The document discusses how companies can use dynamic marketing strategies and social data to personalize the customer experience across different channels. It suggests that companies can individualize products, pricing, placement, and positioning based on a customer's profile, usage data, preference data, and affinity information from social platforms. The document outlines a process for integration from no integration to full seamless and real-time integration of customer data and recommendations across digital, out-of-home, in-home, and sensory channels to improve personalization.

1. Jessie Paul
maximising
the marketing moment
jessie@paulwriter.com

2. A taxi is a taxi…or is it?

3. Dynamic 4Ps - change in
moments
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CONTEXT

4. How can social data help?
Product
- Individualize
- Present a subset
- Recommendations
Pricing
- Custom bundling
- Individual offers
Place
- Where to sell
- When to sell
- Where to advertise
Positioning
- Segmentation
- Lead features
- Messaging
Customer
- Predictive offers (based on purchase history)
- Custom service level (based on consumption
markers)
- Advocacy Requests
-

5. The Omni-channel customer
Customer Profile Usage Data Preference Data Affinity Engine
Recommendation
Engine
Pricing &
Payments
Product
Customisation
Messaging
3rd Party
Information
Social Platforms/
User Groups
DIGITAL OUT-OF-HOME IN-HOME SENSORY LOCATIONAL
PEOPLE, PROCESS, TOOLS
NONE SILOED
AD-HOC MANUAL
INTEGRATION
AD-HOC AUTOMATED
INTEGRATION
PARTIAL AUTOMATIC
INTEGRATION
FULL INTEGRATION
SEAMLESS AND
REAL-TIME FLOW
PROCESS READINESS

6. All rights reserved.
No portion of this presentation may be excerpted or reused without the author’s written permission
Writer: n A person entrusted with managing a tea
or coffee estate including the marketing and operational
management. A trusted advisor of the estate owner.
Origin: Colonial English.
Paul Writer: n A trusted advisor to brand
owners.
West African symbol or adinkra for “help me and
let me help you”
Thank You