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Similar to Car Sales' Priya Kanniappan and Stephen Kyefulumya present 'How Australian Innovators Can Break Mass Media's Status Quo' at Mumbrella360 2022.
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Car Sales' Priya Kanniappan and Stephen Kyefulumya present 'How Australian Innovators Can Break Mass Media's Status Quo' at Mumbrella360 2022.
- 1. HOW AUSTRALIAN INNOVATORS CAN BREAK MASS MEDIA’S STATUS QUO Priya Kanniappan Group Marketing Director, carsales Stephen Kyefulumya GM – Media Growth and Innovation, carsales
- 2. Engagement based on trust First-class personalisation Mindset-based marketing Aligning tech, people & process We are going to talk about 4 things
- 4. An excellent customer experience, I dare you to say that didn’t make you feel good.
- 5. As marketers and product leaders, how do we set up to deliver this excellent customer experience?
- 7. Brand leadership MOST PREFERRED MOST TRUSTED 0% 5% 10% 15% 20% 25% 30% 35% 40% carsales Nearest competitor 0% 10% 20% 30% 40% 50% 60% carsales Nearest competitor Source: Nature Pty Ltd Market, carsales.com.au brand health tracker (April–June 2022).
- 8. It all starts with our brand and purpose – local brands have the advantage here
- 9. TOP ISSUES CONSUMERS IDENTIFY WITH WHILE MAKING DECISIONS ABOUT BRANDS Percentage of respondents 28% How the company treats its own people/employees 20% How the company treats the environment 19% How the company supports the communities in which it operates Consumers identify with a brand’s purpose This is a key part of building engagement and trust. Source: Deloitte 2019 Consumer Pulsing Survey in the United States, United Kingdom, China, and Brazil.
- 10. RepTrak's 10 most trusted brands of 2021
- 11. Inspire and develop the builders of tomorrow To empower every person and every organization on the planet to achieve more
- 12. We get Australians as they move through life
- 13. Owning our local market positioning
- 14. Owning our local market positioning
- 15. Creating a genuine value exchange is critical
- 17. Acquisition features vs. genuine value – what's the difference? Market Acceptance Customer Utility Long-term Retention TRUST
- 18. Enquire/ purchase Search alerts Updates on saved cars Price indicators Previously listed price Seller reviews Owner reviews Item valuations Personal- isation Item history report How long to sell # Views # Saves Interest compared to similar cars Kilometres Retail price Pricing guides Expert scores Discounts (e.g. fuel) 1. Guest a) Market acceptance ✔ ✔ ✔ ✖** ✖ ✖ ✖ ✖ ✖*** n/a n/a ✖ n/a n/a n/a n/a ✖** ✖** ✖** b) Acceptable business impact ✔* ✔ ✔ ✔ ✔ ✔ ✔ ✖ ✖ ✖ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ c) Acceptable customer benefit ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✖ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ 2. Member a) Desirability ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ b) Viability ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ c) Opportunity ✔ ✔ ✔ ✔ ✔ ✔ ✖ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ 3. Paid a) Willingness to pay ✖ ✖ ✖ ✖ ✖ ✖ ✖ ✔ ✖ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✖ ✔ b) Business cost ✖ ✖ ✖ ✖ ✖ ✖ ✖ ✖ ✖ ✔ ✖ ✖ ✖ ✖ ✖ ✖ ✖ ✖ ✖ c) Opportunity size ✔ ✔ ✔ ✔ ✔ ✔ ✖ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Value Prioritisation Matrix – Example
- 19. Personalisation is a key ingredient in trust
- 20. Our ability to personalise is becoming severely challenged In-app cookies are completely "sandboxed“, meaning that cookies remain private to each app and cannot be shared with another. 1. Apple Firefox and Safari already block 3rd Party Cookies from their browsers with Chrome announcing their ambitions to follow suit by 2023. 2. Google Changes in Privacy Legislation 3. The Government
- 21. These are actually all good things • The challenges we face are more of a correction • Chasing people across the internet is not personalisation and never was 1. Give power back to the user for their data 2. Give power back to publishers that actual own the trusted relationship with their customer So, the door has opened for businesses to outperform on a more purposeful, localised level.
- 23. Personalisation has always been a good thing • I go there every morning This is me at my coffee shop • It is not the cheapest option • It’s not even the most convenient option • I have a coffee machine at home... But walking into MY coffee shop, where they know my name and I don’t even have to tell them my order... • Makes me feel special • Makes me feel connected
- 24. Personalisation is the bottom line Sources: 1. The Value of getting Personalization right – McKinsey, 2021. 2. Failure to Scale – Adobe + Incisiv, 2021. Personalisation is the key ingredient for great Experiences Personalisation is the top driver of growth for Retails 71% 76% 26% Customers say personalisation is important to a great experience Customers get frustrated when they don’t receive personalised experiences Customers will actively look to switch brands when they are not delivered a personalised experience 12x 9x 8x Conversion Order value Revenue per Visitor
- 25. …And it has become even more important Online shopping habits changed during the pandemic, and this change has not faded New Customers More Traffic More Sales 2020 2021 Consumers bought certain goods online for the 1st time1 +47% +31% YOY Online Retail traffic for APAC at peak in June1 +38% YoY Ecomm growth in APAC2 (+22% AU to +85% SEA)3,4 of consumers plan to maintain shopping habits1 +42% +8% YOY Online Retail traffic for APAC in Q11 +100% APAC Ecomm expected to double by 20252 Sources: 1. Adobe Digital Economy Index, September 2021. 2. www.businesswire.com 3. www.austrade.gov.au 4. www.thedrum.com
- 26. Privacy-focused first party data execution Moving from chasing people around the internet, to creating personalised, value-add experiences Moving from Cookies to People People-based marketing
- 28. Purchase Mindset Researching for cars Price comparison Contacting dealer Post purchase comparison Watching their favorite show (cat video) Catching up on the socials Searching for news Reaching the right people in the right mindset Reaching the right people but in a different mindset
- 29. The Journey to Vehicle Ownership 2021 2017 Source: Ipsos Journey to Vehicle Ownership research, October 2017, n=663; August 2021, n=800.
