Live Intent Jason Oates
•
0 gostou•756 visualizações
March Mixer with Jason Oates of Live Intent
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Live Intent Jason Oates
Semelhante a Live Intent Jason Oates (20)
Mais de dmadetroit
Mais de dmadetroit (20)
Último
Último (20)
Live Intent Jason Oates
- 1. The Now and Future of People Based Marketing Jason Oates Co-Founder & CBO
- 7. What is People-Based-Marketing? The ability for marketers to target specific people across all devices within 3rd Party Publications to deliver advertising and or promotions to prospects and customers.
- 8. The DMA is the True Pioneer
- 9. Why are relationships so important? 1. Context 2. Empathy 3. Loyalty 4. Listening and Responding 5. Sense of belonging 6. Part of our nature…in our DNA
- 11. The Original Relationship Era
- 12. The Dark Ages
- 13. my home computer thinks I’m a 47-year-old Korean Brooklyn mom
- 14. Korean Cosmetics
- 15. Evening Dress
- 17. A smarter way to buy and sell ads in email
- 18. G-Star
- 20. Reaching people where they pay most attention facebook snapchat pandora twitterlinkedin pinterest 217M 100M 82M 66M100M 48M130M
- 21. What happens in 60 second on line?
- 22. Email is where we spend the most time 1.72 Hours On Social Media (2015 - GlobalWebIndex) 2.65 Hours Surfing the Web (2014 – Statista) 4.65 Hours Watching Television (2014 – Statista) 6.30 Hours Even split between work and recreation source: Adobe
- 23. source: Marketing Sherpa Email is our preferred channel for communication with brands
- 24. Email is everywhere we go Check email while resting in bed or on vacation Check email while driving Check email while watching TV Check email while In the bathroom source: Adobe
- 26. Email Addresses are Tied to a Person not a Device
- 30. Built on the Email Address – The Universal ID Email Address Hash Algorithm De-Identified Email
- 31. How does People-Based Marketing Work? 1. A customer buys something from you online or offline 2. A retailer tries to reengage that customer who doesn’t respond 3. Customer does pay attention to their inbox, social, etc 4. Retailer uploads customer email hashes into FB, LiveIntent and other PBM companies 5. Retailer dramatically increases customer reach & frequency
- 32. This is “Mobile-First” Media That Reaches Real People at Scale
- 33. Mobile Commerce Will Be Nearly Half of e-Commerce by 2018 $626 billion By 2018…
- 34. Why People-Based Marketing Moves Sales Reach shopping cart abandoners Supplement email open rate Increase offline sales Cross-sell and up-sell Reactivate inactive users Reduce waste by targeting known, relevant users
- 35. Probabilistic vs. Deterministic Deterministic IDs Probabilistic Models Uses Login-based IDs like email addresses or phone numbers Models anonymous data like cookies, device ID and IP address Targeting Definitely People Probably People Upside 100% accuracy Greater scale, automation Downside Lack of scale, more manual Only 70-90% accuracy
- 36. Identity Graph
- 38. Before LiveIntent: Everyone Receives the Same Ad Jack@emailaddress.com Sarah@emailaddress.com Jill@emailaddress.com
- 39. After LiveIntent: Subscribers Get Targeted Ads on Open Jill@emailaddress.comSarah@emailaddress.comJack@emailaddress.com
- 40. Over 900+ Brands and 1000+ Publishers Use LiveIntent
- 41. Golden Age or Dark Ages?
- 43. Contact Information Jason Oates Chief Business Officer @ LiveIntent jason@liveintent.com THANK YOU
Notas do Editor
- Good evening. I first want to say that it’s an honor for me to be speaking with you this evening. I love coming to Detroit and to some degree I feel like an ambassador of Detroit when I’m back in NYC because I’m always talking about the food, music, great businesses and people of the motor city. Speaking of great people, there are a bunch of great people in the audience today that over the last 3 years have welcomed me into their city and helped me understand just how great this city is. Greg Swan, Karlee Miller, Michael Riley, Steve Dooley, Andrea Marcaccio, Dan Glineki, to name a few. As we get started, let me ask you a question.
- Do any of you have a nagging feeling that someone may have sent you an important email or posted something interesting in social in the last few seconds? Do you feel like you’re missing out on something pressing and important and therefore feel compelled to check your inbox or social feeds?
- For most of you that’s the case and for many of us it’s an addiction so I assume you’ll be checking those inboxes and feeds multiple times during my speech and I have to be ok with that because there’s nothing I can do about it. Why is that the case?
- I pretty sure it’s because you choose who and what is most important to you and are specific about what you invite into your inbox and social feeds.
- You’re not going to welcome just anyone into your front door, right?
- You have to have a relationship with a person or company before you allow them easy access to you. It’s very relevant to what I want to talk about tonight; which is the now and future of People Based Marketing.
- At its core, People Based Marketing relies on relationships to work. How can you possibly marketing to people in a smart way if you don’t know who they are and what they’re interested in…their intent. And that’s something the DMA knows a lot about because you’re one of the pioneers of PBM
- Direct Marketers have always been marketing directly to people and know a lot about the people their reaching out to. You use emails, phone numbers and snail mail to reach specific people and leverage the relationships between companies and their customers.
