The document discusses how new technologies like wearables are changing consumer interactions and the need for marketers to adapt. It summarizes key points on how to build an "interaction layer" to connect digital touchpoints, leverage event triggers and contextual data to deliver personalized experiences, and how the ZineOne platform allows non-programmers to do this through visual tools.

1. For Mul(channel, One-on-One Interac(ons in Real Time
www.zineone.com Oct 2015
Unleashing the Power of Event-Triggered Marketing

2. Read on to get a snapshot of key
consumer interaction trends that are
disrupting digital marketing. Learn about
strategies to tackle new challenges.
It’s all here… in byte-sized chunks we call
”in-the-minute shots!"
In-a-Snapshot
ZineOne, Inc., 1851 McCarthy Blvd., Milpitas,
CA 95054, www.zineone.com
Times They Are A-Changin’
The Mac had the mouse. The iPod a clickwheel. The iPhone a touchscreen. What about the Apple
Watch, you ask? Well, its got the "digital crown," a tiny knob replacing the conventional crown on
traditional watches, and a "Taptic engine" that helps it communicate.
The ubiquity of mobile devices is rapidly being complemented with wearables and digital accessories
that not only have added screens, but totally new interactions. Yet, it seems that marketers so far
have only just scratched the surface in terms of the possibilities of connecting with their customers in
meaningful ways.

3. 1. Haptic Marketing Anyone?
2. Emergent Interaction Patterns
3. The Long Tail of Interactions
4. Building an Interaction Layer
5. Events. APIs. Actions.
6. The ZineOne Advantage
Content
ZineOne, Inc., 1851 McCarthy Blvd.,
Milpitas, CA 95054, www.zineone.com

4. 1. Haptic Marketing Anyone?
The shift to Inbound strategies using SEO and
content dripping has been a a good one. While
this required significant investments of time and
budget, this also heralded the age of permission
based marketing.
Use mobile as the focus of your customer communication strategies. Short, bursty communications are the new
norm. Email has become a secondary communication channel, ideal for long-form updates (e.g. a newsletter).
ZineOne, Inc., 1851 McCarthy Blvd., Milpitas,
CA 95054, www.zineone.com
The ongoing smartphone and wearables revolution brings in a form of continuous touch between
consumers and brands that we’ve not seen before. "Haptic Marketing" refers to strategies that leverage
this sense of touch and feedback between a brand and its connected customers. Its about enriching
experiences. Nurturing enduring loyalty. Enabling new, value-based interactions. To Inform. To Engage.
To Induce. To convert!
Stairway To Heaven
We’ve come a long way from email blasts and disruptive banner ads so typical of interruption-based
marketing. Or have we? The allure of a medium that is inexpensive, has mass reach and is measurable
has been too big to ignore. However, with customers in the driver’s seat, opportunities from outbound
marketing are increasingly like finding broken needles in a haystack.
Outbound
Inbound
InteracFve
EffecFveness
Complexity

5. ZineOne, Inc., 1851 McCarthy Blvd.,
Milpitas, CA 95054, www.zineone.com
Coming In From the Cold
The Apple Watch’s "digital crown," may
indeed be a tiny knob that forever
changes how consumers and brand
communicate.
Emergence of new devices not only leads
to new interaction patterns, but entirely
new customer behaviors. Which makes
old marketing strategies ineffective.
Internet banner ads that once averaged a
click-through rate of 2%–3% are now
lower than a tenth of that at 0.1%–0.3%.
Meanwhile push notification campaigns
delivering rewards have open rates of
80%.
2. Emergent Interaction Patterns
It is important to identify these trends at early
stages and to formulate effective marketing
strategies that can keep up with the inevitable
change. Lets take a look at some of these
next.

6. In-the-Moment
Location-based browse & search
Transaction-based notifications
Activity-based micro services
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Milpitas, CA 95054, www.zineone.com
Cross Device
Research on phone, buy on tablet
Task completion across screens
Continuous screen experiences
Online-to-Offline
Buy online, pickup in store
Value-based upsell
Proximity-based offers
Here are some emergent interaction patterns at the forefront of new consumer
experiences connecting the digital to the physical.

