Personalization remains an elusive challenge for marketers in 2014. But for national brands supported by a corporate marketing department AND a network of local entities/affiliates, challenges with personalization are amplified by fragmented technologies, redundant marketing spend, and issues with brand compliance. While local marketers may be in the best position to personalize the brand for local target audiences, they may not have the tools, skills, or resources to act accordingly.
For industries like financial services, insurance, manufacturing, retail, hospitality, and pharma top line growth is heavily dependent on establishing a trusted relationship with customers. But how? Its 2014, but 78% of marketers in these industries support legacy marketing technologies or processes put in place decades ago – and personalization is more of a pipedream than a reality. Maybe it’s time to revisit the concept of personalization.
You’ll learn:
• How Top Performing organizations support personalization in localized marketing
• The role of technology in 2014, and innovations that are literally making personalization turnkey
• Trends and emerging tactics to watch out for over the next 1-3 years
• Practical advice for improving your marketing personalization efforts
3. Agenda
The Difference between Marketing and
Localized Marketing
Personalization: Why & How
Recommendations and insights to make
personalization scalable, realistic, and…
TURNKEY!
4. TODAY’S STATS
PERFORMANCE
BASEDALGORITHM
All Survey
Respondents
2014 Localized Marketing
Automation Benchmark Report,
n= 240
Top Performers:
Respondents that
achievedTopQuartile
performance in key KPI’s
Everyone Else
Gleanster
Benchmark
Stats
2014
Relationship
Marketing
(Jan. 2014)
n= 315
Digital
Engagement
(Sept. 2013)
n= 429
Total survey responses: 984
5. Marketing vs.
Localized
Marketing
What do we mean by local marketing?
NATIONAL OR GLOBAL BRAND
CORPORATE MARKETING
TARGETAUDIENCE & CUSTOMERS
Challenges:
• MultipleChannels
• MultipleTechnologies
• Multiple Suppliers
6. Marketing vs.
Localized
Marketing
What do we mean by local marketing?
CORPORATE MARKETING LOCALAFFILIATES
TARGETAUDIENCE & CUSTOMERS
NATIONAL OR GLOBAL BRAND
Challenges:
• MultipleChannels
• MultipleTechnologies
• Multiple Suppliers
• Brand Consistency
• Local Relationship
• LocalTechnologies
• Need for Autonomy
X
7. As if it wasn’t
challenging
enough?
Corporate
Relationship
Local
Relationship
What are my
preferences?
Am I an
advocate?
How
often do I
buy?
What do I
buy?
Etc.Etc. Consumer
Are these guys working together?
8. TheCustomer
Experience is
NoWalk in the
Park
51%
66%
77%
89%
0% 20% 40% 60% 80%
Poor data quality
Segmentation & Personalization
Limitations in marketing tools
Fragmented marketing systems
Challenges with Managing the Customer Experience for
Local Marketers
Distributed Marketing Industries
* Customer Experience Management
Survey, Q1 2014, n=276 * n= 45, Financial Services; Insurance; Retail; Manufacturing
9. Challengeswith
Local Marketing
36%
43%
51%
65%
94%
0% 20% 40% 60% 80% 100%
Orchestration multi-channel
campaigns
Consistent metrics
Getting comfortable with emerging
tactics and technologies
Lack of local expertise
Visibility into campaign performance
Barriers to Success for Local Marketers
Top Performers
* Localized MarketingAutomation,
Survey, Q2 2014, n=240
10. Why is
personalization
so important?
Consumer to consumer email traffic is
expected to decrease over the next 5 years
as consumers shift to social media and
text messaging. ~Radacati Group 2013
78% of consumers are not loyal to brands.
~ Nielsen
There are now ~1B smartphones in the
world.
83% of marketers believe personalization
and custom content is the future of
marketing. ~Gleanster
12. Expectations
forGrowth and
Profitability
Are High…
with the same
budget.
53%
65%
78%
0% 20% 40% 60% 80%
Reduce Costs
Retain Profitable Customers
Increase Revenue
Top 3 Priorities for 2014
Top Performers n=69
* Customer Experience Management
Survey, Q1 2014, n=276
13. You get it, the
customer is in
control.
But what do
you do about
it?
THE DREAM THE REALITY
Right message,
right time, right
offer, right
channel
• Target your audience
as much as possible
• Communicate via the
customers preferred
channel(s)
Mantra: Contextual
Relevance at Scale
“You’re brand is
scaring the hell
out of me.”
“Let me
get my
wallet.”
14. The Real Meat
Behind
Personalization
Average open
rates on generic
communications
have declined 4x
over the last 5
years.
Personalization in
email drives 2-3x
higher click-
through rates for
Top Performers.
* Gleanster, Customer Engagement
Lifecycle, 2013
15. The Real Meat
Behind
Personalization
74% of local affiliates
believe they have a
"better level of
understanding about
local target
audiences” than
corporate marketing.
Local executed mobile
marketing campaigns
drive 3-9x higher
engagement with local
target audiences.
* StreetFight West Summit, 2013* Gleanster, LMA Survey
16. The Real Meat
Behind
Personalization
The digital
customer
experience is now
a source of
competitive
advantage for Top
Performers.
86% of Top
Performers rank
personalized
customer
engagement as a
top 3 imperative
for revenue growth
in 2014.
17. Personalization is
proven to reduce or
eliminate
marketing fatigue
VolumeofCommunications
Perception of Fatigue by Consumer
Generic
Communications
SPAMThreshold
“I’m done with
your brand.”