- They provide context and provide a foundation for how we relate to one another and our environment. Relationships foster empathy and feed our emotional intelligence. It creates loyalty; a reason to stick around through thick and thin. It forces us to listen and respond because if we don’t we may loose important relationships. That’s one of the reasons you feel that urge to check your phone right now and now and now. You don’t want to leave people hanging. Relationships give us a sense of belonging and something to fight for And we’re social animals so it’s part of our nature Developing and cultivating relationships with people and customers is not new. It’s built into our DNA and the DMA was built on that foundation.
- Let’s step into the hot tub time machine for a moment.
- Because the true pioneers in PBM were the real pioneers and all the people predating the pioneers. Let’s step into the hot tub time machine for a moment. Back before the industrial revolution and era of Mad Men to a much simpler time. A time when we had a relationship with the people who made our cloths and grew the food we ate. That was the relationship era. Merchants knew their customers very well and vice versa.
- And then, to paraphrase Bob Garfield, the dark ages of marketing hit. It started in the 1920’s with the advent of radio and really took off after the Great Depression in the 40’s and 50’s and was very strong until the early 2000’s. Why do I think it was the dark ages? It was it easy to mass-produce and sell products to people merchants and brands would never meet. It was also at time when brands could portray themselves in a light that wasn’t consistent with who they really where. It was ok to use cartoons and cowboys to sell cigarettes on TV. And there was no social media and 24/7 news to shed a light on brands gone bad. So it was the death of the relationship era. Now of course I’m over exaggerating for effect. There were many great things that came out of the industrial revolution and mass marketing, but it’s worth it to look at the impact of loosing the 1x1 relationship between a merchant and customer.
- Even today, brands struggle to communicate effectively with even their most loyal customers. For instance, when I go home my home computer thinks I’m a 47-year-old Korean Brooklyn mom. That’s weird, right? When I go online on my home computer to check out the weather, news, scores and snow reports I see ads that are clearly not targeted to me.
- I see all sorts of Korean skin care products, apparently they’ve figured out some amazing advances in skincare but honestly I don’t care.
- I get ads for women’s Cloths and shoes all the time, lately they think I’m interested in eveningwear.
- Just yesterday I was being targeted for kids martial arts pads and gloves
- But why? Why is this happening? Does anyone know? Shout it out if you figured it out. (pause) Yes, as some of you guessed, my wife is home most days and she does all of her shopping online. It’s very rare that she goes to a physical store. And when she does shop online she get’s cookied and retargeted so Rhys (my son) and I are pretty much invisible.
- What makes it even worse, is that I see what I’m getting for my Birthday in April and it’s very likely I’ll see what I’m getting for Christmas. So sad. But help is on the way!! People Based Marketing is bringing back the relationship era and relationships are now back in vogue.
- We are here to save Christmas! What is more important than saving Christmas?! Well I’ve got a good one for you. Tell Engagement Story. So sad. That would never happen in a local store. If I were looking for something special for my wife in a store and my wife walked in the next day, the sales person would never ruin the surprise and tell her what I was shopping for. So what’s the solution to all the mass marketing madness? People based marketing of course. It’s the re-dawning of the relationship era. Let’s get all up into it!
- PBM gives brands the ability to reach specific people where they are paying the most attention most…which is in their inboxes, social feeds and other logged on environments. This slide ranks many of the top PBM companies by unique reach.
- Here’s another way of looking at the marketplace, it’s by what people worldwide to in 60 seconds. It’s worth noticing how large email activity is compared to all other media properties. Email activity is higher than video, social and search combined.
- In fact Email is where we spend the majority of our time. 6.3 hours a day, according to Adobe That’s more than Social, Surfing the Web, or even Watching TV
- Across every demographic, email is the preferred channel for communicating with brands.
- You can access your customers anytime, anywhere. I mean everywhere we go.
- And the best of the best PBM companies use an email address to target and reach specific people online and not some random person. And how do we know we’re not reaching some random person? People don’t share their inboxes with anyone. Raise your hand if you allow someone to check your inbox for you. Email is like a woman’s purse; only one person should go into that purse and it’s the woman who owns it. If my wife asks me to go into her purse I simply bring it to her.
- And the email address? It goes with you everywhere. Your tablet, your phone, your watch…It’s cross device and it’s cross channel. And if there’s one thing we care about more than reaching people, not pixels, it’s privacy. Everything is anonymized. We never even see the email address. Think about it this way. Email is no longer about sending email. It’s the single largest human identifier humankind has ever created. It’s who you are online? It’s what you use to sign up for newsletters Our systems is set up to serve our partners: The 900+ brands we work with, the 1000+ publishers we work with, and the 120mm unique monthly users we reach every month. More than Twitter, Snapchat, and Pandora in the US, by the way. Thus concludes any semblance of a sales pitch I will foist on you tonight.
