Presentation given at the Media Productivity Series seminar on The Disruptive Convergence of Video & Internet
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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