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New Zealand Marketing - 2021-09-23

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SMART STRATEGIES

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STRATEGY #1: START WITH CUSTOMER EXPERIENCE Personalise every step of the customer journey with cutting- edge tactics such as tailored dynamic promotions, prioritised content sequence and placements, and real-time behaviour-triggered messages across channels. There’s an ever- increasing range of tools and vendors supplying analytic and automation tools to help you do so, but Head of Insight & Analytics at Track Aotearoa Matt Jarman has noticed a core trend for marketers is often to start with a ‘ tool-first’ approach. “Although there is an obvious temptation to implement new martech or solutions with the promise of greater understanding or personalisation, in our experience this approach rarely delivers the perceived benefits. We advocate an approach that starts with the customer – identifying the experiences that you’re trying to deliver; understanding the data, analytic and martech requirements needed to deliver the requisite customer experiences; quantifying the gaps from a current capability perspective, as well as the likely business and customer uplift; and then identifying the technology or tools required.” STRATEGY #2: DATA & ANALYTICS Personalisation is only as effective as the underlying data driving it. Robust personalisation requires companies to deeply understand their customers, and having accessible and relatable data is one of the best ways to do so. But it comes with a catch. “It’s also worth noting that marketers have had a huge amount of trackable data for a long time, enabling us to track everything all the time, but we must acknowledge that the privacy landscape has shifted,” cautions Head of Data & Tech at FCB New Zealand Qassem Naim. “Although this might make it trickier in the shortterm to execute our marketing activity, for many customers, it’s a welcome change.” STRATEGY #3: CREATIVE & CONTENT MANAGEMENT These days, getting your ad in front of the reader is the easy part – we have a host of sophisticated tools to help us find the right customer at the right time. But it’s creating something that’s going to cut through the noise and lead them to click through that’s where the real art starts. One of the biggest hurdles to achieving personalisation at scale is producing the vast amount of content needed to deliver personalised experiences. This strategy requires marketers to dynamically assemble, automate and scale content needed for personalisation with machine-learning technology. “In this landscape, readers are also more likely to engage with content that they can relate to and see themselves within in some way, so using clear images that represent your target audience within your creative is an important step,” says New Zealand Country Manager at Outbrain Andy Hammond. “Think about this from your own perspective. If you’re 35 and looking to buy your first home, it’s unlikely you’re going to engage with ads that predominantly show older families or seniors.” STRATEGY #4: OPTIMISATION & DECISIONING Maximise sales with a centralised decisioning engine that arbitrates which messages and offers should be sent to which customers, through which channels, at what frequency. Marketers must evolve from managing siloed, channel-specific communications to orchestrating omnichannel campaigns across all traditional and new media. Managing Partner at Together Rufus Chuter says that if marketers get this right, they should expect to see an effective media strategy work coherently within a wider brand and communication strategy, as well as creative platform or idea that delivers on personalisation. STRATEGY #5: ORGANISATION & OPERATING MODEL The Adobe report says that achieving personalisation at scale takes more than new technologies. “It requires transformation. First, the organisation and operating model should be structured in support of seamless personalised experience across channels. And that requires moving beyond a traditional organisational structure, with its separate online and offline teams operating under separate profits and losses.” This is possibly one of the more challenging strategies to implement, but it essentially comes down to buy- in at all levels of business and commitment to a particular strategy. This is something that was discussed at length in the June/ July 2021 issue of NZ Marketing, and again picked up by ANZ’S Matthew Pickering on page 30. On the following pages, our experts critically and practically engage with a number of these personalisation strategies in the context of great privacy concerns, with the aim of providing marketers with greater insight into delivering branding and messaging that’s well targeted and engaging at an individual level.

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