Richard Robinson, Turn: It's not about Tech, it's about the consumer! @ iMedia Data-Fuelled Marketing Summit, Feb 2016.
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Richard Robinson, General Manager and VP EMEA at Turn, discussing how: It's not about Tech, it's about the consumer! at the iMedia Data-Fuelled Marketing Summit, London, Feb 2016. http://www.imediadatasummit.co.uk/
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Richard Robinson, Turn: It's not about Tech, it's about the consumer! @ iMedia Data-Fuelled Marketing Summit, Feb 2016.
- 1. Richard Robinson, Managing Director & VP EMEA, Turn It’s not about the Tech
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- 4. It’s all about the consumer
- 5. Maintaining consistency has become very challenging. 37% of online adults in Europe are always addressable — multi-device and multi- location.” Source: Forrester Consumers are defining their own journey
- 6. Looking at Latest Products Young Urban Professional Upsell During Purchase Email Based on Call to Action Personalised Recommendation Abandoned Cart Remarketing Discount Offer Cross-sell Affinity Message Call to Action Collecting and connecting insights at every touch point is key INTEREST TIME ANONYMOUS (PERSONA) MARKETING KNOWN (PERSONALISED) MARKETING KNOWN CONSUMER MOBILE VIDEO DESKTOP DISPLAY TABLET APP EMAIL PRODUCT PAGE SHOPPING CART CALL CENTER IN STORE SOCIAL EMAIL
- 8. Data driven insight = 50% reduction in cost per lead AUDIENCE INSIGHTS Differences between Saloon owners vs SUV owners CRM & 3RD PARTY DATA Comparison revealed some unexpected results SUV OWNERS Families Likely to own skis Creative should have winter setting SALOON OWNERS Younger x3 Android phones Reworked creative to focus on Bluetooth not iPhone Data-Informed Engagement: Auto manufacturerData-Informed Engagement: Auto manufacturer
- 9. What to watch out for Now you see me. Now you don’t. Ensure that you have the highest possible data consistency opportunity. Lost data is a lost prospective customer Constantly late to the party. Real time should mean real time, not at some time Always keeping you guessing. Have the full picture, not just part of it
- 10. 10 Final Thoughts: • Put the customer(s) front and centre in your planning • Get to know the person behind the prospect • Find that tech that is right for you and your customer’s experience
Editor's Notes
- Now…if you want to reach customers at the right moment, you need to have an easy time moving between different channels. You can’t do that with a disconnected tech stack. IDC mapped out all the different types of technologies marketers use, average marketing dept works with 19 different vendors. (read bullets for challenges) On average marketing depts work with 19 tech vendors . . .