Guia marketing digital - tendencias 2015 - Inglés

Digital Marketer’s Guide to the
TOP TRENDS
OF 2015

2Digital Marketer’s Guide to the Top Trends of 2015
© 2014 StrongView. All rights reserved.
IN THE YEAR 2015
Prediction season is officially underway in the digital marketing world.
You’ll see it all in the coming months, from prognostication about the newly
instrumented world, to premonitions of new paradigms in human interactions.
While trying to predict the future can be fun, the most effective marketers are
those who have mastered what’s happening in the here and now. This means
focusing efforts on initiatives that will drive results in 2015. StrongView wants
to help ensure a successful future for your digital marketing initiatives, and
towards that end, we present the Digital Marketer’s Guide to the Top
Trends of 2015.
Read on to discover the dominant themes that will demand
your attention over the next 12 to 18 months. You’ll see real-
world examples from trend-tackling brands, and get tactical
advice that can help you make the leap from laggard to
leader by the end of 2015.
Here’s to remarkable marketing in 2015. Enjoy.
- The StrongView Team
In the Year 2015 | Mobile Conversions | Automation & Accountability | Inbox Innovations | Contextual Marketing

MOBILE
CONVERSIONS

4
Digital Marketer’s Guide to the Top Trends of 2015
MOBILE CONVERSIONS
Trend #1: Brands will focus on
improving mobile conversion rates
Mobile commerce has increased each year since 2010,
but mobile conversions have not kept pace with booming
mobile usage rates. Today, roughly 50% of email opens
occur on mobile devices, yet according to Forrester
Research, nearly a third of marketers are still not fully
optimizing their mobile experiences.
Marketers continue to report higher sales from desktop
customers, despite the rapid growth in the mobile
audience. Marketers viewing these trends have a difficult
choice to make: continue to optimize for today’s revenue or
prepare for the upcoming world where the majority of the
interactions are mobile.
Litmus, “Gmail Continues to Shift the Market Share Landscape,” April 2014
Email Opens

5
Increase mobile conversions by thinking
beyond the click
Savvy marketers are getting serious about implementing strategies
that better serve mobile-enabled customers. Developing experiences
optimized from start to finish for mobile devices will begin to help these
customers move from just email openers to mobile purchasers.
While many marketers still see most of their directly attributable digital
revenues come from desktop email interactions, the world is undergoing
a dramatic shift. Businesses
at the cutting edge are already
seeing mobile marketing
drive significant portions of
their revenues, and smart
marketers are preparing better
experiences to capture and
engage customers on the go.
In 2015, more marketers
will implement
strategies aimed
squarely at converting
the mobile user, and will
quantify success with
metrics tied to revenue
rather than engagement.

6
HOW EXTRA SPACE STORAGE IS INCREASING
MOBILE CONVERSIONS
Extra Space Storage saw a dramatic rise in the number of its customers
consuming email on mobile devices and knew they needed a better
experience for those customers. The company’s success is based upon the
number of new storage units being rented, as well as increasing the number
of retained customers.
Working with StrongView’s creative services team, Extra Space Storage
developed a responsive, mobile-first email design that improved the mobile
email experience and increased conversions.
By making conversions easier on mobile devices, Extra Space Storage is
better serving the needs of customers who want to manage self storage on
their own and on-the-go. Better experiences lead to more loyal customers,
and Extra Space Storage recognizes this as a key competitive advantage to
maintaining their position as the largest self-service storage company in the
United States.

