the power of intelligent multi-channel campaigns to drive customer engagement
Post on 29-Nov-2014
190 Views
Preview:
DESCRIPTION
TRANSCRIPT
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The Power of Intelligent Multi-Channel Campaigns to Drive Customer Engagement
Lisa Watson Chairman, Direct Marketing Association of Singapore Commercial Business Development, HP GSB APJ
04 July 2014
2
The Power of Intelligent Multi-Channel Campaigns to Drive Customer Engagement
The key to effective customer engagement in today’s digital world
Maximizing customers’ O2O experiences in a multi-channel environment
Ensuring your multi-channel efforts deliver maximum ROI
The Engagement Challenge … Our World Has Changed
4
5
This Happened on Facebook 2013
6
Dad, We Want a Puppy NO!
7 hours!
7
5 days
8
Consumers are Demanding!
And yet we want (and need) maximum
engagement from them
9
Why Does Engagement Matter?
Buy More Stay Longer
10
Engagement Must be Earned
This is NOT the Customer
11
Engagement Must be Earned
This is YOU !
12
And our Customer is Saying…
Talk to me, but on MY TERMS!
How Do We Engage Customers Across the O2O Journey?
14
relevance
15
We Must Move from VOLUME to VALUE Marketing
The RIGHT Customer The RIGHT Product The RIGHT Channel
The RIGHT Time The RIGHT Message
Mass Communication
VOLUME
Personalization & Customization
VALUE
16
is more
better?
Or is it just MORE?
17
18
19
How It Started In 2011, Coca-Cola Australia had the idea to run a campaign called “Share a Coke”. Their surveys showed that number of people still had not tasted a Coke! They selected the 150 most common first names in the country and printed the wrap around labels of their single serve bottles.
New News HP helps bring to life Coca-Cola’s biggest-ever personalized brand campaign across Europe Record-breaking HP Indigo Digital Press productivity achieved to produce 800 million high-quality personalized labels in 32 countries
Coca-Cola’s Share a Coke Campaign
20
Video: http://www.youtube.com/watch?v=sja3u2A3yyM
21
22
23
24
25
Share a Coke Japan, 2014
26
Share a Coke in Japan World cup
promo
27
29
The Best Personalization! MY Name!
30
targeted
personalized
customized
accountable
data is
oxygen
31
32
Keds Kids, Israel – Fashion Catalog DM + Facebook + variable data printing of catalog (in-store pickup)
Your kids are stars!
Video: http://youtu.be/sS7VmrdyRIU?t=35s
33
“Jeans up your life” Small Belgian fashion chain 30 stores + web shop 30 brands: Esprit, Vero Moda, Diesel, Only, Levi’s, Noë …
Engagement Program from a Retailer in Belgium
34
Quarterly Newsletter for Loyalty Program Members Generic Personalized & Customized
35
ZEB Evolution Version 1 (Spring)
36
ZEB Evolution Version 1
37
ZEB Evolution Version 2 (Fall)
38
39
40
List of countries by number of mobile phones in use 9 of top 20 in Asia
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Smartphone Penetration Varies by Market Development
AC Nielsen, Nov 2013
87 87 80
75 71
49
23 18 15
72 64 62 60
13 13 20
25 29
51
77 82 85
28 36 38 40
Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines UK France Germany US
Smartphone Non-Smartphone
DEVELOPED ASIA DEVELOPING ASIA EUROPE US
42
43
44
targeted
personalized
customized
accountable
data is
oxygen
45
46
47
The Latest QR Codes
Color increases scan rates
25-30%
48
49
Augmented Reality (AR) use is growing … for engagement AND tracking
Video: http://youtu.be/vDNzTasuYEw
50
The Power of Intelligent Multi-Channel Campaigns to Drive Customer Engagement
Effective customer engagement is all about relevance
Complementing the O2O journey is key to multi-channel success
Track response at every touchpoint to maximize ROI
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Questions?
Lisa Watson lisa1.watson@hp.com Follow me on Twitter #lw
04 July 2014
top related