This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organisation without prior written approval from Avaus. Welcoming the new era of smart business. Welcoming the new era of smart business. Welcoming the new era of smart business. Welcoming the new era of smart business.
Contextual Marketing Avaus Open
Aug 20, 2015
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This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organisation without prior written approval from Avaus.
avausopenavausopen
Welcoming the new era of smart business.
avausopenavausopen
Welcoming the new era of smart business.
avausopenavausopen
Welcoming the new era of smart business.
avausopenavausopen
Welcoming the new era of smart business.
avausopenavausopen
Customers want personalization. !
PRODUCT
BRAND
SERVICE
CUSTOMIZATION
DISTRIBUTION
ADVERTISING
CUSTOMER RELATIONSHIPS
PERSONALIZED EXPERIENCE
1950
1975
2000
2010
FOCUS OF MARKETING TIME
My sneakers, My training program, My friends, My music, My events, My deals
COMPANIES PRESENTING ME RELEVANT OFFERS
COMPANIES NO LONGER TRACKING MY WEBSITE ACTIVITY
WHICH ONE IS MORE IMPORTANT TO YOU?
64% 36%
CUSTOMERS WANT PERSONALIZATION
SOURCE: Accenture - Today's Shopper Preferences:
“THINGS THAT ARE IMPORTANT TO ME”
“TASKS I’M DOING RIGHT NOW”
“BRANDS I PREFER WHEN I NEED HELP”
PERSONAL CONTEXT
RELATIONSHIP CONTEXT
IMMEDIATE CONTEXT
Customer Insight across channels
Capability to personalize content and services across touchpoints
1
2
DIGITAL BEHAVIOR
CUSTOMER PROFILE
PERSONALIZED WEB EXPERIENCE
? SEPARATED
HIGH-VALUE CUSTOMER, PURCHASED PRODUCT X
HIGH CHURN-RISK FAMILY SEGMENT
VISITED PAGE X SOCIAL CONNECTIONS
AT LOCATION Y SEARCH TERMS
TARGETED MARKETING ACTIONS
WEB & MOBILE CRM
DIGITAL BEHAVIOR
CUSTOMER PROFILE
CURRENT NEED
CUSTOMER LIFECYCLE STAGE
“WHAT SHOULD WE OFFER?”
“HOW CAN WE GROW CUSTOMER VALUE?”
SHORT SHELF-LIFE OF DATA
LONGER SHELF-LIFE OF DATA
VISITED PRICE LIST AT OUR SITE
HIGH CHURN RISK
“CONSIDER SWITCHING TO
PACKAGE X”
VISITING SITE NEWS SITE
CASE: HBO
FILLS IN FORM ON WEBSITE
NEXT BEST OFFER X
“ORDER PRODUCT X TODAY AND RECEIVE
FREE Y”
READING EMAIL IN THE EVENING AT HOME
VISITED PRODUCT X CONFIGURATOR
HIGH-VALUE CUSTOMER
“BOOK DEMO FOR PRODUCT X”
B2B: GETTING STUFF DONE BETWEEN MEETINGS
CASE: AVAUS
VISITED PRODUCT PAGE X
MEMBER OF LOYALTY PROGRAM
“MEMBER OFFER FOR PRODUCT X AT ISLE Y”
VISITING GROCERY STORE ON SATURDAY MORNING
CASE: POINT INSIDE
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Kiitos! Tom Nickels Senior advisor, Avaus!
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