Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

LSE Online Marketing 100215

2,608 views

Published on

This is a copy of the lecture that I gave on 15 February 2010 at the London School of Economics

  • Be the first to comment

LSE Online Marketing 100215

  1. 1. Online Marketing Louis M Fernandes, DipM, MCIM Client Executive, Acxiom © 2009 Acxiom Corporation. All Rights Reserved .
  2. 2. Introduction <ul><li>What is marketing? </li></ul><ul><li>What do we mean by “online” and “digital”? </li></ul><ul><li>Data </li></ul><ul><li>The Digital Landscape </li></ul><ul><li>A Selection of Digital Media </li></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Viral, Social Networking and sCRM </li></ul></ul><ul><ul><li>Online advertising </li></ul></ul><ul><ul><li>Dynamic Website Personalisation </li></ul></ul><ul><li>Convergence and Integrated (Digital?) Marketing </li></ul><ul><li>JOINED UP THINKING! </li></ul>
  3. 3. About Acxiom What we do and how we do it Acxiom has been collecting and collating consumer data and providing marketing services to clients for over 40 years Information Products & Technology Services
  4. 4. About Acxiom What we do and how we do it We provide services that help marketers track, understand, interact and transact with prospects and customers across channels and touch-points over time. Consulting & Data Analysis Services Background Screening Products Multi-Channel Marketing Services Customer Recognition Services Information Products & Technology Services
  5. 5. About Acxiom What we do and how we do it Although our heritage is in financial services, we work with clients in numerous enterprise market sectors and apply the best practices we’ve observed across them all Insurance Retail CPG T&E Health Manufacturing Financial Services Technology Telecom Media Brokerage Automotive Consulting & Data Analysis Services Background Screening Products Multi-Channel Marketing Services Customer Recognition Services Information Products & Technology Services
  6. 6. About Acxiom What we do and how we do it Over the last 40 years, we’ve used our experience to continually innovate and develop a whole suite of products and services that help marketers with all their needs across the entire customer lifecycle Background Screening Data Integration Marketing Segmentation Customer Loyalty Marketing Optimization Collections ROI Customer Recognition Response Rate or Click-Thru Optimization Application Pre-Population & Fraud Detection Attrition or Churn Master Data Management Retention Client Service Contact Centre Insurance Retail CPG T&E Health Manufacturing Financial Services Technology Telecom Media Brokerage Automotive Consulting & Data Analysis Services Background Screening Products Multi-Channel Marketing Services Customer Recognition Services Information Products & Technology Services
  7. 7. About Acxiom Global coverage & scalability; local service delivery and expertise 5000 clients 5 countries 175MM consumers reached monthly 500 clients 17 countries 70MM consumers reached monthly 200 clients 13 countries 130MM consumers reached monthly The Americas Europe Asia-Pacific 12 of the top 15 credit card issuers 9 of the top 10 telecom / media companies 9 of the top 10 automotive companies 7 of the top 10 banks 7 of the top 10 general / health insurers 7 of the top 10 retailers 3 of the top 5 pharmaceutical companies
  8. 8. Acxiom On The Web
  9. 9. What Is Marketing? <ul><li>Define Marketing </li></ul>
  10. 10. 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>
  11. 11. 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>
  12. 12. 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>
  13. 13. What Are “Online” and “Digital”? <ul><li>What do “online” and “digital” mean to you? </li></ul>
  14. 14. “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>
  15. 15. 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>
  16. 16. Media Fragmentation Source: Google U.S. Media Change Radio TV Magazines 1990 106 18 6725 2005 267 338 8466
  17. 17. Market & Channel Fragmentation
  18. 18. The Consumer Perspective…
  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. 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