7
Tips for improving mobile conversions in 2015
Understand the baseline of how your emails are performing by1.
device type so that you can measure and understand the impact of
future improvements.
Design and code a modular responsive email template that will work for2.
the majority of your email types. If you lack the design skills internally,
your email service provider should have the staff necessary to take on
this effort.
Don’t limit your improvements to just your mail templates. Make3.
sure your website provides a good experience once a mobile user
clicks through from their email. Test treatments and options
to ensure you are delivering the best experience for
each of your customers regardless off the device
they choose.
“47% of emails are
opened on mobile
devices.” - Litmus
1
2
3
Litmus, “Gmail Continues to Shift the Market Share Landscape,” April 2014

AUTOMATION &
ACCOUNTABILITY

9
AUTOMATION & ACCOUNTABILITY
Trend #2: Marketing automation
will drive greater earnings and
accountability
With the explosion of available data that can be used to drive real-
time contextual experiences, automation is the only way to manage
the vast array of data sources and engagement channels. Smart
B2C marketers are making investments in marketing automation
technologies to boost campaign productivity and marketing ROI.

Automation is inevitable. Gartner Research indicates that by 2020,
customers will manage 85% of their relationship with brands without
talking to a human. They also estimate a 15% savings on creative
production through automation.
“Open rates for
triggered emails are
74.9% higher than those
for traditional emails.”
- Epsilon
Epsilon, “Q2 2014 Email Trends and Benchmarks,” Sept. 2014

10
automation WILL BE A TOP BUDGET PRIORITY
Marketers have been tasked with making the technology investment decisions
that contribute to meeting key business objectives. Technologies that enable
the execution of automated marketing across web, email, mobile, display and
social are opening up new ways for reaching customers.
While automation makes it easier to reach people, certain aspects are
becoming more difficult. Customers have heightened expectations for
messaging that is relevant and contextual for them, and they are less
tolerant of marketing that doesn’t live up to
these expectations.
Automation of B2C marketing campaigns
opens up new possibilities for scaling up
communicating with customers across all
digital channels. Investments in this area will
pay off not only in an increased ability to reach
customers, but also in improved relevancy of
these communications, which ultimately lead
to long-term customer relationships.

11
Lifecycle Marketing Automation Opportunties
Understanding your customer matters. Understanding where they are within
your customer lifecycle matters even more. Gathering this understanding
through explicit and implicit data, across multiple channels of interaction, gives
you the greatest chance of understanding and addressing your customer’s
needs with relevant messaging.
There are nearly limitless possibilities for automating actions across your
customer lifecycle. The examples below are common automated messages
triggered by retailers to support engagement, conversion and customer loyalty.
Today, this use of data and automation is a marketing
mandatory – there is no going back.
Welcome
Programs
Forgot
Password
Product
Recommen-
dations
Cart
Abandon
Order
Delivered
Order
Confirmation
Order
Shipped
Request
for Product
Review
SMS
TeXt-to-join
Messaging
Mobile
Download
Call to
Action
Birthday,
Anniversary,
other
Milestones
Reactivation
Programs
Display
Retargeting

12
Marketing automation IN ACTION
InterContinental Hotel Group is one of the largest international hotel
groups, offering “Great Hotels, Guests Love.” IHG’s continual challenge is
to drive more registrations from within its loyal customer base.
In order to drive more business from these loyal customers, IHG knew they
would have to be more relevant in their communications with them. IHG
developed a campaign designed to provide their IHG Rewards members
with custom offers targeted to their individual profiles, all at the moment
of interaction.
They call this campaign “Into the Nights.” They launched the effort
by working with the StrongView’s Campaign Services team to design
a complex automated messaging architecture that enabled them to
customize each message based on information relevant to each recipient,
including stay history, interaction data, profile data and predictive
behavioral model information.
The payoff for these efforts was incredible. The automation and
personalization of messages resulted in registrations that rose 10%
year over year.
IHG increased hotel
registrations by 10%
by using automation to
improve the relevancy
of its messages.

