[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2023\/10\/07\/emarsys-power-to-the-marketer-2023-omnichannel-masterclass-recap\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2023\/10\/07\/emarsys-power-to-the-marketer-2023-omnichannel-masterclass-recap\/","headline":"2023 Power to the Marketer Festival: Omnichannel Masterclass recap","name":"2023 Power to the Marketer Festival: Omnichannel Masterclass recap","description":"Emarsys\u2019s\u00a0Power to the Marketer Festival\u00a0kicked off with their live\u00a0Omnichannel Masterclass\u00a0digital event. It was two days of world-class marketers and technology experts sharing amazing insights, tips, and strategies. If you missed the event, everything can be accessed\u00a0on-demand for free. Here\u2019s what went down.","datePublished":"2023-10-07","dateModified":"2025-04-02","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/kirk-donlan\/#Person","name":"Kirk Donlan","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/kirk-donlan\/","identifier":582,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/a5b6ed3c428c9c82b2640f48e824a8a443b302955de20e702c07852e4cb373d4?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/a5b6ed3c428c9c82b2640f48e824a8a443b302955de20e702c07852e4cb373d4?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/11\/emarsys-power-to-the-marketer-recap_FTR.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/11\/emarsys-power-to-the-marketer-recap_FTR.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2023\/10\/07\/emarsys-power-to-the-marketer-2023-omnichannel-masterclass-recap\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/marketing-general\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/omnichannel\/","name":"Omnichannel","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Omnichannel","http:\/\/www.wikidata.org\/entity\/Q16999365"]}],"wordCount":3399,"keywords":["Digital Marketing","Marketing Trends","Omnichannel Marketing","Personalization","SAP Emarsys"],"articleBody":"Emarsys\u2019s\u00a0Power to the Marketer Festival kicked off with its live Omnichannel Masterclass digital event. Top brands including Est\u00e9e Lauder, Hobbii, Brandsdal Group, BrandAlley and Ochsner Sport shared how they blend the art and science of marketing to drive true loyalty.It was two days of world-class marketers and technology experts sharing amazing insights, tips, and strategies.If you missed the event and are suddenly feeling a wave of FOMO \u2014 good news! Not only can the entire Omnichannel Masterclass event be accessed on-demand for free, but this recap provides a day-by-day walk-through of everything covered.If you\u2019re just now discovering this festival, here\u2019s a quick overview of what it\u2019s all about:The Power to the Marketer Festival was created to celebrate marketers and the impact they make every day. This year, Emarsys chose the theme of \u201cElevating the Art and Science of Marketing,\u201d which focuses on how marketers successfully merge art and science to deliver omnichannel experiences their customers love, and deliver results their businesses need.The first event, the\u00a0Omnichannel Masterclass, was a live two-day digital event, split into the following:Day 1: The Art of MarketingDay 2: The Science of MarketingDay 1: The art of marketing\u201cIf you master both the art and science of marketing, your reward comes from your customers, and your reward comes [in the form of] true loyalty. And brands that achieve this, that master both art and science, they achieve\u00a0true customer loyalty\u00a0\u2014 which isn\u2019t [only] about long-term relationships, but it is also about\u00a0better business outcomes.\u201dSara RichterCMO, SAP EmarsysSAP Emarsys CMO Sara Richter started the day with an overview of what is meant by the art and science of marketing. It’s the tightrope that many of today\u2019s marketers must walk to satisfy both customer needs and business objectives.Although this balancing act can seem intimidating and difficult, Sara provided assurance. Marketers able to master the art and science of marketing reap the rewards in the form of true customer loyalty, which leads to happier customers and a happier business.This content is hosted by a third party ( fast.wistia.net ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowSession 1: Product strategy, roadmap, and innovationsAfter Sara\u2019s introduction, the first session of Day 1 got underway. During this illuminating discussion, we heard from key SAP Emarsys visionaries and technology experts, including:Kelsey Jones, Global Head of Product Marketing, SAP EmarsysAnthony Sciortino, VP Engineering North America \/ Platform Cloud, SAP EmarsysNick Odom, Senior Solutions Consultant, SAP EmarsysKelsey started the session off giving some insight into how the\u00a0Emarsys Customer Engagement