© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

The Power of Intelligent Multi-Channel Campaigns to Drive Customer Engagement

Lisa Watson Chairman, Direct Marketing Association of Singapore Commercial Business Development, HP GSB APJ

04 July 2014

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The Power of Intelligent Multi-Channel Campaigns to Drive Customer Engagement

The key to effective customer engagement in today’s digital world

Maximizing customers’ O2O experiences in a multi-channel environment

Ensuring your multi-channel efforts deliver maximum ROI

The Engagement Challenge … Our World Has Changed

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This Happened on Facebook 2013

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Dad, We Want a Puppy NO!

7 hours!

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5 days

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Consumers are Demanding!

And yet we want (and need) maximum

engagement from them

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Why Does Engagement Matter?

Buy More Stay Longer

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Engagement Must be Earned

This is NOT the Customer

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Engagement Must be Earned

This is YOU !

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And our Customer is Saying…

Talk to me, but on MY TERMS!

How Do We Engage Customers Across the O2O Journey?

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relevance

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We Must Move from VOLUME to VALUE Marketing

The RIGHT Customer The RIGHT Product The RIGHT Channel

The RIGHT Time The RIGHT Message

Mass Communication

VOLUME

Personalization & Customization

VALUE

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is more

better?

Or is it just MORE?

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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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Video: http://www.youtube.com/watch?v=sja3u2A3yyM

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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

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Keds Kids, Israel – Fashion Catalog DM + Facebook + variable data printing of catalog (in-store pickup)

Your kids are stars!

Video: http://youtu.be/sS7VmrdyRIU?t=35s

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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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List of countries by number of mobile phones in use 9 of top 20 in Asia

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Smartphone Penetration Varies by Market Development

AC Nielsen, Nov 2013

87 87 80

75 71

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23 18 15

72 64 62 60

13 13 20

25 29

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77 82 85

28 36 38 40

Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines UK France Germany US

Smartphone Non-Smartphone

DEVELOPED ASIA DEVELOPING ASIA EUROPE US

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targeted

personalized

customized

accountable

data is

oxygen

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The Latest QR Codes

Color increases scan rates

25-30%

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Augmented Reality (AR) use is growing … for engagement AND tracking

Video: http://youtu.be/vDNzTasuYEw

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The Power of Intelligent Multi-Channel Campaigns to Drive Customer Engagement

Effective customer engagement is all about relevance

Complementing the O2O journey is key to multi-channel success

Track response at every touchpoint to maximize ROI

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Questions?

Lisa Watson lisa1.watson@hp.com Follow me on Twitter #lw

04 July 2014