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© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
2
The Power of Personalized Engagement to Connect with DigiGen
What personalized engagement means to
today’s digital gener...
The Engagement Challenge …
Our World Has Changed
4
Because our Customer’s World Has Changed
More POWERMore choice
More information
5
This Happened on Facebook
2013
6
Dad, We Want a Puppy
NO!
7 hours!
7
5 days
8
Consumers are Demanding!
More POWERMore choice
More information
And yet we want
(and need)
maximum
engagement
from them
9
Why Does Engagement Matter?
Buy More Stay Longer
10
Engagement Must be Earned
This is NOT the
Customer
11
Engagement Must be Earned
This is YOU !
12
And our Customer is Saying…
Be RELEVANT!
How Do We Engage DigiGen?
14
15
It’s All About Relevance
The RIGHT Customer
The RIGHT Product
The RIGHT Channel
The RIGHT Time
The RIGHT Message
16
We Must Move from VOLUME to VALUE Marketing
The RIGHT Customer
The RIGHT Product
The RIGHT Channel
The RIGHT Time
The R...
17
Data is Oxygen!
Customized
Personalized
Targeted


Accountable
18
© Copyright 2014 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
24
Coca Cola Campaign in Japan
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
57
The Power of Personalized Engagement to Connect with DigiGen
Personalized engagement is essential to
reaching today’s d...
58
Questions?
Lisa Watson
Commercial Business Development Manager, HP IPG APJ
Chairman, Direct Marketing Association of Si...
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The Power of Personalized Engagement to Connect with DigiGen by L Watson 05-05-2014

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Covers 3 key areas:
* What personalized engagement means to today’s digital generation
* Leveraging the principles of segmentation to drive meaningful customer engagements
* Big data considerations when building relevance profiles

Published in: Marketing, Technology, Business
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The Power of Personalized Engagement to Connect with DigiGen by L Watson 05-05-2014

