SAAL B - 1130 - Winning the Heart of the Consumer? with Kevin Spinks, Net Media Planet
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There are two paths an advertiser can take when marketing to consumers: to target the mind, rational and logic in decision making, or the emotion and feeling. E-commerce brands are finding it all too easy to tap into the rational mind of their consumers, but the way to standout from the competition is to connect with their heart - to engage with them on a level which guarantees a lasting impression. From the advice of Net Media Planet’s Sri Sharma, brands will hear that by understanding their audience and engaging with them in a personal way, they can shift the focus of their paid search and display marketing from context of mind to genuine emotions.
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SAAL B - 1130 - Winning the Heart of the Consumer? with Kevin Spinks, Net Media Planet
- 1. WinningHearts… Kevin Spinks, Sales and Marketing Director, Net Media Planet
- 2. “15% more profit is derived from emotional campaigns versus rational based campaigns” IPA study
- 12. 1. Gather Valuable Data
- 13. How they behave Gender Household Income Age Education Level
- 14. 0.00% 50.00% 100.00%Female Male Younger Older Sekonda Michael Kors Accurist 2. Understand CustomerPreferences
- 16. 3. Learn How They Buy 4-6 months
- 17. 4. Learn From All Channels
- 18. Delivery Size Returns Colour Features 4. Learn From All Channels
- 19. 5. Listen To Their Language
- 20. 2. Reach Them
- 21. Location Demographic Language Off-site behaviour On-site behaviour Contextual Time Device 3rd party data 1st party data Pages Life Event Email address Channels Mosaic groups Locations Turningsignals into targeting
- 24. 0% 10% 20% 30% 40% %ofSales Seasonal Event +55% +40% +25%+15% Perfume For Her ThePerfumeShop.com/Gifts_For_Her Treat The Lady In Your Life. 2 Days Left For Free Xmas Delivery - Buy Now! Free Standard Delivery Gift Wrapping Available 2 days For Xmas Delivery Perfect Gift Sets Free Gift Offers Fragrance Finder Christmas gifts
- 25. fragrance 0.00% 50.00% 100.00% 30 40 50 60 70 Time after purchase PurchasePotential
- 26. Increase bids Designer Perfumes Running Out Of Your Perfume? Don’t Wait Until The Last Drop - Buy Now! ThePerfumeShop.com/Designer_Perfumes 4 to 6 months later...
- 31. 3. Be Personal
- 34. Dresses
- 35. Audience list : Mother with Daughter
- 36. Party Dresses
- 37. Experian>>Models>>Mums>>With Infant Children Nielsen>>Lifestyle>>AffluentFamilies ExperianUK>>2 parentworking full time, timepoor MasterCard>>Inthe market>>Retail>>Children'sApparel Customer Segment
Editor's Notes
- So today I want to discuss marketing from a context of heart (emotion, feeling) or mind (rational, logical)
- The Institute of Practitioners in Advertising studied 880 case studies over 25 years The study showed that rational mind campaigns are effective But those that tapped into the heart are 15% more effective So the more emotion marketing activity can have the more effective it will be And I think heart based marketing (tapping that 15% extra) is crucial for ecommerce
- And this 15% is really important in ecom world because satisfying the rational mind is totally achievable for all ecomm brands - a price that demonstrates value, availability on customers terms, delivery when they need it, support to manage issues. …fundamentals that everyone can do right The way to standout is to tap into the feeling or the heart of the customer And that’s what we want to talk about today Price image: http://images.jagran.com/six_picbd.jpg Delivery image: http://inktechlondon.co.uk/Images/delivery_Man_Large_New.jpg Support image: http://api3.clubtix.com/images/layout/pages/customer_support_banner.jpeg available image: http://www.odmguide.com/wp-content/uploads/2013/10/Choice-overload.jpg
- Anyone know who this is? Number 32 for the Lakers? Magic Johnson He is considered to be one of the greatest basketball players of all time. 5× NBA champion (1980, 1982, 1985, 1987–1988) 3× NBA Most Valuable Player (1987, 1989–1990) 12× NBA All-Star (1980, 1982–1992) Pretty successful right?