Personalized
Communications
*Journal of Advertising, 2011, US Low High
LowHigh
21. Recommendations
How do you define what to personalize?
Ask your customers what channels they prefer to engage in
Monitor web behavior – look at times, location, and access
on mobile devices
Benchmark your competition – what channels are your
most successful competitors engaging in
Monitor social media for trends in the industry
24. Addressing
Corporate and
Local Needs
Can be
Challenging
CORPORATE LOCAL
• Brand Consistency
• Visibility
• Compliance / Governance
• Support and Shared $
• Autonomy
• Flexibility
• Intimacy
• Help from Corporate
25. Recommendations
Consider some simple requirements
gathering:
Personalize What? Corporate
Marketing
Local
Marketing
Local Sales
Reps
Collateral
Email
Microsite
Mobile
etc
First determine who and what, then the how…
26. In a Distributed
Environment
Personalization
Must Be:
Strategic
• Linked to
Goals
• Purposeful
• Realistic
Scalable
• Automated
• Must Meet
the Needs of
All
Stakeholders
Simple
• Low Risk
• Low Burden
• Low Cost
• Minimal
Learning
Curve
28. Scalable:
The average
local
marketing org
manages 5-7
redundant
marketing
tools
CORPORATE
•Email Service Provider
•Customer Datamart
•Website
•Mobile
•Social
•Email Service Provider
•Social
•Email Service Provider
•Email Service Provider
29. Scalable:
Marketers are
wedded to
legacy systems
not built for
distributed
environments
On Premise
• Few Core
Channels
• Traditional
Digital
Exploded
• Social
• On-Demand
• Mobile
Tool
Proliferation
• Affordable
• SaaS
• Niche
• Local
Options
Orchestration
of a Customer
Experience
• Centralization
• Visibility
• Compliance
• Brand
Consistency
Distributed MarketersTechnology Investments
Traditional
Channels
DriveValue
Investment
in Core
Channel
Solutions
High Degree of
Customization
Required to
Support Local
Efforts
Local
Marketers
Invest in their
OwnTools
Traditional
tools built for
single function
can’t scale…
31. LMAToolsAre
Designed to
Make
Personalization
Scalable
Multi-Channel Campaigns
Email & Landing PageTemplates
Workflow and Approval
Campaign Reporting
Customer Datamart
Customer Preference Engine
Offer Optimization Engine
Integration / API
Multi-Channel Campaigns
Email & Landing PageTemplates
Campaign Reporting
Customer Datamart
Customer Preference Engine
Offer Optimization Engine
Integration / API
Brand Control / Brand Consistency
Workflow &Approval
Role Based Security (Corporate & Local)
Multi-ChannelTemplates
Dynamic CustomizableTemplates
Co-Op Fund Management
Local Campaign Execution & List Mgmt
DigitalAsset Management
CORPORATE
MARKETING
LOCAL
MARKETERS
Stand-Alone Campaign
ManagementTechnology
Local Marketing
AutomationTechnology
Corporate Brand
Compliance &
Holistic Visibility
Local Autonomy
32. Recommendations
94% ofTop Performers customize marketing
materials at the local level.
79% deploy brand compliant templates (managed
by corporate) for local customization.
58% ofTop Performers allow local marketers to
execute campaigns independent of corporate.
33. In a Distributed
Environment
Personalization
Must Be:
Strategic
• Linked to
Goals
• Purposeful
• Realistic
Scalable
• Automated
• Must Meet
the Needs of
All
Stakeholders
Simple
• Low Risk
• Low Burden
• Low Cost
• Minimal
Learning
Curve
34. Simple:
WhySimplicity
is Key
The number one challenge with
execution of personalization is expertise.
Marketers need trusted data
Develop copy and creative
Configure the campaign
#2 Challenge forTop Performers: Local
Expertise
35. Recommendations
Keeping personalization simple:
Limit your dependence on data.
Personalizing the salutation of an email or contact
information for the dedicated sales rep is very powerful.
Depend on local marketers to build the relationship with
the target audience.
Corporate messaging re-enforces the overall brand
Go after the low hanging fruit first – improve core channels
that marketers are comfortable with.
36. Recommendations
Keeping personalization simple:
Don’t get to distracted by 1:1
Take little steps to reduce generic communications
Segmentation &Targeting is a form of scalable
personalization
Stay focused by limiting your personalization efforts.
Pick 3-5 core customer personas and develop personalized
campaigns.
Learn the difference between multi-channel and
orchestration
37. Recommendations
Keeping personalization simple:
Consider technology options with a rapid time to value.
SaaS is a compelling option and it’s affordable
Roll-out the solution in phases
Give local marketers options on templates, but not so
many that the templates become unusable.
Pick 2-3 standard metrics to measure personalization
efforts.
Top Performers use response rates and revenue
38. 1. Fragmented technologies are crippling personalization
efforts.
2. You can send more communications if they are
personalized, without fatiguing customers
3. Customers should dictate which channels you prioritize
4. Top Performers rely on local marketers for personalization
5. Local marketers often lack expertise – simplicity is key, but
you must empower them through templates
6. Prioritize by focusing on micro-segmentation for scalable
personalization
7. 3 Pillars: Strategic, Scalable, Simple
39.
40. Sales & Marketing lifecycle
localized, customized & personalized…
not National brand advertising.