13
How to define your automation strategy
To drive stronger contextual marketing via automation, marketers must
start with clear objectives and then align the data and technology to
deliver on those business goals. For organizations large and small,
four areas of strategic focus can help to create the vision for expanding
automation opportunities.
Put your use cases to work1.
Building out a plan with specific use cases across the lifecycle, and
establishing hypotheses about consumer needs, creates a strategic
blueprint for successfully automating consumer engagement. Testing
your various use case hypotheses will determine which ones drive
better engagements and the specific results your business requires.
Drive context with data2.
New technologies are enabling us to better understand customer
context in the moment of engagement. Leveraging these technologies
creates customer messaging that is better aligned with the customer
needs, which in turn creates more value for the customer.
1
2

14
Count on accountability3.
With greater opportunity, comes greater responsibility. The shift to
more sophisticated tools requires more sophisticated measurement.
Marketers have always been held to a high standard of ROI, but
with a greater availability of data comes a greater ability to analyze
the results. Marketers must be prepared to use this increased
performance data to better understand and justify their ongoing
marketing investments.
Get hyper-heuristic4.
Testing and optimization have always been at the core of any
successful marketing campaign. Scalable automation and expanded
contextual data dramatically increases the variables available to test
and optimize against. Marketers who properly design and execute
scalable tests of their messaging will be at an advantage as testing
becomes increasingly complex.
Oriental Trading
Company (OTC)
uses automation to
dynamically generate
relevant content based
on multiple attributes,
including recent
purchases and the
type of customer (e.g.
craft buyers, churches,
schools). By identifying
a customer’s top three
purchase propensities,
OTC is able to serve up
creative presentations
that are unique to
each individual.
4
3
Using automation to
personalize messages
dynamically, OTC has
increased click rates by
8% and average order
values by 6%.

15
In 2015, you will get over the fear
of automation
The top three questions companies struggle
with before moving forward with automating
messages are:
Are in-house skills available to1.
effectively implement programs?
Can new tools for automating2.
messaging produce
real results?
Are automation programs3.
affordable within
my budget?
1
2
3
Marketing teams must answer these questions
to deliver the hyper-contextual consumer
experiences that will allow them to
remain competitive.
Start by getting strategic with
the specific elements of
your customer lifecycle to
begin delivering automated
communications that provide
value and drive action.

INBOX
INNOVATIONS

17
INBOX INNOVATIONS
Trend #3: Changes to email inboxes
create new marketing opportunities
Despite the rise of new consumer messaging
options, marketers still love email because it
consistently delivers a high ROI and continues to be
the most effective channel for maintaining customer
relationships. As much as marketers love email, so
do consumers, who list email as their preferred method of
engaging with brands.
Although the basic send-receive functionality of email has remained
largely unchanged, the major inbox providers like Gmail, Yahoo! and
AOL continue to modernize the email experience to provide more
value for their users.
In response, marketers must evolve their email marketing strategies
in order to stand out in oversaturated inboxes. To be effective in
2015, marketers must proactively monitor and address the subtle
yet impactful changes implemented by popular ISPs and adapt their
tactics to ensure they continue to reach their customers.

18
Inbox Innovation is Being Driven By
Multiple Players
Gmail, Yahoo! and AOL have all made significant changes to improve
the experience for their users. Changes to how email is presented, from
threading, foldering or new types of “tabs” or “stacks,” have all been
introduced to try to help consumers stay on top of their inboxes.
In addition to the changes at the large ISPs, new email apps such as Acompli,
Apple Mail, Boxer and Hop have also risen to help create organization out of
email chaos for end users.
The rapid changes in both ISPs and new emerging inbox assistants have
had a sizable impact on the challenge of reaching customers via email. Email
engagement matters more than ever, as innovations appear to help surface
“good” emails and bury “bad” ones.
source: https://litmus.com/blog/email-client-market-share-where-
people-opened-in-2013?utm_campaign=bestpractices&utm_
source=litmusblog&utm_medium=blog
Top 5 email clients across internet
1 Apple iPhone
2 Gmail
3 Apple iPad
4 Outlook
5 Apple Mail
27%
15%
12%
11%
8%

