Martech Future
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Transcript of Martech Future
MARTECH FUTURE
ALLEN NANCE
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@AllenNance
www.allennance.com
KILLER APP OF INTERNET
Imagine a marketing channel
with 4 billion users and
growing to 5+ billion...
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SIMPLE MAIL TRANSFER PROTOCOL
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Imagine a marketing channel
that is accessed across the
globe using a standard
method...
RETURN ON INVESTMENT
Imagine a marketing channel
that delivers $40 dollars
for every $1 dollar spent...
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DIGITAL MARKETING GLUE
Imagine a marketing channel
that is the digital
marketing glue of all
other channels...
EMAIL INNOVATION
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Imagine a marketing channel
that is ripe for
innovation...
SMART MARKETING = PERSONALIZATION
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Name: Amy Morris
Email: [email protected]
DOB: 6/8/1970
Residence: Portland, OR
Marital Status: Married
Children: one (girl)
Household Income: $130K/yr
Profession: Graphic Designer
Degree: BFA, Washington
Open Rate: 32%
Clickthrough Rate: 18%
Purchases: 0
Fav. Topics: Health & Wellness
Social Networks: FB, Twitter
Interests: Health, Environment
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WHY PERSONALIZATION?
Personalization increases engagement
72% increase in open rates
81% increase in click through rates
41% of consumers buy more from retailers who send personal emails
Sources: Marketing Sherpa & MyBuys Consumer Study
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WORLD GONE MOBILE
There will be a
new “mobile-
only” email
client that has
greater than
100M Users
PAYMENTS PHENOMENA
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Email addresses get
fully integrated into
Google Wallet,
Windows, and payment
gateways (Square) to
create a global
payments phenomena.
IP BASED CREDIT SCORE
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The idea of a “spam
folder” goes away and
the introduction of IPv6
leads to a “credit score”
of engagement that
drives all inbox delivery.
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SMART INBOXES
The “inbox” gets smart.
No more “newest at the
top.” Instead it is
replaced with an
algorithm that learns
who you interact with
most often and how.
CODIFIED USER EXPERIENCE
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Email becomes 4D.
Driven by wide adoption
of HTML5, embedded
Java, video and other
programming
languages, email comes
to life.
NEXT 5 YEARS
Email marketing continues to
be the number one digital
channel (it's) more mobile,
personal, smarter, and you
can transact across it...
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QUESTIONS
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Questions?
@AllenNance
@WhatCounts