This document discusses digital personalization and how it can improve customer experiences. It defines digital as any electronic touchpoint between a brand and its customers, staff, and suppliers. The changing customer journey is explained, from information gathering to purchase. Personalization is defined as delivering the right message to the right person at the right time across channels. Data from various sources can provide customer context to improve personalization. The benefits of personalization include engaging customers and driving business goals. Technology and a clear strategy are needed to successfully implement personalization.

2. Digital, Getting Personal

3. What we cover today
Digital Trends Personalisation
• What is Digital really?
• The changing customer
journey
• Digital Marketing Trends
• What is personalisation?
• Why would you use it?
• Get started

4. WHAT IS DIGITAL?

5. “Complacency is the dirtiest word in
business today.
Whether it shows itself in tired
product launches, unmotivated
customer service or disengaged
employees, complacency is a core
malady affecting every company
you’ve ever watched flail and drown”
Sandy Coryell – Business Strategist

6. Digital victims?

7. DIGITAL = Your Staff, Suppliers and
Customers engaging with your brand
through any electronic touchpoint

8. Digital
Marketing
ERPCRM
Business Analytics
Digital
Commerce
Web
Content
Management
Your
Platform
From a technical perspective

9. Keeping it personal

10. StaffSuppliers Customers
Operational Interaction Messaging

11. “The way brands communicate with
their customers has fundamentally
changed” D i g i t a l D o n u t 2 0 1 6

12. StaffSuppliers Customers
Operational Interaction Communication

13. Digital Outdoor Direct Mail TVExperiential
Radio Cinema Newspaper Unaddressed MailMagazine
7.8 6.5 6.5 6.3 6.2
5.7 5.0 5.0 4.5 3.7
Marketing Magazine | Channel Rating 2016
(scores out of 10)

15. Context is King
Content is Queen
Community is Prince

16. THE CHANGING CUSTOMER JOURNEY

17. I-want-to-
Know
I-want-to-GoI-want-to-Do I-want-to-Buy
Being useful

18. I-Want-To-Know

19. 84%
Smartphone users
that use devices as a
second screen

20. I-Want-To-Go

24. I-Want-To-Do

28. I-Want-To-Buy

30. MARKETING AUTOMATION

31. I-want-to-
Buy
Marketing automation explained

32. WHAT IS PERSONALISATION?

33. “The way brands communicate with
their customers has fundamentally
changed” D i g i t a l D o n u t 2 0 1 6

34. “Delivering the right
message to the right person
at the right time across the
ever growing channels and
devices” D i g i t a l D o n u t 2 0 1 6

35. One Size Doesn’t Fit All

36. 74%
of consumers get frustrated when content has nothing to do with
their interests. E c o n s u l t a n c y 2 0 1 5

37. This is Personalisation

38. Across All Your Touch Points

39. Richards Netflix

40. Lee’s Netflix

41. 94%
of businesses agree that personalisation is critical to current and
future success. E c o n s u l t a n c y 2 0 1 5 .

42. How?

43. Context

44. Collate information to provide context,
drive conversions.

45. Every Action Creates A Digital Footprint

46. Information to Improve Context
TimeLocation
Profile Recent Activity History
Weather

47. PRESCRIPTIVE vs. ADAPTIVE

48. Prescriptive
• Information from variety
of sources
• Define customer groups
or segments
• Define rules, triggered by
customer behaviour
• Learn, adapt

49. Prescriptive Personalisation Driving
Business Results

50. “shopping patterns of other
customers to make contextual
recommendations of products
related to whatever you’re
viewing”
C h a r l i e R e v e r t e .

51. Adaptive - Choose Your Own Adventure

52. Mc Donald's – Behavioural Learning

53. Why?

54. Air New Zealand – Booking, Coffee,
Plane

55. Engaging, Connected Customer
Experience

56. Drive Business Goals

57. “They’ve personalised over half of the
real estate on their home page,
because they make more money by
shortening the distance between you
and something that you want” C h a r l i e R e v e r t e .

59. IOT, Personalisation Creating
Competitive Advantage

60. Gain Competitive Advantage

61. What to Consider

62. Firms on a Journey to Create
Personalised Experiences
68%
Delivering
Personalised
Experiences a
Priority
Lack the
Technology to
Personalise
Misaligned on
their
Personalisation
Strategy
52% 33%

63. Technology

64. Green Cross Health

65. Forrester
Web Content Management is the backbone of Digital
Experiences.
The bedrock of your technology agenda.
WCMS have never been more important than they are
today.

66. Digital
Marketing
ERPCRM
Business Analytics
Digital
Commerce
Web
Content
Management
Your
Platform
Technology Enabling Your Strategy

67. Marketing Automation,
Bi-directional, Nurture

68. Strategy

69. Strategy
• Understand your customer
• Context
• Focus on valuable
customers first
• What do you know about
them?
• Create profiles

70. Strategy
• Link personalisation with
business outcomes
• Define KPI’s to target and
measure
• Design the experience to
achieve desired outcomes
• Break down silos
• Build a cross functional team
• Technology platform
• Not one piece of technology
• Agile Marketing
• Continuous improvement

71. Remove All Barriers

72. Summary
• Deliver the right message to the
right person, at the right time
• Help customers find what their
looking for
• Understand your customer
• Connect personalisation with
business outcomes
• Enabling, technology platform
• Be agile

73. Digital Experience Planning Engagement
Think
disruptive
Your connected
world
Your Customer
experience
Delivering your
Digital plan
1 2 3 4
Discover Plan