PersoNOWlization
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Marketing traditionally has been associated with advertisement. Today businesses live and die on wether they match the expectations of their consumers. There is a skewed focus in spending most of the Ad Budget to Paid media and not thought through how we can achieve most relevant communication to our customers accross our Paid and Owned properties. Today we dont just want to personalize our messaging to a persona but we want to make our messaging relevant on the lifecycle stage that our consumer is. Today we compete on PersoNOWlization.
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PersoNOWlization
- 21. THE CIRCLES OF MARKETING (2012) Seth Godin
- 22. Simon Sinek
- 27. IRRELEVANT
- 28. BRAND EXPERIENCE (TBD) Brand Promise EXPERINCE MARKETING 2012 + Experience Product DIGITAL MARKETING ~ 2012 Usability Price Ads
- 29. HOW DO I COMPETE?
- 30. ALL OF US ARE IN THE SERVICES BUSINESS
- 39. NEXT BEST ACTION
- 43. #1 INVEST IN PEOPLE AND PROCESSES #3 MEASURE CLV #4 BE CONSISTENT #5 CREATE FEEDBACK LOOPS #2 BUILD TO COMPLEXITY
- 47. •Personalization •Marketing Automation TOOLS FOR RELEVANT COMMUNICATIONS
- 48. 48
- 49. 49 Campaign Personalisation Customer Profiling Social Personalisation Campaign Management A/B Testing Engagement Automation
- 50. 50
- 51. 51
- 52. 52 Outcomes Test Drives up 150% Contact Us up 150% Bounce Rates on Ads -30% Goal Abandonment Halved 250K “Dream Cars” in 6 Months
- 54. “EasyJet has wiped the floor with us..” Michael O’Leary, Ryanair CEO TheTelegraph - Friday 29, November 2013
- 57. GIVE MORE AD BUDGET TO YOUR OWNED PROPERTIES
Editor's Notes
- Research performed by Watermark Consulting found that, for the six-year period from 2007 to 2012, the customer experience leaders in the study outperformed the broader market, generating a total return that was three times higher on average than the S&P 500 Index.
- We live in the age of the customer. Age of the customer is the concept that consumers are more empowered than ever because they can access information about products and services over the Internet in real time. The customer's ability to quickly access information has resulted in a sea-change in the marketplace. In the past, vendors held the most power because they were the only ones who knew what the profit margin would be for a particular product or service. Today, informed customers are able to research a product or service online and negotiate prices and service levels after comparing one vendor to another. As a result, companies have had to change the way they interact with potential customers in order to build a customer base and foster loyalty.
- Leo Pharma has done the impressive journey from Initiate to Engage
- Removing the barriers, you don't need 30 people you don't need the best technology to get started.. removing the barriers.. Roi Direction Resources Technology silo Executive buy in
- Leo Pharma has done the impressive journey from Initiate to Engage
- CASE HEADLINE – NISSAN DRIVES CONVERSIONS USING DMS Highly personalised site smashes key success metrics. Australian Winner Sitecore Site of the Year - Automotive, 2013 Google Adwords personalisation. Homepage + upstream “landing page/campaign” personalisation “Build Your Own Car” tool uses Engagement Automation to increase completion of “dream car” – 7000 completed per day. Data now being used to inform stock-control of popular choices in regions, creating efficiencies in the delivery of stock. 7,000 customers every day telling Nissan what their dream car is!
- Nissan use a wide range of DMS features to create their CXM story! Winner of Site of the Year in Australia, Automotive.
- CASE HEADLINE – NISSAN DRIVES CONVERSIONS USING DMS Highly personalised site smashes key success metrics. Australian Winner Sitecore Site of the Year - Automotive, 2013 Google Adwords personalisation. Homepage + upstream “landing page/campaign” personalisation “Build Your Own Car” tool uses Engagement Automation to increase completion of “dream car” – 7000 completed per day. Data now being used to inform stock-control of popular choices in regions, creating efficiencies in the delivery of stock. 7,000 customers every day telling Nissan what their dram car is!
- CASE HEADLINE – NISSAN DRIVES CONVERSIONS USING DMS Highly personalised site smashes key success metrics. Australian Winner Sitecore Site of the Year - Automotive, 2013 Google Adwords personalisation. Homepage + upstream “landing page/campaign” personalisation “Build Your Own Car” tool uses Engagement Automation to increase completion of “dream car” – 7000 completed per day. Data now being used to inform stock-control of popular choices in regions, creating efficiencies in the delivery of stock. 7,000 customers every day telling Nissan what their dram car is!
- Test Drives and Contacts are the lifeblood of this company! For every 2 test drives they sell one car! That’s a 75% spike in actual sales. Engagement Automation “Build Your Own Car” tool uses Engagement Automation to increase completion of “dream car” – which now boasts 7000 completed cars per day. The incredible customer preference data uncovered is now being used to inform stock-control of popular choices in regions, creating efficiencies in the delivery of stock – as well as increased sales.