  22. 22. Knowing Your Customer <ul><li>Data, data, data! </li></ul><ul><ul><li>Geo-demographic </li></ul></ul><ul><ul><li>Lifestyle </li></ul></ul><ul><ul><li>Lifestage </li></ul></ul><ul><ul><li>Behavioural </li></ul></ul><ul><ul><li>Attitudinal </li></ul></ul><ul><ul><li>Preferential </li></ul></ul><ul><ul><li>Transactional </li></ul></ul><ul><li>Segmentation Systems </li></ul><ul><ul><li>Personicx ® , Prizm, Mosaic, Acorn </li></ul></ul><ul><ul><li>Recency, Frequency, Monetary </li></ul></ul><ul><li>Develop insights </li></ul><ul><li>Learnings and knowledge </li></ul><ul><li>Target the RIGHT customers with your offerings! </li></ul>
  23. 23. 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.
  24. 24. Personicx Geo
  25. 25. Mapping copyright of MapInfo Copyright  2007 Acxiom Corporation. All Rights Reserved. Income £30-39,000 Income £0-9,999
  26. 26. Mapping copyright of MapInfo Copyright  2007 Acxiom Corporation. All Rights Reserved. The Sun Readers The Telegraph Readers
  27. 27. How a consumer looks to most organisations…
  28. 28. “ Do You Really Know Me?”
  29. 29. Data & Dialogue Drive Recognition
  30. 30. The Break-Up
  31. 31. Realising CLV through Customer Centricity Enabling Capabilities Around People, Process, and Infrastructure Return on Consumer Investment Maximising Customer Lifetime Value Consumer Value Time Acquisition Strategies Growth and Retention Strategies Attrition Strategies Y 2 Y 1 Y 0 Y 2 Y 2 Nursery Strategies Across Consumers Across Channels Across Actions Across Products
  32. 32. Realising CLV through Customer Centricity Enabling Capabilities Around People, Process, and Infrastructure Return on Consumer Investment Maximising Customer Lifetime Value Consumer Value Time Acquisition Strategies Growth and Retention Strategies Attrition Strategies Strategic Impact Y 2 Y 1 Y 0 Y 2 Y 2 Nursery Strategies Intelligently Prospect to Minimise CPA Across Consumers Across Channels Across Actions Across Products Level 1 Strategic Segment Management
  33. 33. Realising CLV through Customer Centricity Enabling Capabilities Around People, Process, and Infrastructure Return on Consumer Investment Maximising Customer Lifetime Value Level 2 Lifecycle optimisation Consumer Value Time Acquisition Strategies Growth and Retention Strategies Attrition Strategies Strategic Impact Y 2 Y 1 Y 0 Y 2 Y 2 Nursery Strategies Identify and Address Potential Attriters Across Consumers Across Channels Across Actions Across Products
  34. 34. Realising CLV through Customer Centricity Enabling Capabilities Around People, Process, and Infrastructure Return on Consumer Investment Maximising Customer Lifetime Value Level 3 Multi-Channel Optimization Consumer Value Time Acquisition Strategies Growth and Retention Strategies Attrition Strategies Y 2 Y 1 Y 0 Y 2 Y 2 Nursery Strategies Lengthen and Deepen Consumer Value Intelligently Prospect to Minimise CPA Across Consumers Across Channels Across Actions Across Products
  35. 35. Realising CLV through Customer Centricity Enabling Capabilities Around People, Process, and Infrastructure Return on Consumer Investment Maximising Customer Lifetime Value Level 2 Lifecycle optimisation Level 3 Multi-Channel Optimization Level 4 Single Value proposition Consumer 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 Consumer Value Intelligently Prospect to Minimise CPA Identify and Address Potential Attriters Across Consumers Across Channels Across Actions Across Products Level 1 Strategic Segment Management
  36. 36. Channel Optimisation & Media Interplay
  37. 37. Online Statistics
  38. 38. The Global Digital Marketplace – Categories Source: IAB/PwC Internet Advertising Revenue Report 2008 Note: UK mobile market estimated as being worth 3 billion euros
  39. 39. Applying Marketing Principles to Digital <ul><li>What are our marketing objectives likely </li></ul><ul><li>to be in a digital environment? </li></ul><ul><li>Grow revenues </li></ul><ul><li>Improve profitability </li></ul><ul><li>Reduce costs </li></ul><ul><li>Improve ROI </li></ul>
  40. 40. 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>
  41. 41. 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>
  42. 42. Getting Your Audience to Your Website
  43. 43. Search Bar Paid Search (PPC) Natural Search (SEO)
  44. 44. Search Innovation: Bing
  45. 45. Search Innovation: Semantic Search
  46. 46. Search Specialisation: Computational Search
