2015-03-262015-03-262023-12-06en-GBYellowHawk Ltdhttps://www.commsbox.co.uk/assets/img/commsbox-logo-[369453].pnghttp://www.commsbox.co.uk/doc/image.rhtm/Ocado_1.png
How Ocado Markets to a Segment of One
Published
under Opinion
by Caroline Wright
on 26.3.15According to Digital Marketing Magazine* a study by Teradata showed that 90% of marketers want to embrace one-to-one personalisation. In this opinion piece we take a look at how Ocado embed one to one personalisation into a typical customer journey. We followed the Ocado customer journey over a 13 week period from initial registration on their website, through placing an order and to ongoing customer engagement. Their customer engagement process is illustrated with examples of Ocado's search marketing, web content, social media sharing and email.
We've analysed Ocado’s customer journey using the Smart Insights’ RACE Digital Marketing Planning Framework**
- Reach - reaching customers through inbound or outbound marketing activities
- Act - the actions that visitors take when they arrive at a website
- Convert - turning a visitor into a contact or customer
- Engage - creating an ongoing conversation over the lifecyle of the customer
Today’s marketing automation technology allows companies of any size to manage one to one personalised marketing campaigns. No matter what size of organisation you are, you can learn from the methods used by the big brands. Customer journeys are enabled by websites that are able to collect data and turn that data into a personalised journey using marketing automation tools such as Commsbox............read more
*Digital Marketing Magazine (2015) 90 Percent of Marketers Say Individualised Marketing is the Future,
**Smart Insights (2015) Introducing Race: A Practical Framework To Improve Your Digital Marketing,
Caroline is Marketing Director for CommsBox, marketing automation software. Her industry experience spans high technology companies, charities, membership organisations and the creative industries. Caroline also works as Senior Lecturer in Digital Marketing at the University of Hertfordshire and has been instrumental in setting up their new BA Marketing with Digital Communications. She also works with postgraduates on MSc Marketing and with professionals taking Chartered Institute of Marketing/CAM Digital Marketing Diploma.You can connect with her on LinkedIn.
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