![WHAT THEY
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WHAT THEY
MAY DO
WHAT THEY
ARE DOING NOW
REAL-TIME
INDIVIDUALIZATION
PRESENTATION OF
RELEVANT CONTENT
ACROSS TOUCHPOINTS
[ SITES, APPS, ADS, EMAIL ]
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Contextual Marketing: Rethinking the Personalisation Strategy
The document discusses the challenges and strategies in marketing, focusing on the gap between marketers' perceptions and actual customer experiences concerning personalization. It emphasizes the importance of contextual marketing and real-time individualization, advocating for a customer-centric approach to create effective engagement through rich data and consistent experiences across channels. Best practices for developing personalization strategies include treating customers as individuals, ensuring real-time access to customer intent, and delivering personalized experiences consistently.
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Contextual Marketing: Rethinking the Personalisation Strategy
- 1. CONTEXTUAL MARKETING Rethinking thePersonalisation Strategy Nicholas Kontopoulos Global VP, Fast-Growth Markets SAP Hybris Bernard Chung Global Senior Director, Audience Marketing SAP Hybris
- 2. Global VP ofFast-Growth Markets, SAP Hybris Nicholas Kontopoulos
- 3. THE STATE OFMARKETING 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. WHAT WE WILLDISCUSS 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. Global Senior Director,Audience Marketing, SAP Hybris Bernard Chung
- 6. Some housekeeping information beforewe start...
- 7. BERNARD, MARKETING IS BROKENIN MANY ORGANISATIONS TODAY. WHY DO YOU THINK THAT IS?
- 8. GAPS IN DELIVERING PERSONALISATION MARKETERS ratetheir personalisation efforts at “very good” or “excellent” companies are consistently delivering personalisation, cross channel experience 66% 31% CUSTOMERS
- 9. 91% Of Marketersare 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. New research paperby CMO Council: Gaining Traction through Each Customer Interaction June 2016
- 11. “Marketers might not belistening to their customers.” - CMO COUNCIL, 2016
- 12. Source: Gaining Tractionthrough Each Customer Interaction, CMO Council, June 2016
- 13. Considering the hitand miss that the customers experience, there is a gap between what the organisations believe they’re delivering and what the customers really experience.
- 14.
- 15. WHAT THEY HAVE DONE WHATTHEY 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. Rely more onthe pillars of individualisation, rather than segmentation PERSONALISATION HAS EVOLVED!
- 17. 2 OUT OF3 TIMES PERSONALISATION IS WRONG SEGMENT GROUP THE PROBLEM WITH SEGMENTATION:
- 18. HOW IMPORTANT ISDATA? HOW CAN MARKETERS MAKE USE OF DATA EFFECTIVELY TO DELIVER PERSONALISATION?
- 19. Core to anyCustomer Engagement Strategy DATA IS THE FUEL
- 20. WHAT ARE SOMEBEST PRACTICES IN DEVELOPING A PERSONALIZATION STRATEGY?
- 21. 1. Customers areidentified and treated as individuals, capture rich customer information
- 22. OBJECTIVE BENEFITS • Move fromretail- 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. Image source: OnPointDMS (http://www.onpointdms.com/) 2. Real-time access and evaluation of customer intent
- 24. OBJECTIVE BENEFITS Engage with30M 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. 3. Personalization isdelivered 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. OBJECTIVE SOLUTION BENEFITS • Establishend-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. “For brands wherethe 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. HOW DO WEKNOW THAT WE HAVE DONE IT RIGHT?
- 29. Personalisation done right, doesn’tlook like marketing… …it just looks like a great experience
Editor's Notes
- #20 TAKE INVENTORY OF AVAILABLE DATA INCLUDING OTHER DEPARTMENTS CONSOLIDATE DATA INTO A SINGLE VIEW PRIORITIZE IMPLICIT DATA TYPES
- #27 <<TALK TRACK>> “It is a fantastic product. We have the marketing team aligned. The fact that we can analyze those 10.6 mio customers in a far better, more analytical way is a game changer for us.” Stephen McKinnon • CIO, Luxottica With over 850 stores across Australia and New Zealand (7,000 worldwide) and five leading Optical and Sunglass brands, Luxottica has approximately 10 million customers in their SAP CRM. Keeping track of who their best customers are and understanding which demographics buy what can be difficult. We showed Luxottica that if they put their CRM on HANA and made use of predictive analytics and SAP Hybris Marketing they could understand and track customers better. Hybris Marketing allows our customers to understand their audience, discover their behaviour and target potential customers directly. With the added real-time capabilities of SAP HANA, Luxottica can provide customers with timely and personalised offers. “The real clincher for Luxottica though, was the ability to track customers across their brands,” Tu said. “For example, a customer has an eye test at OPSM but leaves without buying anything because they don’t like the frames on offer. They then go to another Luxottica franchise, Sunglass Hut, and buy their glasses there. “Luxottica had no way of knowing they’d picked up the same customer somewhere else. But with these solutions they’ll be able to pool data from all their stores, no matter what brand.” Objectives: Luxottica Retail operates in a highly competitive retail market. Customers are central to everything they do and understanding their customers and their buying propensity is vital to the organisation. Luxottica’s aim is to have targeted marketing campaigns (speed and return). Benefits With SAP Hybris Marketing Segmentation, Luxottica were able to successfully segment millions of customer records across their market and customer data in seconds and in real-time. q 10.5 million customers (BP’s) q 750 million marketing attributes