Selligent Sponsor Breakfast Presentation Nick Worth
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Nick Worth has more than two decades of experience as a marketing and strategy leader in the US and Europe. Nick joined the Selligent Executive Advisory Board in 2013, and became company’s first Chief Marketing Officer a year later. In this position, he architects global go-to-market activities. Nick began his career in market research and then moved to a global management consultancy, where he specialized in B2B marketing. Forsaking massive PowerPoint decks for entrepreneurship, Nick’s next role was as a founder and President of Schematic, an interactive agency that grew from three people in a Santa Monica coffee shop to $100mm leader in digital marketing and multi-platform services design during his tenure. Schematic was acquired by WPP in 2007, and was the largest agency merged into POSSIBLE, WPP’s flagship digital agency.
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Selligent Sponsor Breakfast Presentation Nick Worth
- 1. Marketing‘s Biggest Challenge Yet THE ENTITLED CONSUMER
- 8. YET CEREAL SALES ARE DECLINING
- 10. WHILE FOOD BAR SALES SOAR
- 11. en·ti·tled inˈtīdld, enˈtīdld/ adjective believing oneself to be inherently deserving of privileges or special treatment THE ENTITLED CONSUMER
- 12. • 90% of customers expect real-time customer service • 78% expect automatic payments and checkouts • 79% expect same-day delivery • 53% expect retailers to learn their tastes and make suggestions EXPECTATIONS
- 13. • 48% expect that there will be a service that ships products before they order them GREAT EXPECTATIONS
- 14. Millennials and Gen Z are hard coded to demand more • Expect brands to know them not as a segment but as an specific individuals • Less concerned about privacy • Want brands to provide an individualized experience AGE OF PERSONALIZATION
- 16. PLANE CANCELLED YOU NEED A PLAN B BRAND LOYALTY DECLINES Loyalty to needs
- 17. ENTITLED CONSUMER HARD TRUTHS Convenience Value Relevance
- 18. We are bombarding consumers
- 19. 2016: 10,000 1920: 500 AVERAGE NUMBER OF DAILY MARKETING MESSAGES PER CONSUMER
- 20. CURRENT AVERAGE HUMAN ATTENTION SPAN
- 26. ACT AS THOUGH EVERYONE FOLLOWS THE SAME PATH TO PURCHASE
- 27. TREAT EVERYONE THE SAME
- 28. FAIL TO BE IN THE MOMENT
- 29. WE LIVE IN MOMENTS
- 31. v THERE NEEDS TO BE A MINDSET SHIFT
- 33. Consumer-First Marketing inverts the traditional approach to marketing. It focuses first on consumers to identify opportunities for filling an unmet need, entertaining, or solving a pressing problem.
- 36. The Technology
- 37. CENTRAL CUSTOMER REPOSITORY / DATA WAREHOUSE Customer Data TRX Data Service Data Marketing Data Contract Data Payment Data MaFo Data External Data Web Email Social Media Mobile Beacon Print POS Service Terminal Customer Touchpoints - DIGITAL Customer Touchpoints - ANALOG
- 38. Universal Profile Customer Sat.Customer State Last Purchase Device Type Current Location
- 39. It’s time to try a different approach
- 40. CONSUMER FIRST DOES NOT HAVE TO BE COMPLEX.