- 30. Mindset based marketing – In Practice • Applying the Journey to Vehicle Ownership to enrich and inform car buyers' decisions 1. Landscape Body Type Search 2. Validate Comparison search 3. Select Make/model search 4. Ownership Advice Content User search funnel Vehicle purchase journey • Leveraging over 50,000 pieces of editorial content combined with rich data signals
- 31. Mindset based marketing – In Practice Targeting the user’s search behaviour with article types using onsite triggers: Segment Targeting Contextual Targeting Make+Model Targeting Best of Articles Comparison Articles Review Articles Body type search Segment search Make+Model search Search Type Targeting Article Type
- 32. Mindset based marketing – In Practice The Result? 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% 0.45% 0 2 4 6 8 10 12 14 16 18 20 Q1 Q2 Q3 Q4 Average Impressions x CTR Impressions CTR • Click-Thru Rate increased by 75% • Impression volume increased by 20% Source: GAM date: July 2021–June 2022. Why? Mindset-based marketing fuses both personalisation and context
- 33. Only certain channels can drive specific elements of the marketing funnel Time online View Share a key measure for Consideration Lead Share a key measure for Conversion Search Share as a key measure for Brand Awareness UNIQUE METRICS CONVERSION CONSIDERATION AWARENESS % Share of Searches % Share of Views % Share of Leads 1 Billion Searches Per Quarter
- 34. Aligning tech, people & process
- 35. A Customer Data Platfrom is the single piece of orchestration technology that will… 1. NON-TRANSACTIONAL BEHAVIOUR • Searches • Views • Tools Used • Editorial • Campaign exposure and Clicks 2.TRANSACTIONAL INTERACTIONS • Private Listings • Leads • Finance Interactions • Login Type • Marketing Campaign • Survey Responses • Active Status • My Garage 3. OBSERVED PII DATA • eMail • Phone • Name • Postcode • Device ID • EID ID 4. GOVERNANCE • Opt-Ins and Opt-Outs to services, functions, notifications • Targeting onsite/offsite e.g., cookies, etc... 5. TRACKABLE ID’S • Member ID • Ad Server ID • Google ID • Facebook ID • KRUX ID • Messenger • Cookies • Device Type 7. MODELLED DEMOGRAPHICS • Age • Geographic Location (Address, SA1, SA2, SA3, SA4, LGA, etc.) • Gender 6. OBSERVED DEMOGRAPHICS • Age • Gender • Income • Employment • Occupation • Education • HH Comp. 2. Turn them into specific Traits 8. ENRICHED ATTRIBUTES • Socio Demographic • External Segmentation • Social Media Observations 3. On a well Governed, Privacy Complaint Single Customer View CDP LAYER PERSISENT ID Governance and Consent Unified Profile Segments A Persistent ID is implemented at all data collection touch points. If a new persistent ID is required a map of trackable ID’s to Persistent ID is maintained to connect Persistent ID’s as more trackable matchable data is collected. Traits Attribution ADSERVERS PAID PLATFORMS Marketing Automation MARKETING PLATFORMS Training Recommendation AI ENGINE Data (Signals) passed to CDP from carsales Network Properties Refer to the Target State data ecosystem diagram for an overview of how this information is passed 1. Take all the signals your users are giving you 5. Thereby enabling you to Deliver Personalisation at Scale 9. MODELLED BEHAVIOUR • Segmentation • Purchase Stage • LifeTime Value • Ownership • Brand, Segment Affinity • Life Stage Segments are created and passed out to destinations for activation • carsales Adservers (e.g. GAM) • Paid Platforms • Marketing Automation Platform • Trade Marketing Platform • AI Engine 4. And Orchestrate Delivery to your various Destinations
- 36. BEFORE THE CDP AFTER THE CDP WITH THE RIGHT OPERATING MODEL And let's not forget an operating model
- 37. Op Model Commercial Personalisation Marketing Personalisation Product Personalisation Executive Sponsor(s) Platform Steer Co. Program Management AEP Squad – Center of Excellence Service Owner Product Manager Data Architect Technical Platform Lead, Service & Domain Architect (Adtech and Martech) Segment Custodian Platform Governance and Consent Lead AEP Platform BI/Query Lead AEP Platform Data Scientist Platform Security Owner Training and Development Lead AEP Senior Data Engineer Web SDK Development Lead Mobile and App SDK Development Lead Activation - Pod Audience Specialist Activation - Pod Audience Specialist Executive Sponsor(s) Layer Steering Committee Layer Program Management Layer AEP Squad/ CoE Layer Activation - Pod Audience Specialist
- 38. What we have shown Local publishers and brands …have opened the door for them to excel Engagement based on trust First-class personalisation Mindset-based marketing Aligning tech, people & process • Are uniquely positioned to create best-in-class customer experiences and a genuine exchange of value • Changes in the digital media ecosystem; 1. Cookies & Privacy 2. Explosion in ‘Time Spent Online’ How?
- 39. Questions? Let's chat Priya Kanniappan Group Marketing Director, carsales Stephen Kyefulumya GM – Media Growth and Innovation, carsales