SXSW Sunday: Responsys and Orchestration Marketing
By Mike Stiles on Mar 09, 2014
The wall-to-wall socializing, networking and learning continues at SXSW Interactive. And at the Oracle Discovery Lounge, attendees were treated to a presentation by Responsys Sr. Manager of Customer Success Jonathan Petrino on how marketing channels shouldn’t be isolated, but be orchestrated so each empowers the other. The main points for you to consider:
Marketing orchestration is email + mobile + social + display + preferences.
The big dilemma for today’s marketer ismarketing is dealing with massive growth of touch points and addressable media. Therefore, a new post-campaign era model is required.
The post-campaign era is about delivering the right portfolio of interactions across channels and time for relevant, personalized customer experiences.
The model needs to be flipped. Don't start with a campaign, which is then scheduled and sent to the masses. Start with the customers, build profiles, design experiences, and interact individually.
Low orchestration, like broadcast campaigns, are low ROI. High orchestration, like cross channel campaigns, are high ROI.
Marketing orchestration lets you scale, but with the customer at the center. It takes the personalized service you’d get from a rep, and executes it to millions.
Content is delivered cross channel, depending on actions the recipient does or doesn’t take. That has proven to show significantly higher Digital Net Promoter scores.
Asking questions on first contact starts building profiles that help brands deliver highly relevant messaging.
This kind of relevant, persona messaging leads to 2.5x the average open rate and 16x the average click-through rate.
One brand has a social game where you get virtual items for giving desired info or doing things like signing up for the email list.
You can prevent "atomic opt-out" (unsubscribing from all communication) by providing clear communication preference interactions.
Display is the largest digital channel in media spend. But it's usually wasted by anonymous targeting.
Unique journeys for unique customers has led to 20-40% conversion rates.
Now mobile is being added into orchestrated marketing, not just SMS but push, passbook, location, and mobile ads.
Service brands can even use an email, SMS combo to deliver info on what kind of specific work will be done and what time service will begin.