  1. 1. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The Power of Personalized Engagement to Connect with DigiGen Lisa Watson Commercial Business Development Manager, HP IPG APJ Chairman, Direct Marketing Association of Singapore 05 May 2014
  2. 2. 2 The Power of Personalized Engagement to Connect with DigiGen What personalized engagement means to today’s digital generation Leveraging the principles of segmentation to drive meaningful customer engagements Big data considerations when building relevance profiles
  3. 3. The Engagement Challenge … Our World Has Changed
  4. 4. 4 Because our Customer’s World Has Changed More POWERMore choice More information
  5. 5. 5 This Happened on Facebook 2013
  6. 6. 6 Dad, We Want a Puppy NO! 7 hours!
  7. 7. 7 5 days
  8. 8. 8 Consumers are Demanding! More POWERMore choice More information And yet we want (and need) maximum engagement from them
  9. 9. 9 Why Does Engagement Matter? Buy More Stay Longer
  10. 10. 10 Engagement Must be Earned This is NOT the Customer
  11. 11. 11 Engagement Must be Earned This is YOU !
  12. 12. 12 And our Customer is Saying… Be RELEVANT!
  13. 13. How Do We Engage DigiGen?
  14. 14. 14
  15. 15. 15 It’s All About Relevance The RIGHT Customer The RIGHT Product The RIGHT Channel The RIGHT Time The RIGHT Message
  16. 16. 16 We Must Move from VOLUME to VALUE Marketing The RIGHT Customer The RIGHT Product The RIGHT Channel The RIGHT Time The RIGHT Message Mass Communication VOLUME Personalization & Customization VALUE
  17. 17. 17 Data is Oxygen! Customized Personalized Targeted   Accountable
  18. 18. 18
  19. 19. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HowItStarted In2011,Coca-ColaAustraliahadtheideatorunacampaigncalled “ShareaCoke”. Theirsurveysshowedthatnumberofpeoplestillhadnottasted aCoke!They selectedthe150mostcommonfirstnamesinthecountryandprintedthewrap aroundlabelsoftheirsingleservebottles. NewNews HPhelpsbringtolifeCoca-Cola’sbiggest-everpersonalizedbrand campaignacrossEurope Record-breakingHPIndigoDigitalPressproductivityachievedtoproduce800 millionhigh-qualitypersonalizedlabelsin32countries HP Indigo - Coca-Cola
  20. 20. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  21. 21. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  22. 22. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  23. 23. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  24. 24. 24 Coca Cola Campaign in Japan
  25. 25. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 25
  26. 26. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Data is Oxygen – For Personalization & Customization Customized Personalized Targeted   Accountable
  27. 27. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. With Data, Personalization Becomes Possible
  28. 28. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Much Better Personalization! MY Name!
  29. 29. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Personalization & Customization Work Together
  30. 30. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Eric vs Erin: The Gifts are Personalized & Customized
  31. 31. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Why Personalization Matters 19 Feb 2014
  32. 32. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 32 Keds Kids, Israel – Fashion Catalog Combination of variable data printing with Social media Your kids are stars!
  33. 33. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Engagement-Based Segmentation
  34. 34. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Half the money I spend on advertising is wasted. The trouble is, I don’t know which half. Why Does Customer Segmentation Matter? John Wanamaker Philadelphia, 1870s
  35. 35. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. What is Customer Segmentation? 80-20
  36. 36. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. What is Customer Segmentation? Not All Customers Are Created Equal
  37. 37. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. What is Customer Segmentation? It means increasing the return on your marketing investments by treating different customers differently
  38. 38. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. There are Two Reasons to Segment Decrease your marketing investment by reducing number in your target audience Increase your marketing results by improving the relevance of your marketing messages Filtering Differentiation
  39. 39. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. All Customers Our Goal is to Take Our Customer Universe
  40. 40. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. And Segment to Find…. The BIG EASY
  41. 41. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. All Customers We Use a Value Matrix to Identify BEST Opportunities Difficult BigCustomer Value Easy CustomerReadiness Small Easy Big Easy Big Difficult Small Difficult Small
  42. 42. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. All Customers Then Plan Our Communications Accordingly Difficult BigCustomer Value Easy CustomerReadiness Small Easy Big Easy Big Difficult Small Difficult Small 1 2 2 1 Short Term Long Term
  43. 43. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. All Customers Example from a MY Retailer – Loyalty Program Difficult BigCustomer Value Easy CustomerReadiness Small Easy Big Easy Big Difficult Small Difficult Small Total Annual Purchases NoofQuarterlyShoppingTrips > 2 Trips> 2 Trips < 2 Trips< 2 Trips > MYR500 > MYR500 < MYR500 < MYR500
  44. 44. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. All Customers Different Segments Require Different Strategies Difficult BigCustomer Value Easy CustomerReadiness Small Easy Big Easy Big Difficult Small Difficult Small Total Annual Purchases > 2 Trips> 2 Trips < 2 Trips< 2 Trips > MYR500 > MYR500 < MYR500 < MYR500 MYR20 for 30 days Email + SMS MYR50 for 120 days Direct Mail + SMS MYR80 for 30 days Direct Mail + SMS MYR20 for 90 days Email NoofQuarterlyShoppingTrips
  45. 45. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. “Jeans up your life” Small Belgian fashion chain 30 stores + web shop 30 brands: Esprit, Vero Moda, Diesel, Only, Levi’s, Noë … Engagement Program from a Retailer in Belgium
  46. 46. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Launched Quarterly Newsletter for Loyalty Program Members Generic Personalized & Customized
  47. 47. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. ZEB Evolution Version 1 (Spring)
  48. 48. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. ZEB Evolution Version 1
  49. 49. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. ZEB Evolution Version 2 (Fall)
  50. 50. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Segmentation is a Learning Process EnrichmentValidationEvaluationSegmentation
  51. 51. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 51 A Side Note About Data
  52. 52. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Personal Data Protection Act 2012
  53. 53. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Personal Data Protection Act Consent Purpose Limitation Notification AccuracyAccess & Correction Protection Retention Limitation Transfer Limitation Openness Do Not Call Registry + 9 Main Obligations of the Personal Data Protection Act
  54. 54. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  55. 55. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. When ?
  56. 56. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. For More Info www.pdpc.gov.sg
  57. 57. 57 The Power of Personalized Engagement to Connect with DigiGen Personalized engagement is essential to reaching today’s digital generation effectively Use the principles of segmentation to deliver relevant communications (personalized, customized) & deliver ROMI Data is OXYGEN – collect it, use it, protect it, respect it, then enjoy the benefits to your bottom line
  58. 58. 58 Questions? Lisa Watson Commercial Business Development Manager, HP IPG APJ Chairman, Direct Marketing Association of Singapore

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