Driving Marketing Strategy and Business Impact Through Trust

© 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


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


How to measure it

How to use it

What it is

How to regulate it

Why it matters

How to create it



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.



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


Today, almost no interaction, commercial or otherwise, is even thinkable without an exchange of information or data taking place

trust


“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/


Malaysia

Australia S. Korea

Indonesia

China

Japan

India

Singapore

Hong Kong

High 70+

Avg

Low <40




Customer Intelligence Helps Us Earn Trust

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trust needs

data needs

trust needs

data needs

trust

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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

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Share a Coke in Japan World cup

promo

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The Best Personalization! MY Name!

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targeted

personalized

customized

accountable

data is

oxygen


How to measure it

How to use it

What it is

Why it matters

How to create it


How to regulate it

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relevance respect

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relevance respect

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is more

better?

or just MORE?


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!


Why personalization matters 19 Feb 2014

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“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

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ZEB Evolution Version 1 (Spring)

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ZEB Evolution Version 1

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ZEB Evolution Version 2 (Fall)

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relevance respect


The Story of the Pig Barn…


The Story of the Pig Barn…

If you’re NOT paying for it, you’re NOT the customer;

you’re the PRODUCT being sold


What This Means for Marketers

The customer is integral to our BUSINESS VALUE


Today, almost no interaction, commercial or otherwise, is even thinkable without an exchange of information or data taking place

trust


We Must Be Environmentalists


To Preserve Trust, We Must Respect Privacy


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About PDPA Personal Data Protection Act


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


Personal Data Protection Act 2012

http://www.google.com.sg/url?sa=i&rct=j&q=personal+data+protection+act+singapore&source=images&cd=&cad=rja&docid=4g1weWctA-b3vM&tbnid=V2Df6M5YAsZFFM:&ved=0CAUQjRw&url=http://www.mono-live.com/2012_01_01_archive.html&ei=FBAdUYemKIq9iAfNiIGgDw&bvm=bv.42452523,d.bmk&psig=AFQjCNEkyjCdM5aYhGvIxfmdUV0Kx7jM6g&ust=1360945479760493


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


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



When ?


Responsible Marketing is Built on Knowledge

Law

Company

Customers


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/


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


The Good News

Results

Relevance

Trust is a virtuous circle

Data

Trust


Data Protection & Privacy

That Revolves Around One Thing

Results

Relevance

Trust is a virtuous circle

Data

Trust


It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. — Charles Darwin


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!


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How to measure it

How to use it

What it is

How to regulate it

Why it matters

How to create it




Thank you!

Lisa Watson [email protected] @lw