Phil Draper | Dotdigital | Beyond the Browsing: How to Turn Websites into Engagement Hubs
Summary
TLDRIn this engaging talk, Phil Draper, General Manager EMEA at dotdigital, discusses strategies to transform websites into customer engagement hubs. He highlights the importance of harnessing customer data, using smart tactics, and leveraging technology to personalize experiences and drive revenue. Key focus areas include product recommendations, site search optimization, email marketing, and SMS marketing, emphasizing the need for a holistic approach to customer engagement.
Takeaways
- đ Phil Draper, General Manager EMEA at dotdigital, is an experienced sales, marketing, and creative professional focused on helping companies and individuals achieve their ambitions.
- đ dotdigital is a customer engagement, customer experience, and data platform with a focus on engagement, serving as Adobe's first and chosen marketing partner.
- đ The role of a website has evolved from supporting high street stores to becoming the main flagship store and revenue driver for businesses.
- đ Site search is crucial, with 15% of retailers optimizing their site search, indicating a significant opportunity for improvement in this area.
- đ Product recommendations are used by 71% of retailers, suggesting there is room for more widespread adoption to enhance customer engagement.
- đ§ Email Service Providers (ESPs) are essential, but only 55% of retailers are using marketing automation, leaving a gap in engagement strategies for many businesses.
- đČ SMS marketing is highly effective, with a 98% read rate within 10 minutes and a 90% read rate within 10 seconds, yet only 39% of retailers are utilizing it.
- đ Personalization of the web experience and other communication channels, such as email and SMS, is key to increasing customer engagement and revenue.
- đ Customer data is vital for understanding audience preferences and tailoring marketing strategies accordingly, with tools like customer dashboards and RFM analysis being crucial.
- đ Tactics such as exit intent pop-ups, reducing bounce rates, and abandoned cart campaigns can significantly impact revenue by improving customer engagement at various stages of the marketing funnel.
- đĄ There is no silver bullet for success; it requires a combination of customer data, smart technology, and strategic tactics to create an engagement hub that drives revenue.
Q & A
Who is Phil Draper and what is his role at DOT Digital?
-Phil Draper is the General Manager for DOT Digital. He is an experienced sales, marketing, and creative professional with a passion for helping companies and individuals achieve their ambitions. He oversees sales, customer success, and professional services at DOT Digital.
What is DOT Digital's primary focus?
-DOT Digital is a customer engagement, customer experience, and data platform with an engagement focus. They are Adobe's first and chosen marketing partner and serve hundreds of Magento customers.
What is the significance of customer data in the context of DOT Digital's services?
-Customer data is crucial for personalizing the customer experience and maximizing revenue opportunities. DOT Digital uses customer data to deploy smart tactics and technologies that enhance customer engagement and drive business growth.
What is the role of a website in today's digital landscape according to Phil Draper?
-Phil Draper suggests that a website is no longer just a digital storefront but an 'engagement hub'. It is the main revenue driver, a central point for brand interaction, and a platform for customer research, sales, and support.
What are the key tactics Phil Draper suggests for turning a website into an engagement hub?
-Phil Draper recommends using customer data to personalize experiences, optimizing site search, utilizing email subject line optimization, converting email to SMS, and leveraging customer data to understand and segment audiences.
What is the importance of product recommendations in e-commerce?
-Product recommendations are crucial as they can significantly enhance the customer experience and drive sales. However, only 71% of retailers have implemented product recommendations, indicating a potential area for improvement.
Why is site search optimization important for retailers?
-Site search optimization is vital because a significant portion of transactions start or involve a search query. Optimizing site search can increase the average order value and improve the customer's journey through the site.
What is the significance of marketing automation in the context of email marketing?
-Marketing automation is essential as it helps in sending communications in a timely and channel-appropriate manner. It includes tactics like abandoned cart campaigns and welcome newsletters, which can significantly boost customer engagement.
How does SMS marketing fit into the broader marketing strategy discussed by Phil Draper?
-SMS marketing is highlighted as an underutilized channel with a high read rate. Integrating SMS into the marketing strategy can help in driving immediate customer engagement and conversions, especially considering the high mobile commerce trend.
What is the role of AI in enhancing customer engagement as per Phil Draper's discussion?
-AI plays a part in the solution by providing tools like subject line optimization and one-time email to SMS conversion. However, Phil Draper emphasizes that AI is not a silver bullet and that hard work, smart tactics, and customer data are essential for success.
What is the final call to action from Phil Draper for the audience?
-Phil Draper encourages the audience to utilize their customer data, ensure their tech stack is up to the job, and implement the right tactics. He invites them to engage with DOT Digital for further assistance in turning their website into an engagement hub and increasing revenue.