- But he has been more successful as Mr Johnson the businessman and a billionaire in just over 10 years of business And his secret was winning the hearts of the customer As a businessman he - Employs over 40,000 people - Has opened over 130+ Starbucks franchises in Urban America - Has opened a chain of multi-screen cinemas in under-served communities - Has opened a chain of Fitness centres - And owns his radio network of 17stations and launched a TV channel He achieved enormous success in business with a consistent approach across all of his businesses... Image:http://uptownmagazine.com/2011/02/magic-johnson-invests-in-vibe-media/
- He knew the customer - understood them He opened over 70 cinemas in underserved minority communities - He knew his customer was different, they went to the cinema in a very different way. - He knew his customer wouldn’t eat dinner before the movie, but ate during the movie - He knew his customer - By doing so he sold 20x as many hotdogs as other comparable cinemas Images: http://2.bp.blogspot.com/-d9LvyiSnncU/UMn9kbKUAhI/AAAAAAAADz4/6oEL4Ihk-ro/s1600/IMG_7853.JPG Image: http://www.soulofamerica.com/soagalleries/atl/cult-sites/Atl_Magic_Theatres.jpg
- When he bought the urban radio network, WBLS, he did so because - He knew how to reach his audience! - Whether it was opening his cinemas in urban locations across America - Or whether it was buying an urban music radio network, - He knew who his customer was, and where there were. - He knew how to reach them Image: http://www.undermatic.com/wp-content/uploads/2008/02/historia-del-hip-hop.png Image: http://nextravelguide.com/wp-content/uploads/2012/12/barcelona-break-dance-04.jpg
- And he knew how to be personal to customers needs - Johnson opened 130 Starbucks franchises again serving under-served American minorities - He knew African Americans don’t do scones so replaced them with pound cakes - He knew African Americans don’t do cappucinos but do like frappucinos - so he installed 4x the number of blenders than in other Starbucs stores of similar size - He knew his customer, he went to where they were, and he gave them what they wanted! Image: http://www.yelp.com/biz_photos/starbucks-birmingham-21#G7UIxphj4DCMzim3heJzgwImage: http://nextravelguide.com/wp-content/uploads/2012/12/barcelona-break-dance-04.jpg
- So using these principles of knowing the customer, reaching them and being personal Johnson has amassed a personal fortune of a billion dollars in just over 10 years And I think these principles can be equally used in digital marketing So my goal is to share ways and stories that illustrate how you can do these 3 things And what it means and go beyond the rational mind of the customer
- I want to share 5 ideas to know your customer better
- Gather Valuable Data In ecommerce there is so much data available to know your customer - so the skill is to know what data can be captured and how to use it. Finding the right people in a crowd is critical to success…but in practice is very hard to achieve
- Finding out who your ideal customer type is can be a complicated process. The technology in this area is evolving quickly, we have a new opportunity to leverage multiple 1st and 3rd party data sources to better know who our customer is. Such as Analytics for behavioural, Wisdomfor social media data Quantcast for demographic, Exelate, Visual DNA for psychographic. Combined, 1st and 3rd party data can give you a much clearer picture of who your customer is…
- Here is an example here is what you can gain from having the quantcast tag on your site. By understanding the nature of your audience and audience segments. What demographic signals do they give off: What is the profile of your best customer? How do they skew towards male or female Are they older, younger, in the middle, or evenly spread? How affluent or educated are they? Powerful stuff to know your customer whole lot better Image: http://outsidetheboxboston.org/boston-globe-outside-the-box-debut-wins-favor-with-crowd/
- Secondly, Understand your customer preferences - Using demographic search data you can get important insights into who your audience is, at quite a granular level - In this example, we can see...(3 watch brands) - And by knowing this we can better adapt our efforts not just by a broad view of the customer, but by brand or product category
- Thirdly, Learn how your consumers buy In this chart (representing a perfume retailer) you can see that men are late shoppers. We can react to that.
- Equally we know that for the same perfume client, people run out of perfume in 6 months and are in market to buy more then
- #4) Learn from other channels and recognise your customer needs A valuable source of data and learning is email marketing Look at the data available to you Do consumers respond better to discount, to free shipping, to free returns How does this differ by audience group? Use this data to better tailor your promotions, your messaging, your engagement with the consumer. Many businesses offer all of these simultaneously, but knowing which message resonates with your customers will make the difference Know what it is that your customer needs
- Likewise for famous shoe retail brand they have more sales through the call centre than online and so they listen hard to what customers say to their call centre reps and what they like and don’t like. This is used to improve the website and digital marketing efforts --- Listen. Listen to what your customer is telling you A customer call Centre us a tremendous source of information. information that will tell you what concerns the customer, what they are worried enough about to pick up the phone to you For example…(listed items) Use this information, listen to it, and tailor your approach to the personal concerns of your customer. Listen to them
- And lastly listen to the customers language. What is the tone and style. For our clients we view reviews to draw out a word cloud to understand the language customers prefer and would likely respond well to --- Hear Hear how they speak and the language they use Example - In this example we have reviewed the language used in over 800 watch reviews. We can see what is most often mentioned as important to the customer – Strap, Face, Looks, Quality, Colour You can see the language that the customer speaks with – Lovely, perfect, easy, excellent, happy. ….You’ll notice that price referenced less than each of these. Listen to how your customers speak, it’s an important signal in how you should effectively communicate with them across all your channels.
