《Emarsys：2024體育與娛樂行業全渠道粉絲互動指南（英文版）（19頁）.pdf》由會員分享，可在線閱讀，更多相關《Emarsys：2024體育與娛樂行業全渠道粉絲互動指南（英文版）（19頁）.pdf（19頁珍藏版）》請在三個皮匠報告上搜索。

1、Omnichannel Fan EngagementThe Sports and Entertainment Guide toWith insights from2 19The Sports and Entertainment Guide to Omnichannel Fan EngagementIn this guide3 5 Steps to Fuelling the Omnichannel Fan Experience4 Connect Your Data Across Digital and Physical Locations7 Integrate Mobile Channels t

2、o Connect the Fan Journey11 Create Personalized Experiences that Keep Fans Coming Back14 Drive Revenue and Loyalty on Autopilot with Fan Lifecycle Automations16 Drive Revenue with Personalized Cross-Sells and Upsells3 19The Sports and Entertainment Guide to Omnichannel Fan Engagement5 Steps to Fuell

3、ing the Omnichannel Fan ExperienceThink about the relationships you have with your closest friends or family members.You probably dont think about interacting and connecting with them“across touchpoints,”but thats essentially what happens.You call each other on the phone,send messages on group text

4、threads,comment on their social posts,send emails and,most importantly,interact with each other offline.Building deep,meaningful relationships with your fans is based on the same premise.If you want to foster the kind of engagement and connection that leads to passionate,rock-solid loyalty,you need

5、to move beyond single-channel communication.Omnichannel marketing provides more opportunity to get closer to your fans,and for them to get closer to you.When you add personalization to the mix,each and every interaction is part of the brick-by-brick foundation that builds lasting relationships.Wheth

6、er your goal is selling tickets to first-time attendees or fuelling the fires of loyalty in your most passionate fans,an omnichannel fan engagement strategy is what will get you there.We need to stay relevant and to do that,we need to address our fans in a personalized way.We must inspire fans to co

7、me to us.Michael Fichtner,CIO,FC BayernConnect Your Data Across Digital and Physical LocationsDrive Revenue and Loyalty on Autopilot with Fan Lifecycle AutomationsIntegrate Mobile Channels to Connect the Fan JourneyDrive Revenue with Personalized Cross-Sells and Upsells Create Personalized Experienc

8、es that Keep Fans Coming BackStep#1Step#4Step#2Step#5Step#34 19The Sports and Entertainment Guide to Omnichannel Fan Engagement4 19Step#1:Connect Your Data Across Digital and Physical LocationsIdentify and understand your fansWhether you want to sell first-time tickets,drive digital engagement,or ke

9、ep regular fans returning time and time again,it begins and ends with data.It might not sound sexy,but without data,you cant understand your fans on the intimate level required to engage them effectively.Are they a season ticket holder?What shows and gigs have they attended in the last year?Have the

10、y made a purchase from your e-commerce store?Have they downloaded your mobile app,or signed up for SMS notifications?Data gives you the answers to these key questions,but often,its scattered across multiple channels and pieces of your tech stack.The Sports and Entertainment Guide to Omnichannel Fan

11、Engagement5 19The Sports and Entertainment Guide to Omnichannel Fan EngagementConnect and consolidate your cross-channel dataPartnering with a top player like SAP Emarsys allows us to break down data silos and reach new heights through a centralized and integrated approach.We are delighted that the

12、integration phase went seamlessly,and we can confidently say that SAP Emarsys is a trustworthy partner that brings the global FC Bayern family even closer together.Michael Fichtner,CIO,FC BayernSo,building an omnichannel fan engagement strategy begins with consolidating data from all sources into a

13、single view of the customer.This includes everything from ticket sales and email engagement to at-event purchases and online merchandise sales.Unifying this data into a single platform is like piecing together a puzzle to form a complete picture this comprehensive view of your fans gives you strong

14、foundations for targeted,personalized,and effective marketing engagements.Youll be able to leverage all your data across all your channels,ensuring each fan receivtes 1:1 engagements that are consistent as they move from web to mobile to event location and back.6 19The Sports and Entertainment Guide

15、 to Omnichannel Fan EngagementWith the Emarsys Enhance Customer Data Tactic,you can bridge the gap between what you know and what your third-party partners know by automatically encouraging your fans to share more personal Information.Create email automation to engage fans Encourage fans to complete

16、 their profileCoupled with Progressive Profiling,you can quickly build a clear picture of your fans by gradually asking them for more information over time and rewarding their actions.Fan makes an online purchase Web overlay appears,asking for missing data in exchange for reward Reward provided on f

17、orm submissionEmarsys Tactic 2:Progressive ProfilingEmarsys Tactic 1:Enhance Customer DataDo you know who your customers are,or are key pieces of information locked behind third-party ticket sellers and retailers?Direct fan data is key to omnichannel personalization,so if you dont have it,you need t

