1. --
Online Marketing Summit San Diego
________________________________________________________________________
-
Wacarra Yeomans
@wac_intosh

2. Smartphones
are an indispensable part of
our lives.

3. —62% Are using their smartphone everyday
—80% Don’t leave home without it
Smartphones are used everywhere
Home 97%
On the go 83%
In a store 78%
Restaurant 71%
Work 71%
At a social gathering 60%
Doctor’s office 56%
Café or coffee shop 50%
Airport 49%
Public Transport 36%
School 30%
(Source: Google Mobile Planet Report)

4. Multi-tasking
(Source: Google Mobile Planet Report)

5. ―… a wealth of information creates a poverty of
attention and a need to allocate that attention
efficiently among the overabundance of
information sources that might consume it.‖ –
Herb Simon

6. Are you repelling customers?
(Source: Smartinsights)

7. The consumer is starting to
demand a new kind of
relationship.

8. ―Put customers in the driver’s seat, or
be dead by 2020.”
- Jamie Nordstrom, September 2012

9. Marketing needs to be about the customer
relationship again.
Campaign Centric vs. Consumer Centric
40% off Create an
Offer
Build a
Profile
Schedule it in Design an
the Calendar Experience
Send to a Mass Interact
Audience Individually

10. Relationships.
Moving from campaigns to
customers.

11. Experience
Relationship
Brand

12. You’re a brand first
and a channel second.
How to take a relationship-first approach

13. 5 Stages of Awareness
1. Normal
2. Concentration
3. Selective
4. Alternating
5. Divided

14. Awareness to Action
Attention Interest Desire Action Experience Loyalty

15. Interest driven by relevancy
Immediacy
Personalization
Interpretation
Authenticity
Accessibility
Embodiment
Patronage
Findability

16. Aligning strategies with consumer
expectations
Consumers have rapidly embraced digital channels – and they have
raised their expectations for marketers:
Know me. Engage me. Lead me.
Consumers expect Consumers Consumers
you demand a want you to
to know them relevant, anticipate future
across all digital engaging needs to maintain
channels consumer engagement and
experience loyalty
To succeed, marketing strategy must adapt at the speed of your
customers.

17. Moving from campaign focus to consumer focus

18. Biggest ROI comes from relationship marketing
acquisition relationship
marketing marketing
interactive
channels
42X
offline
channels
Source: eMarketer / Direct Marketing Association

19. ―Companies will be better off if they stop viewing customer
engagement as a series of discrete interactions [e.g.
campaigns] and instead think about it as customers do: a
set of related interactions that, added together, make up
the customer experience.”

20. Responsys
Interact:
Building individual
relationships
at scale.

21. Email subscribers also welcome SMS
promotions
Responsys consumer research
revealed that 44 percent of
consumers who opt into email
promotions from retailers are
44%
also interested in receiving
deals from those retailers via
SMS
Source: Omnibus survey conducted by Research+Data Insights of 1,039 adults aged 18 and above in the U.S. from November 9 to 13, 2012. The data has been weighted to reflect the demographic composition of adults in the U.S.
Source: Omnibus survey conducted by Research+Data Insights of 1,039 adults aged 18 and above in the U.S. from November 9 to 13, 2012. The data has
been weighted to reflect the demographic composition of adults in the U.S.

22. Consumers looking for a variety of
content via SMS
100
90
80
General discounts & deals
70
Location-based offers
60
50 In-store sales & events
40
Invites to sweepstakes & contests
30
Gift guides & product recs
20
10
0
Source: Omnibus survey conducted by Research+Data Insights of 1,039 adults aged 18 and above in the U.S. from November 9 to
13, 2012. The data has been weighted to reflect the demographic composition of adults in the U.S.

23. Requires building a ―Relationship-First‖
approach to Mobile
Customers say text spam is
more invasive to them than
junk mail or even spam
emails. And sometimes, the
recipients even have to pay for
the texts that they never wanted
in the first place.
- Pew Research Center

24. Its about the customer journey
Awareness  Interest  Desire  Action  Experience  Loyalty
Alerts: Send an alert about a Text for Response: Text to get additional info about Text for Location: Text for the
product or special deal. products. Responses can include offers. location of the nearest store.
“Winter coats on sale starting “Text your Zip Code to find a
Monday!” “Reply „tablet‟ to get more information.”
store.”
Competition: Join in instant-win or
trivia contests around various Notifications: Get real-time alerts
products. for shipping, inventory, or deals.
“Which celebrity owns more “Your sneakers have shipped
than 500 pairs of white and are out for delivery.”
sneakers?”
Customer Service: Get an
Voting: Vote on the immediate response for those time
products/designer collection you consuming customer service
are most looking forward to this fall
season. issues.
“Text „Lopez‟ or „Conrad‟ for the “Text „HELP‟ to get a call from
designer you are most excited customer support.”
about seeing this season.”

25. Case Studies

29. SMS is most effective when:
Communicating time sensitive information quickly
Communicating geographic specific info
Communicating VIP “insider” information

31. 30% of
fab.com’s sales
come from
mobile.

32. 30% of
fab.com’s sales
come from
mobile.

33. ―Building mobile-first forces
us to think about how Fab
will be used by people on
the go first, and people at
their desks second.‖
- Goldberg, Fab.com CEO

34. Questions?

35. Keep reading
People to search
William James - Awareness
Herb Simon - Awareness
Tom Davenport - Attention Economy
Dave Crenshaw – Myth of Multitasking

36. “We imagine a day when every
customer touch-point is totally
automated, individualized and
optimized for the right channel.”

37. Thanks for your time! 
Wacarra Yeomans
Director, Creative Services
Responsys
@wac_intosh