digital velocity 2014 afternoon keynote: "one size fits no one"
DESCRIPTION
Presentation from: Jason Burby, Chief Performance Marketing Officer, POSSIBLE For years marketers have been talking about the benefits of talking to different audiences in different ways. It is tough to argue against that approach, yet marketers are too often still creating generic visitor experiences, and missing out on opportunities to truly connect with customers and prospects. Jason will talk about what is holding marketers back, ways to overcome common barriers, and ways to start tailoring online and offline experiences to maximize success and client satisfaction.TRANSCRIPT
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The Rise of One Size Fits No One
Jason Burby
jasonburby
Chief Performance Marketing OfficerPOSSIBLE
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Agenda
• Introductions • Common sense marketing• Examples of failure • Top 8 reasons marketers struggle• Ways to target• Takeaways • Q&A
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WE ARE POSSIBLE
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JASON BURBYGLOBAL CHIEF PERFORMANCE MARKETING OFFICERPRESIDENT, AMERICAS
POSSIBLEA CREATIVE AGENCY THAT CARES ABOUT
RESULTS
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DOES IT WORK?
OUR PHILOSOPHY ISN’T A STATEMENT, IT’S A QUESTION.
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MORE THAN 1400 PEOPLE IN 12 COUNTRIES AND 25 OFFICES WPP DIGITAL’S LARGEST AGENCY
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WE HAVE AN INCREDIBLE GLOBAL CLIENT LIST
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ONE SIZE FITS NO ONE
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TAILORED MESSAGES PERFORM BETTER THAN NON-TAILORED
MESSAGES
WE KNOW THROUGH BUSINESS, PERSONAL EXPERIENCE & COMMON SENSE THAT…
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Parents?Live East of the Mississippi?
Are or have been pregnant?Own an iPhone?
Under the Age of 30? Married?Elite Member of Airline Frequent Flier Program?
Never Purchased Shoes Online?Drive a Foreign
Car? Under the Age of 30ish?
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STAND UP IF…• Parents• Drive a foreign car• Live East of the Mississippi• Are or have been pregnant• Own an iPhone• Are under 30ish• Married• Elite member of airline frequent flier• Never purchased shoes online
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There are many many things that shape who we are, what matters to us (at a point in time) and what drives passion, focus and priority.
One size fits no one
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Treating EVERYONE the same
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Trying to Meet Everyones Needs – Pontiac Aztec
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Examples of Failure
Trying to Meet Everyones Needs – Pontiac Aztec
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Examples of Failure
Trying to Meet Everyones Needs – Pontiac Aztec
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TOP 8 REASONS MARKETERS STRUGGLE
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Issue #1Lack of defined, documented & shared
business goals & targets
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Ways to Overcome:• Alignment• Focus• Champion
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Issue #2Lack consistent, accurate & high
quality data (around business goals)
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Ways to Overcome:• Tealium tag
management• Focus on goal
performance• Invest in people
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Issue #3Over-investment in data & reporting
versus taking action
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Ways to Overcome:• Focus on
transforming data into actionable opportunities
• Shift focus from data to action
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Issue #4Marketers aren’t enabled to make
changes quickly and easily
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Ways to Overcome:• Over-reliance on
IT• Shift
processes/culture
• Invest in action enablers
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Issue #5Lack of holistic view of
customer/prospect (online & offline)
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Ways to Overcome:• Avoid
organizational silos
• Think holistically about interactions/experiences
• Tailor messages • Learn about
Tealium AudienceStream
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Issue #6Moving too quickly – limited
resources/budget constant focus on NEXT initiative
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Ways to Overcome:• Focus on fewer
things (tied to goals)
• Ongoing optimization approach
• Reserve budget• Dynamic
prioritization
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Issue #7Where to start when creating
segments?
