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Global approach to engage with local consumers. Agnes Gawel Consumer First 06 – Brussels, 25th October 2006. Key topics. Centralized approach; designing and creating processes, structure and guidelines for a global email communication with consumers in 65 countries. - PowerPoint PPT Presentation
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Global approach to engage with local consumers
Agnes Gawel Consumer First 06 – Brussels, 25th October 2006
Key topics
• Centralized approach; designing and creating processes, structure and guidelines for a global email communication with consumers in 65 countries.
• Segmentation and targeting of +100 million consumers – how to find out and address their needs?
• Establishing a track record of success to prove that e-marketing works - exploring ROI in consumer interaction and loyalty.
The marketplace
• The market place: more than 950 million phones to be sold in 2006
• Maturing industry: from feature- to brand-driven
The marketplace
• The market place: more than 950 million phones to be sold in 2006
• Maturing industry: from feature- to brand-driven
Who’s the customer?
• Consumer vs customer: who owns the relationship?
• Consumer in control
Consumer interaction points
Store
Operator CC
SEMC CC
Operator Web
SEMC Web
In-devicePhone kitMaterial
Marketing
PC applications
Word of Mouth
Sony Ericsson online
Online marketing at Sony Ericsson
• Scattered global, regional & local databases• No consistent data structure or data collection• No consistent online communication
Regional contact
db
Global product
db
Local contact db
Local campaign
db
Local service
db
CIP database
Marketing campaign database
Campaign mgt platform
• Build one central contact db• Create a tactical framework
Email marketing – maintaining the relationship, creating a dialogue
• 12-15 global campaigns to 65 countries in 30 languages
E-newsletters Campaign emails“Profile e-mails” Launch e-mails
Implementation of knowledge - Example of segmentation: different recipients of the same newsletter
Ownership based headers
Product related top items
Market specific content
Targeted informational content
Preference or behavior based content
Segmentation model
• Attributes are pieces of user information relevant for segmentation, profiling, marketing or administration purposes
• Attributes are either: • derived from the user’s input (registration, surveys or user stated
preferences)• derived from user’s behavior• computed from other attributes
• Computed attributes are derived from other attributes to simplify targeting, segmenting and classifying the consumer
Segmentation model
Use attributes scoring to identify consumers• Sony Ericsson uses consumer
communication categories in order to target marketing
• A segmentation scoring model is used to map a customer to the right category
• Only attributes that affect what category a user belongs to are input to the segmentation model
• Attributes that are not input to the segmentation model can still be used for other types of personalization and targeting (e.g. on-line behavior)
• The scoring model can be used regardless of the user’s profile maturity, i.e. the number of available attributes.
Attributes
ScoringModel
Customer Lifetime Value
• Companies spend approx. 95% of their marketing € on new-sales • On average only 40% of customers are loyal
• 60 % of a company’s customers are seen as prospects, not customers
• Transaction is part of the relation – not the relation
Consumer value - loyalty
Consumer base
Consumer base
Registration rate
No registrationNo registration
2%
RegistrationRegistration 5%
10%
No CLMNo CLM
Basic CLMBasic CLM
Advanced CLMAdvanced CLM
30%
60%
75%
Loyalty rate
Total loyalty: 43,5%Total loyalty: 43,5%
Total loyalty: 41,0%Total loyalty: 41,0%
Total loyalty: 39,8%Total loyalty: 39,8%
No CLMNo CLM Total loyalty: 39,8%Total loyalty: 39,8%40%
Next phase
MyPhone – a closer link with the consumer through personalization
A personal user centered area
• in which the engagement with Sony Ericsson mobile phones is extended online
• and user experience is optimized
• with content and services representing customer services, product functionality and Sony Ericsson .com
• based on the preferences, needs and behavior of the user.
Round up
• Global approach with local awareness is feasible worldwide • It requires solid technology combined with a sound strategy.• It’s a never ending process for improvement (analysis & learning)• It requires both top management involvement as local field people• It certainly pays of (strong brand recognition at highest efficiency)
Contact: Agnes GaweleDM & CRM manager [email protected]
