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Rebuild Your Digital Strategy using Data, Personalitzation, and Hyper-Segmentation

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When it comes to personalisation, Amazon becomes top of mind. The online retail giant’s personalised recommendations have enabled their customers to find a product quickly, making the overall user shopping experience a smooth and pleasant one. With more companies like Amazon adopting similar personalisation features, the bar has been raised in relation to customer expectations. Today, consumers demand the same personalised experiences, and travel companies find themselves adapting in order to guarantee this level of service.

In the digital age, consumers feel more empowered. With the advent of mobile devices, consumers today are able to accomplish tasks with just a few taps and they are increasingly expecting more from the brands they interact with. This translates to the way they shop and book travel, with most of them gravitating towards personalised travel itineraries.

Customers today want convenience, connection and context – things that can be obtained with personalisation. Our Personalisation Report has shown that 83% of customers expect relevant information and products to be recommended to them based on their personal preferences.

Consumers want personalised experiences because they want to feel like their interests and preferences are taken into account seriously. And because the customer has invested time to research and finally decide to engage your company over many others, it is expected you will reciprocate the favour.

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Rebuild Your Digital Strategy using Data, Personalitzation, and Hyper-Segmentation

  1. 1. 1 Rebuild Your Digital Strategy Using Data, Personalization and Hyper-Segmentation By Naully N.– Nov 07, 2018
  2. 2. 2 Personalization Hyper Segmentation Digital Advertising Data Visualization
  3. 3. 3 Digital Advertising Drives Sales & ROI Enhances The Effectiveness Of Non-Digital Media Channels Effective Across The Entire Customer Journey Drives Word-Of-Mouth At Scale Drives Interaction & Lifts Brands More Efficient Than Traditional Media Essential To Reaching An Audience
  4. 4. Digital marketing services will bring your business to the forefront for lead generation. In the age of technology, strategic digital marketing isimperative. • A website should be functional and easy to navigate for users. • Should also integrate search engine optimization (SEO) for a greater reach. • Including paid search advertising into your digital marketing plan can help build brand recognition and lead potential customers to your website. Digital Marketing
  5. 5. SEO
  6. 6. PSAS Paid Search Advertising Services
  7. 7. Paid Advertising • You can measure the outcomes of each targeted campaign and make the best decisions for future business development. • Paid advertising can be a highly effective form of revenue generation. • Targeted advertising has been proven to generate sales both online and at brick-and-mortar locations, and engage the customer. • You can create promotional ideas that will drive your topline revenue using special events and seasonal promotions.
  8. 8. Web Marketing Email Marketing Outbound Sales Social Media Business Development Lead Generation
  9. 9. 9 Using charts, infographs and interactive shapes to visualize numeric data Data Visualization
  10. 10. 10 Personalization
  11. 11. 11 In the digital age, consumers feel more empowered. With the advent of mobile devices, consumers today are able to accomplish tasks with just a few taps and they are increasingly expecting more from the brands they interact with. This translates to the way they shop and book travel, with most of them gravitating towards personalized travel itineraries.
  12. 12. 12 Giants way When it comes to personalization, Amazon is top of mind. The online retail giant’s personalized recommendations have enabled their customers to find a product instantly, making the overall user shopping experience a smooth and pleasant one. With more companies like Amazon adopting similar personalization features, the bar has been raised in relation to customer expectations. Today, consumers demand the same personalized experiences, and travel companies find themselves adapting in order to guarantee this level of service.
  13. 13. 13 To succeed in today’s digital environment, firms must deliver smarter, more-customer-centric interactions that feel like they were tailored for each user and his or her specific set of circumstances. It must be more dynamic and more predictive than current personalization techniques.
  14. 14. 14 The digital age has resulted in a fundamental transformation towards personalized connectivity and consumers are demanding more. It’s time for travel business owners to establish a personal connection with their customers, or risk losing out. Personalization is no longer just a delightful surprise for customers, it has become an expectation. Personalization
  15. 15. 15 DELIVER ONE-TO-ONE EXPERIENCES TAILOR YOUR CUSTOMER’S JOURNEY ACROSS CHANNELS INCREASE RESPONSE RATES, SPEND, LOYALTY
  16. 16. The goal of personalization is not about cross or up selling. Nor is it about theright product in the right place at the righttime. The goal of personalization is to use data to make it easier for customers to find & consume what they want, how and when theywant. 14
  17. 17. HOW DO MOST COMPANIES RESPOND? Deliver more content… Deliver tailored content… Present only as many choices as relevant and… Present as many choices as possible and… Orchestrated and optimized for channel, recipient and journey To every customer through all channels 1 2 3 4 5 6 7 8 9 10 11 12 13 14 … 7 12 5 8 3 1 OR
  18. 18. STRATEGICALLY Personalization is a survival issue DEMOGRAPHICS REQUIRE IT Millennials and other digital natives expect personalized experiences from all brands they interact with COMPANY EFFICIENCY ISN’T ENOUGH Mass-oriented practices adopted for operational and cost efficiency have distanced companies from their customers with one-size-fits-all, top-down, policy-driven interactions and experiences RE-SETTING CUSTOMER EXPECTATIONS Organizations that have successfully developed personalized experiences are raising the bar for companies in across all industries
  19. 19. 19 DYNAMICALLY and uniquely tailoring communications and experiences to be CONTEXTUALLY RELEVANT to each INDIVIDUAL customer and their seamlessly ACROSS CHANNELS and the customer journey . THE HIDDEN FUEL BEHIND EVERYACTION INTENT Personalization is…
  20. 20. 20 Personalization is… DATA-BASED DYNAMIC SEAMLESS UNIQUE IN CONTEXT Built on actual information about individuals Adapting content to changing consumer attributes, behavior, and context Unified across time, location and touchpoints Content and options tailoredto individual’s intent Appropriate to time, location, season, and stage of customer journey “Personas” or archetypes based on opinions Addressing customers by name, but delivering the same message to everyone Disconnected across channelor department Generic “personal” touches, like “exclusively for smart consumers like you” “Data-blind” events, such as requeststo review a product customer returned PERSONALIZATION IS NOT…
  21. 21. 21 RECOGNIZE Identify both known and unknown customers & prospects through data from CRM, DMP, device, social and other sources. RECOMMEND Reach them with the right marketing, offer, content, or product recommendations for the customer based ontheir actions, preferences andinterests. REMEMBER Knowing your customer’s history means not just knowing what they buy, view and consume, but also why they made those decisions. RELEVANCE Delivering personalization within the context of the digital experience, such as who and where they are, recent events, and/or what time of the year itis.
  22. 22. 22 Consumers who prefer more relevant messages and offers** Organizations that believe relevant and personal experience will differentiate their organization*** Increase in sales through personalized content** Higher engagement rate from personalization* 75% 83% 20% 42% BELIEFS RESULTS
  23. 23. 23 Hyper - segmentation remains an important precursor to effective marketing, it's still an activity that many brands fail to implement effectively the arrival of hyper - segmentation may be a step in to the unknown for some brands - and a step too far for others - but the potential benefits could be considerable in terms of higher conversions and more profitable sales. Hyper - Segmentation
  24. 24. 24 Data warehousing allows the marketing team to breach silo walls and ensure that the organization's most recent and valid data can be deployed effectively in facilitating the segmentation process - communication between key stakeholders is vital and cross-functional cooperation is a must. To achieve effective hyper - segmentation, however, the organization needs to allow data that is contained within the organization to be more readily accessible to data users across the business.

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