The Power of Personalization

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Personalization 2.0 April 21-22, 2010 San Antonio, TX Leveraging Cross Media to Grow Your Business Started in year 2000 Spun off from Scitex Owned by Xerox - a Fortune 100 company 2,000 customers world-wide Largest OEM of the Adobe InDesign CS5 Server 2 The Challenge with Reaching Customers 3 Traditional Channels (Passive) 4 4 New Media Channels (Interactive) 55 Media everywhere Always on Too much content 6 What Can Be Done to Allow You to Stand Out and Better Reach Customers?

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<ul><li><p>April 21-22, 2010 San Antonio, TXPersonalization 2.0Leveraging Cross Media to Grow Your BusinessXMPiePaul Murphy</p></li><li><p>*XMPie Introduction</p><p>Started in year 2000 Spun off from ScitexOwned by Xerox - a Fortune 100 company2,000 customers world-wideLargest OEM of the Adobe InDesign CS5 Server</p></li><li><p>*The Challenge with Reaching Customers</p></li><li><p>*every communication is a marketing message* Traditional Channels(Passive)</p></li><li><p>**every communication is a marketing message New Media Channels(Interactive)</p></li><li><p>*message and media overloadMediaeverywhere Always onToo muchcontent</p></li><li><p>What Can Be Done to Allow You to Stand Out and Better Reach Customers?</p></li><li><p>Cross Media MarketingAKA Multi-Channel Marketing</p></li><li><p>cross-media - personalization 2.0Campaign Leads to Response URL (RURL) www.domain.com/JohnSmith2Personalized Survey Page with Info Filled In3Alert Email To Sales4Direct Sales CallResponseTrackingDashboardResponses Saved inDatabaseGrab AttentionCatch the Customer and Get More InformationPrecisionTargeting5IntegratedMarketingDatabase</p></li><li><p>Postcard or Email Campaigncross-media - personalization 2.0Personalized Survey Page with Info Filled In3Alert Email To Sales4Direct Sales CallResponseTrackingDashboardResponses Saved inDatabaseCatch the Customer and Get More InformationPrecisionTargeting15Campaign Leads to Response URL (RURL) www.domain.com/JohnSmith2Grab AttentionIntegratedMarketingDatabase</p></li><li><p>Postcard or Email CampaignCampaign Leads to Response URL (RURL) www.domain.com/JohnSmith2cross-media - personalization 2.0Alert Email To Sales4Direct Sales CallResponseTrackingDashboardPrecisionTargeting15Grab AttentionPersonalized Survey Page with Info Filled In3Catch the Customer and Get More InformationResponses Saved inDatabaseIntegratedMarketingDatabase</p></li><li><p>Postcard or Email CampaignPersonalized Survey Page with Info Filled In3Catch the Customer and Get More InformationResponses Saved inDatabaseCampaign Leads to Response URL (RURL) www.domain.com/JohnSmith2cross-media - personalization 2.01Grab AttentionAlert Email To Sales4Direct Sales CallResponseTrackingDashboardPrecisionTargeting5IntegratedMarketingDatabase</p></li><li><p>Postcard or Email CampaignPersonalized Survey Page with Info Filled In3Catch the Customer and Get More InformationResponses Saved inDatabaseCampaign Leads to Response URL (RURL) www.domain.com/JohnSmith2cross-media - personalization 2.01Grab AttentionAlert Email To Sales4Direct Sales CallResponseTrackingDashboardPrecisionTargeting5IntegratedMarketingDatabase</p></li><li><p>*Its not about publishing to your customer, its about creating a dialog with your customer.Dr. Jacob Aizikowitz CEO XMPiecross media marketing</p></li><li><p>Some Industry Statistics</p></li><li><p>what is driving the need?</p></li><li><p>more response</p></li><li><p>Value and Benefits of Cross Media Campaigns</p></li><li><p>bottom-line value to cross mediaUplift in Response RatesImproved Conversion Rates/Profitability (3X)Leverages Opportunity for Viral MarketingRefer a Friend / Integration to Social MediaImmediate Feed Back ResponseHighly Granular Tracking and ReportingRapid Testing and Tweaking - On the FlyHigher ROI</p></li><li><p>*Case Study / Success Story</p></li><li><p>**Elixia : a real strong case for cross-media Client: ElixiaFitness-Center chain, in Norway30 different locations85,000 members </p><p>Challenge: Improve on poor previous campaign performance Only 39 new members from past programsMaintain customersIncrease membership</p><p>Strategy: Refer a Friend program to encourage membership Get a good friend to become a healthy friend Get a good friend to become a healthy friend.</p></li><li><p>Elixia: cross-media campaign components females 35-40Touch point A: Personalized Printed Postcard (Outbound) Female/3540Direct mail postcard personalized by gender and age with uImage effect on nameTouchpoint B: Follow-up email (outbound)Touchpoint C: RURL (Interactive)Touchpoint D: Refer-a-FriendRefer-a-friend and get 2 months free membership</p></li><li><p>Elixia: cross-media campaign components Males 30-35Touch point A: Personalized Printed Postcard (Outbound) Male/3035Direct mail postcard personalized by gender and age with uImage effect on nameTouchpoint B: Follow-up email (outbound)Touchpoint C: RURL (Interactive)Touchpoint D: Refer-a-FriendRefer-a-friend and get 2 months free membership</p></li><li><p>Interactive Phase27.5%Outbound PhaseOutbound Phase (campaign initiation)Personalized direct mail and e-mailResponse URLPersonalized imagingInteractive Phase (Response URL) Update member personal dataRefer-a-Friend Tracking of friends who responded to campaignOffer2 months free membership for new member recruitment </p><p>Elixia: viral campaign methodologyViral Marketing Campaign </p><p>Refer a friend</p></li><li><p>*Elixia : a real strong case for cross-media Results: </p><p>2,500 new members were recruitedvs. 