Solution\u00a0is purpose-built to help marketers solve their most unique and pressing challenges. We learned how, with Emarsys, marketers and their teams are more empowered to build, launch, and scale personalized cross-channel campaigns that drive business outcomes.Next, Anthony dove into some of the exciting advancements and features added to the Emarsys platform based on feedback received from customers. In the past year and half, Emarsys has added more than 75 features, including these three most requested features:Web Hook Node in AutomationsSAP Customer Data Realtime ConnectorSelf-Service Value MeasurementUnveiling Mobile WalletOne of the most exciting moments of the session was when Kelsey announced that SAP Emarsys launched a new channel: Mobile Wallet.I\u2019m excited to announce today that we will be launching Google and Apple Mobile Wallet. This gives marketers the ability to launch campaigns with those wallet passes: Think vouchers, think coupons, think your loyalty cards. [Customers] no longer have to carry that physical wallet. And now this is truly\u00a0bridging that gap between the online and offline [experience], really creating that ability for marketers to engage on mobile with convenience and ease.\u201dKelsey JonesGlobal Head of Product Marketing, SAP EmarsysThis content is hosted by a third party ( fast.wistia.net ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowThe launch of Mobile Wallet expands the suite of\u00a0Emarsys\u2019s mobile capabilities\u00a0and will help marketers enhance their omnichannel mix. Using Mobile Wallet, Emarsys users can natively launch personalized campaigns with mobile wallet passes such as digital vouchers, coupons, tickets, and loyalty cards.Senior Solutions Consultant Nick Odom gave an in-depth walkthrough of the product to show us how this channel works within the Emarsys platform.Session 2: Perfecting the art of loyalty to drive retention and revenueSession 2 rolled right into topics that are top of mind for today\u2019s marketers:\u00a0Customer loyalty, retention, and revenue.During this session, Sara Richter moderated a panel featuring these marketing experts:Gareth Hughes, Technology Director, Est\u00e9e LauderTaylor Donnell, VP, Content & Partner Marketing, JebbitMarianne Colding Oxholm, Head of CRM & Retail Marketing, HobbiiHere are some panel highlights:Taylor Donnell\u00a0talked about the need to\u00a0go beyond traditional personalization\u00a0tactics\u00a0in order to build stronger customer relationships. He mentioned how when Jebbit works with clients, they encourage deep, relevant personalization at every phase of the customer lifecycle.Gareth Hughes discussed\u00a0how customer centricity drives business outcomes, and how customer-obsessed organizations like Est\u00e9e Lauder must have the ability to offer whatever experience customers want, on any channel. Ultimately, brands must deliver consistency across channels and use\u00a0data-driven personalization\u00a0to ensure that consistency.Marianne Colding Oxholm\u00a0shared the\u00a0importance of community for fostering customer loyalty. She went into detail on how Hobbii nurtures their thriving community of dedicated knitters, crocheters, and hobbyists, and as a result, has seen a surge in customer engagement.\u201cWe have [such] dedicated customers [who are] knitters and crocheters. And actually, they really want to engage with us, as I see it.\u00a0Loyalty comes also from engagement, from the customers. If you can get your customers to actually communicate with you, then you have gone a long way in [driving] this true loyalty measure, I believe.\u201dMarianne Colding OxholmHead of CRM & Retail Marketing, HobbiiThis content is hosted by a third party ( fast.wistia.net ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowSession 3: It\u2019s raining revenue! How movable ink built a revenue waterfall for BrandsdalThere\u2019s absolutely an art to creating highly personalized experiences. That was illustrated in this session about how e-commerce leader Brandsdal Group works with Movable Ink, one of Emarsys\u2019s technology partners, to deliver 1:1 experiences that provide a consistent revenue stream\u2026 or in some cases, a revenue waterfall.\u00a0During the session, we heard from:Maria Ferreira, Client Experience Manager, Movable InkAmalie Nilsen, Digital Marketer, Brandsdal GroupLee Jones-Abrahamsen, Graphic Designer, Brandsdal GroupHere are some highlights:Lee Jones-Abrahamsen\u00a0explored the challenges Brandsdal Group faces in providing customers with real-time pricing information on products. Price is very important to customers, and with the help of Movable Ink, Brandsdal Group\u2019s team is able to\u00a0incorporate dynamic content into their marketing materials\u00a0so that customers receive real-time product and price information.Amalie Nilsen\u00a0revealed one of Brandsdal Group\u2019s revenue-generating, evergreen \u201cSuper Waterfall\u201d \u2014 a dynamic, personalized content block they add to marketing materials like emails or newsletters to get more personalized content and recommendations in front of customers. This evergreen block generated nearly 10% of all the sales from the newsletters where it was included.