18、o get it.This is where Emarsys Tactics come in.Emarsys Tactics are pre-built marketing automations that help leading brands take time out of execution and quickly deploy industry-specific marketing journeys and lifecycle use cases.Emarsys Recipe:Unlock Invaluable Fan DataReturnsEngagement ScoringPre

19、dicted SpendLoyalty StatusProduct AffilityAverage Order ValueBehaviorLifecycle StagePersonalizationDataExecutionFan EngagementTicket SalesEvent AttendanceContact CenterWeb BehaviorMerchandise Sales CustomSMSWebEmailMobile PushDirect MailMobile AppDigital AdsContact Center7 19The Sports and Entertain

20、ment Guide to Omnichannel Fan EngagementStep#2:Integrate Mobile Channels to Connect the Fan JourneyWe know that todays fans expect personalized marketing that amplifies and acknowledges their passions.But the journey they take is no longer linear.Fans bounce from web to email to mobile in the build-

21、up towards their favorite events.As a sports and entertainment organization,you need to keep pace with these fast-moving fans and create meaningful experiences in the moment no matter where that moment is.Your fan journey is rich with valuable data insights that are waiting to be uncovered,like prod

22、uct preferences and purchase history all the way up to when a fan is most likely to convert and just needs that final nudge.To fully unlock this data,remove friction from the fan journey,and drive engagement and conversions,youll need to bridge the gap between digital and at-event.Mobile is the perf

23、ect method for putting this into action,with four distinct channels you can leverage:Mobile Wallet SMS Push Notifications Mobile Inbox With automated sends based on real-time triggers,these mobile channels can help you promote your events and merchandise in the moment and amplify the fan experience.

24、7 19The Sports and Entertainment Guide to Omnichannel Fan EngagementBuild on the energy of your events by bridging the online-offline gap.8 19The Sports and Entertainment Guide to Omnichannel Fan EngagementDid you know that more than half of customers no longer carry a physical wallet,because theyre

25、 using mobile wallet instead?If your goal is to increase engagement,conversions,and loyalty,you need to integrate mobile wallet as a channel.Mobile wallets like Apple Wallet or Google Pay offer your fans a convenient way to store their payment information but they can be used for additional items,in

26、cluding:Event tickets Loyalty cards CouponsBy integrating Mobile Wallet,you dont just deliver a more convenient,streamlined fan experience,you also gain the ability to identify online customers when they show up for events or purchase concessions,helping you to close the loop on the digital-to-event

27、 journey.This data is invaluable for building a complete view of your fans,and it enables you to further tailor their experiences.By adding passes to your fans mobile wallets,you can send coupons,loyalty cards,offers,and event tickets straight into their hands,wherever they are without needing a mob

28、ile app.Reach your fans,wherever they are,with mobile wallet51%of global consumers say mobile wallets make physical wallets obsolete.*Emarsys Consumer Research*https:/ 19The Sports and Entertainment Guide to Omnichannel Fan EngagementCommunicate key information with SMSIt might not be sexy,but SMS i

29、s critical to your fan experience.With impressive engagement rates of over 90%,SMS is a channel you can leverage to deliver messages that get seen.Its immediacy makes it invaluable for delivering time-sensitive transactional information,with use cases including:Ticket purchase confirmations Limited-

30、time promotions like e-commerce sales or event package updates Key on-the-day details to streamline the fan experience Last minute event updates,like timing changes Integrating SMS into your omnichannel strategy is a powerful way to connect with your fans on-and offline,improve their at-event experi

31、ence,and drive ROI.By providing real-time updates and personalized offers through SMS,sports and entertainment businesses can enhance fan engagement,create a seamless experience,and increase customer loyalty.Leveraging SMS as part of your omnichannel marketing strategy enables you to build stronger

32、connections with fans and drive action when it maters most.80%100%4x time saved in campaign creationautomated journeys that integrate personalized,real-time push notificationsfaster delivery of mobile push messages Betclic achieves real-time,personalized mobile engagement at scaleEmarsys differentia

33、ted itself because it was one tool that did everything:the truly integrated omnichannel aspect,the marketing automation,and its advanced capabilities in terms of reporting.Email,SMS,Push.everything communicates well and easily.Jean-Baptiste Chapelleaubos,Customer Engagement Solutions Manager,Betclic

34、10 19The Sports and Entertainment Guide to Omnichannel Fan EngagementDrive engagement and conversion with app messagingYour mobile app provides a centralized hub for fan engagement,with the potential for powerful,personalized experiences that integrate with your broader omnichannel strategy.Push not

35、ifications:Get the right messages in front of your fans at the right time.Mobile push is perfect for timely updates like reminding fans to purchase tickets for their favorite events,delivering targeted content that deepens their experience,or gathering feedback by promoting surveys and polls.Mobile

