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Dynamics Day 2016: digital transformation - getting personal

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Richard Brown and Lee Stevens look at the latest digital experience trends and how digital marketing technologies are becoming more customer-centric, helping you deliver the right message to the right person at the right time, across multiple channels – ultimately delivering business results.

Publicado en: Tecnología
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Dynamics Day 2016: digital transformation - getting personal

  1. 1. Digital, Getting Personal
  2. 2. 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
  3. 3. WHAT IS DIGITAL?
  4. 4. “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
  5. 5. Digital victims?
  6. 6. DIGITAL = Your Staff, Suppliers and Customers engaging with your brand through any electronic touchpoint
  7. 7. Digital Marketing ERPCRM Business Analytics Digital Commerce Web Content Management Your Platform From a technical perspective
  8. 8. Keeping it personal
  9. 9. StaffSuppliers Customers Operational Interaction Messaging
  10. 10. “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
  11. 11. StaffSuppliers Customers Operational Interaction Communication
  12. 12. Digital Outdoor Direct Mail TVExperiential Radio Cinema Newspaper Unaddressed MailMagazine 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)
  13. 13. Context is King Content is Queen Community is Prince
  14. 14. THE CHANGING CUSTOMER JOURNEY
  15. 15. I-want-to- Know I-want-to-GoI-want-to-Do I-want-to-Buy Being useful
  16. 16. I-Want-To-Know
  17. 17. 84% Smartphone users that use devices as a second screen
  18. 18. I-Want-To-Go
  19. 19. I-Want-To-Do
  20. 20. I-Want-To-Buy
  21. 21. MARKETING AUTOMATION
  22. 22. I-want-to- Buy Marketing automation explained
  23. 23. WHAT IS PERSONALISATION?
  24. 24. “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
  25. 25. “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
  26. 26. One Size Doesn’t Fit All
  27. 27. 74% of consumers get frustrated when content has nothing to do with their interests. E c o n s u l t a n c y 2 0 1 5
  28. 28. This is Personalisation
  29. 29. Across All Your Touch Points
  30. 30. Richards Netflix
  31. 31. Lee’s Netflix
  32. 32. 94% of businesses agree that personalisation is critical to current and future success. E c o n s u l t a n c y 2 0 1 5 .
  33. 33. How?
  34. 34. Context
  35. 35. Collate information to provide context, drive conversions.
  36. 36. Every Action Creates A Digital Footprint
  37. 37. Information to Improve Context TimeLocation Profile Recent Activity History Weather
  38. 38. PRESCRIPTIVE vs. ADAPTIVE
  39. 39. Prescriptive • Information from variety of sources • Define customer groups or segments • Define rules, triggered by customer behaviour • Learn, adapt
  40. 40. Prescriptive Personalisation Driving Business Results
  41. 41. “shopping patterns of other customers to make contextual recommendations of products related to whatever you’re viewing” C h a r l i e R e v e r t e .
  42. 42. Adaptive - Choose Your Own Adventure
  43. 43. Mc Donald's – Behavioural Learning
  44. 44. Why?
  45. 45. Air New Zealand – Booking, Coffee, Plane
  46. 46. Engaging, Connected Customer Experience
  47. 47. Drive Business Goals
  48. 48. “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 R e v e r t e .
  49. 49. IOT, Personalisation Creating Competitive Advantage
  50. 50. Gain Competitive Advantage
  51. 51. What to Consider
  52. 52. 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%
  53. 53. Technology
  54. 54. Green Cross Health
  55. 55. 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.
  56. 56. Digital Marketing ERPCRM Business Analytics Digital Commerce Web Content Management Your Platform Technology Enabling Your Strategy
  57. 57. Marketing Automation, Bi-directional, Nurture
  58. 58. Strategy
  59. 59. Strategy • Understand your customer • Context • Focus on valuable customers first • What do you know about them? • Create profiles
  60. 60. 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
  61. 61. Remove All Barriers
  62. 62. 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
  63. 63. 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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