how to reach people in the mobile era: omnichannel or bust

Omnichannel Or Bust:How To Reach People In The Mobile Era

I’m Doug nice to meet you!

Why the classic approach to marketing is falling short

The old approach to email is no longer working

Hi <first name>

Emails sent from businesses to consumers are up 14% since

2013

Email click-to-open rates are down 25% since 2013

Adpocalypse is happening

6

Source: Gartner (June 2014)

2013 2014 20150

200400600800

100012001400160018002000

269 276

261206 256

320

1806 1863 1946

PCs Tablets Mobile phones

(in millions)

Tablet sales overtake PC sales

A “one channel fits all” approach is flawed Worldwide Device Shipments

Consumers are channel agnostic

Source: KPCB/Mary Meeker: Internet Trends 2015 report

Daily time spent per adult user with digital media

2008 2009 2010 2011 2012 2013 2014 2015YTD0

1

2

3

4

5

6

0.3 0.3 0.4 0.81.6

2.3 2.6 2.82.2 2.3 2.42.6

2.52.3

2.4 2.4

0.2 0.3 0.40.3

0.30.3

0.3 0.4

Mobile PC Other connected devices

Hours per day

2.7 3.0 3.23.7

4.34.9

5.3 5.6

12% of total

80% of total

9% of total

51% of total

42% of total

7% of total

Mobile has fundamentally changed customer expectations

Immediate Simple Contextual

What does it mean for marketers?

EMAIL

THE OLD WAY THE NEW WAY

User Behavior Wait at a computer Always on

Approach Mass-media marketing Personal communication at scale

Era Web Mobility and connected devices

Marketing Delivery

Broadcast media and undifferentiated segmentation messaging

Personalized media with individualized messaging

Path Funnel Customer Journey

Architectural Structure

One Person = One DeviceBatch-based, pre-defined, directiveCommunicating in silos

One Person = 2+ DevicesReal-time, responsive, predictive100% elastic with extreme scale

The importance of understanding your users personally

Your customers expect personalization . . .

Jessica Smith

Sunday, 9AMBEST TIME / DAY TO CONTACT

28 day agoDORMANT SINCE

Mar 20, 2014LAST USE

Jan 4, 2014FIRST USE

[email protected]

Lifetime value More about Jessica

User credentials

Jessica’s devices

Jessica’s top activities

5TOTAL PURCH.

9TOTAL ITEMS

$1,927.00PURCHASE HISTORY

[email protected]

iPhoneiPadSafari on mobile

Galaxy s5Google Chrome on desktop

Added to cart

Purchased

Viewed

Black Gucci handbagLAST ITEM VIEWEDChanel SunglassesLAST ITEM PURCHASEDHandbagLAST CATEGORY VIEWEDAccessoriesLAST CATEGORY PURCHASEDNew YorkLOCATION

USER INFORMATION

BEHAVIOR OVERVIEW

Recent Places More about Jessica

Total Work Days

Jessica’s devices


5TOTAL PURCH.

9TOTAL ITEMS

PURCHASE HISTORY

657EMAIL1910USERNAME



Added to cart

Purchased

Viewed

Black Gucci handbagLAST ITEM VIEWEDChannel SunglassesLAST ITEM PURCHASEDHandbagLAST CATEGORY VIEWEDAccessoriesLAST CATEGORY PURCHASEDNew YorkLOCATION


User credentials


5TOTAL PURCH.

9TOTAL ITEMS


[email protected]



Total Work Days

Jessica’s devices


5TOTAL PURCH.

9TOTAL ITEMS

PURCHASE HISTORY




Added to cart

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PURCHASE HISTORY




Added to cart

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5TOTAL PURCH.

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5TOTAL PURCH.

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5TOTAL PURCH.

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Jessica Smith D





[email protected]


5TOTAL

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5TOTAL PURCH.

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5TOTAL PURCH.

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5TOTAL PURCH.

9TOTAL ITEMS

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5TOTAL PURCH.

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Jessica Smith





[email protected]


5TOTAL

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. . . but it’s very difficult to execute on

Tolerance of mis-personalization is reduced

Your App now

THIS IS DEFINITELY SPAMslide to view

Companies must know each individual customer to serve them well

Sarah - Having company? Come in Tuesday after work for half off all organics.

Jo - Get Fueled! Come in Friday before soccer for half off all bacon burgers.

Tim - Looking for a late night snack? We’re open. Come in now for half off all slices.

Lesson: speak to customers differently based on their engagement state

Sent to: Engaged UsersA

A

Baseline

G

3%

Goal achievement uplift:

A

14

G

13

Uninstalls & Opt Outs (per 1,000):

Control Group G

Lesson: speak to customers differently based on their engagement state

Sent to: Dormant Users

Control GroupG

A


A

Baseline

G

32%

A

16

G

13

Uninstall & Opt Out Rate (per 1,000):

Lesson: Activate the power of personalization

Control GroupG

Sent to: All users with unused credits

A

46%

G

Baseline


A

25

G

29

Uninstalls & Opt Outs (per 1,000):A

How messaging can drive great omnichannel experiences

Strong engagement strategies will account for cross-channel behavior patterns

Omnichannel Customer Understanding

Push

In-App

Email

Facebook

Optimize the experience

Best Channel

Best Timing

Best Device

Best Message

Lesson: Watch your cadence

Onboarding emails receive higher engagement rates when they are based off of real time goal completion data and aren’t spammy.

For example, sending this message to a user if they have not signed in a second time – on any channel – and sending it only once.

Location-based dynamic deep links

Lesson: Use cross-channel behavioral data to target the right users

Highlight unused functionality for the right

users

Personalized concert updates based on user

interest

Communication Automation:A new approach that drives

results

Channel agnostic customers require a new approach

The Kahuna Way

The Old Way Pull cohort

THIS IS DEFINITELY SPAM

Create static copy

Deliver to one channel at one

time

Export & analyze data to optimize next

campaign

Create campaign and set audience characteristics

Create copy that is

individually personalized

Automatically use real-time data to dynamically

optimize current campaign

Last engaged 3 days ago

Has viewed flights to [location] at least two times

Has not booked in more than 30 days

Hi Susan - don’t miss out on great deals on flights

to Boston.

Send to best channel for user when they’re most likely to engage

Cohorts and personalization don’t mix

PREFERRED TIME OF DAY

% O

F US

ERS

8 PM4 PM12 NOON8 AM4 AM12 AM

10.5%

7.5%

4.5%

1.5%

10 PM

You need the right tools to effectively personalize communication at scale

Use dynamic optimization to maximize messaging returns

12xconversion rate on best performing copy

87%+distribution of that copy, automatically, using RevIQ

Dynamic optimization drives higher engagement

Dynamic optimization drives higher conversion Browse

products Add to cart Purchase

Still want the Chicken Teriyaki Special for dinner tonight? Complete your order here.

slide to view

Conclusion: An automated communication strategy drives results

50% +more items listed & bids placed

Questions?

Let’s stay in [email protected]

To learn more visit

KAHUNA.COM

mailto:[email protected]

https://www.kahuna.com/