\u201c[We use] a \u201csuper waterfall,\u201d which is an evergreen block that is\u00a0easily added into Emarsys for that extra personal touch. For instance, if a customer has added an item into their cart within the past week, that product will be shown in the email\u2026 And if the customer didn\u2019t add any products to their cart, [but] browsed some products within that week, the recently viewed product will show. And, if the customer doesn\u2019t fall into that logic, then a trending product within a relevant category is shown.\u201dAmalie NilsenDigital Marketer, Brandsdal GroupThis content is hosted by a third party ( fast.wistia.net ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowSession 4: Mastering the art of conversational commerce – Spoonflower\u2019s secret to 22x ROIIf you read 22X ROI and thought it was a typo, think again. Those are the actual results fabric and home decor company Spoonflower achieved using what may perhaps be \u201cthe future of marketing\u201d (according to one of the panelists).In this session, we learned about the power of conversational commerce and the major ROI that comes from using an AI-powered two-way conversational platform (from Emarsys\u2019s partner Attentive) called Concierge.Speakers included:Yahiri Rodriguez, Senior Client Strategy Manager, AttentiveJess Wells, Client Strategy Manager, Concierge, AttentiveSuz Pozzo, Director of Email Marketing, SpoonflowerHere are a few stand-out highlights:Jess Wells discussed the \u201cwhy\u201d behind Attentive\u2019s Concierge, and how it was\u00a0launched specifically with customers in mind\u00a0to help bring back that personal experience customers might lose out on when shopping online, versus shopping\u00a0in-store.Sue Pozzo\u00a0talked about the\u00a0value of conversational marketing, and how Spoonflower uses conversational commerce to better understand their customers and form more meaningful relationships. With results like a 22-to-1 return, not to mention a 38% lift in average order value, it\u2019s clear Spoonflower has seen stellar results from incorporating Attentive\u2019s Concierge into their strategy.\u201cI love the idea of\u00a0conversational commerce, and I think\u00a0it\u2019s the future of marketing. While I would love to enable our internal team members to answer every [customer] question on every channel, we simply cannot scale up. \u2026 So what I love about [Attentive\u2019s Concierge] is, I like to say, it feeds two birds with one scone. For me, it\u2019s effective, it\u2019s cost efficient, and it\u2019s highly personalized.\u201dSuz PozzoDirector of Email Marketing, SpoonflowerThis content is hosted by a third party ( fast.wistia.net ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowDay 2: The science of marketingDay 1 was all about the art of marketing, with a primary focus on things like content, channels, creativity, connection. In contrast, Day 2 was all about the \u201cscience\u201d of marketing, think data, revenue impact, and IT and technology.Session 1: Ochsner Sport\u2019s Personalization Journey: Bridging Creativity and ConversionMarketers love using their creativity to deliver compelling content that resonates with their audiences. But as satisfying as it is to flex some creative muscle, it\u2019s also crucial to focus on the nitty gritty detail that helps drive conversions and deliver business outcomes.This first session gave us a firsthand look at how Ochsner Sport, the largest sporting goods retailer in Switzerland, bridges the gap between the online experience, incorporating both creativity and conversion through collaboration with Emarsys\u2019s partner Dynamic Yield, experts in personalization.In this session, we heard from:Jan Cahlik, Team Lead, Online Shop Management, Ochsner SportEmma Furlong, Director of Product Marketing, Dynamic Yield.Key highlights include:Emma Furlong referenced the\u00a0tension that marketers feel between the online and offline experience, and identified the three main \u201cgaps\u201d that need to be bridged in order to deliver more unified experiences. Namely, the gap between management and conversion, creative vision and conversion goals, and management\u2019s vision and the customer\u2019s needs.If you\u2019re a marketer, surely at some point in your career you\u2019ve struggled to get management to buy in on a campaign or strategy you\u2019re\u00a0sure will yield results. If so, you\u2019ll appreciate this session when Jan Cahlik goes into detail about his clever approach of implementing a sneaky quick-win campaign to generate the immediate uplift that would whet management\u2019s appetite and secure their buy-in for bigger, more sophisticated campaigns.