Tag Archives: HP

Reaching Your Ultimate Buyer with Social Media Data Retargeting

Leslie Drate’

Attendees on Day 1 of the Marketing Analytics & Data Science conference learned more about data-driven social media as Leslie Drate, US Consumer Print Social Media at HP, Inc. presented “Social Media Data Retargeting.”

Acorrding to Leslie, targeting is good, but retargeting allows you to focus marketing dollars and brand messenging on a specific target audience that is more likely to buy from you than other audiences.

Retargeting is more affordable, efficient and effective. You can retarget on Facebook, Instagram, Twitter and YouTube around these parameters:
- Location: country, state, zip code, or even the area around your house
- Demographics: age, gender, interests, languages
- Interest: hundreds of categories including music, movies, sports, games, shopping, etc.
- Behaviors: things they do, like shopping behavior, type of phone they use, or if they are looking to buy a car or house

To retarget to custom or tailored audiences:
- Target ads to people on your contact list
- Facebook or Twitter compares your data with theirs to find the people in their database
- Use a customer list or data from your website
- The information is encrypted to protect customer relationships (or use a third-party data warehouse)

Leslie also talked about pixel data on Facebook and Twitter to target visitors to specific pages. Here’s how it works:
- Place a pixel on key web pages
- Buid audiences you can target on social media
- Track conversions

In sequential social media marketing, it’s important to develop content and messaging that moves the audience through the journey cross-device, cross-platform and through customized creative by platform and target audience.

The way you reach across platforms is also important. Leslie explained that when you reach someone with a digital video message, you should follow that up with a display ad to reach them on a PC and reach them again on mobile.

Leslie recommended retargeting as a way to stay one step ahead in your social media efforts. Stay connected for more insights and conference highlights at #MADSCONF.


Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

The Biggest Changes in Shopper Behavior in the Past 5 Years

Shopper behavior is changing at an uncontrollable pace, and retailers must keep up. In the past five
years, there have been a lot of changes in shopper
behavior
that marketers and researchers in retail should pay close
attention to. That’s why we asked the top leaders in the industry to share the
changes that they think are most important.
Here is what they said:
Dan Pink, Author:
The once-breathtaking, but now commonplace, idea that most people carry in
their pockets a powerful computer that can connect to the entire world.
Joseph Davis,
Coca-Cola:
For me, it has been the surprising pace with which shoppers are
moving to fresh or prepared foods ‘ driving traffic out of the center store and
into the perimeter. And it’s a behavior without boundaries ‘ large store,
small store, online ‘ it’s a real shift in demand toward on-demand, easy meal
solutions.  This kind of thing you’d expect to be more glacial in pace and
moving with generations, but the behaviors are changing faster than I think
many of us expected.
Christine Trodella,
Facebook:
Mobile is the biggest shift in shopper behavior over the past
five years. Mobile usage continues to grow at an astounding pace and people are
now shopping, browsing and researching across devices. As Retailers optimize
their mobile experience and people become more comfortable buying on mobile,
conversions will continue to grow. Today, mobile is a powerful tool
for discovery and an increasingly influential part of the shopper’s journey. 41
percent of people who research on a smartphone convert on another device and 38
percent convert in store (eMarketer report Cross Device Search Marketing, April
2015). As mobile bridges the online and offline world, retailers need to invest
more in their mobile presence and understand and assign the proper value to
each customer touch point along the path to purchase.
Jonathan McDonald,
Thought Expansion Network
: I think the biggest shift in behavior is less to
do with how people behave while shopping but instead how people are far more
empowered to be ANY part of the value chain. Over the last five years we’ve
seen an exponential increase in the capability and affordability of technology,
driving the ability for anyone to be an investor, manufacturer, retailer,
marketer and consumer of products and services. Platforms like Etsy.com and
Kickstarter have enabled this shift and I believe it is just the beginning of
what I would term ‘value chain democratization.’
Neil Howe, Author:
More consumers using smartphones. Whether they’re making purchases from their
devices or using them to compare prices in-store, shoppers have more
information at their fingertips than ever before and are using it to make
better-informed purchasing decisions.
Sheila McKay, HP:
The use of cellphones on the shopper journey – the smart phone is giving
shoppers access to endless amounts of information – figuring out how to get the
information you believe your shopper would like to see has not been easy – we
are still trying to figure out the best way to help shoppers access the
information we have created based on their desires – would love to know what is
working best for you!
Michael Klein, Post
Foods:
The changing path to purchase away from traditional shopping to
online and digital is the biggest shift in shopping behavior over the last five
years. As technology has advanced, and Millennials are becoming more dominant
in the marketplace, the path to purchase has evolved.  
Dan Mudd, Clorox
International:
Crowdsourcing: Ratings & Reviews increasing importance
on category and brand choice within it. Clear benefit communication and
delivery of it at every possible touch point in the shopper’s journey has never
been more important.
Jon Fehrman, Big Lots:
Over the past few years the shift from cellular to mobile and the ability for
shopping on demand. I can recall discussing this with peers approx. five to six
years ago about whether to include a graphic depiction of a mobile phone versus
cellular on pack, and at that time it was too soon. Not now!
Kristian Aloma, Brandtrust: There are two things here I find most
intriguing in the market place. First, is the ability for consumers to
immediate craft and distribute stories to their personal audiences. Whether in
brick and mortar or online, consumers are increasingly posting, tweeting,
Yelp-ing, blogging, almost instantaneously about the service, product or
experience they’ve just had. This fact requires a shift in the way marketers
and brand managers think about their communications strategy and the tools,
props and artifacts they give consumers at the point of purchase. With a consumer
group that is so ready to tell stories, the brands that help them do so, and do
so in a way that is favorable to the brand, are those that will win in this
space. In some cases, we see brands, especially online, immediately encouraging
this. Airlines, Amazon.com and many others
immediately provide consumers the opportunity to post about their purchase
right from the site. 
James Sorensen,
Kantar Retail:
Shoppers go to fewer stores, smaller stores, seek more
personalization and make more purchases through ecommerce channels.  But
these changes are not a result of a change in shopper behavior, but are rather
simply a result of the change in the retail landscape. Shopper’s want what shoppers
have always wanted.  Most of the time they want to get the goods they
need, as quickly, easily and at the lowest cost possibly. Retailers and
brands that deliver the most frictionless experiences at the best price will
win a greater share of the shoppers’ loyalty.
Jim Cusson, Theory
House:
Five years ago my front porch was likely to be a resting place for
potted flowers or a place to sip a cup of iced tea. Today it has become a
depository for UPS to drop off Amazon.com Prime boxes. I suspect my home life
serves as a microcosm for today’s shopper. My household is increasingly buying
online while at the same time splitting grocery shopping between two
supermarkets, Target and Club stores. We’re taking advantage of choice,
convenience and also specialization. 
Like what you’ve read? Attend The
OmniShopper 2015 Conference
in Chicago July 20-22 and revolutionize your
shopper strategy to get ahead in the emerging retail landscape. OmniShopper, formerly
Shopper Insights in Action, is the event of choice for the retail
industry, and has been for over a decade. Experts from leading Retailers and
Brands break down the dramatic shifts in shopper behavior and then teach you
how to redefine your shopper strategy to win at retail.
Use discount code
OMNI15BLOG for $100 off the current rate. Register today! http://bit.ly/1eJbgwK
Cheers!
The #OmniShopper15 Team

