WHAT YOU D KNOW IF WE COULD TALK TO YOU

Transcription

1 PRESENTS DATA DRIVEN BRAND MARKETING PART TWO YOUR DEFINITIVE GUIDE TO FINDING THE CHANNELS THAT DRIVE THE BEST RESPONSE WHAT YOU D KNOW IF WE COULD TALK TO YOU

2 1. Building Value on Existing Segmentations REACH YOUR CUSTOMERS THROUGH THE RIGHT CHANNELS In part 1, we showed you how to accurately profile your customers and create actionable segmentations for your marketing messages to build lifetime value. But now we need to delve deeper into the multiple ways you can reach those consumers... Today s consumers are connected to their world through numerous devices, across multiple channels, anywhere, at any time. Creating campaigns that have maximum impact is a challenge, but creating campaigns that can actually drive purchases, is an FMCG minefield. How do you choose the right channels and get the right messages for each segment at the right time? Understanding exactly who these consumers are through actionable segmentation and delving deeper to understand their channels preferences will drive the most effective marketing. 74% of customers would respond positively to a brand that demonstrates an understanding of them, 84% would walk away from a brand that doesn t* * April 2012: Experian Marketing Services survey of 2,057 UK Citizens aged 18+

3 1. Building Value on Existing Segmentations REACH YOUR CUSTOMERS THROUGH THE RIGHT CHANNELS Finding the most effective channels for your brand, can be misleading at first glance. Luxury aspirational brands like Ferrari might have thousands of likes on Facebook, but how many of these would realistically translate into sales? Mini Case Study A drinks brand spent lots of time and budget recruiting a large subscriber base who they engaged through competitions, football and music news on a regular basis. When they analysed the engaged consumer base they realised that it was skewed towards a much older mix of males and females, not their target market of males 18-30, meaning they were totally off target. The brand re-evaluated how they were using , testing different strategies on their subscribers to drive ROI and as a result reallocated some of their spend into other more efficient channels for their core target audience, to reach them more effectively. Growing your brand requires moving away from siloed channel thinking, to using knowledge you have about a consumer - placing them at the heart of your marketing. KNOW GET KEEP Identify and profile your best customer Find more of them Engage them in their preferred channels

4 2. Choosing the Right Channels IT S TIME TO GET PERSONAL Once you have a clear understanding of who your consumers actually are, their product preferences and motivations for purchase; you can create highly targeted and personalised communications. Let s take a look at how you can make channels more personal... Direct Mail & The scope for dynamic personalisation is endless and can have huge impacts on response. For example, a restaurant chain might sub-segment their offer conscious prospects by frequent families vs. one off girls night out. The offer may remain the same, but personalising the message and imagery to a family sharing a healthy meal vs. group of girls socialising, will make the marketing more relevant. If they segmented this audience further into motivation for saving, i.e. - bargain hunters vs. limited money the offer could be made even more relevant (e.g. 50% off vs. half price ) and improve the response. It s vital you choose the channels that are going to deliver the best return. Consumers all have preferences depending on their lifestyle and the type of person they are. For example, one person might respond better to and direct mail, but someone else with the same profile, will respond better to a TV advertising and online display. Plus, the channels that are best to reach them on can vary according to where they are and their need at the time, making cross channel messaging essential for the most accurate targeting. Targeted Display Advertising Advertising networks can bring a wealth of bespoke advertising insight to significantly increase reach and exposure. For example, MSN use data from millions of Microsoft accounts, Bing searches and research to allow you to target online display adverts by a user s demographic and online behaviours. Additionally, Experian Hitwise can tell you which target profiles are visiting your site, plus the sites they visited prior to and after using your site; allowing for targeted online advertising by your specific profiles. Social Websites Rather than just simple targeting, Experian Alchemy Social enables you to link the addresses of your targets with actual Facebook user accounts, so you can target the exact consumers that you want to view your ads and tailor you re messaging for different segments. Additionally, you can link your likes to Experian s consumer data, to understand who your followers are and ensure your campaigns are engaging the right target audience, as well as refining your messaging to certain groups based on what they look like.

