the power of intelligent multi-channel campaigns to drive customer engagement

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Presentation given at the Media Productivity Series seminar on The Disruptive Convergence of Video & Internet

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  • 1. 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. 2 The Power of Intelligent Multi-Channel Campaigns to Drive Customer Engagement The key to effective customer engagement in todays digital world Maximizing customers O2O experiences in a multi-channel environment Ensuring your multi-channel efforts deliver maximum ROI
  • 3. The Engagement Challenge Our World Has Changed
  • 4. 4
  • 5. 5 This Happened on Facebook 2013
  • 6. 6 Dad, We Want a Puppy NO! 7 hours!
  • 7. 7 5 days
  • 8. 8 Consumers are Demanding! And yet we want (and need) maximum engagement from them
  • 9. 9 Why Does Engagement Matter? Buy More Stay Longer
  • 10. 10 Engagement Must be Earned This is NOT the Customer
  • 11. 11 Engagement Must be Earned This is YOU !
  • 12. 12 And our Customer is Saying Talk to me, but on MY TERMS!
  • 13. How Do We Engage Customers Across the O2O Journey?
  • 14. 14 relevance
  • 15. 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. 16 is more better? Or is it just MORE?
  • 17. 17
  • 18. 18
  • 19. 19 HowItStarted In2011,Coca-ColaAustraliahadtheideatorunacampaigncalled ShareaCoke. Theirsurveysshowedthatnumberofpeoplestillhadnottasted aCoke!They selectedthe150mostcommonfirstnamesinthecountryandprintedthewrap aroundlabelsoftheirsingleservebottles. NewNews HPhelpsbringtolifeCoca-Colasbiggest-everpersonalizedbrand campaignacrossEurope Record-breakingHPIndigoDigitalPressproductivityachievedtoproduce800 millionhigh-qualitypersonalizedlabelsin32countries Coca-Colas Share a Coke Campaign
  • 20. 20 Video: http://www.youtube.com/ watch?v=sja3u2A3yyM
  • 21. 21
  • 22. 22
  • 23. 23
  • 24. 24
  • 25. 25 Share a Coke Japan, 2014
  • 26. 26 Share a Coke in Japan World cup promo
  • 27. 27
  • 28. 29 The Best Personalization! MY Name!
  • 29. 30 targeted personalized customized accountable data is oxygen
  • 30. 31
  • 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
  • 32. 33 Jeans up your life Small Belgian fashion chain 30 stores + web shop 30 brands: Esprit, Vero Moda, Diesel, Only, Levis, No Engagement Program from a Retailer in Belgium
  • 33. 34 Quarterly Newsletter for Loyalty Program Members Generic Personalized & Customized
  • 34. 35 ZEB Evolution Version 1 (Spring)
  • 35. 36 ZEB Evolution Version 1
  • 36. 37 ZEB Evolution Version 2 (Fall)
  • 37. 38
  • 38. 39
  • 39. 40 List of countries by number of mobile phones in use 9 of top 20 in Asia
  • 40. 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
  • 41. 42
  • 42. 43
  • 43. 44 targeted personalized customized accountable data is oxygen
  • 44. 45
  • 45.

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