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Ways to Overcome:• Start small• Focus on what
matters (goals)
• Leverage technology
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Issue #8Concerns that different versions of content for different people
can’t be rolled out
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Ways to Overcome:• Retargeting media
technologies • Many CMS have
basic targeting capabilities
• Multiple different targeting solutions and price points to tailor messaging
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DEFINE
DISCOVER
DISTRIBUTE
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WAYS TO TARGETBehavioral Based
+Profile Based
(Demographic/Psychographics)
=
Segment/Persona Based
• Content interest (political junkies vs. sports enthusiasts)
• Product category interest (appliances vs. furniture)
• Gender• Repeat customers• VIP customers (high lifetime value)• Window shoppers • Cart abandoners• Blog readers• Newsletter subscribers• LiveChat users
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WAYS TO TARGETBehavioral Based Examples:• Previous purchases• Previous visits• Activity• Interaction• Multiple purchases• Campaign• Referral
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WAYS TO TARGETProfile Based (Demographic/Psychographics) Examples:• Gender• Interests• Location• Age• Income• Industry• Education
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WAYS TO TARGETSegment/Persona Based Examples:• VIP• Appliance shopper• Loyalist• Platinum member
When done correctly marketers can deliver unified marketing experiences across all touch points
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Salesforce.comWebsite
Direct mailMedia mix modeling
Sales teams Smart TV
CRM programsTablets
Out of homeCreative & strategy teams
ExactTarget Email programs
Call centerApp/mobile
Automated marketingSocial CRM (LinkedIn, etc)
Loyalty programsMedia retargeting
In store In person
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AWARENESS CONSIDERATION INTENT EXPERIENCE LOYALTY ADVOCACYPURCHASE
INSPIRE ADVOCATEEMPOWER
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Example
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Summary
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Summary A
Stumbling Blocks to Overcome:
1. Issue #1 – Lack of defined, documented & shared business goals &
targets
2. Issue #2 – Lack consistent, accurate & high quality data (around
business goals)
3. Issue #3 – Over-investment in data & reporting versus taking action
4. Issue #4 – Marketers aren’t enabled to make changes quickly and easily
5. Issue #5 – Lack of holistic view of customer/prospect (online & offline)
6. Issue #6 – Moving too quickly – limited resources/budget constant focus
or NEXT initiative
7. Issue #7 – Where to start when creating segments?
8. Issue #8 – Concerns that different versions of content for different
people can’t be rolled out
For Those Who Viewed
itHalf Empty
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Summary B
Opportunities:
1. Opportunity #1 – Define, document & share business goals & targets
2. Opportunity #2 – Ensure consistent, accurate & high quality data
(around business goals)
3. Opportunity #3 – Invest in taking action on data
4. Opportunity #4 – Shift processes to ensure we (as marketers) can make
changes quickly and easily
5. Opportunity #5 – Strive for a holistic (online & offline) view of
customers/prospects
6. Opportunity #6 – Take the time to optimize/maximize before moving on
7. Opportunity #7 – Start by creating some basic segments based on goals
8. Opportunity #8 – Leverage existing technology (available for every
platform to deliver tailored experiences
For Those Who Viewed
itHalf Full
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Summary C
Opportunities:
1. Issue #1 – Lack of defined, documented & shared business goals & targets
2. Opportunity #2 – Ensure consistent, accurate & high quality data (around
business goals)
3. Opportunity #3 – Invest in taking action on data
4. Issue #4 – Marketers aren’t enabled to make changes quickly and easily
5. Opportunity #5 – Strive for a holistic (online & offline) view of
customers/prospects
6. Opportunity #6 – Take the time to optimize/maximize before moving on
7. Issue #7 – Where to start when creating segments?
8. Issue #8 – Concerns that different versions of content for different people
can’t be rolled out
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Zusammenfassung D
Chancen:
1. Ausgabe # 1 - Mangel an definierten, dokumentierten & shared business
Goals & Ziele
2. Möglichkeit # 2 – Stellen sie sicher, konsistente, genaue und hohe qualität
der daten (rund Business Goals)
3. Möglichkeit # 3 – Investieren sie in ein vorgehen gegen daten
4. Issue # 4 - Marketers sind nicht aktiviert, um Änderungen schnell und
einfach.
5. Gelegenheit # 5 – Bemühen sie sich um eine ganzheitliche (online &
offline-) blick auf kunden / aussichten
6. Gelegenheit # 6 – Nehmen sie die zeit bis / maximieren bevor optimieren.
7. Ausgabe # 7 – Wo sie beginnen beim erstellen segmente?
8. Ausgabe # 8 – Die sorge, dass verschiedene versionen von inhalten für
unterschiedliche menschen kann nicht ausgerollt werden
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Key Takeaways
• Customizing messages to audiences will improve your success
• Make it a goal to start treating people differently• Unified marketing across all channels is key to maximizing
impact• Website, media, social, mobile, off line, in store, call center,
etc.• Embrace common sense marketing• Slow down
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Where to Begin – THIS WEEK
The Next Few Days:
• Get to know AudienceStream
• Think about culture/process changes to tackle
• Write down the first three segments/personas that YOU think have the greatest potential impact to target
• What does unified marketing mean to YOUR business and customers?
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Examples of Failure
Trying to Meet Everyones Needs – Pontiac Aztec
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Alternative...
• We (as marketers) need to start taking advantage of the technology to better speak to our customer, prospects and partners
• If we continue to try to serve everyone, EVERYTHING we are all in trouble
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Thank You
Jason Burby
jasonburby
Chief Performance Marketing OfficerPOSSIBLE
A CREATIVE AGENCY THAT CARES ABOUT RESULTS.