Clare Downes• marketers have to earn the right to communicate with consumers – and justly so • gdpr-age should raise the bar for quality and creativity • consumer-centric,

Brands need to talk to you – NOT stalk you!

Clare Downes Monkhouse Food & Drink

07957668292

www.monkhousefoodanddrink.co.uk

[email protected]

01939 290399 www.monkhousefoodanddrink.co.uk [email protected] @monkhousefood @monkhousefood

Have we Stopped Listening? • Have we become lazy in the age of so much data? • Is it too easy to shout at everyone and speak to no one? • Fundamentally, marketing is all about relevant and targeted communication, with the

key objective being to build long term, lasting relationships… • These then subliminally become commercial interactions – but founded on listening

and responding to what you hear • The danger is that we have stopped listening and think that shouting achieves results


GDPR – time to stop and think • GDPR has made marketers stop and think about what they are communicating and to

whom? • GDPR has also made consumers stop and think about what they are receiving and

why? • Similar to consumers questioning what food they are putting into their bodies and

where it comes from? • We are all asking questions, which is a good thing • The next step is to create answers, specific answers…


Relationships – back to basics • Has the ability to access so much data added unnecessary complexity to marketing

communication? • Essentially, we need positive, proactive and productive relationships • We also need to understand who we are speaking to • 47% of buyers engage with 3-5 pieces of content before directly engaging with a

company (HUBSPOT)


The Millennial question? • By 2020, 1/3rd of the global workforce will be millennial – they can no longer be an

after-thought • B2C marketers are addressing this but B2B are slower in their actions • Millennials expect more personalisation than previous generations • 34% of Millennials said that need to have a personal experience with a brand (tech)

before purchase/ 25% Gen X and 17% Baby Boomers (SPICEWORKS)

• Millennials will be holding the purse strings – as both consumers and decision makers

in business


Less Product. More Content. • Previously Lloyds would have happily sold products – credit cards, deals for opening

bank accounts

• Since considering the implications of GDPR, they have re-purposed their approach

• HOW-TO rather than WHAT content

• How to shop safely online, what to do if a victim of identity theft?

• They have engaged with information relevant to their consumer, rather than sold at them

• CONTENT is KEY – GDPR has illuminated this as you need to earn permission to have dialogue, so people must want to hear from you

• Disengagement is more prevalent than lack of trust re data – this is down to marketers


No more ‘Sh*t’ marketing! • If you do not maintain relevance as a brand, you will die – watch some key retailers…

• Concerted efforts by brands to prove that they can deliver individual relevance

• Estimated 75% data as it stood in 2017 is now obsolete post-GDPR deadline

• Marketing now needs to be truly creative

• A love for brands needs to be reinvigorated – need to be invited into people’s homes and not bash the door down uninvited!

• A direct correlation has been seen between ‘brand love’ and consumer willingness to hand over data

• If data is being used responsibly, for what your brand truly is, the right consumers will engage


The value of personalisation • 77% of consumers have chosen, recommended or paid more for a brand that provides

a personal experience (FORRESTER)

• Personalisation needs to get smarter and feel integral and a smoother more natural part of the digital journey

• Need to align with the needs of consumers

• Just using a name is not enough!

• 75% of consumers are more likely to buy from a retailer that personalises (ACCENTURE)

• 57% of consumers are willing to share personal data in exchange for personalised offers (SALESFORCE)

• Data is a two-way street – both sides must gain from the engagement and interaction


The power of email • 2/3rds of consumers place email in 1st or 2nd place, when asked to rank eight top

marketing channels

• Email is a top-tool which in many cases has lost its way – with blanket ‘hope for the best’ emails – and not enough care

• Remember that you are speaking to a human-being at the other end

• Do not automate to the point of becoming a robot

• Emotion is core to being human – need to evoke an emotional reaction at some level

• Personalisation appeals to the innate need to feel engaged – email is an easy way to do this


Wow with relevance! • Share Coke campaign – everyone likes to see something with their name on! • Amazon loo seat – make sure that you personalise intelligently! • Biscuiteers – recent personal Thank you!


Key tips for strategically incorporating personalisation

• Engage audience on a one-to-one human level • Keep it simple – do not try to be too clever and complex • Identify audience and agree segment – build creative ideas that your audience actually

want, not that you like! • Treat your audience with respect – personalise the message at every step of the

journey – your audience are well-informed • Give consumers flexibility and control – do not force them into contracts • Allow humans to speak to humans • Do not ask for more data than you need • Put data to work – with permission! • Measure, benchmark and check consistency • Remember that you are a consumer to – how would you like to be spoken to?


• THERE WILL ALWAYS BE MARKETING

• MARKETERS HAVE TO EARN THE RIGHT TO COMMUNICATE WITH CONSUMERS – AND JUSTLY SO

• GDPR-AGE SHOULD RAISE THE BAR FOR QUALITY AND CREATIVITY

• CONSUMER-CENTRIC, RATHER THAN PRODUCT CENTRIC MARKETING

• ENHANCED PERSONALISATION IN THE NEW ERA OF ENHANCED PRIVACY


Clare Downes Monkhouse Food & Drink

07957668292

www.monkhousefoodanddrink.co.uk

[email protected]

Thank you!


Documents

Clare Downes• marketers have to earn the right to communicate with consumers – and justly so • gdpr-age should raise the bar for quality and creativity • consumer-centric,