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Digital, Getting Personal
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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
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WHAT IS DIGITAL?
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“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
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Digital victims?
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DIGITAL = Your Staff, Suppliers and Customers engaging with
your brand through any electronic touchpoint
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Digital Marketin
g
ERPCRMBusiness Analytics
Digital Commerce
Web Content
Management
Your Platform
From a technical perspective
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Keeping it personal
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StaffSuppliers Customers
Operational Interaction Messaging
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“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
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StaffSuppliers Customers
Operational Interaction Communication
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Digital Outdoor Direct Mail TVExperiential
Radio Cinema Newspaper Unaddressed Mail
Magazine
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)
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Context is KingContent is Queen
Community is Prince
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THE CHANGING CUSTOMER JOURNEY
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I-want-to-Know I-want-to-GoI-want-to-Do I-want-to-Buy
Being useful
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I-Want-To-Know
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84%
Smartphone users that use devices as a
second screen
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I-Want-To-Go
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I-Want-To-Do
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I-Want-To-Buy
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MARKETING AUTOMATION
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I-want-to-Buy
Marketing automation explained
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WHAT IS PERSONALISATION?
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“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
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“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
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One Size Doesn’t Fit All
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74%
of consumers get frustrated when content has nothing to do with their interests. Econsu l tancy 2015
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This is Personalisation
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Across All Your Touch Points
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Richards Netflix
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Lee’s Netflix
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94%
of businesses agree that personalisation is critical to current and future success. Econs u l tancy 2015 .
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How?
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Context
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Collate information to provide context, drive conversions.
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Every Action Creates A Digital Footprint
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Information to Improve Context
TimeLocation
Profile
Recent Activity History
Weather
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PRESCRIPTIVE vs. ADAPTIVE
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Prescriptive• Information from
variety of sources• Define customer
groups or segments• Define rules,
triggered by customer behaviour
• Learn, adapt
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Prescriptive Personalisation Driving Business Results
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“shopping patterns of other customers to make contextual
recommendations of products related to whatever
you’re viewing” C h a r l i e Re v e r t e .
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Adaptive - Choose Your Own Adventure
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Mc Donald's – Behavioural Learning
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Why?
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Air New Zealand – Booking, Coffee, Plane
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Engaging, Connected Customer Experience
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Drive Business Goals
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“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 Re v e r t e .
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IOT, Personalisation Creating Competitive Advantage
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Gain Competitive Advantage
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What to Consider
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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%
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Technology
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Green Cross Health
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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.
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Digital Marketin
g
ERPCRMBusiness Analytics
Digital Commerce
Web Content
Management
Your Platform
Technology Enabling Your Strategy
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Marketing Automation, Bi-directional, Nurture
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Strategy
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Strategy• Understand your
customer• Context • Focus on valuable
customers first• What do you know
about them?• Create profiles
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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
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Remove All Barriers
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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
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Digital Experience Planning Engagement
Think disruptive
Your connected world
Your Customer experience
Delivering your Digital plan
1 2 3 4
Discover Plan
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