Outlines
đ Introduction to the Afternoon Session and Speaker Phil Draper
The speaker introduces the afternoon session, acknowledging that attendees are refueled and ready to continue. Phil Draper, General Manager EMEA at dotdigital, is introduced as the first speaker. He is an experienced professional in sales, marketing, and creativity, focused on helping businesses achieve their goals. The speaker highlights Phil's extensive experience in agency and e-commerce sectors over 25 years. Phil begins by engaging the audience with a question about their lunch and ice cream experience, then delves into the topic of customer engagement, emphasizing the need to transform websites into engagement hubs.
đ The Evolution of Websites into Engagement Hubs
Phil Draper discusses the transformation of websites from mere online stores to central engagement hubs. He emphasizes the importance of websites as the primary touchpoint for customers, where most marketing efforts lead and customer interactions occur. He illustrates the evolution of customer-merchant relationships from one-directional to two-way and now customer-led. Phil highlights the challenges of capturing customer attention in a digital landscape dominated by search engines, social media, and other distractions. He suggests that leveraging customer data, smart tactics, and technology is crucial for turning a website into an effective engagement hub that can drive loyalty and revenue.
đ Utilizing Customer Data and Tactics for Enhanced Engagement
Phil Draper continues his discussion by emphasizing the importance of utilizing customer data and implementing smart tactics to enhance customer engagement. He mentions that while many retailers have product recommendations, only a fraction optimize their site search, indicating a missed opportunity for improvement. He also points out that a significant number of retailers are not using marketing automation, which could be a significant competitive advantage. Phil introduces the concept of an engagement hub, which involves using customer data to personalize the customer experience, thereby increasing revenue opportunities. He also touches on the importance of SMS marketing, noting its high read rates and the relatively low adoption rate among retailers.
đ Strategies for Maximizing Revenue Through Customer Engagement
In the final paragraph, Phil Draper concludes his talk by summarizing the key strategies for maximizing revenue through customer engagement. He reiterates the importance of harnessing customer data, using smart tactics, and deploying the right technology to create an effective engagement hub. He provides examples of tactics such as subject line optimization, email-to-SMS conversion, and customer dashboards that can help businesses understand and engage with their audience more effectively. Phil also discusses the potential impact of these tactics on various stages of the marketing funnel, from increasing subscriber rates to reducing bounce rates and ultimately driving higher average order values. He concludes by inviting attendees to discuss their challenges and opportunities with him and his team at the sponsor marketplace.
Mindmap
Keywords
đĄEngagement Hub
đĄCustomer Data
đĄPersonalization
đĄRevenue Opportunities
đĄMarketing Automation
đĄSite Search
đĄSMS Marketing
đĄCustomer Experience
đĄMagento
đĄSubject Line Optimization
đĄRFM
Highlights
Phil Draper, General Manager at Dot Digital, discusses customer engagement and the evolution of websites into engagement hubs.
Phil emphasizes the importance of harnessing customer data and using the right tools and tactics to personalize customer experiences.
Phil highlights the significant role websites now play as the main revenue drivers and engagement hubs for brands.
Phil mentions that Dot Digital is Adobe's first and chosen marketing partner and has acquired Fresh Relevance.
Phil explains that customer engagement hubs are essential as websites have become central to brand interactions, customer research, and problem resolution.
Phil points out that optimizing site search is a major opportunity for retailers, with only 15% currently optimizing their site search.
Phil notes that 71% of retailers use product recommendations, suggesting there's still room for growth in this area.
Phil discusses the underutilization of SMS marketing, with only 39% of retailers using it despite high read rates and effectiveness.
Phil emphasizes the importance of marketing automation, noting that 45% of retailers are not using it, missing out on opportunities like abandoned cart campaigns.
Phil introduces Dot Digital's subject line optimization tool powered by AI, highlighting its effectiveness in improving email campaign performance.
Phil mentions a feature that converts email content to SMS format automatically, simplifying multi-channel marketing efforts.
Phil describes Dot Digital's customer dashboards and RFM (Recency, Frequency, Monetary) analysis, which help marketers understand and segment their audience.
Phil explains the importance of personalizing the web experience using customer data to enhance engagement and drive revenue.
Phil outlines various tactics for optimizing different parts of the marketing funnel, from reducing bounce rates to increasing average order value.
Phil concludes by emphasizing that small gains from implementing smart tactics can significantly increase overall revenue.