7. The new app economy has miniaturized mobile apps to be conduits for delivering microservices.
There’s an app for that! Like, to hail a cab. Or call a plumber. Or order dinner. The bar is high for
product teams to create apps with high utility, great simplicity and robust transaction support.
Meanwhile, interaction patterns are stretching product priorities to enable social actions, intent actions
(such as product likes, add to wish list, share with a friend), actions that connect user activity
(synchronized shopping cart), etc.
3. The Long Tail of Interactions
ZineOne, Inc., 1851 McCarthy Blvd.,
Milpitas, CA 95054, www.zineone.com
The problem of enabling connected experiences is
compounded as brands add apps for new touch points –
there are over 6000 apps already on iTunes for Apple
watch!
Traditional software design, which focuses on delivering
great experiences to known users, for known use cases, is
in fact under great pressure due to the pace of change in
devices, apps, and interaction patterns. Providing
meaningful, data-driven experiences to all users is what the
long tail of interactions requires. Next, lets look at how apps
can deliver new overlay experiences.
Unknown
users, Known
use cases
Known users,
Known use
cases
Unknown
users,
Unknown use
cases
Known users,
unknown use
cases
Users
Use cases

8. Product teams today need new strategies to build a ”interaction layer" that can connect all of the digital
touch points through which consumers interact with the brand. Product and marketing teams are
looking to enable real-time customer communications at forefront of this transformative "haptic"
change.
Relevant communication is critical to multichannel, connected customer journeys. Whether you are in
a store or browsing online, you want brand interactions to reflect your needs and be value additive.
ZineOne gives product teams a high-throughput messaging infrastructure and flexible integration
options through in-built Enterprise Integration Patterns as pipes & filters for extensible processing
using server-side javascript. Use event-driven triggers to enrich enterprise data and consume micro-
services business APIs. With ZineOne, brands can leverage user profiles, past history, loyalty status
and more to engage their customers effectively.
4. Building an Interaction Layer
ZineOne, Inc., 1851 McCarthy Blvd.,
Milpitas, CA 95054, www.zineone.com
Easily embed notifications, in-app
messages and even in-app chat, that can
be controlled dynamically from the
ZineOne cloud. Free up precious
engineering resources while empowering
business users to drive and manage
customer engagement.
• InteracFon
• TransacFon
• OperaFon
Events
• eCommerce
• CRM
• CMS
APIs
• NoFficaFons
• In-App Msgs
• Deep Links
AcFons

9. 5. Data Drives Action
ZineOne, Inc., 1851 McCarthy Blvd.,
Milpitas, CA 95054, www.zineone.com
Context is a key component for a great experience.
It encompasses knowledge of:
² Who is the customer?
² What’s their location?
² What kind of device is being used?
² What are some of the historical interactions of
this customer with the brand?
² Any product preferences?
Typically, brands have a lot of this contextual information
already, but it resides in isolated pools and is not easily
accessible to the customer facing staff or to the marketer. In
order to drive conversions on mobile, marketers need to
have access to all this information to interact with the
customer knowledgably.
For example, a retail app may have the following information about a user: Megan, age 30-45,
periodically buys clothes for children via her smartphone. She can be sent extremely relevant offers
on her phone. “Hi Megan! We have a 15% discount just for you on children's’ clothing”

10. ZineOne is the industry’s first marketing platform specifically built to respond to event triggers in real-
time and enable dynamic customer interactions using a path-breaking declarative integration
framework. True power of multichannel analytics can now be unleashed to take real-time actions that
influence the customer journey — through in-app messaging, on-device notifications or through
persistent inbox messages.
ZineOne platform is built with proven enterprise technologies like Java, a high-throughput, horizontally
scalable, event processing platform, highly scalable and distributed data stores (HBase & MongoDB).
The platform supports in-built Enterprise Integration Patterns such as pipes & filters for a declarative
and highly extensible approach to data integration. No programmers required!
6. The ZineOne Advantage
ZineOne, Inc., 1851 McCarthy Blvd.,
Milpitas, CA 95054, www.zineone.com
ZineOne provides visual drag-n-drop tooling for business
users to design customer journeys and in-built conversion
analytics to monitor campaign performance.
We provide SDKs for application integration on all major
platforms, including web apps as well as native or hybrid
mobile apps.

11. "Event-triggering tactics
are likely seen as a
baseline methodology for
planning and executing
real-time, personalized
multichannel marketing." -
Gartner, May 2015
ZineOne, Inc., 1851 McCarthy Blvd.,
Milpitas, CA 95054, www.zineone.com