\u201cWhat we did was [we] put in sneaky,\u00a0quick-win campaigns to get buy-in\u00a0from the management to do more complicated stuff. Lots of things, what we did, were small campaigns \u2026 but [they] gave us a lot of good data, a lot of revenue, to convince management to give us more time, and more money and resources, for bigger campaigns.\u201dJan CahlikTeam Lead, Online Shop Management, Ochsner SportThis content is hosted by a third party ( fast.wistia.net ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowSession 2: The new change agents: How top IT and marketing teams drive CX innovationIT and marketing don\u2019t always see eye to eye, and often seem aligned to their own disparate goals and agendas. But the truth is, when these two teams align and work together toward a solitary vision, they can cohesively create the kind of innovative customer experiences that today\u2019s shoppers want (and that businesses want to deliver).Getting IT and marketing to align, however, is easier said than done.Fortunately, in one of the most insightful sessions of the entire two-day event, we had five\u00a0retail\u00a0and\u00a0e-commerce\u00a0experts join us to shed light on how brands can align IT and Marketing to drive CX innovation.In this session, we heard from:Alicia Esposito, VP of Content, Retail TouchPointsCristian Serrano, eCommerce & Omnichannel Regional Director, TekmovilLinh Calhoun, Chief Marketing Officer, Replacements, Ltd.Aaron Bradley, Vice President, Technology & GTM Innovation, Wella CompanyJens H\u00e5rd, Associate Director, Marketing & Retail Lead, AccentureThese are some highlights from the session (which you can watch in full on-demand):Linh Calhoun discussed the importance of listening to customers \u2014 and using data like survey information, Net Promoter Scores, and more \u2014 to ensure\u00a0Replacements, Ltd\u00a0delivers on their mission to\u00a0always be customer-focused\u00a0and keep the customer as their guiding North Star.Aaron Bradley explained Walla\u2019s approach of taking the organization\u2019s data across all different experiences and\u00a0consolidating it into one location. This allows the brand to build stronger customer profiles and better leverage data to create the best experiences for their customers.Cristian Serrano revealed how Tekmovil achieves better alignment between marketing and IT teams by inviting IT to the marketing brainstorm sessions, bringing them into projects early, so they can understand marketing\u2019s objectives \u2014 which also gives marketing more clarity on any potential IT or data limitations.\u201cWe are starting to\u00a0invite the IT teams [at] the beginning of the projects, at the brainstorm stage, because they can understand, in that way, the thought process behind any requirement [\u2026] As an example, it\u2019s not the same to just send the IT team a request to create a million new customer profiles on the ERP, instead of explaining to them the importance of having a full profile of each of our consumers and the impact that these can have in terms of lifetime value, customer segmentation, and ROI per person.\u201dCristian SerranoE-commerce & Omnichannel Regional Director, TekmovilThis content is hosted by a third party ( fast.wistia.net ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowSession 3: How BrandAlley leveraged advocacy data to supercharge growthMarketers can promote their brands all day long, hoping to convince a prospect why their brand is the best choice. But when it comes to convincing a new prospect to check out your brand, nothing is as powerful as a referral from someone they trust.In this session, we learned how BrandAlley leverages that all-powerful brand advocacy and turns it into major growth for their brand. We heard from:Kat Wray, Director of Strategic Partnerships, MentionMeMichelle Hurney, Head of Marketing, BrandAlleySession highlights include:Kat Wray gave us a great breakdown of the three key challenges that today\u2019s brands face when looking to drive customer advocacy. She also explained the\u00a0integral role that referral data plays\u00a0in a brand\u2019s advocacy strategy, and addressed the challenges of properly tracking referrals.Michelle Hurney revealed how BrandAlley is able to use\u00a0specially-built referral based tactics\u00a0in the Emarsys platform to\u00a0increase customer acquisition and customer engagement\u00a0\u2014 all of which drives conversions and revenue for the brand.