Transcripts
[Music]
all right then everybody are we refueled
rested raring to go for the afternoon
yeah yeah hands up if you did manage to
get an ice cream off the JH
stand yeah we we we'll sort the rest of
you out this afternoon just got to give
it some time to cool down properly um so
yeah we're back we've got two sets of
three sessions this afternoon then
there'll be there'll be a break in the
middle about 3:00 and then we'll have
our final kind of wrap up sessions at
the very end of the day and getting us
started after lunch is Phil Draper
general manager emia at do digital the
all-in-one customer experience platform
for growth-minded marketers now you know
Phils an experienced sales market and
marketing and creative professional with
a passion for helping companies and
individuals achieve their Ambitions and
he's worked extensively within the
agency and e-commerce seor for over 25
years you know a real stalwart here that
you know we can get to learn from today
so here with some ideas about customer
engagement please give a real warm
welcome to
Phil thank you
Joe hey everybody how are
you everyone hey
jent right who had the Noy let's do a
show of hands who had the Noy yeah it
was pretty good wasn't it that good food
well done Jamie okay so I'm here today
to talk to you about um beyond the
browsing how to turn your websites to
engagement h hubs um now as the
introduction says I'm Phil Draper I'm
the general manager for DOT digital um
but I'm just going to have a quick show
of hands right because I know we've all
had lunch it's hot out there uh who has
heard of dot
digital few are look at that this is my
kind of crowd here now keep your hands
in the air if you're a do Digital
customer or partner look at this this is
incredible right well thank you very
much for your trade thank you very much
for your partnership now there were a
few people that did put the hands down
so I'm just talk a little bit about um
uht digital just because it will help
give context that we're going to talk
about so uh we're a customer engagement
a customer experience in data platform
with an engagement Focus uh we are
adobe's first and chosen marketing
partner we've got hundreds Magento
customers from people out you in the
room which is fantastic um we're about
500 people strong we're based in the UK
with the headquarters in London Bridge
uh we acquired fresh relevance a few
months ago so we've got some scale which
is good now um to make that pertinent
for the people in the room we tried and
tested and we make sure our customers
make sure they've got maximizing their
revenue
opportunities now what do I do so I'm
the general manager I look after the
sales the customer success the
Professional Services before I did that
I was a marketing guy before I did that
I was a design guy which is why I'm the
only person at do digital than Apple
which is why fresh kicks air training
threes if anybody knows them oh yeah
I've got a reputation to maintain and
why you're going to have plenty of
over-the-top unnecessary anim animations
and transitions in this PowerPoint if
you like any of them I do take rops and
hollers that's fine um but hopefully it
helps paint the story of how we can
help I also look after the
marketing and what's
pertinent that's the more serious
pertinent part is when I looked after
the marketing for do digital and I still
look after the marketing because youve
been stomachs and dots those teams
reporting to me I know the challenges
that you face I know it's tough right
I've burnt the midnight o I still do um
trying to find a way to stretch budget
to try and make sure people happy
debating arguing with stakeholders it's
tough It's really really tough and I
don't think there is a silver bullet um
for me there's no shortcut right there's
never a shortcut in life is there right
if you want results you got to work hard
there's no short
AI is part of the start of the solution
but it's certainly not the full answer
for me it's this you got to start by
harnessing the customer data using the
right tools and
tactics and then personalizing the
experience right that sounds pretty easy
but it's not it's not that easy but it
is
possible and if it's possible you can
also get some good returns
right so just to unpack this a little
bit right we all this is the Magento
event right we know we've all got
websites but I see a little bit like
this the role of the website has
changed it was once the place that
supported the High Street
stores now I bet you it's your main
flagship store it's your main Revenue
driver I would
expect and that is a huge change
but it change has been more than just
the contribution it makes to your bottom
line it's also been in every touch point
along the way which is why it's not a
website why it should be I think
referred to as an engagement Hub it's
your brand it's probably your maybe the
first touch Point certainly probably the
most frequently visited touch
point it's where most marketing points
to more info www
right customer research is done on the
website intent to purchas it gets hard
there your sales go there your leftover
inventory goes there if customers have a
problem it's no longer the store
assistant it's the AI chatbot it's the
customer success Team website is Central
to everything which is why it's not a
website why it's an engagement Hub now
if we look at this in a simplified
way I think we can look at it like this
back in the day you had a merchant and a
customer and this relation relationship
was probably owned by you guys the
merchant one directional put our product
in the shop with window send an email
5:00 on Thursday job
done but actually as things have moved
on it's changed it's become two-way so
this is obviously best defined probably
by a triggered email campaign it's a
two-way relationship and to complete
that
maturity it's now the other way around
the customer owns this experience they
are in control very often the merchant
is a servant to the
customer and it's even more complicated
than that and this is where you get