36、inbox:Keep your hottest events and offers at the front of your fans minds with mobile inbox.Easy to set up,mobile inbox offers a fixed location in-app for you to send and store important communications with your fans.The Emarsys platform and loyalty solution offered versatile ways of connecting with

37、 our customers across dynamic touchpoints.This also provided valuable insights into customer behavior both online and in-store through enriched first-party data.Mike Cheng,Head of Digital at City Beach11 19The Sports and Entertainment Guide to Omnichannel Fan Engagement11 19Step#3:Create Personalize

38、d Experiences that Keep Fans Coming BackCreate experiences that generate buzz,grow engagement,and build deeper connections with your fans.When you have a database full of thousands or millions of fans,creating content thats relevant and meaningful can feel like an impossible task.However,with your i

39、ntegrated data and channels in hand,youll have everything you need to create personalized engagements and communicate with stadiums of fans on a 1:1 level.Its these personalized experiences that fuel loyalty and keep even fair-weather fans coming back.Why?Because these personalized experiences show

40、your fans that you understand their wants and needs,and that youre willing to invest time in creating content thats relevant to them on a 1:1 level.This is a challenge for many organizations,but with your newly integrated data,youll have the knowledge and insights you need to engage your fans on a t

41、ruly personal level.Each time one of your fans receives a personalized engagement from you one that shows a deep understanding of their wants and needs you set yourself apart from competitors that lack the technology and data insights to do the same.The Sports and Entertainment Guide to Omnichannel

42、Fan Engagement12 19The Sports and Entertainment Guide to Omnichannel Fan EngagementPrime your database with AI-powered segmentationYouve integrated your data and core marketing channels,and youve got a clear understanding of who your fans are.But these fans are moving targets.One day,theyre engaging

43、 via email.The next,theyve downloaded your mobile app.To keep pace with your fast-moving audience,you need to lean on AI.With AI-powered segmentation,you can automatically move your fans between key segments in real-time.With this,youre not just able to target your fans with the most relevant conten

44、t and offers.Youre even able to predict those fans whose support is waning and are at risk of churning and then act on those predictions to win them back and keep them engaged.By using segmentation to deliver personalized,in-the-moment content,you can make the difference between a lost fan and a loy

45、al one.Segmentation is the cornerstone of crafting personalized loyalty experiences that truly resonate with customers.By understanding the unique preferences and behaviors of different customer segments,we can tailor loyalty rewards and communications in a way that feels personal and relevant.This

46、targeted approach not only elevates the customer experience,but also fosters deeper emotional connections and loyalty to the brand.Erin Raese,Global SVP,GTM&Strategy,Annex Cloud13 19The Sports and Entertainment Guide to Omnichannel Fan EngagementPersonalization in practiceWin-back:Identify fans with

47、 waning support and engage them with personalized content that gets them back on side.Reward loyalty:Track event attendance and merchandise purchases,and incentivize repeat business with personalized offers.Gamification:Implement quizzes and polls to deepen your fan data and guide them to their next

48、 purchase.Geotargeting:Use geo-data to provide fans with relevant content and offers based on their current location,such as local event information or merchandise deals.Early access:Drive retention by giving loyal fans the opportunity to get their hands on tickets and merchandise before anyone else

49、.Exclusive content:From meet and greets to limited-space events,interviews,and behind-the-scenes,create content that resonates with different fan segments and affinities.We were fairly basic in the CRM world until we started working with Emarsys.We were immediately able to utilize data to help us id

50、entify different personas.This allowed us to reach different types of fans in the different ways that we know that they are wanting us to connect with them.Josh Ehren,Former Global Head of Direct to Consumer,Gibson46%of consumers cite personalized offers as the reason they stay loyal to a brand.*SAP

51、 Emarsys Customer Loyalty Index*https:/ 19The Sports and Entertainment Guide to Omnichannel Fan Engagement14 19Step#4:Drive Revenue and Loyalty on Autopilot with Fan Lifecycle AutomationsAchieve consistent,personalized engagement with fans at scale.As you create more personalized experiences,you won

52、t just win over new fans your existing fans are going to engage with you more,too.On the one hand,this is good news it means more data to help fuel your marketing personalization.However,on the other hand,it presents a challenge.As your fans share more about themselves,you need a way of acting on th

53、ese invaluable data insights to keep delivering the personalized experiences your fans are growing to love.The power of automated personalization.From sofa to stadium,and merch stand to mobile app,automations help you join fans in their journey and empower their support.The beauty of implementing au

54、tomated campaigns is that theyre always running in the background,even while you and your marketing team are at lunch,sleeping,on vacation,or working on more pressing matters.That way,youre nurturing fan relationships and building loyalty 24/7.The Sports and Entertainment Guide to Omnichannel Fan En

