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Integrated Digital Marketing

This is a copy of the presentation that I gave at LSE on 01/08/2010

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Integrated Digital Marketing

  1. 1. Prepared and presented by Louis M Fernandes, DipM, MCIM, Chartered Marketer Client Executive, Retail, Acxiom Corporation Presentation Date: 10 August 2010 Integrated Digital Marketing
  2. 2. Contents
  3. 3. Contents <ul><li>What is marketing? </li></ul><ul><li>What are “online” and “digital”? </li></ul><ul><li>The digital landscape </li></ul><ul><li>Customer experience and integrated marketing </li></ul><ul><ul><li>IT Infrastructure as an enabler NOT an end-goal </li></ul></ul><ul><li>Data & insight </li></ul><ul><li>Digital marketing tactics </li></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Dynamic website personalisation </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul><ul><li>JOINED UP THINKING! </li></ul>
  4. 4. <ul><li>What is Marketing? </li></ul>
  5. 5. What Is Marketing? <ul><li>The 4 “P”s – Product, Price, Place, Promotion </li></ul><ul><li>The 4 “C”s – Customer, Cost, Convenience, Communication </li></ul><ul><li>Knowing your customer </li></ul><ul><li>Knowing your competition </li></ul><ul><li>Anticipating where the market is going </li></ul><ul><li>Developing innovative new customer propositions </li></ul><ul><li>Communicating with your publics </li></ul><ul><li>Selling products and services </li></ul><ul><li>Creating customer value </li></ul><ul><li>Generating ROI </li></ul>
  6. 6. What Is Marketing? <ul><li>A social and managerial process by which individuals or groups obtain what they need and want through creating and exchanging products and value with others </li></ul><ul><li>Source: Philip Kotler </li></ul><ul><li>The management process responsible for identifying, anticipating and satisfying consumers’ requirements profitably </li></ul><ul><li>Source: Chartered Institute of Marketing </li></ul>
  7. 7. What Is Marketing? <ul><li>Providing the right product, </li></ul><ul><li>at the right price, </li></ul><ul><li>in the right place </li></ul><ul><li>at the right time </li></ul><ul><li>to the right person </li></ul><ul><li>using the right communication </li></ul><ul><li>for the right return </li></ul>
  8. 8. <ul><li>What do </li></ul><ul><li>“ Online” and “Digital” </li></ul><ul><li>mean to you? </li></ul>
  9. 9. “ Online” Channels and Media <ul><li>Any interactive media </li></ul><ul><li>Websites </li></ul><ul><li>Search </li></ul><ul><li>E-mail </li></ul><ul><li>RSS </li></ul><ul><li>Online advertising </li></ul><ul><li>Podcasting </li></ul><ul><li>Personal Video </li></ul><ul><li>WebEx presentations </li></ul><ul><li>Peer-to-peer networking </li></ul><ul><li>Streaming A/V </li></ul><ul><li>Interactive TV (press red) </li></ul><ul><li>Instant Messenger </li></ul><ul><li>SMS </li></ul><ul><li>MMS </li></ul><ul><li>Mobile Internet </li></ul><ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Social Networking </li></ul><ul><li>“ Apps” </li></ul>
  10. 10. Why “Online” & “Digital”? <ul><li>Paradigm shift in media consumption </li></ul><ul><ul><li>Traditional Media vs. New Media </li></ul></ul><ul><ul><li>“ On Demand” consumption </li></ul></ul><ul><ul><li>Older consumers acting younger </li></ul></ul><ul><ul><li>Younger consumers acting older </li></ul></ul><ul><ul><li>One-to-many vs. one-to-one </li></ul></ul><ul><li>Fragmentation of media and markets </li></ul><ul><li>Allows greater targeting and segmentation </li></ul><ul><li>Allows accurate tracking and measurement </li></ul><ul><li>Push vs. pull </li></ul><ul><li>Cost vs. traditional media </li></ul><ul><li>Flexibility and ability to optimise quickly (test and learn) </li></ul><ul><li>Media versatility </li></ul>
  11. 11. Media Fragmentation
  12. 12.
  13. 13. Media Fragmentation: UK TV in 2010 Source: Google
  14. 14. Media Fragmentation Source: Google
  15. 15. Market & Channel Fragmentation
  16. 16. Noise!
