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

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

Doug RobergeStrategic Services

Kahuna

Gee ChuangCo-Founder & CEO

Listia

Today’s speakers

Why the classic approach to marketing is falling short

The old approach 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

Source: Gartner (June 2014)

2013 2014 20150

200

400

600

800

1000

1200

1400

1600

1800

2000

269 276

261206 256

320

1806 18631946

PCs Tablets Mobile phones

(in millions)

Tablet sales overtake PC sales

A “one channel fits all” approach is flawed Worldwide Device Shipments, 2013 - 2015

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 0.30.4

0.3

0.30.3

0.30.4

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?

THE OLD WAY THE NEW WAYUser 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

Listia is seeing a majority of their traffic coming to their mobile app

4164041671

4169941730

4176041791

4182141852

4188341913

4194441974

4200542036

4206442095

4212542156

4218642231

30%

35%

40%

45%

50%

55%

60%

Mobile Activity %

Source: Listia

Yet, the experience needs to remain consistent across channels, including the messaging received

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

Purchased

Viewed



User credentials


5TOTAL PURCH.

9TOTAL ITEMS


[email protected]



Total Work Days

Jessica’s devices


5TOTAL PURCH.

9TOTAL ITEMS

PURCHASE HISTORY




Added to cart

Purchased

Viewed



User credentials


5TOTAL PURCH.

9TOTAL ITEMS


[email protected]



Total Work Days

Jessica’s devices


5TOTAL PURCH.

9TOTAL ITEMS

PURCHASE HISTORY




Added to cart

Purchased

Viewed



User credentials


5TOTAL PURCH.

9TOTAL ITEMS


[email protected]



Total Work Days

Jessica’s devices


5TOTAL PURCH.

9TOTAL ITEMS

PURCHASE HISTORY




Added to cart

Purchased

Viewed



User credentials


5TOTAL PURCH.

9TOTAL ITEMS


[email protected]



Total Work Days

Jessica’s devices


5TOTAL PURCH.

9TOTAL ITEMS

PURCHASE HISTORY




Added to cart

Purchased

Viewed



User credentials


5TOTAL PURCH.

9TOTAL ITEMS


[email protected]



Total Work Days

Jessica’s devices


5TOTAL PURCH.

9TOTAL ITEMS

PURCHASE HISTORY




Added to cart

Purchased

Viewed



User credentials


5TOTAL PURCH.

9TOTAL ITEMS


[email protected]



Total Work Days

Jessica’s devices


5TOTAL PURCH.

9TOTAL ITEMS

PURCHASE HISTORY




Added to cart

Purchased

Viewed



User credentials


5TOTAL PURCH.

9TOTAL ITEMS


[email protected]



Total Work Days

Jessica’s devices


5TOTAL PURCH.

9TOTAL ITEMS

PURCHASE HISTORY




Added to cart

Purchased

Viewed



User credentials

5TOTAL PURCH.

9TOTAL ITEMS


[email protected]


Jessica Smith

Sunday, 9AMBEST TIME / DAY TO CONTACT

28 day agoDORMANT SINCE

Mar 20, 2014LAST USE

Jan 4, 2014FIRST USE

[email protected]


User credentials

5TOTAL PURCH.

9TOTAL ITEMS


[email protected]

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

. . . 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

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

Sent to: Dormant Users

Control GroupG

A


A

Baseline

G

32%

A

16

G

13

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

Lesson: speak to customers differently based on their engagement state

How messaging can drive great omnichannel experiences

First understand, then engage

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.

Optimize the experience

Best Channel

Best Timing

Best Device

Best Message

Messaging is the connection point

Your Customers

Systems & Applications

Backend systems

Intelligent Marketing Automation Engine

Lesson: Dynamic optimization drives the best possible results

12xconversion rate on best performing copy

87%+distribution of that copy, automatically, using Send Optimally

Lesson: Watch your cadence

Onboarding emails receive higher engagement rates when they data driven.

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.

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

Communication Automation:A new approach that drives results

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

Your customers don’t see channels

Conclusion: An automated communication strategy drives results

50% +more items listed & bids placed

Questions?

Let’s stay in [email protected]

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