\u201cSo we\u2019ve recently started using the\u00a0specially built tactics within Emarsys\u00a0for Mention Me, and we\u2019ve rolled out automation campaigns in our email marketing. These tactics actually\u00a0use referral data to enhance the CRM performance\u00a0and deliver the right message to the right customer at exactly the right time.\u201dMichelle HurneyHead of Marketing, BrandAlleyThis content is hosted by a third party ( fast.wistia.net ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowSession 4: The science of building stronger customer relationships through conversationsWhether it\u2019s personal or professional, romantic or platonic, communication is the key to any successful relationship. So it makes sense that communication is also the key to success for brands looking to build stronger relationships with customers. That\u2019s exactly what Sinch taught us in this inspiring session with Sinch that looks at the science of building\u00a0stronger customer relationships.In this session, we heard from:Anna J\u00e4ger, VP International Marketing, SinchSusan Stjernberger, Senior Account Manager & New Sales, SinchHere are some stand-out moments:In addition to sharing her own personal wisdom and insight, Anna J\u00e4ger also shared some intriguing survey results and stats. Some stats that were particularly interesting, and are relevant to today\u2019s marketers, is that only 28% of customers will remember a positive experience for more than a year, whereas\u00a043% of customers will remember a negative experience.Susan Stjernberger shared some of the great success that French grocer Intermarch\u00e9 experienced working with Sinch on their\u00a0mobile messaging\u00a0campaigns, and leveraging the power of chatbots to provide customers with a fun, engaging, and conversational experience.\u201cIntermarch\u00e9 \u2026 took the usual grocery experience that we as consumers find mundane,\u00a0dared to be different from the competition, and delivered a fun experience [that] increased revenue. The solution was mobile messaging campaigns using Sinch Rich SMS [to create] fun, engaging content, and conversational AI. And the result was true differentiation, leading to higher customer engagement and campaign visibility \u2014\u00a059% chatbot engagement rate increased revenue.\u201dSusan StjernbergerSenior Account Manager & New Sales, SinchThis content is hosted by a third party ( fast.wistia.net ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowSession 5: Grow your business with a customer-centric data strategyData was a major theme throughout the entire Omnichannel Masterclass, especially on Day 2. So it was only fitting that the final session of the event doubled down on this critical topic, and revealed some of the challenges today\u2019s brands face when it comes to\u00a0viewing, organizing, and consolidating data\u00a0to attain the greatly desired 360-degree customer view.In this session, led by\u00a0Chris O\u2019Hara, Head of Global Product Marketing and Solutions, SAP, we learned:Why many brands struggle to unify their data and achieve a holistic customer viewWhich data sets are integral for telling a complete story of the customerThe best way to calculate\u00a0true customer lifetime value\u201c99% of brands really calculate lifetime value exactly the same. But you can\u2019t really do that. You got to dig a little deeper. You have to\u00a0get into the back end of business data to start truly doing personalization.\u201dChris O\u2019HaraHead of Global Product Marketing and Solutions, SAPThis content is hosted by a third party ( fast.wistia.net ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowPower to the Marketer: On-demand, marketer-ledThe Omnichannel Masterclass event, part of Emarsys\u2019s year-long\u00a0Power to the Marketer Festival, featured so many great speakers and so many great insights that this blog can only scratch the surface.So if you like what you\u2019ve read about the event so far, register for on-demand access to the entire event. It\u2019s free, plus you\u2019ll get access to other great resources and content to supplement everything you will learn.Here are some helpful links to get you started:Learn more about the Power to the Marketer Festival\u00a0here.Get free on-demand access to all the Omnichannel Masterclass sessions\u00a0here.  Raise a glass!What: Power to the MarketerWhere: In-person and onlineRegister\u00a0HERE.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2023","item":"https:\/\/www.the-future-of-commerce.com\/2023\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"10","item":"https:\/\/www.the-future-of-commerce.com\/2023\/\/10\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2023\/\/10\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"2023 Power to the Marketer Festival: Omnichannel Masterclass recap","item":"https:\/\/www.the-future-of-commerce.com\/2023\/10\/07\/emarsys-power-to-the-marketer-2023-omnichannel-masterclass-recap\/#breadcrumbitem"}]}]