- 44. Challenge: Reach young audience
- 46. 30,000 + Festival Vistors 66,000 Views of the Online Campaigns +20% on brand likeability 43,000 participants via online contests 4,000 + views of slow-mo videos Results
- 47. Challenge: Drive Loyalty In-Store and Online
- 48. Adapt relationship marketing and loyalty strategy to the omnichannel environment of the modern consumer Customer Intimacy, as a means to create a maximum number of ambassadors and brand advocates The customer database will be the cornerstone of this strategy BUSINESS REQUIREMENT
- 49. MANAGE CRM DATA AND CUSTOMER PREFERENCES Visualize and edit consumer data Link family members Validation and enrichment through Bisnode and Road65
- 50. REGISTER TOUCHPOINTS AND CONTACT HISTORY Register support requests View past contact points Built-in survey’s for customer service data capture Calculate nps-score
- 51. • View consumer touchpoints VIEW TOUCHPOINTS AND TRANSACTIONS OVER TIME • Measure campaign effectiveness on individual level • Reward loyalty
- 52. DATA-DRIVEN MARKETING • Birthday card OFFLINE-TO-ONLINE • JBC Magazine DATA CAPTURE • Online surveys • RFM/NPS segments PERSONALIZED NEWSLETTERS • M/V/Kids
- 53. DATA-DRIVEN MARKETING • Transactions OMNI-CHANNEL • Promotions LIFECYCLES • Segmented • Personalized • In-store purchases CONTINUOUS DATA ENRICHMENT • Online-behaviour
Editor's Notes
- Our story begins like the mornings of many Americans with a tasty bowl of breakfast cereal Throw it in
- Breakfast cereal is going uptown
- Gary and Alan Keery
- What changed? How did breakfast cereal become too much work?
- Not necessarily a bad thing. We expect good service. We expect brands to understand us. We have no patience when brands fail to use data that we know they have and could use to tailor their messaging and experice to us.
- Expectations of the Entitled Consumer.
- Expectations of the Entitled Consumer.
- Perpetual motion machine
- What does this mean? Let me give you a quick example. Julia, on the slide here, is stuck in New York. Her plane has just been cancelled (maybe she flies >insert airline name<). Normally, she tries to stay in Marriot Hotels, as she is a clubcard holder and likes to collect the points and upgrade her room etc. Now imagine that in this moment she receives a message from Hilton Hotels. “Hi Julia, sorry to hear your plane was cancelled. We’ve got a quick, one-click-booking special offer for you here.” Now in this scenario Julia’s needs are met in the moment. The likelihood of her booking is extremely high, as she is thinking of fulfilling her own needs (rest and sleep) quickly. And we can spin this example plenty of ways… You normally drink starbucks coffee, you fancy an afternoon coffee and receive a message from a different coffee store, giving you discount and a free muffin if you pop in within the next hour.
- Sources: http://danschawbel.com/blog/39-of-the-most-interesting-facts-about-generation-z/ http://danschawbel.com/blog/74-of-the-most-interesting-facts-about-the-millennial-generation/ http://fortune.com/2015/05/27/7-facts-every-business-should-know-about-millennials/ https://www.whitehouse.gov/sites/default/files/docs/millennials_report.pdf http://digiday.com/brands/2014-year-millennial-media-consumption/
- We are bombarding our consumers with messages. Everyone know this to be the truth, but no one in the marketing community stops to think that in fact we are to blame. It’s our industry – people like us – who are bombarding consumers with messages.
- To give you an idea of how bad it has become: in the 1970s, people we exposed to an average of 500 marketing messages per day. In 2015 it was 5000 messages. That’s a lot of messages… and it doesn’t even include all the personal stuff, work emails, whatsapp messages, messages from the in-laws etc.! Many of you will also be familiar with the goldfish example that is often used by marketers. It’s been done to death, but for those of you who haven’t heard the stat: In the year 2000, humans apparently had a 12 second attention span. In the year 2015 that has dropped to a little over 8 seconds. Apparently a goldfish has an attention span of 9 seconds – so congratulations marketing. You have succeeded in pushing the species below a goldfish!
- So consumers could ask, “why should I give you 8 seconds of attention?”