  17. 17. Media Spend: US 2009
  18. 18. Media Spend: Digital Channels Source: IAB/PwC Internet Advertising Revenue Report 2009 Note: UK mobile market estimated as being worth 3 billion euros
  19. 19. Abstract <ul><li>Channel Interference vs. Harmonic Resonance </li></ul><ul><li>Channel Fragmentation vs. Single Customer View </li></ul><ul><li>Channel Centricity vs. Customer Centricity </li></ul><ul><li>Channel Function vs. Customer Lifecycle </li></ul><ul><li>The Segment of One? </li></ul>
  20. 20. Building Relationships <ul><li>Do you know who your customers are? </li></ul><ul><li>Individually tailor marketing messages to </li></ul><ul><li>achieve 1:1 communications </li></ul><ul><li>Your customers are people, not statistics! </li></ul><ul><li>Treat them as such! </li></ul><ul><li>Create a dialogue and build a relationship! </li></ul>
  21. 21. Applying Marketing Principles to Digital <ul><li>What are our </li></ul><ul><li>marketing objectives </li></ul><ul><li>likely to be in a </li></ul><ul><li>digital environment? </li></ul>
  22. 22. Objectives: Grow revenue, reduce costs, increase margins and deliver ROI
  23. 23. Metrics and Measurement <ul><li>Metrics should be tied to financial results / ROI wherever possible </li></ul><ul><li>Outcomes need to be measurable </li></ul><ul><li>If it can’t be measured, think about whether you should be doing it </li></ul><ul><li>Use metrics that are relevant </li></ul>
  24. 24. The Challenge
  25. 25. The Issue: Disjointed Customer Experiences: Multiple -channel Customer Management Today CMO Marketing Manager Communication Channel Customer Email Mobile Web Personalisation Online Media (Display) Social Media LEGACY DATA (e.g. Purchase History, POS, etc)
  26. 26. Common Challenges: organisational silos with data held by function/business unit. Result: Disjointed customer experiences = lost revenue opportunities Product Service Marketing Sales Insight
  27. 27. The “glue” that links all these silos and creates seamless interaction is an organisation’s most valuable asset: Its customers! Product Service Marketing Sales Insight
  28. 28. The “Virtuous Circle” of Customer Interaction Source: McKinsey
  29. 29. The Goal: Seamless Customer Experiences: True Multi -channel Customer Management Content Distribution Email/Mobile Point of Sale Web Personalisation Online Media (Display) Social Media SCV Business rules Reporting / Analytics The “Closed loop” Modelling “Sandpit” Data clean, merge & append
  30. 30. Customer Recognition <ul><li>The foundation for all Single Customer View solutions </li></ul><ul><li>Four-step process </li></ul><ul><ul><li>Clean the data </li></ul></ul><ul><ul><li>Consistently recognise customers </li></ul></ul><ul><ul><li>Enrich the data </li></ul></ul><ul><ul><li>Data compliance </li></ul></ul>
  31. 31. Retail Consumer Dynamics <ul><li>5.5 million+ consumers either surveyed or permission their data for use in this each year </li></ul><ul><li>Post-recession consumer </li></ul><ul><li>Attitudes and opinions </li></ul><ul><li>Actual behaviours </li></ul><ul><li>Actionable insights </li></ul><ul><li>Store performance </li></ul><ul><li>Market basket analysis </li></ul><ul><li>Next best actions </li></ul>
  32. 32. Data
  33. 33. Data is the New Black <ul><li>Drives consumer insights and help you predict what you should do next (and where to do it!) </li></ul><ul><li>Empowers companies to shift resources to most effective channels and segments </li></ul><ul><li>Companies won’t waste money by chasing down unprofitable relationships </li></ul>The nerds of marketing are now cool
  34. 34. Power Ratio Claire Simmons, Home Subscriber, Online registrant 123 High Street, Bromley, BR1 1AA 020 8555 1234, Enables Answers to Key Questions : Where Who When How What Baseline 55:1 268:1 Most Predictive 7:1 196:1 Breadth of Data TM Name, postal address, email and phone Demographic and Socio-economic Data Personicx™ Segmentation Propensities Property Data Lifestyles Buying Activity In Market Describe/Predict Spent £350 in last 60-days on digital music player; spent £500 last year on car audio Wine, Hi-Tech, Reading: Audio Books, Self-Improvement Known Purchases (Orange 2 year contract expired 05/09) Age 35, Married, 2 children, Est. HH Income: £135K, Est. Net Worth: <£305K, Home Owner, Number of Lines of Credit New Products/Services, Socially Conscious, Family Oriented PersonicX ® Cluster: Kids & Clout Shopped online for new Vodafone 2 year contract w/iPhone TODAY Est. Home Mkt Value: £250-300K, Est. Home Sq Ft. 2,500, Est. Home Equity: £90K 2-Yr Tenure
  35. 35. Personicx Cluster Code System <ul><li>‘ F’ Dependent Children (Families) </li></ul><ul><li>‘ X’ No dependent children </li></ul><ul><li>‘ R’ Retired household </li></ul>G F 1 28 Postcode system 1 – 5 : Household Affluence bands Cluster number (1 – 60) 28: ‘Spending Sporty Families’ Copyright  2007 Acxiom Corporation. All Rights Reserved.
