digital velocity 2014 afternoon keynote: "one size fits no one"

The Rise of One Size Fits No One

Jason Burby

jasonburby

Chief Performance Marketing OfficerPOSSIBLE

Agenda

• Introductions • Common sense marketing• Examples of failure • Top 8 reasons marketers struggle• Ways to target• Takeaways • Q&A

WE ARE POSSIBLE

JASON BURBYGLOBAL CHIEF PERFORMANCE MARKETING OFFICERPRESIDENT, AMERICAS

POSSIBLEA CREATIVE AGENCY THAT CARES ABOUT

RESULTS

DOES IT WORK?

OUR PHILOSOPHY ISN’T A STATEMENT, IT’S A QUESTION.

MORE THAN 1400 PEOPLE IN 12 COUNTRIES AND 25 OFFICES WPP DIGITAL’S LARGEST AGENCY

WE HAVE AN INCREDIBLE GLOBAL CLIENT LIST

ONE SIZE FITS NO ONE

TAILORED MESSAGES PERFORM BETTER THAN NON-TAILORED

MESSAGES

WE KNOW THROUGH BUSINESS, PERSONAL EXPERIENCE & COMMON SENSE THAT…

Parents?Live East of the Mississippi?

Are or have been pregnant?Own an iPhone?

Under the Age of 30? Married?Elite Member of Airline Frequent Flier Program?

Never Purchased Shoes Online?Drive a Foreign

Car? Under the Age of 30ish?

STAND UP IF…• Parents• Drive a foreign car• Live East of the Mississippi• Are or have been pregnant• Own an iPhone• Are under 30ish• Married• Elite member of airline frequent flier• Never purchased shoes online

There are many many things that shape who we are, what matters to us (at a point in time) and what drives passion, focus and priority.

One size fits no one

Treating EVERYONE the same

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Trying to Meet Everyones Needs – Pontiac Aztec

Examples of Failure

Trying to Meet Everyones Needs – Pontiac Aztec

Examples of Failure

Trying to Meet Everyones Needs – Pontiac Aztec

TOP 8 REASONS MARKETERS STRUGGLE

Issue #1Lack of defined, documented & shared

business goals & targets

Ways to Overcome:• Alignment• Focus• Champion

Issue #2Lack consistent, accurate & high

quality data (around business goals)

Ways to Overcome:• Tealium tag

management• Focus on goal

performance• Invest in people

Issue #3Over-investment in data & reporting

versus taking action

Ways to Overcome:• Focus on

transforming data into actionable opportunities

• Shift focus from data to action

Issue #4Marketers aren’t enabled to make

changes quickly and easily

Ways to Overcome:• Over-reliance on

IT• Shift

processes/culture

• Invest in action enablers

Issue #5Lack of holistic view of

customer/prospect (online & offline)

Ways to Overcome:• Avoid

organizational silos

• Think holistically about interactions/experiences

• Tailor messages • Learn about

Tealium AudienceStream

Issue #6Moving too quickly – limited

resources/budget constant focus on NEXT initiative

Ways to Overcome:• Focus on fewer

things (tied to goals)

• Ongoing optimization approach

• Reserve budget• Dynamic

prioritization

Issue #7Where to start when creating

segments?

Ways to Overcome:• Start small• Focus on what

matters (goals)

• Leverage technology

Issue #8Concerns that different versions of content for different people

can’t be rolled out

Ways to Overcome:• Retargeting media

technologies • Many CMS have

basic targeting capabilities

• Multiple different targeting solutions and price points to tailor messaging

DEFINE

DISCOVER

DISTRIBUTE

WAYS TO TARGETBehavioral Based

+Profile Based

(Demographic/Psychographics)

=

Segment/Persona Based

• Content interest (political junkies vs. sports enthusiasts)

• Product category interest (appliances vs. furniture)

• Gender• Repeat customers• VIP customers (high lifetime value)• Window shoppers • Cart abandoners• Blog readers• Newsletter subscribers• LiveChat users

WAYS TO TARGETBehavioral Based Examples:• Previous purchases• Previous visits• Activity• Interaction• Multiple purchases• Campaign• Referral

WAYS TO TARGETProfile Based (Demographic/Psychographics) Examples:• Gender• Interests• Location• Age• Income• Industry• Education

WAYS TO TARGETSegment/Persona Based Examples:• VIP• Appliance shopper• Loyalist• Platinum member

When done correctly marketers can deliver unified marketing experiences across all touch points

