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. Start your SAP Hybris Marketing Free Trial - here! http://hybris.com/en/free-trial-marketing

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. Global VP of Fast-Growth Markets, SAP Hybris
Nicholas
Kontopoulos

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. 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. Global Senior Director, Audience Marketing, SAP
Hybris
Bernard
Chung

6. Some housekeeping information
before we start...

7. BERNARD, MARKETING IS
BROKEN IN MANY
ORGANISATIONS TODAY.
WHY DO YOU THINK THAT IS?

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. 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. New research paper by CMO Council:
Gaining Traction
through Each Customer
Interaction
June 2016

11. “Marketers might
not be listening to
their customers.”
- CMO COUNCIL, 2016

12. Source: Gaining Traction through Each Customer Interaction, CMO Council, June 2016

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. WHAT IS CONTEXTUAL
MARKETING?

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. Rely more on the pillars of individualisation, rather than segmentation
PERSONALISATION HAS EVOLVED!

17. 2 OUT OF 3 TIMES
PERSONALISATION
IS WRONG
SEGMENT GROUP
THE PROBLEM WITH SEGMENTATION:

18. HOW IMPORTANT IS DATA? HOW
CAN MARKETERS MAKE USE OF
DATA EFFECTIVELY TO DELIVER
PERSONALISATION?

19. Core to any Customer
Engagement Strategy
DATA IS
THE FUEL

20. WHAT ARE SOME BEST
PRACTICES IN DEVELOPING A
PERSONALIZATION STRATEGY?

21. 1. Customers are identified and treated as
individuals, capture rich customer information

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. Image source: OnPoint DMS (http://www.onpointdms.com/)
2. Real-time access and evaluation of
customer intent

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. 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. 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. “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. HOW DO WE KNOW THAT WE
HAVE DONE IT RIGHT?

29. Personalisation done right,
doesn’t look like marketing…
…it just looks like a great experience