B&T Webinar Series With SAP: It’s Time To Tackle Personalisation
B&T broadcast its latest webinar series this week, in partnership with multinational software company SAP.
Hosted by B&T editor-in-chief David Hovenden, the webinar invited Bernard Chung, head of product marketing at SAP for the Marketing Cloud business and head of shopper engagement at Metcash Lee Martin to tackle personalisation of marketing in 2018.
Over the course of the webinar, Hovenden, Chung and Martin dug into three topics on personalisation; the best practices in how to approach personalisation, the role of data in driving personalisation and lastly, what to consider when using technology in personalisation.
To kick things off, Hovenden had Chung define what personalisation means, and the importance of getting it right.
Speaking on the topic, Chung said: “True personalisation only happens when personalisation is analysed and executed at the individual level.
“It’s easier said than done though; as marketers, we’ve been trained and brought up by defining personalisation in segments and groups.
“Whenever we do up-sells or acquisitions we view segmentation and groups to target and acquire customers, however, that only kind of works and I say kind of because it’s better than doing no segmentation or targeting however it misses a lot of things.
Chung added that changes need to be made in how marketers and companies approach customer personalisation going forward.
“If you’re planning personalisation using another group of people that kind of look like you but are not you, using their historical information to decide what you should get or be promoted to or what the treatment should be next is not a real strong indicator or method to doing personalisation.”
Instead, Chung said: “True personalisation is really looking at individual history and interactions and what they are doing during the engagement to take that information into account and decide what the next treatment or message should be for that particular customer.”
Similarly, Martin agreed that marketing methods of customer personalisation were due for a shake-up, especially in terms of best practice.
“One of the questions we were looking at today is who does best practice here in Australia and it’s kind of difficult to for me to think of that many usually I look abroad for best practice.
“What we can learn is our role as direct marketers has to change – from being about finding the best audience segments for a handful of mass offers or for our favourite creative message, it has to be a more holistic view of using everything we know about our customers to tailor our experiences around them,” Martin added.
Touching on the topic of ‘customer-centric’ marketing, Martin said there’s still a long road ahead of us before this is reached.
“We’ve all heard this term ‘customer-centric marketing’ but I don’t think in many cases we’ve really moved very far towards that yet.
“It’s a massive change in mentality and it has to be so much more than just marketing; it means the entire business has to be transformed to inspire end-to-end experiences, it means breaking down our internal silos so that our consumers get a consistent experience whatever their touch point.
“It means designing processes around their journeys not the other way around; not designing processes to fit with our internal politics and internal structure.
“It means providing staffing customer-facing roles with access to the same information that we have as marketers, so we can deliver consistent service over each and every touch point,” he said.
While Martin was quick to recognise there’s a lot to be done, he also encouraged companies to move quickly.
“Now, that’s a huge amount of change but if we’re talking best practice that’s the route we need to take to get there and if not, there will be plenty of other small businesses that will move fast, and they’ll take our place and replace what we’re doing.
“Retail alone is already littered with the dead bodies of giants who either didn’t change until it was too late or simply threw money at a department or at e-commerce or digital marketing without embracing the fact it needed to be transformation across the business,” Martin added.
To hear the rest of the discussion and gain key insights into what customer personalisation by marketers will look like in the coming years, listen to the webinar here.
Please login with linkedin to comment
B&T Customer centric Marketer Marketing metcash Personalisation sapLatest News
Is B2B Marketing Missing Its Emotional Touch?
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
Aussie Taxpayers Invested $50M In Failed Streaming Service
Fresh from buying the Australia Post board Cartier watches, the Aussie taxpayer is copping yet another shafting here.
Springfree Trampoline Unveils New TV ‘That’s Why We Got A Springfree’
Who didn't love the backyard trampoline as a kid? And many of us still carry the physical scarring from the adventure.
Women In Media’s Tara O’Keefe: “What Worked Yesterday Doesn’t Today And Certainly Won’t Tomorrow”
Here's some wise words from QMS’ Tara O’Keefe. Yet, not that wise that you'd have to have done chemistry for the HSC.
An “Intellectual Thickshake”: Ben Fordham Rips On Pete Evans, As Pete Viciously Fires Back
B&T's understanding is that Pete Evans is a chef? Why doesn't he pop on the apron and get back to cooking dinner?
Why The ACCC Has Its Eye On iMessage, Facebook Messenger And WhatsApp
Any bartender that served Rod Sims a chardonnay would NOT want to fall short of that line on the glass, that's for sure.
Burger King Trials Reusable Packaging
Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.
Thursday TV Wrap: Gogglebox Takes Top Spot Despite Slight Dip
Gogglebox is almost like a scientific, neurological study into the human condition. Just with more bogans and ad breaks.
Borat Hijacks Landmarks Around The World To Promote Long-Awaited Sequel
Borat promotion comes to Bondi. And even it couldn't find any parking & got charged $9 for a tumeric almond milk latte.
Freelancers Marketplace Fiverr Appoints Bohemia For TV And BVOD In Australia
Freelance marketplace Fiverr has appointed Bohemia. B&T understands it's full-time and not three days casual.
Smarter Use Of Art & Science Stretch Auto Budgets Further
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
Jaguar Land Rover Appoints Haystac As PR Agency Of Record
We're not entirely sure if B&T goes to eastern suburbs real estate agents, but Haystac has won Land Rover's PR.
Greenpeace Warns Of The Dangers Of Deforestation In Stunning Animated Spot
Want to feel slightly more shit than you already do? A Greenpeace ad's guaranteed to activate the depression hormones.
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt Secures $US80M Series D Investment Round
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
Election Billboard Claiming Biden Is Mentally Unfit Spells Dementia Wrong
This actually would be hilarious had it not been about electing the next leader of the free world.
INNOCEAN Snares CHEP’s Wesley Hawes For ECD Role
Photographer goes the full "Leibovitz" to create moody, ethereal press pic for Welsey Hawes announcement.
How Human Centred Design Can Help Define Brand Experience
Admittedly, this one is a little highbrow and arty. However, a refreshing change from B&T's usual lowbrow and farty.
Nature Invests In New Team Members And Innovation
Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.
Dentsu International To Be Net Zero Emissions Agency By 2030
Admittedly, B&T's own net zero emissions targets have been hampered by the burnout competition in the car park.
PayPal And Buy From The Bush Launch New Marketplace
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]
Foxtel Upfronts: New Shows, Remote Voice Control, & Foxtel Media’s New Data Platform For Buyers
Seven's yesterday, Foxtel's Upfronts today. If it wasn't for this pandemic, B&T staff should be very hungover about now.
Freedom Foods Appoints 72andSunny Sydney As Its Comms & Design Agency
72andSunny office staff already noticing fluffier stools after snaring breakfast cereal maker.
Streaming Service Quibi Sensationally Shuts Down After Just Six Months
Quibi has shut down after just six months. It's also now got lots of monogrammed pens it doesn't know what to do with.
Droga5 Nails It Once Again In Hilarious New Work For Amazon’s Alexa
The B&T office uses Alexa for all our everyday mundane chores. But we call him Brian the work experience student.
Neuro-Insight Study Reveals Animation Is Twice As Effective As Static Advertising
In possibly a further blow for supermodels, a new study has found animation is twice as effective as static advertising.
Wednesday TV Wrap: Gruen Takes A 200K Hit
Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.
Philippe Krakowsky Named New IPG CEO
Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.
Cricket NSW Bans Sports Betting Ads In New ‘GambleAware’ Partnership
Cricket NSW has banned sports betting and moved to medium-strength beer. You watch, the meat pies will be next.