39 in previous campaign 1.5 M Euro additional annual revenue</p></li><li><p>IntegratingSocial Media(Cross Media 2.0)</p></li><li><p>why twitter?Twitter is one of the rapidly growing social media sites on the planet Average user of Twitter:25 45MaleNo kidsGraduateBrowsing from workWhereas Facebook is about sharing with those that you know Twitter is more directed at following othersFacebook is more consumer use than business whereas Twitter has a higher percentage of business / brand conversations</p></li><li><p>why twitter?Within Twitter I Follow people / companies that I am interested in listening to or conversing with.Therefore by following I am expressing an interest in that accountXMPie is about developing conversational marketing campaignsHowever you either have to already know your audience or ask someone to refer another that might be interested.Combining Twitter and XMPie offers a real-advantagePeople can bring themselves into a campaign by simple expressing interestThose following someone that brought themselves into the campaign can also follow the leader as we promote the fact that the user has brought themselves into the campaign.We spread virally to followers of followers</p></li><li><p>walkthrough of the campaign stagesRecipient initiates the campaign by following us on TwitterWe recognise that a new user is following so we send them back a direct message containing a RURLRecipient comes into their RURL and is asked to authorise themselvesOnce the user is authorised, we tweet back out a message to the recipients followers virally Recipient then has the option to create and download a All-Access badge to queue-jump into the Innovation showcase at MediaProWe capture the recipients data and are able to continue the conversation.</p></li><li><p>twitter XMPie campaign stages</p></li><li><p>*review - value to cross mediaUplift in Response RatesImproved Conversion Rates/Profitability (3X)Leverages Opportunity for Viral MarketingRefer a Friend / Integration to Social MediaImmediate Feed Back ResponseHighly Granular Tracking and ReportingRapid Testing and Tweaking - On the FlyHigher ROI /</p></li><li><p>*Questions</p></li><li><p>April 21-22, 2010 San Antonio, TXPersonalization 2.0Leveraging Cross Media to Grow Your BusinessXMPiePaul Murphy</p><p>***Before you can appreciate the value of what we are about to show you, lets talk a little bit about marketing communications. Because when you think about itno matter where a person interacts with your brand, there is an outcome. And that outcome has some impact on the future of your relationship. So in reality, every communication at every touch point is a marketing communication.</p><p>Thats getting a lot harder to manage because the marketing communications landscape has changed dramatically. It wasnt that long ago when you had just a few ways to reach people with your marketing messages.traditional passive channels like TV, Print, Radio, Direct Mail, Outdoor, Telephone you sent out the message to a wide audience and hoped for the best.*Now people are inundated with information and bombarded with marketing messagesthousands a day from a wide variety of new interactive media channels - the Web, email, cell phones, PDAs, etc.</p><p>*The dynamics of the communications landscape are quite complex and connecting to customers with the right channel, the right messages at the right time has never been more challenging. </p><p>***Conversational communications begins when information gleaned from implementing one component in a campaign is used to create the next one. The customer starts with a database but as the campaign progresses the database gets richer and more intelligent. The end result is an ongoing dialogue with the customer that leads to stronger loyalty and retention.</p><p>Here we easily see the concept. A direct mail piece is used to grab the customers attention and start the conversation. </p><p>*Within the mailer is a personalized Response URL which includes a survey. </p><p>*The information captured in the survey is brought in to the database and based on the responses, a personalized email is generated. </p><p>*This in turn triggers a sales process, the result of which leads to more information and improved, better targeted communications. </p><p>*Along the way response is measured for each component phase and the program further refined for maximum return.</p><p>*********Lets look now at how one company is using the power of the XMPie solution to add some muscle to a Fitness-center chain in Norway. W &amp; J is a traditional commercial printing company that decided to expand its offerings into digital printing and personal communications a few years ago. Their client Elixia was challenged with increasing membership and in the past did not have good results using direct mail programs.The strategy was to entice members to exercise with a friend and the slogan for the campaign was Get a good friend to become a healthy friend. *Shown above is the cross media campaign for females. The components consisted of direct mail postcards and emails with Response URLs that linked to personal web pages with program information, registration and confirmation pages. And here you can see that the program for males using completely different creative.**The campaign consisted of two parts: Outbound phase using personalized direct mail and a Response URL (e.g Purl).Interactive phase consisting of a survey for updating recipient data and Refer-a-Friend pagesThe offer consisted of 2 free months of membership for the recipient and the friend. </p><p>NOTE: In the program that was implemented, tracking showed that 27.5% of those receiving the direct mail moved to the interactive phase of the program. **The results for Elixia and W &amp; J were phenomenal. Whereas in the past they only obtained 37 new members, this integrated cross media program resulted in over 2,500 new members.Additionally as a result of this program and other XMPie campaigns from W and J their iGen4 and iGen3 volumes increased. W and J has also realized more revenues from additional Elixia programs and other XMPie-driven customers. ******</p></li></ul>