PersoNOWlization

THE CIRCLES OF MARKETING (2012)

Seth Godin

Simon Sinek

Brand Promise

Experience

Product

Usability

Price

Ads

IRRELEVANT

BRAND EXPERIENCE (TBD) Brand Promise

EXPERINCE MARKETING 2012 +Experience

Product

DIGITAL MARKETING ~ 2012Usability

Price

Ads

HOW DO I COMPETE?

ALL OF US ARE IN THE SERVICESBUSINESS

CONNECT DON’TCOLLECT THE DOTS

BE AWARE /Implicit Information

TALK TO THE RIGHT PERSON/Explicit information

BE RELEVANT/HistoricalInformation

IT’S NOT ABOUT PERSONALIZATION

IT’S ABOUT PERSO-NOW-LIZATION

NEXT BEST ACTION

Implicit Information

His

tori

cal

Info

rmat

ion

TRIANGULATE INFORMATION

#1 INVEST IN PEOPLE AND PROCESSES

#3 MEASURE CLV#4 BE CONSISTENT#5 CREATE FEEDBACK LOOPS

#2 BUILD TO COMPLEXITY

CONNECTTHEEXPERIENCE.COM

•Personalization•Marketing Automation

TOOLS FOR RELEVANTCOMMUNICATIONS

48

49

Campaign PersonalisationCustomer ProfilingSocial PersonalisationCampaign ManagementA/B TestingEngagement Automation

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52

OutcomesTest Drives up 150%Contact Us up 150%Bounce Rates on Ads -30%Goal Abandonment Halved250K “Dream Cars” in 6 Months

“EasyJet has wiped the floor with us..”

Michael O’Leary, Ryanair CEO The Telegraph - Friday 29, November 2013

Campaign

Landing Page

Ad-Retargeting

HOW CAMPAIGNS RUN TODAY

Campaign

Landing Page

Personalization

Marketing Automation

Web-Retargeting

Ad-Retargeting

HOW CAMPAIGNS CAN BE RELEVANTTODAY

GIVE MORE AD BUDGET TO YOUR OWNED PROPERTIES

@lgrammatas

lgr@sitecore.net

lefterisgrammatas.com

LEFTERIS GRAMMATAS