  36. 36. Personicx Geo
  37. 37. Mapping copyright of MapInfo Copyright  2007 Acxiom Corporation. All Rights Reserved. Income £30-39,000 Income £0-9,999
  38. 38. Mapping copyright of MapInfo Copyright  2007 Acxiom Corporation. All Rights Reserved. The Sun Readers The Telegraph Readers
  39. 39. How a consumer looks to most organisations…
  40. 40. Data & Dialogue Drive Recognition
  41. 41. The Break-Up
  42. 42. Realising CLV through integrated CRM Optimal Resource Allocation Enabling Capabilities Around People, Process, and Infrastructure Return on Customer Investment Customer Value Time Acquisition Strategies Growth and Retention Strategies Attrition Strategies Strategic Impact Y 2 Y 1 Y 0 Y 2 Y 2 Nursery Strategies Lengthen and Deepen Customer Value Intelligently Prospect to Minimise CPA Identify and Address Potential Attriters The “Cliff” Across Consumers Across Channels Across Actions Across Products
  43. 43. Using Consumer Insights to Drive Revenue at BAA
  44. 44. Multi-Channel Strategy <ul><li>WorldPoints provides a different opportunity from other BAA </li></ul><ul><li>marketing channels: </li></ul><ul><li>pre awareness : reach our most profitable and regular travellers before they arrive at the airport </li></ul><ul><li>segmentation : using RFM & geo-demographic analysis from data collected via the card, can personalise and tailor the messages, offers and promotions to drive incremental spend </li></ul><ul><li>test and refine : data collected via card allows us to track and evaluate all activity </li></ul><ul><li>multi-channel: deploy a combination of magazine, direct mail, email and web marketing channels </li></ul>
  45. 45. “ Code 2” Personicx® Clusters
  46. 47. <ul><li>Typical Profile </li></ul><ul><li>Detached Houses </li></ul><ul><li>Married </li></ul><ul><li>Large Family </li></ul><ul><li>Enjoy sports incl. Hiking, Walking, Tennis, Cricket, Skiing </li></ul><ul><li>National Trust Members </li></ul><ul><li>Wildlife interest </li></ul><ul><li>Charity Donors/supporters </li></ul><ul><li>Numerous Credit Cards </li></ul><ul><li>Financially astute </li></ul>
  47. 48. Personicx® Gains Curve <ul><li>Gains curve & effects on acquisition </li></ul>Only a 3% Reduction in target 30% reduction in base
  48. 49. Campaign Results:
  49. 50. Campaign Results:
  50. 51. WorldPoints Success <ul><li>75% more spend than non members per annum </li></ul><ul><li>85% “WPs gives me useful information about airport shopping” </li></ul><ul><li>64% “WPs encourages me to visit airport outlets” </li></ul><ul><li>61% “WPs encourages me to buy products at the airport” </li></ul><ul><li>88% “WPs emails give me useful information” </li></ul><ul><li>23% says they frequently tell others how good the BAA WorldPoints scheme is </li></ul><ul><li>41% say they frequently tell others how good airport shopping is at any of BAA’s UK airports </li></ul><ul><li>45% say they allow 15-60 minutes for shopping when planning their trip, with 14% allowing more than 1 hour </li></ul>
  51. 52. Websites
  52. 53. Getting Your Audience to Your Website <ul><li>Search engine optimisation (SEO) </li></ul><ul><ul><li>Relevant content </li></ul></ul><ul><ul><li>Links from other sites </li></ul></ul><ul><ul><li>Correct use of meta-tags </li></ul></ul><ul><li>Pay per click advertising (PPC) </li></ul><ul><ul><li>Google (Google, Ask Jeeves & AOL) </li></ul></ul><ul><ul><li>Bing (All Microsoft & Yahoo! properties) </li></ul></ul><ul><li>Online advertising </li></ul><ul><li>Integrated campaign links </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Outdoor </li></ul></ul><ul><ul><li>QR Codes </li></ul></ul>
  53. 54. Getting Your Audience to Your Website
  54. 55. Search Bar Paid Search Natural Search (SEO)
  55. 56. Search Innovation: Semantic Search & Bing
  56. 58. Search Specialisation: Computational Search
  57. 59.
