Transcript cross-channel marketing automation

CROSS-CHANNEL MARKETING AUTOMATION:
A MODERN MARKETERS APPROACH TO
TRANSFORMING MARKETING INTO A
GROWTH ENGINE
Webinar - February 17, 2016 at 11:00am – 11:45am IST
Veer Bothra
Chief Innovation Officer
netCORE Solutions
@veer
Protik Basu
Head - Digital & Rewards
The Lemon Tree Hotel Company
@protikbasu
PRESENTERS:
Co-host
Veer Bothra
Chief Innovation Officer
netCORE Solutions
@veer
Protik Basu
Head - Digital & Rewards
The Lemon Tree Hotel Company
@protikbasu
THINGS TO REMEMBER
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to tweet during the webinar
@netcoresolution
#netCOREWebinar
#smartech
#marketingautomation
#crosschannel
Question
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to ask questions during the
webinar
Slides & Recording
You will get an email with slides
and recording post webinar
AGENDA
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What is Marketing Automation
Principles of Marketing Automation
Cross-channel Marketing Automation
Marketing Automation: Smartech Video
Case Study – Lemon Tree Hotels
Q/A
MARKETING AUTOMATION IS…
… a software that helps marketers to streamline digital communication, automate repetitive marketing tasks
and deliver relevant and personalized customer experience.
… the ability to target cross-channel communications with automated triggered workflows.
It helps to….
ACQUIRE
ENGAGE
RETAIN
MAXIMISE
3 PRINCIPLES OF MARKETING AUTOMATION
1. Unified View Of Customer
3 PRINCIPLES OF MARKETING AUTOMATION
2. Cross-channel Automation
3 PRINCIPLES OF MARKETING AUTOMATION
3. Data-Driven Personalisation
ONE DEVICE - MULTIPLE MESSAGING CHANNELS
SMSes
Emails
Automated
Voice calls
Mobile is
a Game Changer
Push
Notifications
ONE CUSTOMER - MULTIPLE DEVICES
• Mobile
• Tablet
• Laptop
• Smart Watch
• Smart TV
ONE CUSTOMER - MULTIPLE DIGITAL CHANNELS
• Social - Facebook, Twitter etc.
• Owned - Website, Mobile App
Owned
Social
• Advertising - Search, Display, Native, Video
Advertising
CROSS-CHANNEL V/S MULTI-CHANNEL
• Multi-channel works in a way where every
channel is a silo
• Cross-channel has awareness of
messaging happening across channels
v/s
CROSS-CHANNEL V/S MULTI-CHANNEL
• Data-driven – Based on individual customer behaviour and context
• Derives Customer Preferences
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Messaging channel
Language of message
Time of day
Day of week
• Cross-channel Automation
• Channel switching
• Intelligent decisions based on customer behavior
• Attribution problem
• Benefits
• Better Customer Experience
• Cost-saving
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netCORE Smartech
NETCORE’S SMARTECH
Netcore Smartech …
… is a cross-channel customer activity based marketing automation platform.
Do-it-yourself
easy to use
interface
WYSIWYG workflow
designer – no coding
required
Cloud-based
platform
Multi-channel –
Email, SMS, Voice,
Push notification
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CASE STUDY
THE LEMON TREE HOTELS
INCREASING
DIRECT ONLINE
BOOKINGS
THROUGH CROSS-CHANNEL
MARKETING
AUTOMATION
While the OTAs keep the
hotel rooms filled..
76% of online bookings happen via OTA
Source: The Hospitality Sales and Marketing Association International (HSMAI) Report
..They hurt your bottom line..
OTA commission costs between 15% to 30%
Source: Report from global hotel consultancy HVS
Challenge
To increase Lemon Tree’s
direct online sales and
reduce Cost of Acquisition
Strategy
attract & retain more visitors to
direct hotel booking, we need to build a systematically
planned Cross-Channel Marketing Automation
To effectively
THE PLAN
Attract
Attract OTA Customers to
direct online bookings through
exclusive loyalty program
THE PLAN
Retain
Retain customers who booked
directly in the past with
exclusive Loyalty program
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Attract
One of the best ways to boost hotel’s
repeat business is to establish a
guest loyalty program
Loyalty programs account for 57% rise in
bedroom revenue
- The Centre for Hospitality Research
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Retain
retain your
existing customers than acquire
It is far more logical to
new ones
It costs 5-8 times less to retain existing
customers than attracting new customers
- Second Opinion Marketing
OTA
Booking
Attract
Direct
Booking
Retain
Automation
Segment
Loyalty Discount
Voucher Email 1
15 days
Automation Workflow
Redeemed
voucher
Check if
still in
segment
Did not redeem
voucher
END
Reminder SMS with
CTA
15 days
Redeemed
voucher
END
Check if
still in
segment
Loyalty Discount
Voucher Email 1
END
ABOUT THE LOYALTY PROGRAM
FOR DIRECT BOOKINGS
Recipients of these
automated emails had
rewarding offers
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Guests got a Rs 1000 worth voucher which
they could redeem upon direct website
booking
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In addition, they also received Rs 500 bonus
points and hidden offers
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All bookings done through Loyalty program
were entitled for special benefits like free
wifi and complimentary breakfast
Our Idea
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Leverage on past OTA bookings and build loyalty with customers booking directly
Guests who books through OTA or directly would be added to automation segment
Establish a Loyalty program to this email list
Offer exclusive voucher, which can be redeemed upon direct booking
Guests who avail this offer are removed from the list (successful in migrating & retaining
direct online booking)
 Guests who do not redeem the voucher are sent an automated reminder SMS after 15
days after the first email and automated reminder emails after 30 days of first email
Integrate Online & Offline
direct bookings
Offer for direct online bookings was extended to direct check-ins
as well. Guests who had the voucher could redeem it directly by
taking the voucher print or sharing the voucher code
How Automation helped Lemon Tree
DECREASE IN
ACQUISITION COST
93.76%
How Automation helped Lemon Tree
INCREASE IN
ENGAGEMENT
157.25%
Increase in email open rates compared to their
average for the period Sept – Oct 2015
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Q/A
+91 22 6199 9807
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Experience the Smartech Live
Demo, give Missed Call on
We will email the recording and
slides to you soon 
Also you can download
The Marketing Automation
Trends 2016
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Thank you for joining