- And, why does it matter? According to recent research, humans have an attention span of 8 seconds. Below that of goldfish (9 seconds)
- In fact, we are such a distracted species, that there are several studies that point towards smartphones changing our brains and the way we process information. And now scientists are are pointing (our little) attention towards something called: Continuous partial attention (CPA), which is the process of paying simultaneous attention to a number of sources of incoming information, but at a superficial level. My wife says I am only in the PA state. Partial attention! In order to keep our sanity, we’ve developed a screening process to ignore most advertising messages
- So we have way too many marketing messages, we are changing the way people pay attention and in the midst of all this, I received this message a few weeks ago from my new colleague in the London office. Does anyone know what it means? Wtf…Yeah, everyone knows this one
- tl; dr means too long, didn’t read. I thought I was a young millennial and knew my way around acronym, but I had to Google this. We have changed people’s attention span so much, that there is an accepted acronym for s.t. that was too long to read…
- So we know that Consumer Behavior is changing rapidly with attention decreasing and consumers being overwhelmed by messages. So how do consumers behave on their customer journey these days? They live in moments. Google released a highly influential report late last year in which they analyzed a whole bunch of data and realized that the consumer journey is so fragmented and shifting rapidly to real-time on mobile, with rapid jumps between research and readiness to buy, that they coined the term “Micromoments”. And Google made a really good video, which sums up the phenomenon really well, which I would like to show you now…
- To succeed in this complex marketing landscape, we at Selligent believe there needs to be a serious mindset shift.
- We believe that there needs to be a shift from putting the channels at the heart of everything a brand does, to the consumer.
- To clarify what we mean: A traditional approach looks at the data first, before developing the message and then the channel, with consumer considerations coming last.
- In a consumer-first approach, we flip the whole foundational idea on its head. The consumer is the delicate and precious resource on which everything depends. And a huge amount of integrity, empathy and relevance is the foundation for the consumer.
- As mentioned at the beginning, we are a marketing technology platform, so I have to mention that what is needed to enable this sort of marketing communication is a platform that can handle data from a lot of different sources.
- This gives you an idea of the types of data sources you can expect to be integrating. There are so many sources these days and lots of new channels are being added. The important thing to pay attention to is…
- Is that you have a 360 degree profile that is able to bring all data together. At Selligent, we bring all the data sources together and make them visible to the marketer in what looks a bit like a Facebook profile. There, you can see all kind of things, like the transaction history, social media data, behavioral data – basically any footprint he has left. This is then greatly valuable to be able to use in campaigns. The key element here is the flexibility of the data model. You can add new data fields as a marketer. There’s a new attribute that is emerging as important – add it and it can be mapped across all channels.
- Well the good news is that Consumer-First Marketing does not have to be super complex!
- Redfin, for example, decided to go Consumer-First by using weather data. Redfin are a disrupter in the real estate market. They were founded in 2004, so they have digital in their DNA. They have a respectful and consumer-first attitude towards communication. Redfin recognized that unlike other companies, they do not really have the chance to cross and upsell shortly after the point of sales, so they need to take a really long term view on building an emotional consumer-first relationship. They also realized that for house owners, experiencing snow on your new home for the first time is an emotional experience. Many people take photos, some worry about it. Do I need to clear the snow? Will I have problems with the pipes and heating?
- So redfin decided to use weather data about homes affected by snow and sent this automated email to come from their agents: “Hi Cynthia, are you surviving the white stuff…? Can we help…? By taking this personal touch, they got a very high engagement rate and a lot of positive replies thanking them for thinking of them. It’s a simple campaign but powerful in deepening customer relationships.
- So now for a real life example. We work with over 700 brands worldwide and I have to say that it was quite surprising to see such a high level of customer-first thinking from a bank of all customers.
- Like good marketers, ING wanted to first understand its audience and figure out what they do, where they hang out and what their needs are. Using surveys, they identfied that summer festivals play a huge role in young people‘s lives and so they began to use the surveys to identify what the young people they were trying to target really want. Or to put it in Google‘s terms – what were their needs? Let‘s have a look at the video…
- VIDEO! OK, so what we just saw there were examples of a few of the needs that the bank identified and decided to fulfill. Free phone charging services, for example. There were also others: free parking and perhaps the biggest need of all – free clean toilets! They also decided to leverage the desire to share and show off the fact that they are at a festival and created cool slo-mo video booths with confetti.
- We rocked it! (We are the champions – Freddie Mercury) 11 million population.
- CRM was DOS applicatie ESP was Drupal (CMS), mailing duurde 48h. Call center interacties in Excel. DM selecties veel manueel werk, nu preprocessing