@OmniShopper

How HP, Forrester, Dell and Others Master the Customer Experience

Translating data insights into an actionable plan is the foundation for building a successful and emotionally connected brand.  The 2014 Total Customer Experience Leaders Summitshines an important lens on measuring and aligning data, along with linking attitudinal metrics to behavioral data across the enterprise. This three day open forum allows for high-level knowledge exchange with the most distinguished leaders in the customer experience space. 
See for yourself – download the brochure for full program detail and session descriptions: http://bit.ly/1fhJFi9

Our visionary speakers on data and linkage include:

KEYNOTE: Employees are the Key to delivering your Customer’s Experience
Peter Neill, Former Chief Customer Officer, Level 3 Communications

The ability to deliver upon a differentiated CE falls upon your employees and how your culture enables them and your customers. Your employee experience requires investment and shouldn’t be left to chance if “how” you deliver is equally as important to your customers as “what” you deliver. It’s critical to incorporate employees and customers into your VOC Program – Measurement, E2E Analysis, Action, Communications, and Recognition.

KEYNOTE: Personal Intelligence: The Power of Personality at Work
John D. Mayer, Renowned Professor of Psychology, The University of New Hampshire and Author, Personal Intelligence

John is a groundbreaking behavioral psychologist and key innovator in intelligence research having written more than 125 scientific articles, books, and psychological tests, including the internationally known Mayer-Salovey-Caruso Emotional Intelligence Test. John argues that understanding personality is the key to our well-being. We are all curious about what people are thinking and what makes them tick. This urge to understand others helps us to adapt successfully to the world around us. Mayer talks about personal intelligence at work and the use of personal intelligence to understand our customers.

Twelve Year Customer Experience Journey
John Sullivan, Global TCE Leader, HP Financial Services

The key to the success of this twelve year journey could only happen through an engaged employee workforce. This presentation deconstructs the twelve year journey of a global company with over 1,500 employees supporting customers in over 50 countries competing for loyalty and wallet share in an industry and marketplace that provides superior customer experiences. John focuses on identifying and segmenting customers; internal as well as external, implementing a measurement process that gives continuous feedback and how to turn this information into meaningful, measureable action that would drive customer loyalty.

Making Promises, Keeping Promises: Building Brand and Loyalty Through Customer Experience
Kerry Bodine, Former VP and Principal Analyst, Customer Experience Research Practice, Forrester

Companies are waking up to the fact that customers’ perceptions have a profound impact on business metrics ranging from brand equity and customer loyalty to increased revenue and cost savings. But for businesses to succeed, they need to get serious about the way they define, implement, and manage the customer experience. This session will explore how to make the connections between experience, brand and loyalty, the role that various touch points play in creating customer expectations and delivering on them and how marketers need to collaborate with the rest of the organization to ensure a high-quality customer experience.

….and, many more industry leaders!

Mention code TCEL14BL & Save 15% off the standard rate. Register today:  http://bit.ly/1fhJFi9

Join us and the greatest customer experience strategists of our time and together we’ll advance business relevancy through customer strategy.
Cheers,
The TCEL Team
@TotalCustomer