  58. 60. <ul><li>What should the purpose of a </li></ul><ul><li>Commercial Website be? </li></ul>
  59. 61. Website Objectives <ul><li>Educate and inform </li></ul><ul><ul><li>Raise awareness of brands and products </li></ul></ul><ul><li>Engage with individuals </li></ul><ul><ul><li>Develop a rapport / dialogue </li></ul></ul><ul><li>Be a sales channel </li></ul><ul><ul><li>Make, track and fulfil orders </li></ul></ul><ul><ul><li>Take payment </li></ul></ul>
  60. 62.
  61. 64.
  62. 65. Websites <ul><li>Have clearly defined objectives </li></ul><ul><li>Understand the users’ needs </li></ul><ul><li>Map the customer journey </li></ul><ul><li>Resolve pain points </li></ul><ul><li>Be continually monitored and revised </li></ul><ul><li>Stay relevant, vibrant and up-to-date </li></ul><ul><li>Be a “Call to Action” </li></ul>
  63. 66. Dynamic Website Personalisation
  64. 67. Available Tools… A|B & Multivariate Testing Segment 1 Version B Version A Segment 2 Version C Version B Version A <ul><li>Geo-Location Data </li></ul><ul><li>US state, Metro/DMA </li></ul><ul><li>Country / Native language </li></ul><ul><li>Referral Data </li></ul><ul><li>Referring site / keywords </li></ul><ul><li>Referring Campaign code </li></ul><ul><li>Technical Data </li></ul><ul><li>ISP / Connection speed </li></ul><ul><li>Browser / OS / Mobile </li></ul><ul><li>Technical Data </li></ul><ul><li>1 st / 3 rd party cookies </li></ul><ul><li>URL parameters </li></ul><ul><li>Inline content - meta tags </li></ul><ul><li>On-Site </li></ul><ul><li>Page Layout </li></ul><ul><li>Page Style </li></ul><ul><li>Text / Display </li></ul><ul><li>Links </li></ul><ul><li>Pop Up Support </li></ul><ul><li>Live Chat </li></ul><ul><li>SMS/Email Collection </li></ul><ul><li>Follow Up </li></ul><ul><li>SMS </li></ul><ul><li>Email </li></ul>Creative Options Targeting Options
  65. 68. Case Study: Website Personalisation
  66. 69. Case Study: Search & Selection in Retail Challenge All visitors to the home page (the default for most organic search traffic) were presented with the same generic content. Solution: Acxiom segmented incoming search traffic into nine groups. Each group was based on visitor attributes or product related features, which were derived from search terms and past site behaviour. Visitors were directed to the best performing creative for each segment. Results: Overall conversion increased by 65% across all segments, including a 168% lift in conversion for visitors looking for unique wedding favours and a 78% lift in conversion for price sensitive visitors.
