Engaging the Digitally Connected Consumer

Mobile Marketing Association

Engaging the Digitally Connected Consumer

Jeannette Kocsis

EVP, Digital Engagement

The Agency Inside Harte-Hanks

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Offer perspective on how to approach customer

engagement and business growth

Share our vision for customer

engagement and why mobile is the

key

Show how the Digitally

Connected Consumer concept

can work for you

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Customer experience

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Omnichannel

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Relevance

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Digitally Connected Consumers

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The Roadmap

Plan the Journey Map Content to the Journey

Determine Where the

Customer is in the Journey

Drive Cross-Channel

Communications

Measure and Optimize

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Consider How We Need to Engage

Engagement +

Serve through ALL Channels

Smart Targeting

Relevant Messages

Dynamic Content

Mail that Matters

Behavior-Based Content

Optimized for Experience

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Planning moments in time

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Leverage Dynamic ContentI

mplicit data

Explicit data

Relevancy!

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Customer Engagement at Scale

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MOBILE OPPORTUNITY

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Mobile First

Now we use “Progressive enhancement” – you will have a better end product on both if you think about “Mobile First”

1.2 Billion mobile users worldwide

25% of US internet users are “Mobile Only”

85% of new handsets access the internet

We used to start with Computer versions and downsize – degradation

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Our opportunity

• Mobile is PERVASIVE• Mobile is becoming a channel of CHOICE by customers

• Mobile is WHERE WE NEED TO BE!

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Mobile ReadinessHow are you connecting with her?

How WILL you connect with him?

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What is Mobile Readiness?

SMS

MMS

QR Codes

Mobile Landing Pages

Mobile Web Sites

Mo-So-Lo

Data Capture

Mobile Search

Mobile Ads

Mobile App Ads

Mobile Commerce

Mobile Application

Social Sharing

Mobile Payments

LocationAware

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What is Mobile Readiness?

SMS

MMS

QR Codes

Mobile Landing Pages

Mobile Web Sites

Mo-So-Lo

Data Capture

Mobile Search

Mobile Ads

Mobile App Ads

Mobile Commerce

Mobile Application

Social Sharing

Mobile Payments

LocationAware

DATA

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Omnichannel Behavior

The Customer Connection Points Where She Goes

Retail

Print

Web Site

Call Center

Mobile

Social

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Do you have…

Mobile Marketing

SMS/MMS

Apps

Mobile Web

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Mobile Web SitesMobile Landing Pages

Think about your mobile strategy

Text to EnrollWeb Enrollment

• In-store Signage• Web • Print / DM• CRM

SMS AlertsCoupons

• Acquisition• Conversion• Sales

Mobile SearchMobile Sites

• Acquisition• Conversion• Sales

Mobile/Social AppsMobile Service Apps

Mobile Applications

• Mobile Ads• CRM• In-store Signage

• Acquisition• Retention• Sales

1:1 SMS One to Many Mobile Engagement

• Mobile Search• Browsers• Advertising• CRM

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To Consider Connected Consumers, Let’s Look At…

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CUSTOMER RECOGNITION

• When we think of DYNAMIC best practices, we think of:

Personalized recommendations and content

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RECOMMENDATIONS

• When we think of recommendations, we think of:

A pioneer in personalized recommendations

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LEVERAGING PROFILES

• When we think of brands that are anticipating our needs – or at least reacting to them quickly:

Bringing customer experience through profile

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CAPITALIZING ON PROFILES

• When we think of brands that understand their customer, we think of:

Leverages multiple customer touchpoints

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What do they have in common?

DATA

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CUSTOMER PROFILES

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HOW WE CREATE THEM

Preferences

Purchase Data

Web Behavior

3rd Party Data

Affinity Content

Social Media

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STEPS TOWARD CUSTOMER PROFILES AND CRM EFFICIENCY

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The First StepIs to enable your customers!

Content

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What Preference Centers Can Do

Choice

• Provide customers with choices• Get relevant!

Recognition

Recognize through loginAny device/channel

Save the opt-out

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Engagement Destinations

COMMUNITY

PRODUCT INFO

TRANSACTIONSLOCAL EVENTS

CUSTOMER CONNECTIONS

CUSTOM OFFERS

GAMIFICATION

REWARDS

REGISTER PRODUCTS

PRIORITY SERVICE

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Loyalty and Retention

Special Offers

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Mobile Connections

Push Content

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Make It Simple for the Consumer• Single Sign-on• Simple Access (Email)• Password Retrieval • Third Party Authentication

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Leverage Connected ConsumersBehavior: Profiles Downloads Verification Clickstream Time spentEngagement: Likes Follows Social Posts Responses Video RSSData: Profile data Surveys PollsPurchase: Categories ChannelsPush Media: Email Mobile SocialAdvertising: SEM Display TV Social MobileSEO: Organic

