7th Annual. LOOKBOOK The Modular Approach to Modern Digital Marketing

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Shavonne Rich
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1 7th Annual LOOKBOOK The Modular Approach to Modern Digital Marketing

2 7th Annual LookBook 2 INTRODUCTION Welcome to the seventh annual LookBook, when we take time to celebrate our customers digital marketing achievements and the creative solutions we used to take them beyond the status quo. This time around, we re doing things a little differently. Instead of taking a bird s eye view, we re zooming in on a single trend with practically endless applications, and exploring the ways it s become one of the most useful strategies in our playbook: the modular template. Essentially a mix-and-match library of creative modules and elements with a cohesive look and feel, the modular approach offers the best of both worlds: Elegance and efficiency. s that are easy to code and easy on the eyes. Campaigns that feel fresh, curated and personalized to the customer, yet which tell a consistent brand story across that customer s lifecycle. Some of the biggest brands in the world are turning to these customizable content systems as an effective way to streamline their messaging while continuing to craft ever more engaging customer experiences. Combined with the latest responsive design techniques and dynamic functionality, the most successful modular systems exemplified in the examples we ve gathered here are able to embrace all the benefits of optimization, without the limits of standardization. As you explore the modern landscape of the modular method, we hope you come away with new ideas and inspiration for making your own mark in the creative digital marketing space. Lisa Harmon Senior Director, Creative Services Oracle Marketing Cloud

WELCOME ABOARD Crafting a welcome series that s, well, welcoming can

was thorough and useful for a broad customer base, yet unique to each

A combination of responsive design, engaging animation, and dynamic,

3 WELCOME ABOARD Crafting a welcome series that s, well, welcoming can be a unique challenge, especially for a business as complex and tech-focused as Comcast. The challenge was to create a more intuitive XFINITY X1 series that was thorough and useful for a broad customer base, yet unique to each customer s needs all without feeling overwhelming. The solution? A combination of responsive design, engaging animation, and dynamic, location-based detection, allowing XFINITY to better serve each new customer all the information they need and nothing they don t.

MINIMALLY MODULAR Nordstrom needed a template system that was both easy and agile, to accommodate their high volume of promotional email campaigns with short turnaround times.

4 MINIMALLY MODULAR Nordstrom needed a template system that was both easy and agile, to accommodate their high volume of promotional campaigns with short turnaround times. Built for maximum flexibility, these minimalist modules can be arranged, swapped, and tested in a variety of ways, allowing Nordstrom to react quickly to changes in their stock and sales, and send a high volume of attractive, clean promotions with a clear purpose.

7th Annual LookBook 5 This modular format allows us to speak to different audiences.

delivering unique, dynamic content in a mobile-friendly responsive format to its readers.

serve up a greater level of personalization to its different targeted segments based on their location, travel frequency and

For example, a version for the beachgoer (2nd from left) and a version for the business traveler (2nd to last).

5 7th Annual LookBook 5 This modular format allows us to speak to different audiences. BRINGING ITS PERSONALIZED SERVICE TO THE INBOX For their digital newsletter, The Ritz-Carlton team is dedicated to delivering unique, dynamic content in a mobile-friendly responsive format to its readers. Using an innovative modular approach, our team created an adaptable rebranded template that allows The Ritz-Carlton to serve up a greater level of personalization to its different targeted segments based on their location, travel frequency and stay behavior. Audience A Audience B Audience C New dynamic elements in this newsletter: The primary module (shown above) has different copy for varying audiences. For example, a version for the beachgoer (2nd from left) and a version for the business traveler (2nd to last). A secondary module dynamically populated with properties a reader might enjoy based on their previous stays. A geotargeted module with unique offers from their local Ritz-Carlton. A Thank You module for those who made a recent stay. This modular format allows The Ritz-Carlton to speak to their different audiences in a more personalized way, and carry these interchangeable modules and elements into their other programs.