- and loyalty programs and you can’t buy anything online without an email address We watch streaming movies because of being logged in
- even your loyalty program and card value through coffee chains use email as the log-in
- It’s your digital passport. Many of us PBM companies have built our businesses on the power of the email address I believe that is dovetails very nicely with the sympathies of the DMA So, let’s talk about the power of the email address. The importance of the email address is highlighted here…you subscribe to your favorite newsletters, login to Google Play or Itunes, you shop at Amazon, and login in to social media, all with your email address.
- It works like this, customers email is turned into a hash before we even see it and then we can use the de-identified email to target a real person And we match it to serve ads wherever that person, again, that person. Not a cookie, not a pixel, but a person, is paying attention. Maybe they get tired of opening up your company’s email. Nothing personal, but they don’t get tired of reading the New York Times email newsletter. You can reach that customer in the New York Times, where they are present and paying attention
- A customer buys something from you online or offline A retailer tries to reengage that customer by sending them emails and yet you only have a 10-20% chance of reaching them based on your 10-20% open rate Customer does however go on Facebook, Twitter and opens several email newsletters and email alert from Walmart, Priceline, NYTimes and the Wall Street Journal. Retailer uploads customer file of hashed email addresses in order to reach their customers where they are paying the most attention. Instead of achieving 20% customer reach they reach 50% or more of their customers with relevant messaging and sell a lot more product. And of course never ruin a surprise by marketing something to the wrong person…Remember the story about me seeing all the ads being targeted to my wife and knowing what I might get for Christmas. This stuff isn’t brain surgery, but can definitely save Christmas.
- Switching gears… Does anyone really care anymore about which year was the year of mobile? One thing I do know is that email and mobile are inherently linked. The data from the LiveIntent platform showcases the volume of opened emails over the last 4 years by medium. In the 1st half of 2015, email was opened on a mobile device over half of the time.
- Bringing this right home today, according to Forrester, Mobile commerce will make up just under 50% of all E-Commerce by 2018. Therefore, if you do not have a mobile strategy that is inclusive of either a mobile optimized landing page, or a responsive design website, you are likely missing out on half of the revenue opportunity. On top of that, if you are building a mobile strategy without mobile email it’s like having a Reese's Peanut Butter Cup without the Chocolate.
- People Based Marketing is the manner in which we can target known customers or prospects and bucket them in a segment with the most appropriate messaging, irrespective of device. Some examples include :
- I know I’ve covered a lot of information in a short period of time and I’m almost done. But before I’m done I have to bring up a few more important topics. When it comes to PBM a popular topic is regarding the difference between deterministic and probabilistic data. What’s super interesting about the future of PBM is folks are now building Identity Graphs that leverage both P and D to get a holistic view of the customer. That is the holy grail of marketing to people.
- Companies like Oracle, Facebook and many of the largest brands in the world are building Identity Graphs This practice normally relies on PII, but ours doesn’t collect or use it. Your data is safe with LiveIntent. In our case we’re building a no identity identity graph because we use de-identified email and link that with cookies and other ID’s. It’s estimated that by 2020, the average person will have over 4 devices Think about that. How can you reach someone on their phone in the morning, their tablet on their commute, and their laptop at work? Well, with innovations like the No Identity graph, we bring the intent data from one across all devices You’ll need to decide on a strategy to reach a consumer with consistent messaging irrespective of device.
- Now at this point, I don’t think most of you know what LiveIntent does and that’s by design. The last thing you want from me is a sales pitch. And yet, as a proud founder I have to at least talk for a moment about a major issue we solved about 6 years ago that I think in small way changes the world of marketing. Afterwards feel free to tell me off if you think I’m over stretching the truth.
- Before LiveIntent, inbox advertising was very difficult. Although you were reaching an audience of subscribers, you were likely only reaching 20% of them, while paying for 100%. Even worse, as we show here, everyone was getting the same ad, even though their interests and passions were different. Dom is a single guy in his 20’s who loves to party. Sarah is taking care of her family and working a full time job and Jill is a yoga instructor looking for the next health opportunity.
- Best of all, you are only reaching real people in a highly engaging environment and so no matter what device, what time of day or what your interests, you should be getting a more tailored ad.
- Because of this solution and our unique positioning in the marketplace, we are working with over 750 brands and publishers. Why do I say brands and publishers because not only do we work with Hearst, Conde Nast, Washington Post, AOL and hundreds of other pure play content companies, but we also work with Brads Deals, General Mills, Kraft, PriceLine and Marriott. All Brands that want to either monetize their inventory or optimize their content more effectively in real time in the inbox.
- I just want to conclude with this thought People may wax poetic about the golden age of advertising Where money was tossed at TV and newspapers, no one questioned measurement, and everyone had 3 martinis at lunch But to LiveIntent, and for people-based marketing, those were the dark ages I imagine the way we look upon the golden age of advertising will be how future generations will look at the current presidential race. They’ll wonder how we were ever OK with it
- With people-based marketing, enlightenment is possible This is the relationship era because there’s nothing more important than our relationships with people. An enlightenment to reaching people An enlightenment to what’s working And an enlightenment to the relationship era