Human Conversations at SCALE Magento, Inc. Page 2

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2 Human Conversations at SCALE 2018 Magento, Inc. Page 2

3 Tink Taylor Founder & President, dotmailer 2018 Magento, Inc. Page 3

4 Get

5 The use of technology and data to create more natural, more human marketing

6 Consumers expectations

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9 BBC IPlayer I give you my data. You give me? 2018 Magento, Inc. Page 9

10 BBC IPlayer I give you my data. You give me? 2018 Magento, Inc. Page 10

11 BBC IPlayer I give you my data. You give me? 2018 Magento, Inc. Page 11

12 BBC IPlayer I give you my data. You give me? 2018 Magento, Inc. Page 12

13 But marketing tactics have not really changed: (Mcdonalds) Has our marketing changed?

14 But marketing tactics have not really changed: (Mcdonalds) Has our marketing changed?

15 But marketing tactics have not really changed: (Mcdonalds) Has our marketing changed?

16 HTM Cover

17 HTM Cover

18 HTM Cover

19 HTM Cover

20 Mobile

21 Mobile 70% of all ecommerce transactions will be made on a mobile according to the Criteo State of Commerce report.

22 Mobile 71% of brands in Hitting the Mark use some form of mobile friendly alternative payments.

23 Mobile 71% of brands in Hitting the Mark use some form of mobile friendly alternative payments.

24 Lack Segmentation & Personalisation Disney-Pixar Disney-Pixar

25 Lack Segmentation & Personalisation Disney-Pixar

26 Weak Copy

27 Weak Copy

28 No Automation

29 No Automation 14% of brands are not sending a welcome

30 No Automation 14% of brands are not sending a welcome 60% of brands are not sending an abandon basket .

31 Does the typical journey fit your business? +1Week +1Day 2018 Magento, Inc. Page 31

32 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 Magento, Inc. Page 32

33 What should we do as online marketers? Explicit data. Registration capture data Progressive profiling enrich Surveys - NPS feedback Forms Can we be better?

34 What should we do as online marketers? Explicit data. Registration capture data Progressive profiling enrich Surveys - NPS feedback Forms Can we be better?

35 What should we do as online marketers? Explicit data. Registration capture data Progressive profiling enrich Surveys - NPS feedback Forms Can we be better?

36 What should we do as online marketers? Implicit data. Interaction with your 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

37 What should we do as online marketers? Implicit data. Interaction with your 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

38 You re on your way

39 Conversations across all channels Web data Ecommerce CRM data data Customer data All channels available to consumer and marketer. And all channels are connected. Social data Mobile & Messaging

40 Stay ahead of the pack

41 Stay ahead of the pack

42 Great new mobile expectations

43 The mobile landscape Handset usage ranked 1& Messaging & social Reading Internet Alarm clock Voice calls 98% of SMS messages are read No.1 use of mobile handset 35% of mobile app time is Social networking & messaging 55% of s are now opened and read on mobile devices Mobile web usage overtook desktop in November 2016 Ranked above making a voice calls 60% of year olds use a phone as their primary timepiece 1 in 4 people do not use their mobile device for a call every week 2018 Magento, Inc. Page 43 Sources: UPI, Smart Insights, Deloitte, comscore

44 The mobile landscape Handset usage ranked 1& Messaging & social Reading Internet Alarm clock Voice calls 98% of SMS messages are read No.1 use of mobile handset 35% of mobile app time is Social networking and messaging 55% of s are now opened and read on mobile devices Mobile web usage overtook desktop in November 2016 Ranked above making a voice calls 60% of year olds use a phone as their primary timepiece 1 in 4 people do not use their mobile device for a call every week 2018 Magento, Inc. Page 44 Sources: UPI, Smart Insights, Deloitte, comscore

45 The mobile landscape Handset usage ranked 1& Messaging & social Reading Internet Alarm clock Voice calls 98% of SMS messages are read No.1 use of mobile handset 35% of mobile app time is Social networking and messaging 55% of s are now opened and read on mobile devices Mobile web usage overtook desktop in November 2016 Ranked above making a voice calls 60% of year olds use a phone as their primary timepiece 1 in 4 people do not use their mobile device for a call every week 2018 Magento, Inc. Page 45 Sources: UPI, Smart Insights, Deloitte, comscore

46 The mobile landscape Handset usage ranked 1& Messaging & social Reading Internet Alarm clock Voice calls 98% of SMS messages are read No.1 use of mobile handset 35% of mobile app time is Social networking and messaging 55% of s are now opened and read on mobile devices Mobile web usage overtook desktop in November 2016 Ranked above making a voice calls 60% of year olds use a phone as their primary timepiece 1 in 4 people do not use their mobile device for a call every week 2018 Magento, Inc. Page 46 Sources: UPI, Smart Insights, Deloitte, comscore

47 Messaging has changed the world Consumer preferred channel to message a business 89% of all consumers wish they could use messaging to contact a business 64% would prefer to use messaging over voice as a customer service channel 40% Live Chat 28% SMS 20% FB Messenger Click & Collect to increase by 64% between 2016 & Billion messages are sent between people and businesses each month 12% Others Sources: The Harris Poll, E Week.com Neilsen Facebook Messaging Survey

48 Messaging has changed the world Consumer preferred channel to message a business 89% of all consumers wish they could use messaging to contact a business 64% would prefer to use messaging over voice as a customer service channel 40% Live Chat 28% SMS 20% FB Messenger Click & Collect to increase by 64% between 2016 & Billion messages are sent between people and businesses each month 12% Others Sources: The Harris Poll, E Week.com Neilsen Facebook Messaging Survey

49 SMS Notifications Chat APP Presence Fast

50 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 2018 Magento, Inc. Page 50

51 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 2018 Magento, Inc. Page 51

52 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 2018 Magento, Inc. Page 52

53 Sign-up & Verification Channels: 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 2018 Magento, Inc. Page 53

54 Sign-up & Verification Channels: 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 2018 Magento, Inc. Page 54

55 Sign-up & Verification Channels: 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 2018 Magento, Inc. Page 55

56 Connect Channels: Live Chat Objectives: Answer questions quickly as possible increase conversion rate and average order value. Tactics: Offer a real-time live chat 2018 Magento, Inc. Page 56

57 Connect Channels: Live Chat Objectives: Answer questions quickly as possible increase conversion rate and average order value. Tactics: Offer a real-time live chat 2018 Magento, Inc. Page 57

58 Purchase & Order Confirmation Channels: Inbox Facebook Messenger Objectives: Give customer confidence Happy customers Tactics: Delivery confirmation on preferred channel(s) Summarise order details 2018 Magento, Inc. Page 58

59 Purchase & Order Confirmation Channels: Inbox Facebook Messenger Objectives: Give customer confidence Happy customers Tactics: Delivery confirmation on preferred channel(s) Summarise order details 2018 Magento, Inc. Page 59

60 Dispatch notifications Channels: Inbox Facebook Messenger SMS Objectives: Customer Best customer experience Tactics: Delivery dispatch details on preferred channel(s) Offer 2-way options 2018 Magento, Inc. Page 60

61 Dispatch notifications Channels: Inbox Facebook Messenger SMS Objectives: Customer Best customer experience Tactics: Delivery dispatch details on preferred channel(s) Offer 2-way options 2018 Magento, Inc. Page 61

62 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

63 Think Big Start Small