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This document discusses the importance of relevance and personalization in marketing. It states that highly targeted, relevant communications to known individuals about relevant topics leads to higher engagement levels. The document advocates using customer data and profiles to segment audiences and send personalized, timely content. It provides examples of how automated and relevant campaigns can increase click-through rates, open rates, and focus marketing efforts. The case study of Manchester United Soccer Schools demonstrates how capturing extensive customer data and sending personalized, automated emails at different lifecycle stages improved engagement metrics and increased revenue.
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Livelink
- 3. DOES YOUR MARKETING LOOK LIKE THIS?
- 5. HOW DO I MAKE THEM LOOK LIKE THIS?
- 6. The Good Old Days? Highly targeted To someone known About something relevant
- 7. WE HAVE GONE BACKWARDS?
- 8. SPRAY & PRAY Kills Your Brand!
- 9. WHY IS RELEVANCE IMPORTANT?
- 10. Personal | Relevant | Timely Looked forward to! Getting PRT
- 11. Data = Relevance
- 12. CREATING PROFILES: What do we know? TRANSACTIONAL BEHAVOURIAL INTERESTS DEMOGRAPHIC SOCIAL
- 13. SEGMENTS BASED ON ENGAGEMENT LEVELS • Most loyal to least loyal • Last action – visit, e-mail click etc. • Customer lifetime value. Lead scoring is the easiest way
- 14. TRANSLATE DATA INTO Relevant Content • Offers • Incentives • Calls-to-action • Images • Links • Recommendations • Landing pages RELEVANT CAMPAIGNS HAVE… 50% HIGHER CLICK THROUGH RATES 30% HIGHER OPEN RATES &
- 15. FOCUS YOUR EFFORT! • Key actions - visit, but no CTA • Frequency of purchase • Not purchased for X days • Number of brochure downloads • Fewer emails to people who don’t respond • More frequent emails to people who are highly engaged
- 16. CREATING PROFILES: What do we know?JUST PLUG IT IN Your Website Automation
- 17. Key Takeaways! Data and Automation are the keys Use the data to trigger these campaigns Send one to one emails at the right time Focus on the most engaged
- 19. Thank you for attending! ?
- 20. Highly personalised newsletters Visits resulting in no CTA Stepped cart abandonment emails Triggered thank you Do you have a choice? ENGAGE AND NURTURE EVERY Prospect and Customer Relevant special offers Cross - Sell Chase up payments Review your experience
- 21. MANAGE YOUR CUSTOMER LIFECYCLE
- 23. FIVE KEY DIFFERENCES • Ability to control fire • Social conformity • Complex Language • Sharing information • Technological advancement
- 26. Case Study: MAN UTD SOCCER SCHOOLS • MUSS operated by Nike as part of the long term merchandising agreement with MUFC • Nike uses MUSS to promote the MUFC brand globally through football experiences • Reaching hundreds of thousands of children and parents in every part of the world
- 27. • International audience • High order value • Long customer lifecycle • Complicated buying process • High abandonment rates • Huge administration overhead Case Study: MAN UTD SOCCER SCHOOLS
- 28. THE MORE YOU CAPTURE THE BETTER • Parents or Guardian details • Child details – name, age, gender, medical details • Person transacting • Products viewed / booked • Payment options • Deposits and balance payments
- 31. The Result… Open rate 8% | Conversion rate tripled More Revenue than PPC | Reduced costs
- 32. HOW MUCH DOES Copernica Cost? • Single user license only £160 per month • Volume based email bundles • Integrate with your website easily • Free training support • Advanced certification program Free for the first three months*
Editor's Notes
- I manage a contextual marketing agency based in Manchester. I get excited by the possibilities of digital and equally get frustrated because marketers don’t adopt and adapt fast enough to these posibilities. We all know what happens when we don’t adapt fast – extinction. There are some studies which say that businesses that don’t adopt contextual marketing and become relevant by 2020 will go to the wall. So just to distract you I want to talk to you about chimps and humans instead for a minute.
- Most marketers I meet still manage each campaign by channel in isolation? Its well organised they say. They mostly don’t understand the needs of the prospect in real time, in any relationship that would spell doom.
- Your customers are not behaving this way, they are on facebook one minute, opening an email next, watching TV etc. How do you bring order to the chaos?
- We need some new thinking! We need to bring customer centricity in our marketing culture. Understand the preferences so you can influence them
- The first telegram was sent 170 years ago in May 1844.
- First it was printed direct mail and then more recently email Similarly most websites are static today, they are not personalised to the visitor.
- Major ISP’s now have priority Inboxes, which means emails are segmented based on what recipients respond to. As things stand if you are not relevant your email is not going to get seen. Your prospects get detached from your brand. Your marketing database decays over time. You keep spending more and money on acquisition. Not a great cycle to be in so what does this mean to you?
- As you can see the more relevant we become the more conversions we get and the more revenue we generate. Ultimately its about establishing long-term relationships.
- Personalise all your touch points whether they are emails, web pages. It does not mean stopping at ‘Dear John’ What we are looking for is the intent of the user and react in real time.
- Relevance is underpinned by user data Creating an ecosystem that harnesses user data has to be no. 1 on the list. Getting that data model right is paramount.
- Example : Ink cartridges – you buy, use and buy again. There is a cycle. What does the vendor know? Personal details Your location Make and model of the printer The frequency of purchase Time between each purchase The price paid Was it because of a promotion?
- The intent is evident when this score changes
- Tailoring user experience based what you know about your prospects
- On the most valuable prospects like abandoned baskets
- Automation and personalisation tools are now affordable and easily integrated into your marketing ecosystem.
- ‘recycle customers’ bar need to be an arrow from the bottom to the top. We are looking for intent
- I get excited by the possibilities and frustrated because marketers don’t adopt and adapt fast enough. We all know what happens next – extinction of businesses that don’t. So just to distract you I want to talk to you about chimps and humans instead for a minute. We all know we share 99% of the DNA. But the difference lies in the neocortex, its much more advanced in the humans
- Control of fire was transformative for the human race, we could cook and stay warm. Chimps never managed it. We humans conform and expect conformance. In different human cultures we dress differently but in the main we conform to some kind of a dress code. If I walked down the street naked, it would freak out other people. Chimps also have complex cultures but they do not conform in the same way. Chimps can communicate e.g. they can do simple arithmetic, recognise symbols, a series of letters make a word, know what that word means, but what sets humans apart is the ability to ask questions. No chimp even after decades of training has ever asked a question, infact no other animal has ever asked a question? Humans like to learn but more importantly we like to teach, this allows us to develop cultural complexity, hand down traditions, technology advances etc. The words I speak were developed hundreds or even thousands of years ago but through learning I am able to use them and communicate today. Chimpanzees do not teach each other and they are actually known to be poor learners. Chimpanzees are able to create technology, but its physical e.g. rock hammer or a rudementary spear. Humans however, with every generation have been able to evolve technology – early humans could not build an iphone but over thousands of years of learning we were able to! This pace of change keeps accelerating. We see the same in marketing – new technology, tools, processes have evolved over the last 15-20 years, but how many have adopted them. Most marketers seems to think that a website, a ppc campaign and monthly email newsletters are enough – its working and I am getting an acceptable ROI. Well I want to show how much better can it get.
- From the bottom step – we need to put an arrow back to the top to another box ‘ recycle leads’