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Contextual Marketing: Rethinking the Personalisation Strategy

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A great customer experience is the cost of doing business across the Asia Pacific region – CMO Council concludes after surveying 287 senior marketing executives across this region. This rising expectation in Asia is outpacing the rest of the world. But yet, only as low as 2% consumers surveyed felt they had their expectations exceeded. That has made contextual marketing no longer a thing of the future, but rather a necessity for any brand to succeed today.

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Contextual Marketing: Rethinking the Personalisation Strategy

  1. 1. CONTEXTUAL MARKETING Rethinking the Personalisation Strategy Nicholas Kontopoulos Global VP, Fast-Growth Markets SAP Hybris Bernard Chung Global Senior Director, Audience Marketing SAP Hybris
  2. 2. Global VP of Fast-Growth Markets, SAP Hybris Nicholas Kontopoulos
  3. 3. THE STATE OF MARKETING Marketers bombard customers with irrelevant messages. Not targeted, not relevant of online ads are ignored Source: Google Display Benchmark Tool 99.94% Email click through rate Source: Getresponse 3.57% All digital channel response rate Source: DMA Response Rate Report 2015 0.62%
  4. 4. WHAT WE WILL DISCUSS TODAY… Contextual Marketing State of Marketing Personalisation vs. individualisation What customers really want How to get started Putting the customer at the center And more …
  5. 5. Global Senior Director, Audience Marketing, SAP Hybris Bernard Chung
  6. 6. Some housekeeping information before we start...
  7. 7. BERNARD, MARKETING IS BROKEN IN MANY ORGANISATIONS TODAY. WHY DO YOU THINK THAT IS?
  8. 8. GAPS IN DELIVERING PERSONALISATION MARKETERS rate their personalisation efforts at “very good” or “excellent” companies are consistently delivering personalisation, cross channel experience 66% 31% CUSTOMERS
  9. 9. 91% Of Marketers are prioritizing customer experience through personalisation1 Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015 Source 2: “Marketer Stuck on Basic Data for Personalization”, eMarketer June 2015 Source 3: “Mastering Adaptive Customer Engagement”, CMO Council 2014 16% only have the capability to capture customer intent and respond in real time1 80% Don’t know much about their customers2 Only 28% deliver a personalised experience across channels3 LACKING KEY CAPABILITIES
  10. 10. New research paper by CMO Council: Gaining Traction through Each Customer Interaction June 2016
  11. 11. “Marketers might not be listening to their customers.” - CMO COUNCIL, 2016
  12. 12. Source: Gaining Traction through Each Customer Interaction, CMO Council, June 2016
  13. 13. Considering the hit and miss that the customers experience, there is a gap between what the organisations believe they’re delivering and what the customers really experience.
  14. 14. WHAT IS CONTEXTUAL MARKETING?
  15. 15. WHAT THEY HAVE DONE WHAT THEY MAY DO WHAT THEY ARE DOING NOW REAL-TIME INDIVIDUALIZATION PRESENTATION OF RELEVANT CONTENT ACROSS TOUCHPOINTS [ SITES, APPS, ADS, EMAIL ] THE CUSTOMER EXPLICIT IMPLICIT
  16. 16. Rely more on the pillars of individualisation, rather than segmentation PERSONALISATION HAS EVOLVED!
  17. 17. 2 OUT OF 3 TIMES PERSONALISATION IS WRONG SEGMENT GROUP THE PROBLEM WITH SEGMENTATION:
  18. 18. HOW IMPORTANT IS DATA? HOW CAN MARKETERS MAKE USE OF DATA EFFECTIVELY TO DELIVER PERSONALISATION?
  19. 19. Core to any Customer Engagement Strategy DATA IS THE FUEL
  20. 20. WHAT ARE SOME BEST PRACTICES IN DEVELOPING A PERSONALIZATION STRATEGY?
  21. 21. 1. Customers are identified and treated as individuals, capture rich customer information
  22. 22. OBJECTIVE BENEFITS • Move from retail- to consumer-centricity • Create central golden consumer profile across multiple channels, incl. Foot ID • Flexible and extensible omni-channel marketing platform • Personalize merchandising online stores • Engage directly with consumers CUSTOMER CENTRIC ENGAGEMENT • Increase marketing opt-in 35% and response rates 65% • Simplified architecture, maintenance and user adoption • Single platform to manage data and analytics capabilities • Guiding sales with what activities to perform at each store
  23. 23. Image source: OnPoint DMS (http://www.onpointdms.com/) 2. Real-time access and evaluation of customer intent
  24. 24. OBJECTIVE BENEFITS  Engage with 30M fans in real-time  Consolidate dozens of data sources, from merchandise and tickets to paid subscriptions and fantasy hockey  Target fans based on their favorite teams, players and sentiment PERSONALIZED FAN ENGAGEMENT • 25% increase in visitors to the site – subsequent to campaigns • 45% higher engagement with fans • Better personalization across different channels
  25. 25. 3. Personalization is delivered consistently across channels, devices, and departments Interest in Canon Powershot A480 Follow up with interested product content Consistent experience across channels Personalized remarketing email In Store Follow up email or Display ads Dynamically personalized Website Follow up remarketing email
  26. 26. OBJECTIVE SOLUTION BENEFITS • Establish end-to-end marketing process • Create 360 golden customer profile • Provide high-speed segmentation • Real-time data feeds for highest level of accuracy • SAP Hybris Marketing • SAP CRM powered by HANA PUTTING THE CUSTOMER AT THE CENTER • Engaging with consumers in a smart way • Better customer experience • Higher return on marketing investment (ROMI)
  27. 27. “For brands where the CEO defines customer centricity and the CMO drives the customer experience strategy, alignment is stronger, customer centricity is seen at the highest levels more often, and the challenge shifts from needing to keep pace with the customer to opening new opportunities and driving the business.” Source: Gaining Traction through Each Customer Interaction, CMO Council, June 2016
  28. 28. HOW DO WE KNOW THAT WE HAVE DONE IT RIGHT?
  29. 29. Personalisation done right, doesn’t look like marketing… …it just looks like a great experience

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