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©Twenty Limited™ 2012DIRECT POTENTIAL:3 GAME CHANGING THEMES IN THEEVOLUTION OF ONE TO ONE.Thought Starter SeriesJuly 2012
HyperlocalReal timedataConv-ergenceGlobal-isationSocialeverythingSecurityCloudcomputingPersonal-izationinfluence consumer ...
There are many trends,counter trends and advancesin play that will have aprofound impact on us asconsumers.And many will n...
Most organisations have a social presence and havedabbled in engagement campaigns.Few have planned and resourced their soc...
The social web is the wild west withthe power of the people at its heart.Marketing is commodatized and justas easily acces...
100% online mobile companySIM only PAYG serviceCrowded market14 staff, no call centreGiffgaff UKdemonstrates thepotential ...
giffgaffCommunitySupportCustomerServiceAcquisitionIdeationMarketingTechology &Testing8000 ideas250 implementedEmailDesign ...
Average response 70seconds 24/7Less than 1% of queriesgo to an agentFans promote and defendthe serviceOver $1m paid out in...
PHYSICAL DIGITAL
Smart phones are the gamechanger.GPS provides for location basedservices.NFC makes it simpler for peopleto make transactio...
The first in a range of productsthat will allow us to interact withobjects and our environment.Connect your things up so t...
SOCIAL CRM = REAL TIME LISTENING ANDCONVERSATIONSRespond to customers who will post comments, complaints orexperiences on ...
SOCIAL CRM FUNDAMENTALSAbout far more than just cool brand engagement opportunities.Requires strategic focus:➜ Road map fo...
LIKE CAN NEVER REPLACE LOVE.“The worlds greatest brands aren’tbuilt on clicks. They are built bycreating meaningful relati...
CLOSING THOUGHTSThe mobile channel holds untold potential which weare only beginning to unlock.Greater connectivity will c...
Twenty: Three game changing themes in the evolution of one-to-one marketing
Twenty: Three game changing themes in the evolution of one-to-one marketing
Twenty: Three game changing themes in the evolution of one-to-one marketing
Twenty: Three game changing themes in the evolution of one-to-one marketing
Twenty: Three game changing themes in the evolution of one-to-one marketing
Twenty: Three game changing themes in the evolution of one-to-one marketing
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Twenty: Three game changing themes in the evolution of one-to-one marketing

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This presentation is taken from Twenty's Thought Starter Series, and was originally presented in July 2012.

Many advances, trends and counter-trends are coming together that are profoundly affecting the way we communicate, the way commerce is transacted and the way we engage with people, brands and communities.

Now we have data in mountains. Thankfully, we also have the systems and processing power to store and access it. If we work it, we have automation, content management and digital printing capabilities that provide for limitless levels of personalisation and relevance.

In the world of direct, we’ve been talking about the potential of data-driven, measurable and accountable one-to-one marketing for many years.

Now is an incredibly exciting time as some of the developments noted here offer huge scope to help us finally deliver to the promise. But where do we focus our efforts? How do we optomise in a world of such diversification and fragmentation?

The presentation focuses on 3 evolving themes that we believe will increasingly influence our thinking and the way we plan and execute marketing.

It covers:

1) Social Collaboration, siting Shell and GiffGaff UK as examples.
2) Interconnectedness of things, with smart phones as the game changer.
3) Agile listening and communication, with a case study from American Red Cross



Published in: Business, Technology
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Twenty: Three game changing themes in the evolution of one-to-one marketing

  1. 1. ©Twenty Limited™ 2012DIRECT POTENTIAL:3 GAME CHANGING THEMES IN THEEVOLUTION OF ONE TO ONE.Thought Starter SeriesJuly 2012
  2. 2. HyperlocalReal timedataConv-ergenceGlobal-isationSocialeverythingSecurityCloudcomputingPersonal-izationinfluence consumer bahaviour?Where do we play to?Mobile
  3. 3. There are many trends,counter trends and advancesin play that will have aprofound impact on us asconsumers.And many will not!Here we focus on 3 themes(with examples) that arealready happening and thatwe believe will increasinglyinfluence our directmarketing thinking.
  4. 4. Most organisations have a social presence and havedabbled in engagement campaigns.Few have planned and resourced their social presenceto effectively manage their reputations, let alone take fulladvantage of the one-to-one opportunities it provides.
  5. 5. The social web is the wild west withthe power of the people at its heart.Marketing is commodatized and justas easily accessed by individuals asby corporates.The audience have the resources tobe co-creators and arbiters of thebrand.
  6. 6. 100% online mobile companySIM only PAYG serviceCrowded market14 staff, no call centreGiffgaff UKdemonstrates thepotential ofadopting socialstrategies topositively embracethe crowd.
  7. 7. giffgaffCommunitySupportCustomerServiceAcquisitionIdeationMarketingTechology &Testing8000 ideas250 implementedEmailDesign & InfographsLoyaltyHTMLApp. devOnline shop24/7 support via FB & Twitter70 seconds avg response time20% plusreferrals
  8. 8. Average response 70seconds 24/7Less than 1% of queriesgo to an agentFans promote and defendthe serviceOver $1m paid out inloyalty in last 6 months
  9. 9. PHYSICAL DIGITAL
  10. 10. Smart phones are the gamechanger.GPS provides for location basedservices.NFC makes it simpler for peopleto make transactions, exchangedigital content and connectelectronic devices at a touch.
  11. 11. The first in a range of productsthat will allow us to interact withobjects and our environment.Connect your things up so theycan tweet, text or email you.Detects movement, moisture orchange in temperature.Web app lets you set your ownrules for interaction.
  12. 12. SOCIAL CRM = REAL TIME LISTENING ANDCONVERSATIONSRespond to customers who will post comments, complaints orexperiences on social media but may not phone or email you.Manage reputation challenges live as they unfold and trigger disasterrecovery initiatives.Take advantage of real time acquisition, cross-sell, save and customerrecognition opportunities.
  13. 13. SOCIAL CRM FUNDAMENTALSAbout far more than just cool brand engagement opportunities.Requires strategic focus:➜ Road map for evolution of social platform➜ Objectives & KPIs➜ Operational & Resource planning➜ Crisis planning➜ Communications & Engagement planning➜ Staff training➜ Measurement & MIListen, then engage and communicate.
  14. 14. LIKE CAN NEVER REPLACE LOVE.“The worlds greatest brands aren’tbuilt on clicks. They are built bycreating meaningful relationships withreal people. So don’t stop at like. Gofor love.”VitrueINZ
  15. 15. CLOSING THOUGHTSThe mobile channel holds untold potential which weare only beginning to unlock.Greater connectivity will create new opportunities forbrands and consumers to interact.People are already talking about their brandexperiences. Embrace it. Start by listening.Get a leap on competitors by properly planning,resourcing and investing in Social CRM.

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