This started the team on a journey of discovery, consulting with experts and performing research to learn how users interact with accessibility devices and how that interaction translates to the

The result was this extensive Email Accessibility & Mobile Standards Guide, developed exclusively for Audible, which serves as a powerful resource for the Audible marketing teams as they craft

6 7th Annual LookBook 6 A FRIEND IN NEED Audible, the award-winning Amazon brand that unleashes the power of the spoken word, came to the Creative Studio at Oracle Marketing Cloud with a big question: How can we optimize the experience for the significant segment of our customers with accessibility needs? This started the team on a journey of discovery, consulting with experts and performing research to learn how users interact with accessibility devices and how that interaction translates to the inbox environment across all devices. The result was this extensive Accessibility & Mobile Standards Guide, developed exclusively for Audible, which serves as a powerful resource for the Audible marketing teams as they craft messages that allow all their users to view, understand, navigate, and interact with Audible s content, regardless of ability. Accessibility Screen Reader Statistics MULTIPLE DEVICES ARE COMMONLY USED WITH SCREEN READERS Mobile use of screen readers has increased by 60% over the past 5 years. Desktop use has remained static while laptop use has slightly increased and now outpaces desktop. Devices Used with Screen Readers 84% use multiple devices Use of Multiple Devices The largest group of survey respondents use a screen reader on all three devices. Only 12 respondents reported using a screen reader exclusively on a mobile device; so while mobile adoption is increasing, very few users are using mobile devices exclusively SURVEYED 81% 78% 72% Template Recommendations Use All 3 Devices 47.6% TEMPLATE RECOMMENDATIONS FROM MOST TO LEAST ACCESSIBLE Use 2 Devices 36.4% Use Laptop/Desktop Only 15.1% Use Mobile Only 0.8% Screen reader statistics adapted from the WebAIM January 2014 survey. Copyright 2014 Oracle and/or its affiliates. All rights reserved. 6 Standards Guide 1 Most Accessible 2 Accessible Friendly 3 Mobile & Accessible Friendly 4 Most Mobile, Least Accessible Single static version fixed to 500px wide. No text version. Non-responsive. Images are limited, descriptive text is used throughout. Designed to scale nicely in mobile. Single static version fixed to 500px wide. Links to a text version. Non-responsive. Designed to scale nicely in mobile. 500px wide desktop version with light responsive elements (only styles, position, and sizes change). Links to a text version. 610px wide desktop version with full responsive version. Links to a text version. Some elements are hidden in mobile to achieve a more streamlined experience. Copyright 2014 Oracle and/or its affiliates. All rights reserved. 32

7th Annual LookBook 7 TOTALLY MODULAR Efficient, responsive, flexible we

When used to their fullest potential, the whole really does become greater

But a complex mix and match content system only works if everyone involved

So when it came time to launch the new Hawaiian Airlines promotional email

7 7th Annual LookBook 7 TOTALLY MODULAR Efficient, responsive, flexible we could go on about all the benefits of modular templates in design. When used to their fullest potential, the whole really does become greater than the sum of its parts. But a complex mix and match content system only works if everyone involved understands how the pieces fit together. So when it came time to launch the new Hawaiian Airlines promotional modular template, Creative Studio armed the team with a thorough Usage Guide for the entire system providing a vital roadmap for the journey ahead. Usage Guide

8 About Oracle Marketing Cloud Modern Marketers choose Oracle Marketing Cloud s data-driven solutions to create engagement, orchestrate experiences, connect data, and optimize online interactions that attract and retain ideal customers. These Modern Marketing solutions connect cross-channel, content, and social marketing with data management and activation along with hundreds of pre-integrated app and data partners. Leading brands use our award-winning expertise and technology to deliver personal experiences on a proven system that marketers love and IT trusts. Visit oracle.com/marketingcloud Copyright 2016, Oracle and/or its affiliates. All rights reserved.

Adam Stambleck VP of Client Experience Movable Ink

Adam Stambleck VP of Client Experience Movable Ink Welcome to the Inkredible 5. As 2015 comes to a close, we want to highlight five stand-out email campaigns by brands that used contextual marketing to go above and beyond in the inbox this year. In this