Salesforce.comWebsite

Direct mailMedia mix modeling

Sales teams Smart TV

CRM programsTablets

Out of homeCreative & strategy teams

ExactTarget Email programs

Call centerApp/mobile

Automated marketingSocial CRM (LinkedIn, etc)

Loyalty programsMedia retargeting

In store In person

AWARENESS CONSIDERATION INTENT EXPERIENCE LOYALTY ADVOCACYPURCHASE

INSPIRE ADVOCATEEMPOWER

Example

Summary

Summary A

Stumbling Blocks to Overcome:

1. Issue #1 – Lack of defined, documented & shared business goals &

targets

2. Issue #2 – Lack consistent, accurate & high quality data (around

business goals)

3. Issue #3 – Over-investment in data & reporting versus taking action

4. Issue #4 – Marketers aren’t enabled to make changes quickly and easily

5. Issue #5 – Lack of holistic view of customer/prospect (online & offline)

6. Issue #6 – Moving too quickly – limited resources/budget constant focus

or NEXT initiative

7. Issue #7 – Where to start when creating segments?

8. Issue #8 – Concerns that different versions of content for different

people can’t be rolled out

For Those Who Viewed

itHalf Empty

Summary B

Opportunities:

1. Opportunity #1 – Define, document & share business goals & targets

2. Opportunity #2 – Ensure consistent, accurate & high quality data

(around business goals)

3. Opportunity #3 – Invest in taking action on data

4. Opportunity #4 – Shift processes to ensure we (as marketers) can make

changes quickly and easily

5. Opportunity #5 – Strive for a holistic (online & offline) view of

customers/prospects

6. Opportunity #6 – Take the time to optimize/maximize before moving on

7. Opportunity #7 – Start by creating some basic segments based on goals

8. Opportunity #8 – Leverage existing technology (available for every

platform to deliver tailored experiences

For Those Who Viewed

itHalf Full

Summary C

Opportunities:

1. Issue #1 – Lack of defined, documented & shared business goals & targets

2. Opportunity #2 – Ensure consistent, accurate & high quality data (around

business goals)

3. Opportunity #3 – Invest in taking action on data

4. Issue #4 – Marketers aren’t enabled to make changes quickly and easily

5. Opportunity #5 – Strive for a holistic (online & offline) view of

customers/prospects

6. Opportunity #6 – Take the time to optimize/maximize before moving on

7. Issue #7 – Where to start when creating segments?

8. Issue #8 – Concerns that different versions of content for different people

can’t be rolled out

Zusammenfassung D

Chancen:

1. Ausgabe # 1 - Mangel an definierten, dokumentierten & shared business

Goals & Ziele

2. Möglichkeit # 2 – Stellen sie sicher, konsistente, genaue und hohe qualität

der daten (rund Business Goals)

3. Möglichkeit # 3 – Investieren sie in ein vorgehen gegen daten

4. Issue # 4 - Marketers sind nicht aktiviert, um Änderungen schnell und

einfach.

5. Gelegenheit # 5 – Bemühen sie sich um eine ganzheitliche (online &

offline-) blick auf kunden / aussichten

6. Gelegenheit # 6 – Nehmen sie die zeit bis / maximieren bevor optimieren.

7. Ausgabe # 7 – Wo sie beginnen beim erstellen segmente?

8. Ausgabe # 8 – Die sorge, dass verschiedene versionen von inhalten für

unterschiedliche menschen kann nicht ausgerollt werden

Key Takeaways

• Customizing messages to audiences will improve your success

• Make it a goal to start treating people differently• Unified marketing across all channels is key to maximizing

impact• Website, media, social, mobile, off line, in store, call center,

etc.• Embrace common sense marketing• Slow down

Where to Begin – THIS WEEK

The Next Few Days:

• Get to know AudienceStream

• Think about culture/process changes to tackle

• Write down the first three segments/personas that YOU think have the greatest potential impact to target

• What does unified marketing mean to YOUR business and customers?

Examples of Failure

Trying to Meet Everyones Needs – Pontiac Aztec

Alternative...

• We (as marketers) need to start taking advantage of the technology to better speak to our customer, prospects and partners

• If we continue to try to serve everyone, EVERYTHING we are all in trouble

Thank You

Jason Burby

jasonburby

Chief Performance Marketing OfficerPOSSIBLE

jason@possible.com

A CREATIVE AGENCY THAT CARES ABOUT RESULTS.