Gary Moore, Sapient Nitro.pdf - IAB UK
Gary Moore, Sapient Nitro.pdf - IAB UK
Gary Moore, Sapient Nitro.pdf - IAB UK
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The Email Landscape<br />
Garry <strong>Moore</strong>, Head of Planning, <strong>Sapient</strong> <strong>Nitro</strong><br />
iabuk.net/contact<br />
19 July 2012
Garry <strong>Moore</strong><br />
Chairman of the email council<br />
Head of Planning<br />
<strong>Sapient</strong><strong>Nitro</strong><br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION 2
About Us<br />
• Founded in 1990, Nasdaq listed since 1996<br />
• 10,000 people in 40 offices worldwide<br />
• One company, One P+L, across multiple<br />
disciplines and geographies<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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About Us<br />
An integrated marketing<br />
and technology company<br />
focused on creating<br />
positive change and<br />
growth for our clients.<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Recognised by our peers<br />
12 Cannes Lions in the past 3 years<br />
<strong>Sapient</strong><strong>Nitro</strong> believes the real impact of changing behaviours is that brands<br />
need to engage with consumers in ways they want to be engaged; that they<br />
need to embrace media and channels without preconceived notions of<br />
'traditional' or 'digital'.<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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The Email landscape<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Rumours of my demise have been greatly exaggerated<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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• “73% of online consumers start their day reading<br />
emails” Exact Target 2011<br />
– Mobile users are checking their emails just before bed and when they wake up<br />
(They are also checking Facebook).<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Released today<br />
27% of adults<br />
owned a<br />
smartphone<br />
2011<br />
39% of adults now<br />
own a smartphone<br />
2012<br />
42% regularly use<br />
social media<br />
51% regularly use<br />
email<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Lets look at Mcommerce across Europe<br />
• Mobile commerce is expected to make up 6.1% of all online<br />
sales in Europe in 2012<br />
• Over the last three years Mcommerce in <strong>UK</strong>, Norway and<br />
Sweden has grown annually at a rate above 80%<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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• If mobile is changing how we use email and this is<br />
being driven by smartphone penetration is this going<br />
to grow?<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Based on current growth levels<br />
Smartphone penetration will skyrocket in Western Europe over the next<br />
five years<br />
Source: Forrester – Western European Mobile Forecast– Dec2011<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Mobile fuels the shift from linear to Media Flow<br />
A linear journey via off line channels<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Mobile fuels the shift from linear to Media Flow<br />
A linear journey via off line channels<br />
However Consumers have never been able<br />
to follow a linear flow.<br />
Our thought processes follow a Life<br />
Flow which is similar to what we now<br />
have mimicked as Media Flow<br />
Joined up data will allow us to<br />
offer relevant messages at key<br />
trigger points<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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“We step from the life flow to the media flow.<br />
You drop in without noticing it."<br />
• This new way of consuming media also means that<br />
people are "constantly oscillating" between buying<br />
and non-buying mode.<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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In order to better service your customers<br />
you will need to map out the triggers<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Multi-tasking is the norm with Smartphones<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Media flow – Getting the Right Attention by understanding the<br />
trigger<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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The ROPO Model: Connected Sales<br />
Experiences<br />
ROPO (Research Online Purchase Offline)<br />
• Tell me if this sounds familiar. You’re walking around a shop<br />
or shopping centre, and all you see is the tops of people’s<br />
heads as they’re buried in their phones. Many of these<br />
people are researching their next purchase. What’s the name<br />
of that thing again? Can I get a better price by comparison<br />
shopping? Does it come in white?<br />
• We need to better manage this experience.<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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ROPO driving sales<br />
92% of respondents have used the internet on their mobile to<br />
research products or services, and as a result nearly half went<br />
into a store to buy that product.<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Mobile Activities <strong>UK</strong><br />