19
LendingTree Adapts to Changing
Inbox Conditions
As ISPs began filtering email based on engagement, LendingTree began
seeing issues with getting its messages delivered to the inbox. Major ISPs
like Yahoo!, Hotmail and others were not giving LendingTree’s emails priority
placement in the same fashion as they had historically.
LendingTree knew a change was needed, and it took a hard look at its email
programs, embarking on a major initiative to make them more relevant and
engaging. LendingTree provides a wide variety of services for consumers, and
within its mortgage vertical alone, LendingTree created 108 new segments that
were targeted on variables such as credit score, ISP and date of last interaction.
By understanding the various ISP requirements for email deliverability and
by increasing the relevancy of its messages, LendingTree was able to
dramatically improve the performance of its email campaigns. It now sees 95%
of its messages getting to the inbox and a doubling of its email open rate.

20
How to capitalize on ISP innovations
Keep apprised of major changes and how they might affect your programs1.
Understanding the breakout of your customer database by ISP will help you identify and
focus on changes that impact your results. Follow those ISPs closely in the news and industry
publications and be sure to create email addresses for each ISP to add to your test and seed
lists. Partner with your service provider to stay on top of changes in the industry and ISPs.
Use testing tools to understand what each of your customers are seeing from your brand2.
In addition to having your own email addresses with each ISP, you should supplement testing
with tools such as Litmus or Return Path. These testing tools allow you to quickly view how your
emails are rendering across all ISPs, including desktop and mobile environments. These testing
tool providers react quickly to ISP changes, and they’ll often develop tools designed specifically
for testing new features, like Litmus’ new Gmail Grid View testing tool.
Pay close attention to the metrics at each ISP3.
Tracking metrics like open and click rate by ISP can indicate issues you might need to address.
For example, when Gmail started identifying marketing messages and filtering them into the
“Promotions” tab, many marketers panicked. What many predicted would be an issue turned out to
produce better results for marketers who understood and embraced the “ready-to-shop” context of
consumers looking through the “Promotions” tab.
1
2
3

21
Innovate and Test Better in 2015

Despite the challenges inbox innovations can pose,
sophisticated digital marketers are able to recognize,
adapt and capitalize on new opportunities to
increase customer engagement. A new focus
on contextual email experiences gives new
opportunities for increased relevant and
improved customer engagement.
The ISP changes that are sure to
come in 2015 will be a win-win for
consumers and marketers alike, so
long as marketers remain vigilant
and implement a sound strategy for
adapting to change.

CONTEXTUAL
MARKETING

23
CONTEXTUAL MARKETING
Trend #4 Real-time data access will drive
more contextual messaging
A wave of marketing that has been growing for years – contextual
marketing – will reach new heights in 2015. The increased availability
of real-time data and innovative approaches for harnessing it will
enable marketers to engage in more contextually relevant messaging
than ever before.
The next generation of competitive advantage in digital marketing
will be driven by organizations that can execute messaging relevant
to their customers’ current contexts at the moment of engagement.
Understanding the information about that person – from their past
interactions, to their current location, the type of device they are
interacting on, the environment around them, and any number of other
contextual inputs – will be the means to winning competitive advantage
in the next phase of digital marketing.
This real-time contextual awareness will pay off in multiple ways.
In a 2014 survey, Evergage found increased customer engagement,
improved experience and increased conversion rates all ranked at the
top of the benefits of real-time marketing for marketing professionals.
“Contextual marketing
increases the amount
of time people spend
interacting, and increasing
minutes of engagement
is how digital disruptors
succeed.” - Forrester
Forrester, “The Power of Customer Context," April 2014