unnecessary PowerPoint
transitions it's only a small small
thing but I like
it it's I I could I could talk for ages
it's called the morph transition it does
wonders anyway the point would here be
is that as the customer owns the
experience you also cannot guarantee
their attention the battle for attention
gets more and more and more even the
website is is no longer as simple as it
was because the search has become so
powerful so dominant on the website
experience we're there free time social
channels popping up all the time you got
TV new channels God knows how many of
these I'm subscribed to but it seems
like about five or six I've still only
got 24 hours in the day and of course
last but not least you've got gaming
you've got other distractions in Mobile
phones connections all the rest of it
the attention is difficult to get
which is why to take advantage of this
you need these things you need customer
data smart tactics and smart Tech and
even smarter tactics and to do that I
believe you get to the engagement Hub
you get to a website which can deepen
engagements build more loyalty and also
convert that to
revenue
okay so here's an interesting
point this is about there's no Silver
Bullet there's no quick fix this is
about what we can do in our control to
increase our Revenue so we're going to
start by looking at the things are
already available so this
100% I don't think I'm going on a limb
here to say 100% because I'm sure
everybody here who's a merchant has an
e-commerce store in fact I bet you'd be
100% magenta stores so that's obviously
that's a given that's a given now let's
look to
see what tactics and what tech are being
used on top of
this so This these statistics from
internet retailing 71% of retailers have
product
recommendations now I don't know about
you I've been my gray hair means I've
you know I've been doing this for quite
a while and product recommendations been
doing this as long as I have but for
only 71% of retailers have product
recommendations seems quite low to me
now I'm sure that's that room that
number is higher for the people in the
room but if you are competing with other
retailers it is a chance to take up
catch up take over increase your lead by
putting in tactics which we know about
like this is better basic six this is no
quick fix this is things we know about
implemented well with customer data to
give yourself a sustainable Advantage
now the one I think is really
interesting here is site search
15% of of retailers We Believe at the
moment from internet retailer are
optimizing their site search 15% put in
another way because I know it's after
lunch we're all getting tired 85% of the
people are not right that is huge I was
speaking to a um a retailer
just the other day um and this this
retailer is large had a massive
inventory but they said 80% of their
transactions were started or at some
point had a search query attached to
them 80% the average order value of a
transaction which involved a search
query was 10% up the power of the search
was so much it also changed the taxonomy
on the site based upon what they
searched I mean it is a huge statistic
and for the purpose of this talk they is
some opportunity to get ahead no civil
bullet no quick fix ween Now search is
important by doing that you can you can
catch up and overtake your
competitors now the next thing would
be ESP good oldfashioned esps right 100%
of people will have an ESP I imagine
because we know it's such an essential
essential Channel but these statistics
might be interesting and these ones come
from do
digital only 55% of retail is using
marketing automation
so that means 45% aren't 45% aren't
doing an abandoned car replenishment
campaign welcome
newsletter anything like that 45% aren't
so this is about an engagement Hub if
you are if we are not listening to the
signals of the search if we are not
recommending products based upon um the
customer data if we are not sending
Communications out in a time in a
channel that they want it's not really
going to be an engagement Hub right so
by using these things on the right hand
side by deploying these tactics it
becomes one the SMS marketing I think
this is a really interesting statistic
and it was interesting on Jamie's um uh
intro that he mentioned the statistic if
you remember um 51% of transactions are
now on the mobile so we reached that
Tipping Point finally eventually where
mobile Commerce is more than desktop
Commerce but look at this
39% SMS marketing only
39% if I tell you these two statistics
98% read rate within 10 minutes 90% read
rate within about 10 seconds and only
39% are using it now the objection we
normally get would be and it' be
interesting to see what the reaction in
the room here is it's a bit intrusive
that's what we get a bit
intrusive I'll tell you something now
even my mother sends me WhatsApp not
text
messages WhatsApp is the where your
friends and family are SMS is a
marketing channel if you look at your
messages now on your SMS M it will all
be marketing looks shipments reminders
notifications about sales 39% of us in
that
channel there is a classic example of
we're not looking for the new we're just
looking for tactic whiches out there to
help Drive the bottom
line
now there are just four things that I
pulled out but what you got on here is
you got a plethora of other tactics that
could be used and I could have gone on
for forever and forever and forever some
of these you be familiar with some might
be different names than what you know
some may be
new but it'd be surprising if everybody
here was doing all of them
perfectly right that's the point there
will be some opportunities in here that
might give a little 1% nudge over here a
2% nudge over there by putting in
multiple ones the sum of these gains is
significant and that is the
prize now
I'm unapologetically now going to
mention a bit few things about dot
digital okay but it helps the point I'm
trying to
make
so these are some uh a little bit of a
deeper dive on some of those tactics I
shared so the first one here is subject
