Why Email Just Doesn't Die - Bright Shiny Objects: What's Sexy Now in Digital Marketing

WhyEmailJustDoesn'tDie-BrightShinyObjects: What'sSexyNowinDigitalMarkeBng

SharVanboskirkVPandPrincipalAnalyst

ForresterResearch

Presented:September27,2016atRetail’sDigitalSummit

MelissaParrishVPandPrincipalAnalyst

ForresterResearch

2 © 2016 Forrester Research, Inc. Reproduction Prohibited © 2016 Forrester Research, Inc. Reproduction Prohibited



5 © 2016 Forrester Research, Inc. Reproduction Prohibited

Frictionless Anticipatory Immersive


Why “post-digital”?


1. Thanks to digital devices, customers are entitled.


Source: Forrester’s North American Technographics® Online Benchmark Survey, Q3 2011, Base: 57,751 US online adults 18+ Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015; Base: 61,222 US online adults 18+

We are always addressable

51% 2011

62% 2015

© 2016 Forrester Research, Inc. Reproduction Prohibited 9

The expectation that I can get what I want

in my immediate context and moments of need.


2. The digital distinction has dissolved.



3. Digital insights fuel business strategy.



Become a post-digital marketer.


Human Helpful Handy


Be human



Be helpful



Be handy




24

Unique Profile Relationship History Situational Context

Applying context can help

25

Email is still the most cost effective marketing tool

70%

$ 8.3%

$6 $15

26

Marketers are gaining experience applying context within email



What this will become ›  A business traveler receives an email from

a retail chain to which she is a loyal shopper.

›  Email technology shows that the customer is traveling when she opens the email.

›  The chain has stores in the city where she is traveling and makes the logical leap that she is staying at a hotel

›  The retailer personalizes email content at open time to promote items such as water, snacks, or umbrella; or room delivery

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Context works within other media as well

Applying context increased Red Roof Inn: •  Conversion rates by 375% •  Bookings by 60% •  Share of voice by $650 …with no incremental investment


The condition of turning to trendy tech to solve strategic problems

SHINY OBJECT SYNDROME:

Context can help you avoid


1. Personalization Tech SOS Symptom Strategic Investment


2. Social Media (Really? Yes, really.) SOS Symptom Strategic Investment


3. Bots SOS Symptom Strategic Investment Customer: I’m really angry at you, shoe store. These new shoes hurt and you said they’re comfortable.

Store bot: What size shoe do you wear?

Customer: They’re the right size, they just suck.

Store bot: What size shoe do you wear?


4. Artificial Intelligence SOS Symptom Strategic Investment


5. Intelligent Agents SOS Symptom Strategic Investment


Key Takeaways › The world is post-digital; you must be, too.

› Be human, be helpful, be handy.

› Adding context will help you get there.

› Focusing on serving the customer will help you avoid shiny object syndrome.

forrester.com

Thank you

Melissa Parrish @MelissaRParrish Shar VanBoskirk @SharVanBoskirk