24
Contextual messaging is a growing trend in our industry.
According to Forrester Research1
, marketers are looking to make
their messages more contextual with the adoption of advanced
techniques like open-time personalization.
Forrester also endorses the value of contextual marketing in
its “Q3 2014 Email Marketing Vendors Wave,”2
where it calls
out StrongView for “articulating the most visionary strategy of
the evaluation, one where email plays a role beyond driving
transactions to establish and enable a series of context-based
customer interactions.”
In another report, “The Power of Customer Context,”3
Forrester
reiterates the value of contextual marketing: “Marketing’s job
now is to identify and use context to create a repeatable cycle of
interactions, drive deeper engagement, and learn more about the
customer in the process. The more you can internalize and act
upon what you learn, the easier it is to make future interactions
that much more engaging.”
1 Forrester, Q2 2014 Global Email Marketing Customer Reference Online Survey
2 "The Forrester Wave™: Email Marketing Vendors, Q3 2014." www.StrongView.com/2014wave
3 “The Power of Customer Context,” April 2014
Forrester, “The Power of Customer Context,” April 2014.
“The difference in contextual
marketing is that you’re inviting
them not just to purchase a
product or service but also
to establish a relationship,
drive registrations and
account generation, start the
interaction cycle, and restart
the engine when interactions
stall.” - Forrester

25
Contextual MARKETING in Action
As a leading online real estate brokerage, Redfin’s ultimate goal
is to get customers in the right home for their needs. But Redfin
recognized that their relationship with their customer shouldn’t end
with the closing of escrow.
Redfin wanted to continue and evolve their customer relationships
beyond the initial home purchase and used StrongView to create
a series of lifecycle marketing programs to do so. One particularly
successful example is a loyalty-based communication sent to
recent home purchasers based on the current weather conditions
in their area. When severe weather hit the homes of recent
homebuyers, Redfin sent a message asking how they were doing
and offered assistance with any issues that might have arisen from
the bad weather.
The response to these highly contextual messages was outstanding.
Consumers who received these messages have had 20 to 30%
increases in contact and reactivation rates versus a control group.

26
THREE REQUIREMENTS FOR CONTEXTUAL MARKETING
How does a company move from basic personalization to real-time contextual
marketing? There are three primary requirements for getting started.
Understand your customer or prospects1.
Who are they? What are they interested in?
Collect real-time customer interaction data2.
What are they doing right now? Where are they located?
Optimize individual customer experiences3.
What is their current intent? What do they need at the present moment?
When you get these three things right, you can engage your
customers in highly relevant and tailored ways. Providing a value-
adding service or offer at the right time in the right channel will
increase engagement and create a much more individualized and
positive customer experience.
1
2
3
Knowing the basic information
about a customer is no longer
enough. Now, marketers need
to be able to understand the
context surrounding their
customers, including their
location, devices, activities
and conditions.

27
Powering Contextual Marketing with
Real-Time Data
In 2015, consumer demand and market
forces will drive more marketers to
leverage real-time data from brand
interactions, location, weather and
other external sources to deliver
contextually relevant and highly
personalized messages.
If your organization is looking to
leverage contextually relevant
messaging across channels, now is
the time to review and optimize your
access to data, as well as the tools
you have in place to analyze and act
on it in real time.

28
What Next?
Now that you know some of the top trends to understand and address in
2015, the obvious question is what to do next. Depending on the current
state of your email programs, it may feel daunting to align all of your
efforts to these pending trends. However, that shouldn’t stop you from
making progress.
Evaluate your current programs for opportunities to align with these trends
and tactics. As well, look for new program opportunities to connect and
engage with today’s constantly connected consumers.
Last but not least, make sure your email service provider shares this vision
for the future and has the technology and know-how to help you embrace
the ever evolving trends within digital marketing.
About StrongView
StrongView’s cross-channel
marketing solutions provide enterprise
marketers with the tools, services
and insights required to effectively
engage today’s constantly connected
customers. With StrongView,
marketers are able to understand
the current context of each customer
and respond in real time with relevant
messages across email, mobile,
social, display and web.
StrongView
Toll free U.S. +1 (800) 971-0380
Toll U.S. +1 (650) 421-4255
Toll U.K. +44 (0) 118 903 6068
info@strongview.com
www.strongview.com

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