why email just doesn't die - bright shiny objects: what's sexy now in digital marketing

WhyEmailJustDoesn'tDie-BrightShinyObjects: What'sSexyNowinDigitalMarkeBng

SharVanboskirkVPandPrincipalAnalyst

ForresterResearch

Presented:September27,2016atRetail’sDigitalSummit

MelissaParrishVPandPrincipalAnalyst

ForresterResearch

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Frictionless Anticipatory Immersive

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Why “post-digital”?

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1. Thanks to digital devices, customers are entitled.

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Source: Forrester’s North American Technographics® Online Benchmark Survey, Q3 2011, Base: 57,751 US online adults 18+ Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015; Base: 61,222 US online adults 18+

We are always addressable

51% 2011

62% 2015

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The expectation that I can get what I want

in my immediate context and moments of need.

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2. The digital distinction has dissolved.

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3. Digital insights fuel business strategy.

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Become a post-digital marketer.

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Human Helpful Handy

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Be human

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Be helpful

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Be handy

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Unique Profile Relationship History Situational Context

Applying context can help

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Email is still the most cost effective marketing tool

70%

$ 8.3%

$6 $15

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Marketers are gaining experience applying context within email

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What this will become ›  A business traveler receives an email from

a retail chain to which she is a loyal shopper.

›  Email technology shows that the customer is traveling when she opens the email.

›  The chain has stores in the city where she is traveling and makes the logical leap that she is staying at a hotel

›  The retailer personalizes email content at open time to promote items such as water, snacks, or umbrella; or room delivery

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Context works within other media as well

Applying context increased Red Roof Inn: •  Conversion rates by 375% •  Bookings by 60% •  Share of voice by $650 …with no incremental investment

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The condition of turning to trendy tech to solve strategic problems

SHINY OBJECT SYNDROME:

Context can help you avoid

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1. Personalization Tech SOS Symptom Strategic Investment

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2. Social Media (Really? Yes, really.) SOS Symptom Strategic Investment

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3. Bots SOS Symptom Strategic Investment Customer: I’m really angry at you, shoe store. These new shoes hurt and you said they’re comfortable.

Store bot: What size shoe do you wear?

Customer: They’re the right size, they just suck.

Store bot: What size shoe do you wear?

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4. Artificial Intelligence SOS Symptom Strategic Investment

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5. Intelligent Agents SOS Symptom Strategic Investment

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Key Takeaways › The world is post-digital; you must be, too.

› Be human, be helpful, be handy.

› Adding context will help you get there.

› Focusing on serving the customer will help you avoid shiny object syndrome.

forrester.com

Thank you

Melissa Parrish @MelissaRParrish Shar VanBoskirk @SharVanBoskirk