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Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
Personalize Your Marketing - Your Customers and CFO Will Thank You
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Personalize Your Marketing - Your Customers and CFO Will Thank You

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Presentation by Amrit Kirpalani from Nectar Online Media & Matt Koppelman from Riddell at the Insight Summit Series: 2014 Digital Advertising + Marketing Summit

Presentation by Amrit Kirpalani from Nectar Online Media & Matt Koppelman from Riddell at the Insight Summit Series: 2014 Digital Advertising + Marketing Summit

Published in: Marketing
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  • 1. PERSONALIZE  YOUR   MARKETING 1   Amrit  Kirpalani   Founder  and  CEO  of  nectarOM     Ma.  Koppelman   Digital  Marke6ng  Manager  at  Riddell  
  • 2. The  Obligatory: 2   For  the  Summit:   For  this  Session:   #MUISS   #HappyCFO   #HappyCust   For:   •  Social  Business   •  Entrepreneurship  Counsel   •  Leadership  Advice   For:   •  Ironic  Pop  Culture  T-­‐shirts   •  Cursing  the  CTA   •  Complaining  about  the  Cubs  
  • 3. How  Are  You  Talking  To  Your   Customers? 3   INDUSTRIAL AGE INFORMATION AGE CONVERSATION AGE
  • 4. A  ShiH  In  The  MarkeIng  Landscape   (again) 4  
  • 5. Already  Here  Today 5  
  • 6. What  is  Hyper-­‐PersonalizaIon? 6   hy-­‐per  per·∙son·∙al·∙iz-­‐a6on   The  quality  or  state  of  catering  to  consumers’  needs   and  wants  by  using  preference  data  to  create   meaningful  connecPons  ·∙   “70% of customers indicate a willingness to disclose personal details for more relevant messaging” Personaliza+on  Sees  Payoffs  in  Marke+ng  Emails,  eMarketer,  January  28,  2014
  • 7. How  Does  It  Work? 7   Customer   Data   Personalized   Recommenda6ons  
  • 8. In  AcIon 8   Two  Editors  from  The  Atlan*c  reversed-­‐engineered  the  NeTlix  microgenre  algorithm:     Netflix possesses not several hundred genres, or even several thousand, but 76,897 unique ways to describe types of movies.   How  many  microtags  can  you  apply  to  each   member  of  your  potenPal  customer  base?    
  • 9. Sally  has  been  Browsing  Amazon  to   Purchase  Fitness-­‐Related  Items: 9  
  • 10. Data  Creates  AcIonable  Profiles What She Buys • Transaction History • Ability to Segment Purchase Behavior • But has Selection Bias Where She Goes • Online Browsing Habits & Preferences • Provides Context to Enrich Profile How She Lives • Marketing Channels • Major Life Events • What She Believes • Likes / Dislikes, Interests, Activities • Education / Family Background 10
  • 11. Who  They  Are  +  How  They  Live  =  AcIon 11 Name Purchase History Online Behavior Social Profile Life Events Brand Affinity Desired Action Jane Doe Loyalist “Window” Shopper Light Green / Gen-Y Just Got Engaged Mid to Upscale Brands Up-Sell Jen Smith Moderate Deal Seeker Single Mom / Active Moving for New Job Value Brands Retain John Doe Dormant Not Known Tech- Savvy / Travels & Reads Planning a Vacation Upscale Brands Re- Activate Alice – ‘Best Customer’ Loyalist Online Influencer Socially Conscious / Younger Family Oriented Mid / Value Oriented Ideal Acquisition Target How Customer LivesWhat Customer Does
  • 12. Omni-­‐Channel  DistribuIon Email Website Mobile •  Dynamic on-site widgets or content blocks, even displaying banners or shadow boxes, depending on the unique user experience of your site •  Don’t forget that consumers are using a multitude of devices to interact with you •  Scheduled and Event-Driven or “Triggered” Campaigns 12
  • 13. Happy  Customer  Equals… 13   Increased   conversions   Increased  loyalty  
  • 14. 14   Not  At  All   Likely,  18%   Extreme   Likely,  8%   Very  Likely,   17%   Somewhat   Likely,  56%   Your  Customers  Will  Thank  You Personaliza+on  Sees  Payoffs  in  Marke+ng  Emails,  eMarketer,  January  28,  2014 Likelihood  that  US  Shoppers  Will  Purchase   More  Items  A9er  Receiving  Personalized   Emails  About  Products     81%  of   respondents  stated   they  are  more   likely  make   addiPonal   purchases  as  a   result  of  targeted   emails.  
  • 15. 15   Not  at   all   willing,   18%   Extremel y  Willing,   7%   Very   Willing,   19%   Somew hat   Willing,   56%   Willingness  of  US  Digital  Shoppers  to   Receive  AddiConal  PromoConal  Emails   from  Retailers  if  Personalized     Your  Customers  Will  Thank  You 82%  were  willing   to  handle  the   increase  in   messaging  if   personalized   Personaliza+on  Sees  Payoffs  in  Marke+ng  Emails,  eMarketer,  January  28,  2014
  • 16. Get  On  Your  CFO’s  Good  Side Revenue   Costs   16   Increase  of     2-­‐5%  Profit   Margin  points  
  • 17. How  Hyper-­‐PersonalizaIon  Decreases  Costs: 17   Costs   Reduces  Returns   OpPmizes  PromoPonal   Spend   1   2  
  • 18. How  Hyper-­‐PersonalizaIon  Increases  Revenue: 18   Increases  CTR   Increases  Conversions   Revenue   Increases  Loyalty   1   2   3  
  • 19. 3  Steps  to  Start  Personalizing: 19   1   Conduct  a  quick  audit   2   Convince  your  CFO   3   Demand  more  from   your  partners  
  • 20. QUESTIONS? 20  

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