- The next thing Magic did was to reach his customer effectively And we can do that through using the right marketing channel at the right time and location --- Reach Them (know how to reach your customer where they are), by Listen to the signals are given off Segment them and create your audiences Be specific in your targeting across channels Image: http://localbuzzmarketing.co.uk/tools-for-location-based-online-marketing/
- In effect, taking signals through knowing your customer and turning that into targeting Adwords - target by… Doubleclick (perf display) - target by … Facebook (social adv) - target by … Sky Adsmart (precision targeting or programmatic targeting for TV) - target by … And other platforms have the ability to target users by even more signals, such as 3rd party data from Exelate, BlueKai, etc…by the TV programmes they watch, and even by the users email address
- I wanted to take 4 customer personas and share some stories on how you can reach them using the channels of search and social adv, time and location --- Mother: http://cache3.asset-cache.net/gc/185427003-smiling-girl-in-the-street-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=OdTGhgTmN6bRi%2BzpVzZEEE5bQ3132jwHHjw%2BuYqMOes%3D Cyclists: http://www.downhillnews.com/storage/thumbnails/12253722-18015263-thumbnail.jpg?__SQUARESPACE_CACHEVERSION=1336083366709 Student: http://www.catholicchapterhouse.com/blog/wp-content/uploads/2013/04/Young-girl-purple-leaning-on-brick-wall.jpg
- For a perfume retailer client, the boyfriend or husband is a really important customer persona as he buys >30% of the perfume sold at times such as xmas and valentines, sales to boyfriends/husbands have a higher aov too as they are panicking last minute and buying better known brands We know from earlier that men buy closer to the special event date than women So we wanted to use that information to improve our reaching of boyfriends/husbands and drive more revenue --- Mother: http://cache3.asset-cache.net/gc/185427003-smiling-girl-in-the-street-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=OdTGhgTmN6bRi%2BzpVzZEEE5bQ3132jwHHjw%2BuYqMOes%3D Cyclists: http://www.downhillnews.com/storage/thumbnails/12253722-18015263-thumbnail.jpg?__SQUARESPACE_CACHEVERSION=1336083366709 Student: http://www.catholicchapterhouse.com/blog/wp-content/uploads/2013/04/Young-girl-purple-leaning-on-brick-wall.jpg
- We used demographic targeting to target men separately from women, increase spend by % the closer to the event date and have a message that would resonate for the men “treat lady of your life…” This approach demonstrated big increases in revenue and ROI YOY from the Adwords campaign for both xmas and valentines campeigns.
- We also see for men or women that once they have purchased for themselves, they are in the market again 4-6 months later.
- So we use search and display remarketing to talk to this customer group to invite them to repurchase
- So another example of reaching the customer at the right time and through the right channel is for Watchshop Around xmas 70% of watch purchases are gifts During the rest of the year 60% of purchases are gifts --- Mother: http://cache3.asset-cache.net/gc/185427003-smiling-girl-in-the-street-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=OdTGhgTmN6bRi%2BzpVzZEEE5bQ3132jwHHjw%2BuYqMOes%3D Cyclists: http://www.downhillnews.com/storage/thumbnails/12253722-18015263-thumbnail.jpg?__SQUARESPACE_CACHEVERSION=1336083366709 Student: http://www.catholicchapterhouse.com/blog/wp-content/uploads/2013/04/Young-girl-purple-leaning-on-brick-wall.jpg
- And we know young people or students are important Because repeatedly we could see within customer reviews that 21st bdays are big gifting times
- So for this client we use facebook life event targeting - the channel of facebook, targeting the time of a key life event
- You will recall from earlier slides michael kor is the best seller in the uk for young women Words that resonate include gift, birthday and perfect (from the word cloud) So they flow into the message
- The third thing that Magic Johnson does well is to create a personal experience for his customers --- Feeling encourages consumers to Act Be Personal, by: Anticipate their needs Be timely in your approach Engage with them individually in their language Image: http://ticketspy.nl/travel-tips/1880/
- While starbucks only launched their name on a cup campaign in Europe a few years ago, they were doing that in America since the beginning in the 1970s to give consumers that sense of emotional attachment. I act because of how it makes me feel – feeling like a regular, feeling important and known. That feeling = loyalty https://vimeo.com/81287960
- And that’s really important for Monsoon For them over 20% of their customers are mothers And with the growing focus on the monsoon kids brand, our obj. was to drive opportunities for cross sell So we turned to search remarketing to do this. A simple idea but well executed --- Mother: http://cache3.asset-cache.net/gc/185427003-smiling-girl-in-the-street-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=OdTGhgTmN6bRi%2BzpVzZEEE5bQ3132jwHHjw%2BuYqMOes%3D Cyclists: http://www.downhillnews.com/storage/thumbnails/12253722-18015263-thumbnail.jpg?__SQUARESPACE_CACHEVERSION=1336083366709 Student: http://www.catholicchapterhouse.com/blog/wp-content/uploads/2013/04/Young-girl-purple-leaning-on-brick-wall.jpg
- Woman visits the website searching for dresses
- And navigates to the girls category in the same visit so we know they are likely to be mothers
- And with this when customers search for party dresses (best selling formal wear for kids so best opp for cross sell) We can provide the opportunity to sell dresses for mother and daughter Results have seen # growth in cross sell of dresses Simple yet effective
- And in display we could likewise use 3rd party data providers to give a personal experience to customers Within your DSP (eg doubleclick) you can use data sources such as bluekai, excelate etc. to target potential customer segments programmatically.
- That brings me full circle back to the original premise which is that heart based marketing is more effective than rational marketing. Institute of Practitioners in Advertising shows it to be 15% more effective. And really important for ecom retailers to stand out this xmas and beyond The way to do that is to know your customer, reach them (right channel, time, location) and be personal in the experience you offer Just like magic johnson does Thk you