drd 2012-05-06 - Drupa Report Daily

30 drupa Technology
May 6, 2012
1:1 marketing – are you talking to me?
Did you see that? No. How
about that? What’s “that?”
It’s the pace of change that
continues to accelerate in
our industries. If you think
the printing industry is moving
fast, try keeping up with
the rapid-fire changes playing
out in marketing. The
good ol’ days were when
we had one-way platforms
to deliver messages.
By Christa Carone, Chief
Marketing Officer, Xerox
1:1-Marketing – Meinen Sie mich?
Then, we got our own Websites
and could push content through
yet another format. And, now …
well now, consumers have their
platforms. It’s not just brands talking
to consumers. The consumer
talks back and they talk to their
friends through channels of communication
that grow exponentially
each day.
While this presents new challenges
for marketers, it’s also providing
us with knowledge we
never had before. By listening to
consumer’s conversations about
our brands, we learn nuances
about their purchasing habits,
what’s informing their decisions
and what makes them like or hate
us. And, this knowledge gives us
the foundation to finally customize
our marketing messages and
have relevant discussions with the
consumers we’re trying to engage.
The idea of 1:1 marketing
At long last, the technology of 1:1
marketing has finally caught up
with the idea of 1:1 marketing.
Think about it: new tools make it
easier to develop and implement
multi-channel campaigns with
personalized content. New media
and new channels of communication
inspire creativity. Our customer’s
real-time feedback gives
us insane insight and wields
tremendous influence. It’s overwhelming.
It’s scary. It’s fun …
and it’s hard.
Consider this: Studies show
that customers see nearly 3,000
messages a day. They notice
barely 50 and remember only
four. (During drupa, you should
double these numbers, right?
You’re in marketing message
overload, including with this
story. Hope this holds up as one
of your final four for the day!)
Individual messages
So, how do you break through?
How do you get consumers to
look up from their smartphones
and say, “Are you talking to me?”
That’s the main filter we need to
Treating different people differently. Personalized messages generate attention
Unterschiedliche Menschen unterschiedlich behandeln: Personalisierte Botschaften erzeugen Aufmerksamkeit.
apply to all our messages. At
Xerox, we’re learning new ways to
do this every day and we’re applying
our expertise in cross-media
communication through XMPie
and digital production printing.
The “are you talking to me?” lens
is viewed through this tough
criteria:
■ Irrelevance equals immediate
delete. There’s nothing generic
about people so let’s move
away from generic marketing to
people. Customized communication
is more than a “Dear
John” email. It’s messaging and
images presented through
multiple media that address
John’s industry, what’s he’s interested
in and what motivates
him to take actions.
■ When technology levels the
playing field, raise your game.
With email lists and marketing
automation systems, everyone
can be a direct marketer these
days. This is when effective
design and creative really
counts. Don’t skimp on good
creative; it’s what helps you cut
through.
■ Turn content into conversations.
No one wants to be sold
to But, we do want easy access
to the details that inform our
decisions and give us confidence
in the actions we
take. Marketing is transitioning
to engagement. The words we
say, the formats we use, the
messages we deliver, the conversations
we start – all of it
needs to connect with consumers
as people.
In the time it took you to read this
story, our industries have taken
more twists and turns with more
ways to connect with consumers
and more ways for them to connect
with us. The good news is that
we have technology on our
side. By using it wisely, we’re
building not just brand loyalists
but also brand advocates. It starts
with making it personal and
putting into practice the sage
advice of 1:1 guru, Don Peppers:
“Fundamentally, it’s about treating
different people differently.”
Haben Sie das gesehen? Und
das da? Was ist das überhaupt? In
unserer Branchen ändern sich die
Dinge immer schneller. Wenn Sie
glauben, die Druckbranche entwickele
sich rasch, dann versuchen
Sie mal, mit den rasanten Veränderungen
im Marketing Schritt zu
halten. Früher standen uns für
Marketingbotschaften Plattformen
zur Verfügung, die nur in eine
Richtung funktionierten: Printmedien,
TV, Plakate, Mailings.
Not all marketing
messages remain in our memory
Jeder Kunde wird mit annähernd 3.000 Marketing -
botschaften am Tag bombardiert, aber nicht alle bleiben in Erinnerung.
Später kamen unsere eigenen
Websites hinzu, und wir konnten
Inhalte in einem weiteren Format
vermitteln. Und heute? Inzwischen
haben die Konsumenten
eigene Plattformen. Nicht mehr
nur Marken sprechen Konsumenten
an. Heute antworten die Konsumenten,
und sie nutzen mit ihren
Freunden Kommunikationskanäle,
die tagtäglich wachsen.
Für das Marketing bedeutet das
neue Herausforderungen. Aber es