5 2. Choosing the Right Channels IT S TIME TO GET PERSONAL Searches No matter how well you think you know your consumers, there is no substitute for finding out how your target consumers are actually searching for what you offer. Experian Hitwise enables you to monitor search terms based on your segmentations so you can drive the right traffic to your website and tailor your landing pages to improve conversion. By also knowing which sites your audiences visited prior to and after using your site, you can really target your link building activity. Retail You can identify areas where your target segments are most prevalent to create more personalised local marketing activity and promotions, plus offers that suits particular areas and levels of wealth. Using specific areas or retailers to promote certain products allows you to monitor uplift against areas where there has been no promotional activity. TV Clever targeting capability now exists through Sky AdSmart, Channel 4 on Demand and others, making it possible to know the viewing behaviour and interests of your target segments. So rather than generic adverts, you can place tailored adverts on the channels and programmes they re most likely to be viewing, at the times they re most likely will be viewing them. You can even serve tailored ads to specific households for truly bespoke segmentation. Mini Case Study A major health and beauty brand increased the distribution of its luxury organic hair care products through salons in affluent areas of the UK. They first validated the segment through profiling, confirming that their consumers were affluent; they then found which locations had a high concentration of these types of consumer. Now armed with this insight they have successfully identified prospective salons with a high population of their target group to acquire more customers.

6 3. How Does Cross-Channel Marketing Work? LINKING CHANNELS MAKES YOUR COMMUNICATIONS SEAMLESS Find out where you sit on the marketing sophistication curve! Marketing needs to evolve to meet the needs of increasingly demanding consumers. Having a presence on multiple marketing channels is no longer enough when consumers demand a seamless user experience regardless of the channel they interact with. Typically a marketer will send an with links that direct a recipient to the brand s website. Often the recipient will reach a landing page that extends the s call to action (i.e. 50% off, free delivery, etc...) Usually, the marketer will know what the individual has done in this chain of events opened the , visited a landing page and, hopefully, made a purchase. However, what else the recipient might also be doing relating to the brand, for example, on their mobile device or in the store is unknown - it s totally disconnected from the process. As the amount of data available to marketers has grown and consumers have become hyperconnected, cross-channel optimisation has become essential. Cross-channel optimisation is the ability to link consumer interactions across different channels and deliver consistent messages to that consumer in a co-ordinated fashion, in response to real time information. Being able to execute cross-channel marketing requires three things: 1. Great data collection 2. A single customer view 3. A single integrated platform that works across multiple channels This kind of marketing is something that has been talked about for years but the emphasis on channels often leads to marketing teams working in silos and focusing exclusively on their own deliverables. A cross-channel approach allows brands to put the consumer at the centre of marketing. Instead of relying on one preferred channel which may usually be effective, using alternatives for different scenarios which may on occasion be more accessible by the consumer, can help you reach them every single time. Imagine if a customer was halfway through an online grocery shop and they suddenly abandoned their shopping cart and went offline. Their preferred contact channel might be , but if on this occasion they had been ordering on their mobile device, in order to get hold of them and tempt them to complete the order with a discount offer, it would be wiser to contact them via SMS. 25% OFF

