the power of personalization
Post on 19-Mar-2016
217 Views
Preview:
DESCRIPTION
TRANSCRIPT
April 21-22, 2010 San Antonio, TX
Personalization 2.0Leveraging Cross Media to Grow Your Business
XMPiePaul Murphy
2
XMPie Introduction
Started in year 2000 – Spun off from ScitexOwned by Xerox - a Fortune 100 company
2,000 customers world-wideLargest OEM of the Adobe InDesign CS5 Server
3
The Challenge with Reaching Customers
4
every communication is a marketing message
4
— Traditional Channels(Passive)
55
every communication is a marketing message
— New Media Channels(Interactive)
6
message and media overload
• Mediaeverywhere
• Always on• Too muchcontent
What Can Be Done to Allow You to Stand Out and Better Reach
Customers?
Cross Media MarketingAKA Multi-Channel Marketing
cross-media - personalization 2.0
Campaign Leads to Response URL (RURL)www.domain.com/JohnSmith
2
Personalized Survey Page with Info Filled In
3
Alert Email To Sales
4
Direct Sales Call
ResponseTracking
Dashboard
Responses Saved inDatabase
Grab Attention
Catch the Customer and Get More Information
PrecisionTargeting
5
IntegratedIntegratedMarketingMarketingDatabaseDatabase
Postcard or Email Campaign
1
Postcard or Email Campaign
cross-media - personalization 2.0
Personalized Survey Page with Info Filled In
3
Alert Email To Sales
4
Direct Sales Call
ResponseTracking
Dashboard
Responses Saved inDatabase
Catch the Customer and Get More Information
PrecisionTargeting
1
5
Campaign Leads to Response URL (RURL)www.domain.com/JohnSmith
2
Grab Attention
IntegratedIntegratedMarketingMarketingDatabaseDatabase
Postcard or Email Campaign
Campaign Leads to Response URL (RURL)www.domain.com/JohnSmith
2
cross-media - personalization 2.0
Alert Email To Sales
4
Direct Sales Call
ResponseTracking
Dashboard
PrecisionTargeting
1
5
Grab Attention
Personalized Survey Page with Info Filled In
3
Catch the Customer and Get More Information
Responses Saved inDatabase
IntegratedIntegratedMarketingMarketingDatabaseDatabase
Postcard or Email Campaign
Personalized Survey Page with Info Filled In
3
Catch the Customer and Get More Information
Responses Saved inDatabase
Campaign Leads to Response URL (RURL)www.domain.com/JohnSmith
2
cross-media - personalization 2.0
1
Grab Attention
Alert Email To Sales
4
Direct Sales Call
ResponseTracking
Dashboard
PrecisionTargeting
5
IntegratedIntegratedMarketingMarketingDatabaseDatabase
Postcard or Email Campaign
Personalized Survey Page with Info Filled In
3
Catch the Customer and Get More Information
Responses Saved inDatabase
Campaign Leads to Response URL (RURL)www.domain.com/JohnSmith
2
cross-media - personalization 2.0
1
Grab Attention
Alert Email To Sales
4
Direct Sales Call
ResponseTracking
Dashboard
PrecisionTargeting
5
IntegratedIntegratedMarketingMarketingDatabaseDatabase
14
“Its not about publishing to your
customer, its about creating a dialog
with your customer.”
Dr. Jacob AizikowitzCEO XMPie
cross media marketing
Some Industry Statistics
what is driving the need?
more response
Value and Benefits of Cross Media Campaigns
bottom-line value to cross media
• Uplift in Response Rates• Improved Conversion Rates/Profitability (3X)• Leverages Opportunity for Viral Marketing
– Refer a Friend / Integration to Social Media
• Immediate Feed Back Response• Highly Granular Tracking and Reporting• Rapid Testing and Tweaking - On the Fly• Higher ROI
20
Case Study / Success Story
2121
Elixia : a real strong case for cross-media
• Client: Elixia– Fitness-Center chain, in Norway– 30 different locations– 85,000 members
• Challenge: – Improve on poor previous campaign
performance • Only 39 new members from past
programs– Maintain customers– Increase membership
• 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.”
Elixia: cross-media campaign components— females 35-40
Touch point A: Personalized Printed Postcard (Outbound) — Female/35–40
Direct mail postcard personalized by gender and age with uImage effect on name
Touchpoint B: Follow-up email (outbound) Touchpoint C: RURL (Interactive) Touchpoint D: Refer-a-Friend
Refer-a-friend and get 2 months free membership
Elixia: cross-media campaign components— Males 30-35
Touch point A: Personalized Printed Postcard (Outbound) — Male/30–35
Direct mail postcard personalized by gender and age with uImage effect on name
Touchpoint B: Follow-up email (outbound) Touchpoint C: RURL (Interactive) Touchpoint D: Refer-a-Friend
Refer-a-friend and get 2 months free membership
Interactive Phase
27.5%Outbound Phase
• Outbound Phase (campaign initiation)– Personalized direct mail and e-mail– Response URL– Personalized imaging
• Interactive Phase (Response URL) – Update member personal data– Refer-a-Friend – Tracking of friends who responded to
campaign• Offer
– 2 months free membership for new member recruitment
Elixia: viral campaign methodology
Viral Marketing Campaign Refer a
friend
25
Elixia : a real strong case for cross-media
• Results:
– 2,500 new members were recruitedvs. 39 in previous campaign – 1.5 M Euro additional annual
revenue
IntegratingSocial Media(Cross Media 2.0)
why twitter?
• Twitter is one of the rapidly growing social media sites on the planet
• Average user of Twitter:– 25 45– Male– No kids– Graduate– Browsing from work
• Whereas Facebook is about sharing with those that you know – Twitter is more directed at following others
• Facebook is more consumer use than business – whereas Twitter has a higher percentage of business / brand conversations
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 account
• XMPie is about developing conversational marketing campaigns– However 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-advantage– People can bring themselves into a campaign by simple expressing ‘interest’– Those 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’
twitter XMPie campaign stages
32
review - value to cross media
• Uplift in Response Rates• Improved Conversion Rates/Profitability (3X)• Leverages Opportunity for Viral Marketing
– Refer a Friend / Integration to Social Media
• Immediate Feed Back Response• Highly Granular Tracking and Reporting• Rapid Testing and Tweaking - On the Fly• Higher ROI /
33
Questions
April 21-22, 2010 San Antonio, TX
Personalization 2.0Leveraging Cross Media to Grow Your Business
XMPiePaul Murphy
top related