Lessons from Burberry - Getting your digital house in order

At Salesforce’s Dreamforce 5 years back, Angela Ahrendts of Burberry explained that the online digital ecommerce experience should match the offline. And that is precisely what they did, using service cloud to deliver the same world class customer experience online that customers would receive walking into a retail store. You can hear their story here:

https://youtu.be/mj_NQvLgDs4

Similarly, Dell established a social media control center to deliver similar capabilities. This was dubbed a “social enterprise” transformation. The truth is that back then, short of social listening through the Radian6 platform and a light connector to move a social comment into a sales lead or service cloud case, there wasn't much more to execute on. 

Fast forward to 2017. There have been massive advances in big data processing driving an unprecedented ability to manage known and unknown audience segments across various channels of engagement. The time is now to stitch together your digital touch points in a data management platform and apply big data learning atop an even broader data lake. Once this is properly organized and analyzed we can engage in a person-based approach across social and paid media. 

If you look at the enterprise software companies that have the capability to deliver DMP, analytics, paid social/media, and site-side optimization, you have Adobe, Salesforce and Oracle. Each one has unique advantages whether it's the best DMP, the strongest customer service integration, the best measurement of outcomes, or a connected DSP. For this reason it is essential to select the best core and then extend the platform through best of breed integrations. 

But what does this mean for luxury digital marketing? Everything. It’s essential to know your customer, both the known and unknown audiences. And only once you have your digital house in order can you then start to look at using digital social and paid channels effectively to enhance the effectiveness of traditional channels.