7 3. How Does Cross-Channel Marketing Work? LINKING CHANNELS MAKES YOUR COMMUNICATIONS SEAMLESS A cross-channel approach allows brands to put the consumer at the centre of marketing. Instead of relying on a preferred channel which is effective, considering the different scenarios a consumer may be in and using alternative channels which may be more accessible can help you reach them every time. Tracking the effectiveness of this cross-channel use can help you to continually monitor any patterns and trends in channel preference and inform your strategies over time. Imagine the benefit of managing all these interactions and touch points on one platform? You the marketer would have invaluable insights that they could apply to various interactions. A variety of marketing actions could occur in a coordinated fashion, all enabled by pre-set rules that trigger real-time messages. The Marketing Sophistication Curve provides a guide to evaluate your level of cross-channel marketing sophistication and suggested opportunities. MULTI-CHANNEL MARKETING CROSS-CHANNEL OPTIMISATION CHANNEL EXECUTION SPEAK single channel, fire and forget CHANNEL OPTIMISATION ANALYSE SPEAK scoring, modeling and advanced segmentation faster cycle times PLAN ANALYSE SPEAK recognising channel preference response attribution enabled across multiple platforms PLAN ANALYSE SPEAK triggered and drip campaigns revenue / outcome causation personalised interaction MARKETING SOPHISTICATION CURVE LISTEN file based list processing LISTEN persisting results over time LISTEN vioce of customer per channel LISTEN consolidated view of customer

8 4. Testing & Refining Your Strategy YOUR MARKETING IS A WORK IN PROGRESS Before you begin any campaign, you need to plan your test strategy. It s tempting to run mass tests looking at different formats, headlines, creative concepts or offers based on intuition, but this rarely gives any real improvement in results, except by chance. An uplift in response may indicate a better approach, however what about the people who responded to the other approach? Would they have preferred the new approach or would they have not responded? Testing can be expensive so the value must outweigh the costs. By using your consumer data and the testing data you collect, you can create an insight led strategy to inform your campaigns as you roll them out and build long term improvements. Insight led testing is based on understanding the similarities and differences in your audience data. Rather than just splitting it into generic cells, tests can be planned around audience insights and specific test groups, selected to validate the response. Rather than deciding an approach is more effective based on a small uplift in response by analysing the difference between the consumers the test worked for and those it didn t; you can create further insight into why different consumers engage and build your marketing plans based on the most effective approach for that audience. The benefits of efficient testing Minimise financial risk Protect against risk to your brand Maximise consumer response Keep costs down Predict future results Stimulates further creativity YOUR TESTING SHOULD BE INSIGHT LED AND BASED ON A CONTINUAL SUPPLY OF RESULTS, TO IMPROVE YOUR CAMPAIGNS ON AN ONGOING BASIS Mini Case Study A leading toothpaste brand wanted to check the effect that their digital advertising campaign was having on consumer perception of their brand and mental recall. Experian worked with advertising portals and a research agency to compare consumers who had and hadn t been exposed to the toothpaste advertising. The results revealed a 27% uplift in those exposed to the messaging, with them saying that the ad would positively affect their purchase decision.

9 5. Why Can You Trust Experian s Expertise? Experian s UK consumer database holds insight into the lifestyles and behaviours of: 49.7 million UK adults 42.3 million prospectable customers using more than 500 variables We link individuals across multiple channels off and online, helping brands deliver impactful campaigns. With the relationships for working collaboratively across brands, media and loyalty schemes, we drive cutting edge integrated activity to maximise activity reach to innovative channels. Why choose data driven marketing with Experian? Because we... Are dedicated specialists Focus on one area alone Understand customer intelligence Successfully deploy data Offer pragmatic solutions Deliver short and long term improvement What Experian can offer... Data quality & cross-channel customer engagement Reduce wastage and protect brand reputation by target the right people across more channels for more effective communications. Define & target your marketing audience Target the right people and tailor your marketing for more relevant communications, better engagement and higher conversions. Cross-channel analytics & big data insight Track consumer interactions across multiple channels to measure ROI of activity and drive marketing effectiveness. Maximise local market potential Understand the consumer profiles within different locations to select the best local marketing strategy and improve uptake. To find out more, us at data.analytics@uk.experian.com or visit Don t miss the last instalment of our 3 part Guide, where we focus on Unlocking the Potential of Your Data Experian The word EXPERIAN and the graphical device are trade marks of Experian and/or its associated companies and may be registered in the EU, USA and other countries. The graphical device is a registered Community design in the EU. All rights reserved.