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Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
Driving Marketing Strategy and Business Impact Through Trust
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Driving Marketing Strategy and Business Impact Through Trust

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Presentation on how to build and manage customer trust, an asset essential to the success of any marketing campaign today

Presentation on how to build and manage customer trust, an asset essential to the success of any marketing campaign today

Published in: Marketing, Business, Technology
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  • 1. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Driving Marketing Strategy And Business Impact Through Trust Lisa Watson Commercial Business Development, HP GSB APJ Chairman, Direct Marketing Association of Singapore 18 June 2014
  • 2. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. How to measure it How to use it What it is How to regulate it Why it matters How to create it The Marketing Dynamics of Trust
  • 3. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. How to measure it How to use it What it is How to regulate it Why it matters How to create it The Marketing Dynamics of Trust
  • 4. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 1. Confidence in or reliance on some person or quality. 2. Dependence upon something in the future; hope. trust Confidence in or reliance on some person or quality. Dependence upon something in the future; hope.
  • 5. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 6. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Today, ROI is More than Immediate Profit Sell Sell Sell $ In the beginning, DM meant ‘we sell or else’ Customer Intelligence  Now, it’s all about knowing your customers better than anyone else Relationship Marketing  Then, loyalty was recognized as critical to success
  • 7. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Today, almost no interaction, commercial or otherwise, is even thinkable without an exchange of information or data taking place trust
  • 8. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. “We believe that trust is an asset that enterprises must understand and properly manage in order to be successful in today’s complex operating environment. Unlike reputation, which is based on an aggregate of past experiences with a company or brand, trust is a forward facing metric of stakeholder expectation.” http://www.edelman.com/insights/intellectual-property/2014-edelman-trust-barometer/
  • 9. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Malaysia Australia S. Korea Indonesia China Japan India Singapore Hong Kong High 70+ Avg Low <40
  • 10. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 11. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 12. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Customer Intelligence Helps Us Earn Trust
  • 13. 13 trust needs data needs trust needs data needs trust
  • 14. 14
  • 15. 15
  • 16. 16
  • 17. 17 HowItStarted In2011,Coca-ColaAustraliahadtheideatorunacampaigncalled “ShareaCoke”. Theirsurveysshowedthatnumberofpeoplestillhadnottasted aCoke!They selectedthe150mostcommonfirstnamesinthecountryandprintedthewrap aroundlabelsoftheirsingleservebottles. NewNews HPhelpsbringtolifeCoca-Cola’sbiggest-everpersonalizedbrand campaignacrossEurope Record-breakingHPIndigoDigitalPressproductivityachievedtoproduce800 millionhigh-qualitypersonalizedlabelsin32countries Coca-Cola’s Share a Coke Campaign
  • 18. 18
  • 19. 19
  • 20. 20
  • 21. 21
  • 22. 22
  • 23. 23 Share a Coke Japan, 2014
  • 24. 24 Share a Coke in Japan World cup promo
  • 25. 25
  • 26. 26 The Best Personalization! MY Name!
  • 27. 27 targeted personalized customized accountable data is oxygen
  • 28. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. How to measure it How to use it What it is Why it matters How to create it The Marketing Dynamics of Trust How to regulate it
  • 29. 29 relevance respect
  • 30. 30 relevance respect
  • 31. 31 is more better? or just MORE?
  • 32. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Marketers Must Move from VOLUME to VALUE The RIGHT Customer The RIGHT Product The RIGHT Channel The RIGHT Time The RIGHT Message Mass Communication VOLUME Personalization & Customization VALUE Relevance
  • 33. 33
  • 34. 34 Keds Kids, Israel – Fashion Catalog DM + Facebook + variable data printing of catalog (in-store pickup) Your kids are stars!
  • 35. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Why personalization matters 19 Feb 2014
  • 36. 36 “Jeans up your life” Small Belgian fashion chain 30 stores + web shop 30 brands: Esprit, Vero Moda, Diesel, Only, Levi’s, Noë … Engagement Program from a Retailer in Belgium
  • 37. 37 Quarterly Newsletter for Loyalty Program Members Generic Personalized & Customized
  • 38. 38 ZEB Evolution Version 1 (Spring)
  • 39. 39 ZEB Evolution Version 1
  • 40. 40 ZEB Evolution Version 2 (Fall)
  • 41. 41
  • 42. 42 relevance respect
  • 43. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The Story of the Pig Barn…
  • 44. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The Story of the Pig Barn… If you’re NOT paying for it, you’re NOT the customer; you’re the PRODUCT being sold
  • 45. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. What This Means for Marketers The customer is integral to our BUSINESS VALUE
  • 46. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Today, almost no interaction, commercial or otherwise, is even thinkable without an exchange of information or data taking place trust
  • 47. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. We Must Be Environmentalists
  • 48. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. To Preserve Trust, We Must Respect Privacy
  • 49. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 49 About PDPA Personal Data Protection Act
  • 50. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Data Protection Principles Transparency Intended use MUST be clear to the consumer Proportionality Actual use MUST be consistent with promised use Consent Consumer MUST give data & permission to use it
  • 51. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Personal Data Protection Act 2012
  • 52. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Personal Data Protection Act Consent Purpose Limitation Notification AccuracyAccess & Correction Protection Retention Limitation Transfer Limitation Openness Do Not Call Registry + 9 Main Obligations of the Personal Data Protection Act
  • 53. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Personal Data Protection Act Consent Purpose Limitation Notification AccuracyAccess & Correction Protection Retention Limitation Transfer Limitation Openness Do Not Call Registry + 9 Main Obligations of the Personal Data Protection Act
  • 54. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 55. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. When ?
  • 56. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Responsible Marketing is Built on Knowledge Law Company Customers
  • 57. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Know the Laws! PDPA: Personal Data Protection Act http://www.pdpc.gov.sg DNC: Do Not Call SCA: Spam Control Act http://www.spamcontrol.org.sg/
  • 58. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Driving Marketing Strategy And Business Impact Through Trust Lisa Watson Commercial Business Development Manager, HP GSB APJ Chairman, Direct Marketing Association of Singapore June 2014 2 July 2014
  • 59. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The Good News Results Relevance Trust is a virtuous circle Data Trust
  • 60. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Data Protection & Privacy That Revolves Around One Thing Results Relevance Trust is a virtuous circle Data Trust
  • 61. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. — Charles Darwin
  • 62. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Driving Marketing Strategy And Business Impact Through Trust Lisa Watson Commercial Business Development Manager, HP GSB APJ Chairman, Direct Marketing Association of Singapore June 2014 readiness Know Who’s Accountable (DPO) Individual / team Know Your Data – where is it, how is it stored, where’s your preference data, how is marketing using it today… Your Data Protection Practices – are they documented, does everyone know what they are, have they been updated recently, how are complaints handled… Your Marketing Processes – are they consistent with your DP practices, what are the points of vulnerability, what is your service recovery plan… If there are gaps Fix the future first Then sort out the past!
  • 63. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. X
  • 64. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. How to measure it How to use it What it is How to regulate it Why it matters How to create it The Marketing Dynamics of Trust
  • 65. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 66. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Thank you! Lisa Watson lisa1.watson@hp.com @lw

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