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

Page | 2© 2018 Magento, Inc.

Human Conversations at

SCALE


Tink TaylorFounder & President, dotmailer

Get involved at: @dotmailer @tinktaylor

The use of technology and data to

create more natural, more human

marketing

Consumers expectations


BBC IPlayer

I give you my data. You give me…?


BBC IPlayer


But marketing tactics have not really changed: (Mcdonalds)

Has our marketing changed?

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.

Lack Segmentation & Personalisation

© Disney-Pixar© Disney-Pixar

Lack Segmentation & Personalisation

© Disney-Pixar

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.


Does the ‘typical journey’ fit your business?

+1Day

+1Week


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?

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

Great new mobile expectations


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&


Messaging & social

• 98% of SMS

messages are read


handset


time is Social

networking and

messaging

Reading email


now opened and

read on mobile

devices

Internet


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


not use their

mobile device for a

call every week


1 2 3 4 5 6&


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


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…



• Web push

• Live Chat

Objectives:

• Data capture





Tactics:






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



• SMS

• Push

Objectives:

• Correct data

• Confirm sign-up

• Give confidence

Tactics:




registration


ConnectChannels:

• Live Chat

Objectives:

• Answer questions quickly as

possible

• increase conversion rate and

average order value.

Tactics:

• Offer a real-time live chat


Purchase& Order ConfirmationChannels:

• Inbox

• Facebook Messenger

Objectives:

• Give customer confidence

• Happy customers

Tactics:

• Delivery confirmation on preferred

channel(s)

• Summarise order details


Purchase& Order ConfirmationChannels:

• Inbox


Objectives:

• Give customer confidence

• Happy customers

Tactics:

• Delivery confirmation on preferred

channel(s)

• Summarise order details


Dispatch notificationsChannels:

• Inbox


• 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

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

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