Digital, Getting Personal

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

WHAT IS DIGITAL?

“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

Digital victims?

DIGITAL = Your Staff, Suppliers and Customers engaging with

your brand through any electronic touchpoint

Digital Marketin

g

ERPCRMBusiness Analytics

Digital Commerce

Web Content

Management

Your Platform

From a technical perspective

Keeping it personal

StaffSuppliers Customers

Operational Interaction Messaging

“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

StaffSuppliers Customers

Operational Interaction Communication

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)

Context is KingContent is Queen

Community is Prince

THE CHANGING CUSTOMER JOURNEY

I-want-to-Know I-want-to-GoI-want-to-Do I-want-to-Buy

Being useful

I-Want-To-Know

84%

Smartphone users that use devices as a

second screen

I-Want-To-Go

I-Want-To-Do

I-Want-To-Buy

MARKETING AUTOMATION

I-want-to-Buy

Marketing automation explained

WHAT IS PERSONALISATION?

“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

“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

One Size Doesn’t Fit All

74%

of consumers get frustrated when content has nothing to do with their interests. Econsu l tancy 2015

This is Personalisation

Across All Your Touch Points

Richards Netflix

Lee’s Netflix

94%

of businesses agree that personalisation is critical to current and future success. Econs u l tancy 2015 .

How?

Context

Collate information to provide context, drive conversions.

Every Action Creates A Digital Footprint

Information to Improve Context

TimeLocation

Profile

Recent Activity History

Weather

PRESCRIPTIVE vs. ADAPTIVE

Prescriptive• Information from

variety of sources• Define customer

groups or segments• Define rules,

triggered by customer behaviour

• Learn, adapt

Prescriptive Personalisation Driving Business Results

“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 .

Adaptive - Choose Your Own Adventure

Mc Donald's – Behavioural Learning

Why?

Air New Zealand – Booking, Coffee, Plane

Engaging, Connected Customer Experience

Drive Business Goals

“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 .

IOT, Personalisation Creating Competitive Advantage

Gain Competitive Advantage

What to Consider

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%

Technology

Green Cross Health

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.

Digital Marketin

g

ERPCRMBusiness Analytics

Digital Commerce

Web Content

Management

Your Platform

Technology Enabling Your Strategy

Marketing Automation, Bi-directional, Nurture

Strategy

Strategy• Understand your

customer• Context • Focus on valuable

customers first• What do you know

about them?• Create profiles

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

Remove All Barriers

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

Digital Experience Planning Engagement

Think disruptive

Your connected world

Your Customer experience

Delivering your Digital plan

1 2 3 4

Discover Plan