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The Power of Personalized Engagement to Connect with DigiGen by  L Watson 05-05-2014
 

The Power of Personalized Engagement to Connect with DigiGen by L Watson 05-05-2014

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Covers 3 key areas: ...

Covers 3 key areas:
* What personalized engagement means to today’s digital generation
* Leveraging the principles of segmentation to drive meaningful customer engagements
* Big data considerations when building relevance profiles

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    The Power of Personalized Engagement to Connect with DigiGen by  L Watson 05-05-2014 The Power of Personalized Engagement to Connect with DigiGen by L Watson 05-05-2014 Presentation Transcript

    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The Power of Personalized Engagement to Connect with DigiGen Lisa Watson Commercial Business Development Manager, HP IPG APJ Chairman, Direct Marketing Association of Singapore 05 May 2014
    • 2 The Power of Personalized Engagement to Connect with DigiGen What personalized engagement means to today’s digital generation Leveraging the principles of segmentation to drive meaningful customer engagements Big data considerations when building relevance profiles
    • The Engagement Challenge … Our World Has Changed
    • 4 Because our Customer’s World Has Changed More POWERMore choice More information
    • 5 This Happened on Facebook 2013
    • 6 Dad, We Want a Puppy NO! 7 hours!
    • 7 5 days
    • 8 Consumers are Demanding! More POWERMore choice More information And yet we want (and need) maximum engagement from them
    • 9 Why Does Engagement Matter? Buy More Stay Longer
    • 10 Engagement Must be Earned This is NOT the Customer
    • 11 Engagement Must be Earned This is YOU !
    • 12 And our Customer is Saying… Be RELEVANT!
    • How Do We Engage DigiGen?
    • 14
    • 15 It’s All About Relevance The RIGHT Customer The RIGHT Product The RIGHT Channel The RIGHT Time The RIGHT Message
    • 16 We Must Move from VOLUME to VALUE Marketing The RIGHT Customer The RIGHT Product The RIGHT Channel The RIGHT Time The RIGHT Message Mass Communication VOLUME Personalization & Customization VALUE
    • 17 Data is Oxygen! Customized Personalized Targeted   Accountable
    • 18
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HowItStarted In2011,Coca-ColaAustraliahadtheideatorunacampaigncalled “ShareaCoke”. Theirsurveysshowedthatnumberofpeoplestillhadnottasted aCoke!They selectedthe150mostcommonfirstnamesinthecountryandprintedthewrap aroundlabelsoftheirsingleservebottles. NewNews HPhelpsbringtolifeCoca-Cola’sbiggest-everpersonalizedbrand campaignacrossEurope Record-breakingHPIndigoDigitalPressproductivityachievedtoproduce800 millionhigh-qualitypersonalizedlabelsin32countries HP Indigo - Coca-Cola
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 24 Coca Cola Campaign in Japan
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 25
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Data is Oxygen – For Personalization & Customization Customized Personalized Targeted   Accountable
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. With Data, Personalization Becomes Possible
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Much Better Personalization! MY Name!
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Personalization & Customization Work Together
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Eric vs Erin: The Gifts are Personalized & Customized
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Why Personalization Matters 19 Feb 2014
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 32 Keds Kids, Israel – Fashion Catalog Combination of variable data printing with Social media Your kids are stars!
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Engagement-Based Segmentation
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Half the money I spend on advertising is wasted. The trouble is, I don’t know which half. Why Does Customer Segmentation Matter? John Wanamaker Philadelphia, 1870s
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. What is Customer Segmentation? 80-20
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. What is Customer Segmentation? Not All Customers Are Created Equal
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. What is Customer Segmentation? It means increasing the return on your marketing investments by treating different customers differently
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. There are Two Reasons to Segment Decrease your marketing investment by reducing number in your target audience Increase your marketing results by improving the relevance of your marketing messages Filtering Differentiation
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. All Customers Our Goal is to Take Our Customer Universe
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. And Segment to Find…. The BIG EASY
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. All Customers We Use a Value Matrix to Identify BEST Opportunities Difficult BigCustomer Value Easy CustomerReadiness Small Easy Big Easy Big Difficult Small Difficult Small
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. All Customers Then Plan Our Communications Accordingly Difficult BigCustomer Value Easy CustomerReadiness Small Easy Big Easy Big Difficult Small Difficult Small 1 2 2 1 Short Term Long Term
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. All Customers Example from a MY Retailer – Loyalty Program Difficult BigCustomer Value Easy CustomerReadiness Small Easy Big Easy Big Difficult Small Difficult Small Total Annual Purchases NoofQuarterlyShoppingTrips > 2 Trips> 2 Trips < 2 Trips< 2 Trips > MYR500 > MYR500 < MYR500 < MYR500
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. All Customers Different Segments Require Different Strategies Difficult BigCustomer Value Easy CustomerReadiness Small Easy Big Easy Big Difficult Small Difficult Small Total Annual Purchases > 2 Trips> 2 Trips < 2 Trips< 2 Trips > MYR500 > MYR500 < MYR500 < MYR500 MYR20 for 30 days Email + SMS MYR50 for 120 days Direct Mail + SMS MYR80 for 30 days Direct Mail + SMS MYR20 for 90 days Email NoofQuarterlyShoppingTrips
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. “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
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Launched Quarterly Newsletter for Loyalty Program Members Generic Personalized & Customized
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. ZEB Evolution Version 1 (Spring)
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. ZEB Evolution Version 1
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. ZEB Evolution Version 2 (Fall)
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Segmentation is a Learning Process EnrichmentValidationEvaluationSegmentation
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 51 A Side Note About Data
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Personal Data Protection Act 2012
    • © 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
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. When ?
    • © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. For More Info www.pdpc.gov.sg
    • 57 The Power of Personalized Engagement to Connect with DigiGen Personalized engagement is essential to reaching today’s digital generation effectively Use the principles of segmentation to deliver relevant communications (personalized, customized) & deliver ROMI Data is OXYGEN – collect it, use it, protect it, respect it, then enjoy the benefits to your bottom line
    • 58 Questions? Lisa Watson Commercial Business Development Manager, HP IPG APJ Chairman, Direct Marketing Association of Singapore