by technology and looking for ways to respond.

When we work with our clients and, we encourage them to focus on the current marketing touch points and leverage available technology to enhance each moment, but always keep an eye towards the future and the opportunities emerging technologies may offer. Lets take a look

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Send More Messages

5005000Average number of daily marketing messagesper consumer

But, weve abused our privelege27

100 Million in10 WeeksMarch-May 2012

100 Million in18 Years1940-1958

Shorten Product Lifecycles

Heres a practical example of how technology has dramatically changed product lifecycles.

Practical example - 2 huge brands in fast food category McDonalds everyone loves a big mac. But it took 18 years to cross the 100 million burgers sold mark. Versus a newer brand Taco Bell reached that benchmark in just 10 weeks with the Doritos Locos Tacos launch

We are all living faster and living with more change than ever before. Thats the compressed speed in which we live28

Jason Klein (JK) - I updated this image with an actual Doritos Loco TacoChange shopping

Source: Pew Internet and American Life project6 in 10 cell phone owners use their phone during in-store shopping(happens to include in-store, e-comm, social, and mobile)

Certainly how we shop One of our customers, Walgreens started using Beacons to alert people to expiring discounts and deals. The pharmacy uses push messages to alert shoppers when pharmacy orders are ready or reminding them when its time to refill prescriptions. It keep customers in the stores because they know that they will be instantly alerted where their prescription is ready.29

Replenishment

For a long time stores were focused on ARS or automatic replenishment systems to ensure store shelves were never missing your favorite items but today the new replenishment frontier is in your home. Real-time self directed replenishment

Amazon prime is a leader in this category creating buttons you can place around your home and scanners to capture favorite products that automatically appear.

Convenience will reduce the likelihood that they you will comparison shop or brand hop. If a brand can own the re-order the very moment you need to reorder, and shorten the time between need and fulfillment - now that is a sticky satisfying customer/brand experience

http://www.foxnews.com/leisure/2015/11/24/dominos-launches-one-touch-ordering-easy-button/30

Impulse buying

+

For a long time stores were focused on ARS or automatic replenishment systems to ensure store shelves were never missing your favorite items but today the new replenishment frontier is in your home. Real-time self directed replenishment

Amazon prime is a leader in this category creating buttons you can place around your home and scanners to capture favorite products that automatically appear.

Convenience will reduce the likelihood that they you will comparison shop or brand hop. If a brand can own the re-order the very moment you need to reorder, and shorten the time between need and fulfillment - now that is a sticky satisfying customer/brand experience

http://www.foxnews.com/leisure/2015/11/24/dominos-launches-one-touch-ordering-easy-button/31

Cooking

How we cook (video available)

Who can live without the egg-minder today you can go on amazon.com and buy your very own so you will always get alerted to you phone so you know how many eggs you have, how long youve had them all right there.

Its one of my favorite examples of how the Internet of Things will be creating new data streams for marketers.

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Driving

How we drive Our society is now becoming more comfortable sharing their data in exchange for discount or value. Insurance companies are now embracing user based pricing where by drivers install a device to give permission for companies like Progressive or Travelers to track driving habits in exchange for reduced rates.

Think of the marketing possibilities with this data if you know when and how someone operates a car you can start to target accessories, maintenance products and services directly timed to their specific need. Theme here individualization not pricing based on your profile but based on your behavior

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NT Slide

Even historic homes

where you find the Internet of Things Cows

While sounding laughable at first, the 'internet of cows' is a great example of a useful IoT application. Working with the National Trust, BT monitored the cows location in order to prevent theft.35

So Whats a Mad Man To Do?

Heres another despairing character.

This is Heraclitus the 6th century BC philosopher who was a pretty unhappy fellow. He liked to talk about change and how it affected our collective experience.

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So Whats a Mad Man To Do?

No man ever steps in the same river twice, for its not the same river and hes not the same man.-- Heraclitus

This is perhaps his most famous expression. And it has particularly relevance when you translate it for the marketer in the age of the hyper-connected consumer.

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You never market to the same customer twice.

My translation.38

So Whats a Mad Man To Do?

But what do you do? Where do you begin? What does it mean for you?

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Respects Consumer Preference

Respects the consumer's stated and inferred communication and content preferencesOur Vision: Consumer-First MarketingConsumer-First Marketing helps brands build relationships on consumers termsIt is marketing with integrity and empathy toward the consumer

Relatable

Communication speaks to and sounds like the consumer

Adds Value

Communication explicitly focused on providing value. (i.e., inspire, convince, educate, entertain)

Contextually Relevant

Communication that recognizes and responds based on the consumer's current state (mental and physical).

Consumer-first principles should guide decisionsIdentify & Recognize in real-time & across channelsInsight-Driven predictive & contextualRelevant channel-flexible & touchpoint-agnosticAppreciated valued & respectful

Getting Contextual with Weather

There are many creative ways to be contextual. Redin ran a very successful campaign that leveraged a weather condition that is pretty contextual for where we are today. Redfin was able to identify customers who had bought a home recently in a region that was affected by a snow storm. It then automated messages from the agent that asked how the home looked in the snow and if they had any weather related issues that Redfin could help with by connecting them with relevant service providers. By taking this personal touch, they got a very high engagement rate and a lot of positive replies thanking them for thinking of them. Its a simple campaign but powerful in deepening customer relationships.

Next, I would like to bring up Karen Peterson from Ancestry, who is going to talk the role that testing plays in creating optimal experiences for customers and results for the business.42

How can you get started?

The Voyage to Consumer FirstAgree on your destinationRethink how you identify and recognize consumersLeverage predictive and contextual capabilitiesBuild permission and earn your consumers attentionSeek to become appreciated and valued by consumersStart small and build

Our Consumer-First platform is an integrated orchestration and engagement solution for relationship marketers at agile, consumer-focused companies & brands.Selligent is developing the tools to help you on your journey

BACK UP

So here we are back with our two troubled heroes Don and Heraclitus. Trying to deal with change, trying to deal with all of the challenges of marketing and engaging consumers.

At Selligent we look forward to working with you on these challenges.

Thank you.46

The worlds leading independent technology provider for relationship marketers.

I represent Selligent. As you know, we are Europes leading campaign management and engagement solution. Most of you know Selligent and we are very proud of being one of Belgiums tech success stories.47