  67. 70. Email Marketing
  68. 71. Email Marketing <ul><li>Acquisition vs. retention </li></ul><ul><li>Email blasting (spam?) vs. permissioned and pulled </li></ul><ul><li>AIDA </li></ul><ul><li>Sales promotion </li></ul><ul><li>Brand awareness </li></ul><ul><li>Call to action </li></ul><ul><li>Loyalty </li></ul><ul><li>Advocacy </li></ul><ul><li>Customer lifetime value </li></ul><ul><li>Relatively low cost of communication vs. direct mail </li></ul><ul><li>Speed of execution vs. direct mail </li></ul>
  69. 72. 1:1 Individualisation “ Spotlight” section customized by Industry Personalized greeting “ Your Features” articles customized by customer portrait Second “Spotlight” article customized by Job Responsibility One click away from viewing and updating personal portrait
  70. 73. Dynamic Targeting / Preference Center
  71. 74. Sales Promotional
  72. 75. Email / Display Ad Integration
  73. 76. Email Branding
  74. 77. Newsletter Template Customisation GUCCI | GLOBAL ECARD RFP Before Acxiom Version German Chinese
  75. 78. Social Networking
  76. 79.
  77. 80. Trust the source? Recommendations from People I Know: 90% Consumer Opinions Posted Online: 70% Television: 62% Radio: 55% Editorial Content: 69% Emails I signed up for: 54% Search Engine Ads: 41% Banners: 33% Source: Nielsen Global Online Customer Survey, April 2009
  78. 81. Put on your social hat <ul><li>Imagine if you could identify socially active influencers and engage those influencers to stimulate positive buzz, behaviour and conversations. </li></ul>Selectively Social Social Placeholders Getting Started Wide Netters Your brand.
  79. 82. The changing face of online influence <ul><li>“ Direct social media marketing” </li></ul><ul><ul><li>Recognise best influencers within social networks </li></ul></ul><ul><ul><li>Provide them with a means to experience the brand and </li></ul></ul><ul><ul><li>Encourage them to share that experience with their networks, thereby driving influence and direct actions on the brand’s behalf </li></ul></ul><ul><ul><li>Consumers are now a form of “media” and direct social media marketing allows savvy marketers to leverage influential consumer advocates as a marketing tool on the brand’s behalf. </li></ul></ul>
  80. 83. 3 Key elements for effective social programs Social Data Measurement & Monitoring Communication & Conversation <ul><li>Leverages data and provides insights about your customer’s social networks </li></ul><ul><li>Aggregate </li></ul><ul><li>Individual levels </li></ul>Demonstrates ROI, establishes benchmarks for success and provides relevant insights for future marketing activities Amplifies and accelerates marketing initiatives
  81. 84. Viral Marketing on Social Networks
  82. 85. Marketing on Social Networks <ul><li>Data privacy </li></ul><ul><li>Segmentation and targeting are essential </li></ul><ul><li>Beware User Generated Content (UGC) – it’s your brand in their hands! </li></ul><ul><li>You can’t easily control your brand </li></ul><ul><li>If someone takes a dislike to what you’re doing, you can become an easy target </li></ul><ul><li>Corporate Governance/Corporate Social Responsibility </li></ul>
  83. 86. Information Overload: The Road Ahead
  84. 87. The Changing Face of Media
  85. 88.
  86. 89. Parting Thoughts <ul><li>Digital channels are becoming more relevant </li></ul><ul><li>Digital channels should be considered when developing any communications </li></ul><ul><li>HOWEVER, digital is NOT the be-all and end-all </li></ul><ul><li>Digital channels should not be used in isolation – think: INTEGRATION </li></ul><ul><li>Digital channels should only be used when and where appropriate </li></ul><ul><li>Objectives should drive channel usage </li></ul><ul><li>Objectives in turn should be driven by customer needs </li></ul><ul><li>Always consider customer experience and the customer journey when designing your communications </li></ul><ul><li>Intelligent use of data / customer insights are the cornerstone to any successful campaign </li></ul>
  87. 90. Internships <ul><li>Please send your CV with a covering letter to: </li></ul><ul><li>Michael Notley, Acxiom Recruitment </li></ul><ul><li>[email_address] </li></ul><ul><li>Please say WHY you would like to do an internship with Acxiom, what area of our business interest you, what you hope to achieve and what value you feel you can add </li></ul><ul><li>In other words, MARKET yourself! </li></ul><ul><li>All applications are judged on a case-by-case basis </li></ul>
  88. 91. The global interactive marketing services company Integrated Digital Marketing Prepared by Louis M Fernandes, DipM, MCIM, Chartered Marketer Client Executive, Retail, Acxiom Corporation Presentation Date: 10 August 2010 © 2010 Acxiom Corporation. All Rights Reserved .

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This is a copy of the presentation that I gave at LSE on 01/08/2010


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