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Presentation on how to build and manage customer trust, an asset essential to the success of any marketing campaign today
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© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Driving Marketing Strategy And Business Impact Through Trust
Lisa Watson Commercial Business Development, HP GSB APJ Chairman, Direct Marketing Association of Singapore 18 June 2014
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
How to measure it
How to use it
What it is
How to regulate it
Why it matters
How to create it
The Marketing Dynamics of Trust
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
How to measure it
How to use it
What it is
How to regulate it
Why it matters
How to create it
The Marketing Dynamics of Trust
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
1. Confidence in or reliance on some person or quality.
2. Dependence upon something in the future; hope.
trust Confidence in or reliance on some person or quality. Dependence upon something in the future; hope.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Today, ROI is More than Immediate Profit
Sell Sell Sell
$
In the beginning, DM meant ‘we sell or else’
Customer Intelligence
Now, it’s all about knowing your customers better than anyone else Relationship
Marketing
Then, loyalty was recognized as
critical to success
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Today, almost no interaction, commercial or otherwise, is even thinkable without an exchange of information or data taking place
trust
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
“We believe that trust is an asset that enterprises must understand and properly manage in order to be successful in today’s complex operating environment. Unlike reputation, which is based on an aggregate of past
experiences with a company or brand, trust is a forward facing metric of stakeholder expectation.”
http://www.edelman.com/insights/intellectual-property/2014-edelman-trust-barometer/
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Malaysia
Australia S. Korea
Indonesia
China
Japan
India
Singapore
Hong Kong
High 70+
Avg
Low <40
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Customer Intelligence Helps Us Earn Trust
13
trust needs
data needs
trust needs
data needs
trust
14
15
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How It Started In 2011, Coca-Cola Australia had the idea to run a campaign called “Share a Coke”. Their surveys showed that number of people still had not tasted a Coke! They selected the 150 most common first names in the country and printed the wrap around labels of their single serve bottles.
New News HP helps bring to life Coca-Cola’s biggest-ever personalized brand campaign across Europe Record-breaking HP Indigo Digital Press productivity achieved to produce 800 million high-quality personalized labels in 32 countries
Coca-Cola’s Share a Coke Campaign
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Share a Coke Japan, 2014
24
Share a Coke in Japan World cup
promo
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The Best Personalization! MY Name!
27
targeted
personalized
customized
accountable
data is
oxygen
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
How to measure it
How to use it
What it is
Why it matters
How to create it
The Marketing Dynamics of Trust
How to regulate it
29
relevance respect
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relevance respect
31
is more
better?
or just MORE?
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Marketers Must Move from VOLUME to VALUE
The RIGHT Customer The RIGHT Product The RIGHT Channel
The RIGHT Time The RIGHT Message
Mass Communication
VOLUME
Personalization & Customization
VALUE
Relevance
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Keds Kids, Israel – Fashion Catalog DM + Facebook + variable data printing of catalog (in-store pickup)
Your kids are stars!
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Why personalization matters 19 Feb 2014
36
“Jeans up your life” Small Belgian fashion chain 30 stores + web shop 30 brands: Esprit, Vero Moda, Diesel, Only, Levi’s, Noë …
Engagement Program from a Retailer in Belgium
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Quarterly Newsletter for Loyalty Program Members Generic Personalized & Customized
38
ZEB Evolution Version 1 (Spring)
39
ZEB Evolution Version 1
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ZEB Evolution Version 2 (Fall)
41
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relevance respect
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The Story of the Pig Barn…
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The Story of the Pig Barn…
If you’re NOT paying for it, you’re NOT the customer;
you’re the PRODUCT being sold
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
What This Means for Marketers
The customer is integral to our BUSINESS VALUE
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Today, almost no interaction, commercial or otherwise, is even thinkable without an exchange of information or data taking place
trust
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
We Must Be Environmentalists
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
To Preserve Trust, We Must Respect Privacy
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
49
About PDPA Personal Data Protection Act
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Data Protection Principles
Transparency
Intended use MUST be clear to
the consumer
Proportionality
Actual use MUST be consistent with promised
use
Consent
Consumer MUST
give data & permission to
use it
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Personal Data Protection Act 2012
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Personal Data Protection Act
Consent
Purpose Limitation
Notification
Accuracy Access & Correction
Protection
Retention Limitation
Transfer Limitation
Openness
Do Not Call Registry +
9 Main Obligations of the Personal Data Protection Act
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Personal Data Protection Act
Consent
Purpose Limitation
Notification
Accuracy Access & Correction
Protection
Retention Limitation
Transfer Limitation
Openness
Do Not Call Registry +
9 Main Obligations of the Personal Data Protection Act
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
When ?
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Responsible Marketing is Built on Knowledge
Law
Company
Customers
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Know the Laws!
PDPA: Personal Data Protection Act
http://www.pdpc.gov.sg
DNC: Do Not Call
SCA: Spam Control Act
http://www.spamcontrol.org.sg/
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Driving Marketing Strategy And Business Impact Through Trust Lisa Watson
Commercial Business Development Manager, HP GSB APJ
Chairman, Direct Marketing Association of Singapore
June 2014
2 July 2014
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The Good News
Results
Relevance
Trust is a virtuous circle
Data
Trust
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Data Protection & Privacy
That Revolves Around One Thing
Results
Relevance
Trust is a virtuous circle
Data
Trust
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. — Charles Darwin
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Driving Marketing Strategy And Business Impact Through Trust Lisa Watson
Commercial Business Development Manager, HP GSB APJ
Chairman, Direct Marketing Association of Singapore
June 2014
readiness Know Who’s Accountable (DPO)
Individual / team Know
Your Data – where is it, how is it stored, where’s your preference data, how is marketing using it today… Your Data Protection Practices – are they documented, does everyone know what they are, have they been updated recently, how are complaints handled… Your Marketing Processes – are they consistent with your DP practices, what are the points of vulnerability, what is your service recovery plan…
If there are gaps Fix the future first Then sort out the past!
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
X
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
How to measure it
How to use it
What it is
How to regulate it
Why it matters
How to create it
The Marketing Dynamics of Trust
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Thank you!
Lisa Watson [email protected] @lw