© 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
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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
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This Happened on Facebook 2013
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Dad, We Want a Puppy NO!
7 hours!
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5 days
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Consumers are Demanding!
And yet we want (and need) maximum
engagement from them
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Why Does Engagement Matter?
Buy More Stay Longer
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Engagement Must be Earned
This is NOT the Customer
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Engagement Must be Earned
This is YOU !
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And our Customer is Saying…
Talk to me, but on MY TERMS!
How Do We Engage Customers Across the O2O Journey?
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relevance
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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
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is more
better?
Or is it just MORE?
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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
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Video: http://www.youtube.com/watch?v=sja3u2A3yyM
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Share a Coke Japan, 2014
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Share a Coke in Japan World cup
promo
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The Best Personalization! MY Name!
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targeted
personalized
customized
accountable
data is
oxygen
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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
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“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
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Quarterly Newsletter for Loyalty Program Members Generic Personalized & Customized
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ZEB Evolution Version 1 (Spring)
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ZEB Evolution Version 1
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ZEB Evolution Version 2 (Fall)
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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
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23 18 15
72 64 62 60
13 13 20
25 29
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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
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targeted
personalized
customized
accountable
data is
oxygen
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The Latest QR Codes
Color increases scan rates
25-30%
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Augmented Reality (AR) use is growing … for engagement AND tracking
Video: http://youtu.be/vDNzTasuYEw
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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 [email protected] Follow me on Twitter #lw
04 July 2014
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