human conversations at scale - magento aus… · •and as consumers we want our brands to do that...

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Human Conversations at

SCALE

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Tink TaylorFounder & President, dotmailer

Get involved at: @dotmailer @tinktaylor

The use of technology and data to

create more natural, more human

marketing

Consumers expectations

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BBC IPlayer

I give you my data. You give me…?

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BBC IPlayer

I give you my data. You give me…?

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BBC IPlayer

I give you my data. You give me…?

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BBC IPlayer

I give you my data. You give me…?

But marketing tactics have not really changed: (Mcdonalds)

Has our marketing changed?

But marketing tactics have not really changed: (Mcdonalds)

Has our marketing changed?

But marketing tactics have not really changed: (Mcdonalds)

Has our marketing changed?

HTM Cover

HTM Cover

HTM Cover

HTM Cover

Mobile

Mobile

70% of all ecommerce transactions will be made

on a mobile according to the Criteo State of

Commerce report.

Mobile

71% of brands in Hitting the Mark use some form

of mobile friendly alternative payments.

Mobile

71% of brands in Hitting the Mark use some form

of mobile friendly alternative payments.

Lack Segmentation & Personalisation

© Disney-Pixar© Disney-Pixar

Lack Segmentation & Personalisation

© Disney-Pixar

Weak Copy

Weak Copy

No Automation

No Automation

14% of brands are not sending a welcome email

No Automation

14% of brands are not sending a welcome email

60% of brands are not sending an abandon basket

email.

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Does the ‘typical journey’ fit your business?

+1Day

+1Week

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Human-like automation

• All consumers are people

• People still seek to connect and

build relationships

• And as consumers we want our

brands to do that too.

What should we do as

online marketers?

Explicit data.

• Registration – capture data

• Progressive profiling – enrich

• Surveys - NPS feedback

• Forms – Can we be better?

What should we do as

online marketers?

Explicit data.

• Registration – capture data

• Progressive profiling – enrich

• Surveys - NPS feedback

• Forms – Can we be better?

What should we do as

online marketers?

Explicit data.

• Registration – capture data

• Progressive profiling – enrich

• Surveys - NPS feedback

• Forms – Can we be better?

What should we do as

online marketers?

Implicit data. • Interaction with your email –

opens and clicks, send time etc

• Web Behaviour Tracking – they

looked at that there, maybe they’ll

look at this here.

• Extrapolate their next purchase

from their last

• In B2B, calculate a contacts value

by lead scoring it

What should we do as

online marketers?

Implicit data. • Interaction with your email –

opens and clicks, send time etc

• Web Behaviour Tracking – they

looked at that there, maybe they’ll

look at this here.

• Extrapolate their next purchase

from their last

• In B2B, calculate a contacts value

by lead scoring it

You’re on your way

Conversations

across all

channels

Ecommerce

CRM data

Email data

Mobile &

Messaging

Social data

Web data

All channels available to

consumer and marketer.

And all channels are

connected.

Customer data

Stay ahead of the pack

Stay ahead of the pack

Great new mobile expectations

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Messaging & social

• 98% of SMS

messages are read

• No.1 use of mobile

handset

• 35% of mobile app

time is Social

networking &

messaging

Reading email

• 55% of emails are

now opened and

read on mobile

devices

Internet

• Mobile web usage

overtook desktop

in November 2016

Alarm clock

• Ranked above

making a voice

calls

• 60% of 16-34 year

olds use a phone

as their primary

timepiece

Voice calls

• 1 in 4 people do

not use their

mobile device for a

call every week

Sources: UPI, Smart Insights, Deloitte, comScore

The mobile landscapeHandset usage ranked

1 2 3 4 5 6&

Page | 44© 2018 Magento, Inc.

Messaging & social

• 98% of SMS

messages are read

• No.1 use of mobile

handset

• 35% of mobile app

time is Social

networking and

messaging

Reading email

• 55% of emails are

now opened and

read on mobile

devices

Internet

• Mobile web usage

overtook desktop

in November 2016

Alarm clock

• Ranked above

making a voice

calls

• 60% of 16-34 year

olds use a phone

as their primary

timepiece

Voice calls

• 1 in 4 people do

not use their

mobile device for a

call every week

The mobile landscapeHandset usage ranked

1 2 3 4 5 6&

Sources: UPI, Smart Insights, Deloitte, comScore

Page | 45© 2018 Magento, Inc.

Messaging & social

• 98% of SMS

messages are read

• No.1 use of mobile

handset

• 35% of mobile app

time is Social

networking and

messaging

Reading email

• 55% of emails are

now opened and

read on mobile

devices

Internet

• Mobile web usage

overtook desktop

in November 2016

Alarm clock

• Ranked above

making a voice

calls

• 60% of 16-34 year

olds use a phone

as their primary

timepiece

Voice calls

• 1 in 4 people do

not use their

mobile device for a

call every week

The mobile landscapeHandset usage ranked

1 2 3 4 5 6&

Sources: UPI, Smart Insights, Deloitte, comScore

Page | 46© 2018 Magento, Inc.