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Leverage Segmentation

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Leverage Purchase DataOpportunity to Connect

• Transactions

• 1st

purchase/ return purchase

• Cross-sell and/or upsell

• Purchase category

• Spend/basket size

• RFM• Ratings &

reviews

Feeds Segments

• How do they shop and game

• What do/did they buy

• Which channels do they engage

• How engaged are they

• What do they look like demographically

Product Engagement Score

• What do they view

• What have they viewed

• Which products are they most engaged with

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Create Social Intelligence to Build Relevance

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Social Intelligence Data

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Social Intelligence

Make $75K/year

ProgrammerWorks in .COM space

College Graduate

Straight

Lives at Home

Doesn’t Smoke

Does Drink

XBOX/Android Fan

Likes Pandora

Listens to Rap

Reads Gaming Magazines

Watches Comedies

Likes Dexter

Drinks Beer

Likes Buffalo Wild Wings

Shops at Best Buy

Likes Fantasy Football

Gamer

Supports ASPCANot political

Catholic

Jon BlakeKurdish1st@email.com

Found on

SingleNo Children

Around 5’11”

Male

25-30 Years Old

Lives in Roanoke VA

Not Very Athletic White

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Scoring

• Mobile/Email Engagement Model– Identify, rank and score the likelihood to engage unengaged customers– Score engaged customers that have the ability to increase their level of

engagement• Product Engagement Scores

– Adds customer behavior surrounding browsed, abandoned, and reviewed products

– Layer on known preference data– Leverage data sources to create a scoring system

• Social Engagement Scores– Layer social scoring as individuals or list pulls (social segments)

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WHAT THEY LOOK LIKE

Profile:22 years old, living in Roanoke, VAHas a “day job” as a programmer working for a social networking site, >$50,000/yearSingle, lives at home with his parentsAt night, he is the KING of his clan on Call of Duty, code name “Kurdish-1st”

CommunicationsEmail WeeklyContent preference Shooting games

Username: kurdish1st@email.comPassword: xxxxxxxxxx

Jon Blake May Never Grow Up

Purchase Data:Purchases/year 6Approx value $300

Behaviors:Friends 766Likes: COD Franchises 10 XBOX 5

SPES Score: 8

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PUT THE PROFILE TO WORK

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Create Digital Engagement Strategy

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Plan Content Throughout the Experience

Campaigns (EM, DM, Media,

SEM)

Ongoing CRM(EM, DM)

Ongoing Loyalty(EM, DM)

Mobile App Alerts

SMS Blogs, Facebook & Twitter Push

Social Response

Video Content

Web Site Content

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Email

PRIMARY AD CONTENT

CAMPAIGN TEMPLATE

PRODUCT SELECTION BASED ON PROFILE SETTINGi

OFFER BASED ON PROFILE AND PURCHASE DATA

Opportunity: Engage with the Brand

Prioritize products by profile, Web behavior, scoresCross-sell/upsell on accessories through profile dataAdd engagement content, requesting product feedback, show social contentLeverage Pinterest, other social networks

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Mobile Engagement

Universal Login

Mobile Application:

• Recognizes Customer• Personalized

Recommendations• Connects with social• Leverages third party and

Web site content• Provides relevant

experience for a rewards customer

• Manage account• Mobile alerts

SMS:• Get rewards balances on the fly• Get advance notice of title product

launches; countdowns to release• Customized offers• Special content

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Social Engagement

Push Messages Engagement Content

Leverage tools for consistent push, but relevant tone

Follow your social strategy

Provide in-channel content in relevant tone

Optimize content for search (internal and external)

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Instore Engagement

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Measure and Optimize

Web Analytics Tools, Media

Adserving

Social Analytics

Web Analytics

Tools, ESP Data, Mobile Data

Web Analytics,

Social, ESP, Mobile, Call Center

Direct SalesCost per lead/clickLevel of Engagement: Content Video 1:1 with Brand 1:1 with OthersSupport interactions Within communities Within call centerPreferences Channel interactionsMobile Interactions Health of SMS Health of AppsEmail Interactions Health of EmailData Collection Social/Third Party Program Registration

Incoming Media Sources

Social Media Push & Engagement

Incoming Communications

Engagement

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IN CLOSING

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Things to Remember

• Plan your mobile strategy as part of your customer engagement strategy

• Think “Mobile First”• Create the infrastructure to capture customer profiles• Allow customers to set their own preferences• Leverage what you know

• Get Relevant for Mobile Engagement!

Mobile Marketing Association

THANK YOU!

Read our white paper “The Digitally Connected Consumer” or stop by our booth to discuss further…

Jeannette KocsisEVP, Digital EngagementThe Agency Inside Harte-Hanks

845-339-0022@jnetkText Jeannette to 47201 for my mobile business card!

TheAgencyInside.com