• Finding the store location is the top m-commerce activity amongst the <strong>UK</strong><br />
smartphone users<br />
• Majority of the <strong>UK</strong> mobile internet users compare prices on their mobile s while instore<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
Source: eMarketer<br />
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So we know people are using it, is it still selling<br />
93%<br />
The number of <strong>UK</strong><br />
online consumers that<br />
have given their email<br />
address for the purpose<br />
of receiving<br />
permission-based<br />
emails from at least<br />
one company<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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So we know people are using it, is it still selling<br />
74%<br />
The number of <strong>UK</strong><br />
online adults that have<br />
stated email as their<br />
preferred method of<br />
commercial<br />
communication<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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So we know people are using it, is it still selling<br />
54%<br />
The number of <strong>UK</strong><br />
online consumers that<br />
are becoming<br />
particular about who<br />
they give their email<br />
address to<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
So relevancy is<br />
important (pretty<br />
obvious)<br />
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So we know people are using it, is it still selling<br />
1%<br />
The number of <strong>UK</strong><br />
retailers out of 500<br />
surveyed that have a<br />
welcome program<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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So we know people are using it, is it still selling<br />
Email Sales<br />
from 10%<br />
Clothing Brand that<br />
went from<br />
broadcasting 1 email to<br />
segmenting and<br />
sending less<br />
to 17%<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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So we know people are using it, is it still selling<br />
57%<br />
Percent of internet<br />
users worldwide that<br />
said they are more apt<br />
to buy a product in a<br />
store after getting a<br />
marketing email<br />
"Global Perspectives: a Study of Consumer<br />
Attitudes to Digital Marketing" 2011<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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So we know people are using it, is it still selling<br />
59%<br />
Percent of US and <strong>UK</strong><br />
Internet Users said the<br />
reason for not regularly<br />
opening/reading email<br />
marketing messages is<br />
that they come too<br />
frequently<br />
"Global Perspectives: a Study of Consumer<br />
Attitudes to Digital Marketing" 2011<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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So we know people are using it, is it still selling<br />
55%<br />
percept of consumers<br />
stated they do not<br />
open and read<br />
messages regularly<br />
because they don't<br />
match their areas of<br />
interest<br />
"Global Perspectives: a Study of Consumer<br />
Attitudes to Digital Marketing" 2011<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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In Summary<br />
Email is not dead (along with social networks) is the first and last thing that<br />
gets checked<br />
Mobile inboxes are Always on<br />
Mobile internet will be a key part of the in store experience<br />
The number of smartphone devices are increasing rapidly YOY<br />
Relevancy is a Key Driver<br />
Understanding trigger points from the data is key<br />
Mobile users interact whenever they have dead time<br />
Connecting Data and systems with consumer needs will be key to delivering<br />
products and services on their terms<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Remember: Email subscribers spend more<br />
• If you engage them on their terms not yours<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Thank you:<br />
• Garry <strong>Moore</strong><br />
• Head of Planning<br />
<strong>Sapient</strong><strong>Nitro</strong><br />
The Glassmill<br />
1 Battersea Bridge Road<br />
London SW11 3BZ<br />
United Kingdom<br />
• Desk: +44 207 326 9191<br />
Mobile: +44 7989 327 817<br />
Fax: +44 207 326 9192<br />
Email: garry.moore@digitalanddirect.com<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
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Appendix<br />
© 2012 COPYRIGHT SAPIENTNITRO 2009 SAPIENT | A DIVISION CORPORATION OF SAPIENT CORPORATION<br />
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The Average Household/Consumer in 2012<br />
• The average household buys 21 items a day. dunnhumby 2011<br />
• The average individual is exposed to 1,009 commercial<br />
communications daily. Accenture<br />
• Brands that embed themselves within the media<br />
flow have ample opportunity to reach consumers.<br />
• Hamish Pringle added: "Navigating the flow is crucial. The skill<br />
is putting a brand into the flow where and when it engages the<br />
consumer."<br />
© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION<br />
Hamish Pringle, former Director General of the IPA (The Institute of Practitioners in<br />
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