line optimization remember the context
of this talk is around changing your
website and your email to an engagement
Hub and engagement strategy we know when
you send an email that what's on that
subject line is so vital it determines
probably more than anything what the
open rate is what the clickthrough rate
is what your R and the email is and this
here is a new tour we added in about a
year ago I don't know whether Amber's in
the room actually she's our chief
product product manager product director
read it in a year ago um powered by
Wiston AI um and it is our fastest ever
piece of feature adoption feature it's
gone through the roof and partly it's
because it's so simple type in your
subject line click and boom here's 10
recommendations which one do you want to
use and then it looks at your campaigns
and gets smarter I mean we talk about
easy lwh hanging fruit of tactics this
is one right here next up one time
emailed to SMS conversion so if you've
done the one of the beautiful things
about email is it can be long you can
have images you can have liquid script
and all those beautiful things but
sometimes there is a difficult job
turning it to 160 characters how do you
do that I tell you now you press a
button and it does it for you automatic
spelling automatic grammar checking and
it sends out the same time as your email
one click now if that's not an easy to
use tactic which might give you a little
bit more percentage on your on your
transactions then then please tell me
what
is now to be an engagement hit also
starts by customer data how do you turn
inter action how do you understand your
audience one of the features that we
know our customers love
would be our um customer dashboards and
rfm so the reason why we really like
this one is because it does a lot of the
heavy lifting for you the problem with
big data of course is sometimes big anal
analytics and insights is tricky but
here we do the he Lifting for you we
automatically put it into your champions
We UT to make it easy to do the next um
uh marketing action and to also see what
the trend is over time it's a super nice
tool which again helps you make sure
you're always sending the right content
to the right person in the right in the
right Channel and then what you do with
that so this is really I think the end
goal here especially for the websites
you've got all your customer data it's
integrated with all your various
platforms but then what do you want to
do well let's make sure that when they
go to the website we're not just putting
out the same thing to everybody we can
look at the
data and personalize the
experience and now we can personalize
the web experience but of course we can
also personalize email SMS whatever we
want to to try to make the the customer
experience as good as it can be to
increase all the things we know reduce
the bounce rate increase the
click-through rate increase the average
order value Etc by personalizing the
content with the customer data we give
ourselves that
chance now another way to look at upon
this would be take all those tactics we
looked at all these screen grabs and if
we try and just put that into a
marketing funnel we've got this
so I've stayed clear from saying what I
think the likely percentages increases
can be because quite frankly that
depends on the product you're selling
the engagement rate of your customers
the quality of the tactics you do etc
etc but my point here would be the
tactics I shared were just a drop in the
ocean but they can be deployed at
various parts of the fund maybe you
might be responsible for the top half
maybe the bottom half but if you can
increase each section you're giving
yourself the best possible POS chance so
it could well be by put an exit attent
intent on your popover you increase your
your um subscriber rate plus of course
you know what they're interested in so
you can be more personalized in what
your future communications are reducing
the bounce rate um is a is a perfect
thing if that goes down to 60% down to
50% you got so many more sessions you
can possibly year revenue from um and
the next part you know the transactions
and conversion um if you can increase
the average order value if you put an
aband cart campaign to rescue some lost
carts these all Drive huge benefit and
all added up together are quite
significant um and of course it doesn't
finish there with the retention of La
piece at the end you can restart that
Circle which becomes um really really
cost
effective
so going back to the opening
Point small game can add
up I don't believe there's any Silver
Bullet like everything results it is
hard earned by working hard consistently
with skill you want customer data smart
Tech smarter tactics equal an engagement
Hub and put them together they equal
increased
Revenue now with Magento we know you've
got the customer data part
sorted but the questions I've got is
this are you utilizing your customer
data is your Tech stack up to the
job and are you implementing right
tactics have you got answers to those
things if the answer is no the chances
are you leaving money on the table right
we have seen this with our customers
we've got thousands of Commerce
customers we' helped many of them try to
increase revenues by those three
things um so we can help the tech we can
help with the resource and we can
certainly help with the
expertise so if you are struggling with
those
areas we would love to talk to you
Shameless plug coming I'm come and grab
me at the end of the stage we're in the
sponsor Marketplace but we're saying
this from helping customers over the
course of the last 15 years um we would
love to help you try and hopefully turn
your website to an engagement Hub to
increase your
Revenue right and that's for my talk
over hopefully that's been useful
hopefully there's a few things there
which which has sparked the interest um
and as I say we're in the sponsor so we
love to speak to you more thank you very
very much for your time thank you
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