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Unlock Alternative Channels Of MarketingIncrease RoI
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AgendaONEWhy it's time for marketers to move away from traditional channels
TWOHow social channels can be used to drive sales to offline and online stores
THREEHow to close the loop with alternative channels
FOURExamples of brands who have seen growth from alternative channels
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Lalit SharmaPrincipal Product Manager
Capillary Technologies
Lalit has over a decade of experience managing business, product and technology functions across the retail industry in India and the Asia Pacific. His expertise is in Analytics, CRM, Product Management and he helps brands understand customer needs better and create better product solutions to address them.
He is an IIT Kharagpur alumnus and worked with Dunnhumby prior to joining Capillary.
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Why it's time for marketers to move away from traditional channels
Since 2012, there has been a 3X decline in SMS Hit Rates*
*Capillary Technologies
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Traditional Channels Aren't Performing Anymore
There’s an over reliance on traditional channels such as SMS & Email
Consumer focus has shifted to newer channels such as social media** and streaming services etc.***
**Pew Research Center
***Deloitte
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Proposed TRAI regulations in
India (Personal Data Protection Bill) could make customer data and consumer
base brands have built to become
unusable**
75% customer data was made
unusable by GDPR*
Various new and upcoming Data
Privacy regulations intend to accomplish the same around the
world
*W8 Data **Economic Times
New Regulations Aren’t Helping Traditional Channels
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Alternative Channels Unlock Bigger Potential
There’s a lot of RoI to be realized from alternative channels
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How social channels can be used to drive sales to offline stores
O2O is a trillion dollar opportunity for marketers
*Forbes
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Even today, many brands are suffering from siloed
organisational structures their of CRM and Social
marketing teams
Mature brands unifying their marketing with a multi-channel approach are proven to perform up to 15% better*
72% consumers are looking for an integrated marketing
approach**
Going beyond O2O
*Forrester
**Etailing Group
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How Social CRM Can Work For You – An Illustration
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Facebook Filters• Location• Interests• Behaviors• Brand / Competition
Target Base
Attach Incentive
Facebook Match(70-80%)
Offline Customers
Facebook Custom Audience
Integrated Report
Social Metrics (Reach,
Impressions, CPM, CPC)
CRM Metrics (Redemptions, Repeat Sales,
Test/Control, ROIs)
CRM Filters• Transaction ATV,• Visits, Latency, Recency• Segments, Tiers,• Stores, Zones
CRM/Marketing Cloud
Facebook Adverts Manager
Social Metrics Report(Reach, Impressions,
CPM, CPC)
Enhanced Target base
Execution &Optimization
Send Email Notification to Agency / Campaign POCs
Digital/Social Marketing Team
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How to close the loop with alternative channels
Marketing attribution is a Billion Dollar problem*
*Adobe
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Get the best of both worlds
Marry the measurement and
analysis of CRM marketing with
social media’s reach
Understand how your campaigns perform
with test control analysis
Enriched data through social
media can result in more accurate
propensity analysis
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What Social CRM can bring
Integrated multi channel campaign journeys
Better segmentation through data
enrichment of offline consumers on social
Potential to run new and innovative campaigns
Personalised coupon targeting and
reporting
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Examples of brands who have seen growth from alternative channels
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Bata SEA gets 57x RoI through social CRM campaigns
Middle Eastern Value Brand achieves 33% better hit rates at a 50% lower cost compared to SMS on Social CRM campaigns, with an ROI of up to 172x
Indian Menswear Brand achieves incremental RoI of 38x through social CRM campaigns
Success Stories
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Q&A
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