55、gagement15 19The Sports and Entertainment Guide to Omnichannel Fan EngagementThe key to successful marketing automation lies in triggers.By setting up real-time triggers,you gain the ability to respond to fan actions in real-time with personalized content:Behavioral triggers:Activated based on speci

56、fic fan actions,like purchasing a ticket,scanning in at the stadium gate,visiting your website,or downloading an app.Event-based triggers:Set off by scheduled events or key milestone,like a concert start time,a goal being scored,or even a long-term fans birthday.Geo-triggers:Complementing behavioral

57、 triggers,geolocation triggers allow you to target fans with personalized content based on where they are,such as proximity to an event location or a merchandise stockist.Attach your triggers to automated workflows,and youre ready to deliver personalized fan engagements at scale.Using Emarsys and Mo

58、vable Ink,the FA has set up automated workflows that trigger personalized emails based on grassroot player interactions.These include congratulatory messages for achievements like clean sheets or top scorer positions.Using automated triggers16 19The Sports and Entertainment Guide to Omnichannel Fan

59、Engagement16 19Step#5:Drive Revenue with Personalized Cross-Sells and Upsells Connect your fans with tickets and merchandise theyll love.With customer acquisition costs at an all-time high,if you want to drive sustainable growth,you need to maximize the value of your existing fans.This means connect

60、ing them with more tickets,merchandise and experiences that match their interests.However,while these personalized engagements are a sure-fire way to grab their attention,your fans also love a fantastic deal.Whether its“three for two”merchandise bundles or discounted ticket upgrades,neuroscientists

61、have proven that discount-focused deals deliver a powerful dose of feel-good hormone,oxytocin.Cross-sells and upsells tap into this.In 2020 alone,cross-sells and upsells generated$135B in sales for Amazon.Sports and Entertainment organizations can get a slice of that pie,too.When executed well,theyr

62、e a truly powerful way of increasing your AOV,while making your fans feel like theyre winning at the same time.Upsells:aim to get fans to spend more in a single transaction by presenting higher-value,higher-RRP packages.Think exclusive merchandise bundles,VIP packages,upgraded seats and discounted c

63、oncessions.Cross-sells:offer related products that address similar interests or needs.Think tickets to related events,“fans also bought”merchandise suggestions,and ticket insurance.The Sports and Entertainment Guide to Omnichannel Fan Engagement16 1917 19The Sports and Entertainment Guide to Omnicha

64、nnel Fan Engagement1.Use your data:Your elected omnichannel customer engagement platform should use data like Product Affinity,Lifecycle Stage,and Post-Purchase Behavior to personalize these engagements.2.Bundle up:Reduce complexity and increase perceived value by bundling products that are frequent

65、ly purchased together.3.Tell them why:Clearly explain the value of your upsell and explain to your fans why they should spend more.4.Think post-purchase:Impulse is a powerful driver of action,and it doesnt end at the checkout.In the days following an order or in the days leading up to an event use p

66、ersonalized email automations and push messaging to entice customers towards upgrades.Event-Based Cross-SellUse event attendance data to suggest related events or merchandise.Post-Purchase Upsell Automatically send an email suggesting premium products or services after a ticket or merchandise purcha

67、se.Abandoned Cart RecoverySend reminders and incentives to fans who have left items in their online shopping cart.Loyalty Program OffersAutomatically update fans on their loyalty points,rewards,and tier status,incentivizing additional purchases.Automate Cross-Sells&Upsells with Emarsys TacticsHeres

68、how to get started:18 19The Sports and Entertainment Guide to Omnichannel Fan EngagementFuel the Fan Experience with SAP Emarsys Discover how Emarsys can help you integrate your channels,activate your data,and create personalized experiences that keep your fans coming back.Request a 1:1 demo with an

69、 expert nowAbout Emarsys SAP Emarsys Customer Engagement is an intelligent customer experience solution from SAP to help brands connect customer data,improve loyalty,and grow their business.SAP provides an integrated suite of applications,intelligent technologies,and a real-time platform for retaile

70、rs to drive efficiency and deliver relevant,personalized customer experiences anywhere,anytime.We help digitally native start-ups to global retail brands manage all aspects of their business with the comprehensive solutions to exceed customer expectations with relevant products,information,and engag

71、ement when and where they choose to shop.This includes SAP retail and customer experience solutions like leading e-commerce,customer data,and customer engagement marketing applications,enabling brands to be amazing every time by delivering an intelligent customer experience.For more information,visit 2024 Emarsys.All rights reserved.Emarsys,the Emarsys Marketing Platform,Emarsys Artificial Intelligence Marketing and others are trademarks of Emarsys.The Emarsys logo and other creative assets are owned and protected under copyright and/or trademark