SECTION 4: E-Business examples. Personalisation and Online Marketing: MYTHS AND THESES Source: Tim...

SECTION 4 E-Business examples

Personalisation and Online Marketing MYTHS

AND THESES

Source Tim Walters 2005

The Bottom Line

bull A hotel sales office will have substantially different telephone conversations with a business person looking for conference facilities a bride-to-be planning her honeymoon and a retired couple returning to the area for the sixth time

bull The likelihood of converting the caller will depend significantly on the ability to recognize and respond to each callerrsquos specific desires and dislikes

bull So why should web sites present the same information to all site visitors

MYTH 1

bull We sell products and services

Fact Online All That Matters Is Information

Thesis 1

bull Popular conception The Internet introduces new ways of communicating that entirely exceed the grasp of mankind as we know it

bull Reality Successful online sales and conversion depends on establishing bdquoold fashionedldquopersonalized communication

bull The goal is to mimic personalised in-store experiences

Most Companies Still Use the Web to ldquoDisplayrdquobull According to Jupiter research study (2004) 76 of Web sites

ndash Simply display information delivering the same content to all visitors

ndash Cannot address the needs goals and characteristics of specific target audiences

ndash Have few if any measurable success criteria

Advantages of Online Marketingbull Why is the Web the ideal marketing channel

bull Targetablendash Reach global and niche markets ndash Target content and experiences to specific segments

bull Measurablendash Easily track and measure resultsndash Get immediate feedback

bull Dynamicndash Quickly launch campaignsndash Change messages and offers on the fly

Online rule 1

bull Customers know what they want Your job is to let them have it

bull Every customer has unique needs + they know what they want Your job is

Personalised targeted messages for different visitor segments

Customer Demands Source Forrester (2005)

bull More contentbull With increasing levels of context

(segment device location role time) bull In order to drive more meaningful

interactionsbull Meaningful means

ndash Personalisedndash Individualizedndash Interactivendash Dynamic

Content Is Royal But Context Is King bull Display different content based onbull Conversion level

ndash Lookersndash Buyersndash Past customer

bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)

MYTH 2

bull I canlsquot do personalisation because I donlsquot have a deep customer database

bull (Or Because people wonlsquot register on my site)

Incentives ndashOffer Value to Receive Valuable Information

Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +

WAP then show business promos)bull From language selection

Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees

etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)

Customer Access and Products bull Consumers are looking for1048713

bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust

bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites

Change brings OpportunitiesThe change in consumer buying habits

bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in

real-timebull Consumers are increasingly buying onlinehellip

bull Creates more opportunities for the smart retailer to

bull Increase customer base via access to range of products with choice-value-flexibility

bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base

and e-process savingsbull Improve return in stand alone components under margin

pressurebull Deliver price value choice convenience and service

through scale

E-Business examples (2)

Most Relevant Content to Hilton Hotels Customers

What content is most relevant to your particular customers

bull Images Images Imagesbull Descriptive Content ndashexamples

bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content

bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content

What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of

the userbull Depth Convenience Richness amp User

Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets

Culturally Relevant eCommerce Offerings

bull How can you make your e-commerce offerings culturally relevant for a global marketplace

1 Understand cultural relevance versus Location Price Service BrandProducts

2 Know your Markets Titles ndashNordic amp Japan Branding

3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics

4 Test sensitivity to marketing campaigns over time

5 Develope survey capability in your websites

6 Understand your competitors ndashand your customerrsquos views of them in different markets

7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets

8 Clickstream amp Referrer analysis

9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer

Recommendation systemsbull Recommondation systems help

customers make more informed decisions in less time

bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)

bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions

(Source Electronic Commerce 2008)

Recommendation systems IIbull The system then compares the user

inputs with attributes of a list of available products and services in the database

bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate

Mobile Marketing

bull Mobile marketing covering two key areas of activity

1 Mobile Customer Servicendash Mobile customer services embraces a

whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone

Mobile marketing

2 Mobile Sales Promotionndash In mobile sales promotion campaigns

mobile is most often used as the response mechanism to an offer publicised via other media

ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets

Mobile cases

bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars

bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers

Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within

seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in

their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate

than email as it is targeted and personal and is less invasive than a telephone call

bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more

bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated

bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been

Source Clickatell 2007

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Personalisation and Online Marketing MYTHS

AND THESES

Source Tim Walters 2005

The Bottom Line




MYTH 1



Thesis 1












Online rule 1












MYTH 2



















through scale





























Mobile Marketing




Mobile marketing




Mobile cases











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The Bottom Line




MYTH 1



Thesis 1












Online rule 1












MYTH 2



















through scale





























Mobile Marketing




Mobile marketing




Mobile cases











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MYTH 1



Thesis 1












Online rule 1












MYTH 2



















through scale





























Mobile Marketing




Mobile marketing




Mobile cases











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Thesis 1












Online rule 1












MYTH 2



















through scale





























Mobile Marketing




Mobile marketing




Mobile cases











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Online rule 1












MYTH 2



















through scale





























Mobile Marketing




Mobile marketing




Mobile cases











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MYTH 2



















through scale





























Mobile Marketing




Mobile marketing




Mobile cases











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through scale





























Mobile Marketing




Mobile marketing




Mobile cases











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Mobile Marketing




Mobile marketing




Mobile cases











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Mobile marketing




Mobile cases











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Mobile cases











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SECTION 4: E-Business examples. Personalisation and Online Marketing: MYTHS AND THESES Source: Tim...

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Transcript of SECTION 4: E-Business examples. Personalisation and Online Marketing: MYTHS AND THESES Source: Tim...