August 25, 2016 | Brand Marketers SummitDave Frankland | @dfrankland

8 Seconds and counting

What is the most precious thing you have?

?

IT‘S ABOUT TIME

Human attention spans have fallenbelow that of goldfish!

2015:5000

1920:500

Average number of daily marketing messages

PER CONSUMER.

ENTER:CPA

CONTINUOUS PARTIAL ATTENTION

CONSUMER

Expects immediate response HYPER-CONNECTED

WELL-INFORMED

DATA AWARE

Expects brands in their social dialogue

Expects brands to leverage their data

DISTRACTED Expects concise content, and effortlessexperiences

HOW DO YOU DELIGHT THIS CONSUMER?

• Be available 24/7• Create meaningful interactions• Deliver relevant timely content• Make it effortless• Offer Flexible Options

What sets a brand apart is not the amount of data they collect, but how they apply it to deliver value through personalized efficient experiences.

“Consumers are five times more likely to share personal

information in return for delightful digital experiences”

--SAP

Why should I give you 8 seconds of attention?

So…

Why should you give me 8 seconds of attention?

Of the 86,400 seconds in a day…

Relevant messagingPERSONAL

CONVENIENCE

SPEED

Frictionless experience

Always available / Real-time response

WE HAVE TO MEET THE CONSUMER’S EXPECTATIONS

And, we have to speak the consumer’s language

And, we have to speak the consumer’s language

And, we have to speak the consumer’s language

The most precious resource in customer relationships is

CONSUMER ATTENTION.

v

There needs to be

A MINDSET SHIFT.

Consumer-first principles should guide decisions

Identify & Recognize – in real-time & across channels

Insight-Driven – predictive & contextual

Relevant – channel-flexible & touchpoint-agnostic

Appreciated – valued & respectful

Getting Contextual with Weather

A CLIENT PERSPECTIVE • ING wanted to target a market they had never previously

targeted - college students and graduates• It began by listening to consumers through surveys and

formulated strategy based on learnings• They learned that their target market loves music -

so they targeted festivals across Europe• From surveys, they learned that people want services:

secure lockers, clean bathrooms, charging stations• They built an “oasis of free” for customers and those that

opened accounts. They used email and mobile, but also included a social component – slo-mo video booth

• It wasn’t about the bank! But once consumers registered, their experience was individualized based on what the bank knew about the consumer and their preferences

INSIGHT ENABLED ENGAGEMENT LED TO…

• Results:• Uplift in sales• Uplift in brand awareness• Uplift in brand consideration• Postive impact of ING image

• Website: • 77% increase in sessions• 82% boost in unique visitors• 13% increase in registrations

A CLIENT PERSPECTIVE • ING wanted to target a market they had never previously

targeted - college students and graduates• It began by listening to consumers through surveys and

formulated strategy based on learnings• They learned that their target market loves music -

so they targeted festivals across Europe• From surveys, they learned that people want services:

secure lockers, clean bathrooms, charging stations• They built an “oasis of free” for customers and those that

opened accounts. They used email and mobile, but also included a social component – slo-mo video booth

• It wasn’t about the bank! But once consumers registered, their experience was individualized based on what the bank knew about the consumer and their preferences

INSIGHT ENABLED ENGAGEMENT LED TO…

• Results:• Uplift in sales• Uplift in brand awareness• Uplift in brand consideration• Postive impact of ING image

• Website: • 77% increase in sessions• 82% boost in unique visitors• 13% increase in registrations

SELLIGENT’S PHILOSOPHY: INSIGHT-LED ENGAGEMENT

Data and execution are interconnected. There is no lag between a consumer action and a brand’s ability to respond with relevance.

Data and engagement are also interdependent. When the data profile changes, so does the consumer experience.

As the consumer reacts, the brand learns more, deepening the value that it is able to deliver.

INSIGHTS

ENGAGEMENT

THANK YOU!