  47. 47. PPC, CPC and CTR <ul><li>Pay Per Click advertising </li></ul><ul><ul><li>Cost Per Click (CPC) </li></ul></ul><ul><ul><li>Click Through Rate (CTR) </li></ul></ul>Source: Google Max CPC CTR Calculation Rank Weighting Order Ad “A” £0.65 1.0% 0.65 x 1.0 0.65 2 Ad “B” £0.40 1.8% 0.40 x 1.8 0.72 1
  48. 48. <ul><li>When researching a product or service 71% of people consider a search engine as being a key factor in obtaining information </li></ul><ul><li>Source: AOL / The Henley Centre “Brand New World”, April 2005 </li></ul>Search and SEO Statistics
  49. 49. Websites <ul><li>What should the purpose of a </li></ul><ul><li>Commercial Website be? </li></ul>
  50. 50. Websites <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>
  51. 54. 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>
  52. 55. 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>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>
  53. 56. 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
  54. 57. Message Roll-Up: Dynamic Content Components
  55. 58. Targeted Time & Event Campaign Results: BAA Q3 2006 (Published)
  56. 59. Targeted Time & Event Campaign Results: BAA Q3 2006 (Published)
  57. 60. Transactional E-Mail <ul><li>Message Effect converts plain text into high performing HTML e-mails </li></ul><ul><ul><li>Managed, measured deliverability </li></ul></ul><ul><ul><li>Tracked open, click, conversion </li></ul></ul><ul><ul><li>Full branding </li></ul></ul><ul><ul><li>Cross-sell, up-sell </li></ul></ul><ul><ul><ul><li>Including dynamic offers </li></ul></ul></ul><ul><ul><li>Better customer service experience </li></ul></ul><ul><ul><ul><li>And potential to avoid customer service cost </li></ul></ul></ul><ul><ul><li>And leverage to add From-Address to address book </li></ul></ul>
  58. 61. Transactional E-Mail <ul><li>Message Effect converts plain text into high performing HTML e-mails </li></ul><ul><ul><li>Managed, measured deliverability </li></ul></ul><ul><ul><li>Tracked open, click, conversion </li></ul></ul><ul><ul><li>Full branding </li></ul></ul><ul><ul><li>Cross-sell, up-sell </li></ul></ul><ul><ul><ul><li>Including dynamic offers </li></ul></ul></ul><ul><ul><li>Better customer service experience </li></ul></ul><ul><ul><ul><li>And potential to avoid customer service cost </li></ul></ul></ul><ul><ul><li>And leverage to add From-Address to address book </li></ul></ul>
  59. 62. Social Networking <ul><li>Who is a member of a social network? </li></ul><ul><li>Who has modified their privacy settings since joining? </li></ul><ul><li>Who accepts all blind friend requests? </li></ul><ul><li>Who knows how their data is being used? </li></ul><ul><li>Who cares? </li></ul><ul><li>Who actively manages their content? </li></ul><ul><li>Who thinks a potential employer will Google them? </li></ul><ul><li>The case of the homosexual policeman </li></ul>
  60. 68. Viral Marketing on Social Networks
  61. 69. Marketing on Social Networks <ul><li>Use data with respect </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>
  62. 70. Rich Media Advertising
  63. 71. Website Personalisation
  64. 72. 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 © Acxiom Corporation 2009 In Commercial Confidence Please contact Louis Fernandes on +44 (0) 7958 292 616 or louis.fernandes@acxiom.com
  65. 73. Data-driven, multi-channel customer experience and convergence
  66. 74. Data-driven, multi-channel customer experience and convergence
  67. 75. Data-driven, multi-channel customer experience and convergence
  68. 76. Data-driven, multi-channel customer experience and convergence
  69. 77. Data-driven, multi-channel customer experience and convergence
  70. 78. Data-driven, multi-channel customer experience and convergence
  71. 79. Integrated Marketing Data Infrastructure in a Multi-Channel Environment Enhanced Recognition Engine Business ODS Pre-Screen ODS Optimisation Campaign Management Web Personalisation Multi-Channel Analytical Environment Behavioural Segments E-Mail Direct Mail IBTM Database Predictive Models Call Centers In Store/POS
  72. 80. The Changing Face of Media
  73. 81. The Changing Face of Media
  74. 82. 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>
  75. 83. 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>
  76. 84. THANK YOU FOR YOUR ATTENTION http://www.acxiom.co.uk louis.fernandes@acxiom.com Please email me all enquiries http://uk.linkedin.com/in/louisfernandes http://twitter.com/louisfblog or @louisfblog louis.fernandes

×