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Consider for a moment just how connected consumers are today. Its rare that the average U.S. adult isnt within arms-reach of virtually any information they desire whether accessed via their phone, tablet, laptop, or PC. This reality creates a great challenge to marketers tasked with keeping up on consumer engagement and preferences. But, with great challenges come great opportunities. In the case of the hyperconnected consumer, the great opportunity is in the data. Today, we can gather more information than ever to inform our decisions about how we market to these consumers. And thats why data is at the heart of what we do. iGoDigital, an ExactTarget company, personalizes the user experience across channels by collecting data about your customers and using it to deliver content that is tailored to each individual. Today that content comes in the form of personalized product recommendations, recommendations in email, triggered messages, guided selling tools, and guided search. The end goal of personalization is to deliver the right content, to the right person, at the right time, via the right channel. Our customers realize the benefit of cross-selling and upselling by adding product and content recommendations to their websites and marketing efforts. Adding automated personalization to the equation ups the ante. Using the Customer Intelligence Engine (CIE), iGoDigitals Personalized Recommendation Platform analyzes individual browser behavior, wisdom of crowds, and individual product, service, and content attributes to determine the most relevant products and content for each unique site userin real time. Today, thanks to the nearubiquity of the mobile Internet and the hyperconnectivity of the modern consumer, were flush with the data that takes personalization to a new level. In this paper, well illustrate the power of personalization to a hyperconnected consumer and how marketers can leverage that power to create profit. Enjoy the journey!
Sincerely,
Eric Tobias VP of Web Products, ExactTarget President & Founder, iGoDigital
We've helped 8 of the top 10 Online Retailers to personalize 1:1 interactions across channels.
Executive Summary
The rapid growth of personal technology that consumers are using to engage is staggering. Consider that, according to Pew Research, two years ago just 33% of U.S. adults owned a smart phone. By the end of 2012 that percentage ballooned to 50%, and the figure skyrockets to nearly 70% of adults in households earning more than $75,000. Forrester reports that 84% of U.S. adults use the internet daily, up from a mere 43% at the turn of the century. The near-ubiquity of digital devices and internet access, coupled with the sophistication of the technology and applications that make them so pleasant to use, has spawned a new age for digital marketers. While consumers adoption of digital devices and growing internet usage might not be surprising, the rate at which consumers are leveraging digital channels as shopping tools certainly is. Depending on the source, experts estimate that anywhere between 60% and 90% of in-store purchases are influenced by the web. Nielsen says 81% of consumers regularly research products online, 83% actively shop online, and nearly 70% have purchased online. Mobile shopping stats are catching up quickly; in 2012, ComScore reported that 4 out of 5 consumers use their smart phones to assist them while shopping. Never before has the consumer been so easily connected to and influenced from virtually anywhere. Andthanks to the hyperconnected nature in which consumers are now shoppingnever before has the reality of a one-to-one, personal relationship with consumers been so close to reach. In this paper, well illustrate the specific, personalized opportunities this new age of hyperconnectivity creates for brand marketers, by taking a journey with the new consumer as she navigates her path-to-purchase. In our example, well highlight many of the opportunities the modern consumer gives us to collect informationinformation that helps us guide, inform, and influence her purchase decisions while maximizing her perception of the value she receives.
Stacie
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CookCouture
Web Recommendations
Using its keyword-driven recommendations tool, the CookCouture site narrows Stacies search for summertime cookie cutters down to the brands perfect matches. She decides on a beach-themed set, and within a few clicks the purchase is made. In traditional marketing, thats the goalthe sale has been madeend of story. In Stacies hyperconnected world, on the other hand, the brand relationship has only just begun.
stacie@portland.net Opt-in
Enter
Recommendations
The next day, Stacie checks her email while on her lunch break at work. Her inbox contains a message from CookCouturetriggered by yesterdays visit complete with a promo code inviting her to enjoy a 10% discount on the cookbook she abandoned in her shopping cart the previous day. That offer seals the deal, and Stacie decides shes going to buy the cookbook at the CookCouture store on her way home from work.
Email Personalization
About a week after Stacies purchase, she receives an automated email from CookCouture inviting her to rate and review the cookbook she bought. Seven days later, another automated email invites her to join the retailers Cookbook Club. She joins, and adds her mobile phone number to receive alerts about local Cookbook Club events.
Mobile Promotion
CookCouture
vent k Club E Cookboo Flanders & at NW23 m4 . bit.ly/a3 this Friday
Now Stacie can receive personalized updates about local events via SMS or email, whichever she prefers. This entire chain of events began with a single engagement, on which CookCouture was able to build the beginnings of a long, intimate, and profitable relationship with Stacie.
stacie@portland.net Opt-in
Enter
CookCouture
t Club Even Cookbook Flanders & at NW23 3m4 y. bit.ly/a ida Fr is th
Only though efficient and logical data collection and processing can marketers create truly 1:1 consumer relationships.
Aggregate data
Plan
Personalize
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Tailored Recommendations
The proliferation of brand touchpoints in the cross-channel marketing environment has resulted in an absolute necessity for individualized marketing strategy.
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Aggregate data
Plan
Personalize
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Capitalizing On Personalization
Understanding the product and engagement preferences of the hyperconnected consumer and taking action on that understanding through personalization yields proven results. iGoDigital customers have routinely experienced site-wide conversion rate lift of 10% or more, clickthrough rate lift exceeding 35%, and 25% conversion rate lift through personalized email promotions. The combination of personalization through guided selling, recommendations, and targeted email campaigns commonly results in a bottom-line revenue impact exceeding 30% for iGoDigital customers. For more information, please visit www.igodigital.com or exacttarget.com/products/web-personalization.
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35%
25%
THE HYPERCONNECTED CONSUMER
Mobile
Social
Web
Marketing Automation
Fuel Platform
Leverage your customers data to create personalized 1:1 experiences across channels. www.exacttarget.com