Dynamics Day 2016: digital transformation - getting personal
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Transcript of Dynamics Day 2016: digital transformation - getting personal
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