Transcript Presentation

Game-changing
Marketing Automation Insights for 2017
VeerChand Bothra
Deepali Naair
Chief Innovation Officer
Chief Marketing & Digital Officer
Netcore Solutions
IIFL Wealth Mnagement
@veer
copyright 2017. Netcore Solutions
@deepalinaair
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Game-changing
Marketing Automation
Insights for 2017
copyright 2017. Netcore Solutions
1
Chatbots
The biggest technology wave in 20 years
• Chatbots are poised to have a very big impact on customer experience.
• Chatbots rely on machine learning and deep learning to participate in a two-way
conversation with end-users.
• Natural language processing ensures the conversation feels natural and intuitive.
• Chatbots can engage customers on brand property.
“49.4% of consumers would rather contact a
business through messaging than phone.”
(Venturebeat)
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2
Real-Time Marketing
In-the-moment campaigns
• Real-time marketing shows great results in driving
conversions and boosting ROI.
• Marketers now have access to the tools required to cull realtime data and act on it!
• It works like a sales person in a physical store, monitoring
and acting on real-time customer behaviour.
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3
Audience Targeting
Audience Retargeting
• Audience targeting is the marketer’s ability to
reach out to their own prospects through paid
channels.
• Marketing automation lets marketers target
customers when they are off-site but through a
channel which doesn’t involve sending push
messages.
• Facebook Custom Audience and Google
Customer Match are the key tools.
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4
Unified View of the Customer
Integrated Online and Offline Data
• Great customer experience begins with strong data.
• To leverage customer data optimally, from a customer’s
offline and online activities, marketers will need a
unified view of the customer.
• With smartphone consumers leave behind implicit and
explicit data across an array of touchpoints.
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5
Analytics
Data-driven insights
• Segmentation analytics, Cohort analytics,
Attribute analytics, are basic analytics still not
widely used in India.
• Powerful analytics are now readily available to
the marketer without the need to purchase any
expensive tool.
• Predictive analytics comes at later stage to
forecast the next steps of a customer.
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6
Personalisation and Beyond
1:1 mass personalisation
• Marketing automation yields a unified view and advanced analytics that
helps create personalised cross-channel campaigns.
• Mass 1:1 personalisation will be the norm for the smart marketer of the
future
• It will be the critical differentiator that will save messages from being
ignored or spammed
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7
Rise of the CDOs
The new power centre in organisations
• Brands need to go digital or risk failure.
• Chief Digital Officers (CDOs) are the leaders driving
this organisational change.
• CDOs will rise to work in synergy with Chief
Marketing Officers (CMOs), to become key
influencers and decision-makers.
copyright 2017. Netcore Solutions
copyright 2017. Netcore Solutions
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