Messaging & social

• 98% of SMS

messages are read

• No.1 use of mobile

handset

• 35% of mobile app

time is Social

networking and

messaging

Reading email

• 55% of emails are

now opened and

read on mobile

devices

Internet

• Mobile web usage

overtook desktop

in November 2016

Alarm clock

• Ranked above

making a voice

calls

• 60% of 16-34 year

olds use a phone

as their primary

timepiece

Voice calls

• 1 in 4 people do

not use their

mobile device for a

call every week

The mobile landscapeHandset usage ranked

1 2 3 4 5 6&

Sources: UPI, Smart Insights, Deloitte, comScore

of all consumers wish

they could use messaging

to contact a business

89%

would prefer to use

messaging over voice as a

customer service channel

64%

2 Billion messages are

sent between people and

businesses each month

Click & Collect to

increase by 64%

between 2016 & 2020Sources:

The Harris Poll, E Week.com

Neilsen Facebook Messaging Survey

Consumer preferred channel to message a business

28% SMS

20% FB Messenger

12% Others

40% Live Chat

Messaging has changed the world

of all consumers wish

they could use messaging

to contact a business

89%

would prefer to use

messaging over voice as a

customer service channel

64%

2 Billion messages are

sent between people and

businesses each month

Click & Collect to

increase by 64%

between 2016 & 2020Sources:

The Harris Poll, E Week.com

Neilsen Facebook Messaging Survey

Consumer preferred channel to message a business

28% SMS

20% FB Messenger

12% Others

40% Live Chat

Messaging has changed the world

ChatNotifications

…

PresenceAPP Fast

SMS

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Hello.Hello again.Channels:

• Web push

• Live Chat

Objectives:

• Data capture

• Increase conversion

• Encourage dwell time

• Drive engagement

• Demonstrate value

Tactics:

• Sign up discount

• Ask us a question

• Welcome back [first name]

• We saw you were looking at…

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Hello.Hello again.Channels:

• Web push

• Live Chat

Objectives:

• Data capture

• Increase conversion

• Encourage dwell time

• Drive engagement

• Demonstrate value

Tactics:

• Sign up discount

• Ask us a question

• Welcome back [first name]

• We saw you were looking at…

Page | 52© 2018 Magento, Inc.

Hello.Hello again.Channels:

• Web push

• Live Chat

Objectives:

• Data capture

• Increase conversion

• Encourage dwell time

• Drive engagement

• Demonstrate value

Tactics:

• Sign up discount

• Ask us a question

• Welcome back [first name]

• We saw you were looking at…

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Sign-up &VerificationChannels:

• SMS

• Push

Objectives:

• Correct data

• Confirm sign-up

• Give confidence

Tactics:

• Ask for mobile number

• Send Code to mobile number

• Send Push notification to confirm

registration

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Sign-up &VerificationChannels:

• SMS

• Push

Objectives:

• Correct data

• Confirm sign-up

• Give confidence

Tactics:

• Ask for mobile number

• Send Code to mobile number

• Send Push notification to confirm

registration

Page | 55© 2018 Magento, Inc.

Sign-up &VerificationChannels:

• SMS

• Push

Objectives:

• Correct data

• Confirm sign-up

• Give confidence

Tactics:

• Ask for mobile number

• Send Code to mobile number

• Send Push notification to confirm

registration

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ConnectChannels:

• Live Chat

Objectives:

• Answer questions quickly as

possible

• increase conversion rate and

average order value.

Tactics:

• Offer a real-time live chat

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ConnectChannels:

• Live Chat

Objectives:

• Answer questions quickly as

possible

• increase conversion rate and

average order value.

Tactics:

• Offer a real-time live chat

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Purchase& Order ConfirmationChannels:

• Inbox

• Facebook Messenger

Objectives:

• Give customer confidence

• Happy customers

Tactics:

• Delivery confirmation on preferred

channel(s)

• Summarise order details

Page | 59© 2018 Magento, Inc.

Purchase& Order ConfirmationChannels:

• Inbox

• Facebook Messenger

Objectives:

• Give customer confidence

• Happy customers

Tactics:

• Delivery confirmation on preferred

channel(s)

• Summarise order details

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Dispatch notificationsChannels:

• Inbox

• Facebook Messenger

• SMS

Objectives:

• Customer

• Best customer experience

Tactics:

• Delivery dispatch details on

preferred channel(s)

• Offer 2-way options

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Dispatch notificationsChannels:

• Inbox

• Facebook Messenger

• SMS

Objectives:

• Customer

• Best customer experience

Tactics:

• Delivery dispatch details on

preferred channel(s)

• Offer 2-way options

What have we learnt?

• Consumers have rampant expectations

• Omni channel is here

• Use data to be more human

• Marketing automation delivers relevancy & efficiency

• Right message, Right person, Right time, Right channel

Think BigStart Small

Scale Quickly@tinktaylor @dotmailer