Interview With Su Jella, CRM & Digital Marketing Manager At Dulux

We sat down with Su to talk all things digital marketing


Su Jella is a Digital Marketing and CRM leader carrying over a decade of experience in the marketing space - building and growing digital audiences in multi-industries. Beginning her career as a Brand Marketer, she has evolved into a digital and data-driven specialist. Su has applied her skills in developing and executing strategies/programs and over 300 digital marketing campaigns. She harnesses the value of data and carries the expertise to manage and integrate data, drives technology adoption, creates powerful customer journeys and customer segmentation strategies. She has taken the opportunity in her career to champion, mentor, and coach over 60 staff in adapting to digital environments and has also led change and growth in Digital, Marketing and Sales initiatives.

Ahead of her presentation at the Digital Marketing Innovation Summit this March 15 - 16 in Melbourne, we sat down with Su to discuss all things digital marketing, from content to the customer journey. 

1. When ‘content is king’ how are you implementing a content marketing strategy?

My content marketing strategies have been driven by customer data and insights that are channelled by the customer journey map. Using automation, customer segmentation, personalisation tactics and behavioural insights, I’ve developed strategic content relevant to customer interests to prompt an outcome or action for the business. Customers do not want to be considered as generic to a business, but as individuals who are valued and provided with content that is specific to their needs. A customer is willing to provide personal data, but what an organisation does with that data is pivotal to customer outcomes and building of relationships between and organisation and its customer. When driving content to your customer, don’t collect data for the sake of data collection, apply the data with relevance to your customer in your content marketing strategy.

2. How do you maintain brand loyalty and meaningful engagement in the over-crowded digital space?

Through customer insights and behaviour. Understanding a customer’s interaction with an organisation and their level of engagement is a key factor in developing meaningful relationships. There is a wealth of information in customer data. Using this to develop an engaging relationship creates a personalised experience and develops value-based interactions with customers. For example, customer loyalty/rewards programs drive customer retention and advocacy. These programs carry a wealth of data about customers not only about your organisation but about organisations that the customer trades with. This data enables you to create personalised experiences and also understand your customer’s behavioural engagement with you as well as their preferred brands and products. A customer has to take a keen interest to engage with this program, it isn’t an automated subscription, therefore in this respect a customer expects an engaged relationship with an organisation. The analytics behind these programs are individualistic and specific to customers and that sets them apart from others operating in a similar environment. How we engage with them through this data is what determines a valuable interaction that leads to lifetime relationships with customers.

3. Are you personalising your consumer engagement? If so how?

Yes. I harness data from Rewards programs that deliver targeted campaigns based on customer purchases and Rewards/Redemptions behaviour. Promotional offers and personalised content to customers are targeted to customers based on their data and behaviour in the Rewards program. Video marketing is an incredible way to create personalised experiences for customers. One of the tactics I’ve used is to create personalised videos to retain customer loyalty by providing “human” data to customers that show the value they’ve added to trading with us. For example,

Joe Bloggs you shopped with us 41 times in 2017 at 20 stores, with your favourite store being in Springvale, spending an average of $1000 with us. To celebrate your loyalty Joe, we would like to you offer you a gift card for the New Year valued at $300.

A simple, but insightful piece of communication that is relevant and individualistic to Joe creates a personalised and valued relationship. Joe knows that we know him and we appreciate his loyalty with us.

4. How are you tracking your customer's journey and have you seen a change in browsing behaviours? (e.g. move to mobile, two-screens, etc.)

I’ve used Google Analytics, Adobe Analytics, SugarCRM and Marketo in my experience to track these behaviours and gain insights into customer engagement.

The common insight is that people are not loyal to a specific channel or browsing pattern, they perform actions based on convenience and accessibility. A customer’s browsing habit is determined by what/where they shop, what information are they looking for and what need they are trying to fulfil when they browse online. There is a growing trend with Millennials who trade in this industry as the digital shift gets stronger and more accessible. App development for quotes, orders, bill payments, etc has grown by 40% in the last 2 years in this industry, due to a digitally savvy generation taking over the market. Traditional practices still reign dominant in this area, but the change to digital interactions and addressing customer behaviours on digital platforms is changing the way the organisation sells product and the way the customer buys product. This industry however, is taking a slow and steady approach to digital transformation due to the 60% audience segment that still relies on traditional practices and interactions.

5. How crucial is the role that data plays in your decision-making and marketing planning?

It’s extremely crucial in many respects from forecasting, resourcing, budgeting, campaign management, etc - data drives strategy and decisions in today’s environment. Without data, a business cannot develop strategic initiatives and build better relationships or increase revenue. Today’s buzzword in Digital and Marketing is Customer Experience, and delivering a seamless customer experience is dependent on data and insights. For example, our website is the largest channel to develop and nurture our consumer journey. Web data provides detailed insight on how our website communicates our brand values and proposition to customers. The data insights from our website lead to project planning and development, resourcing, funding, technical expertise, solution mapping, customer mapping, acquisition, retention, store development, etc. Without these insights, planning and funding development for better customer experiences is impossible.

6. How are you using data to better target your marketing? (localisation, audience segmentation, etc.)

Customer data provides insight into the life of a customer. Knowing details such as when they shop, where they shop, how they shop, who is the customer that is shopping, how do they pay their bills, what do they buy more often, what are their purchasing patterns and behaviour, etc. are all detailed insights that give rise to personalisation, localisation, segmentation and campaign opportunities. For example, by crunching mobile phone data and customer interactions over their phones, the opportunity to send targeted geo-tracking offers to customers has provided significant change in customer purchase behaviour as well as an enhanced personal experience for customers – something which is not common or experienced in this industry.

7. What do you foresee to be the biggest disruption/innovation in digital marketing in 2018?

The changing face of CRM systems. CRM system capabilities have now been extended into various areas of marketing from data management, automation, machine learning and AI. These systems are now packed with technology that is consumer friendly and engages users with human interactions. When it comes to digital marketing, businesses around the world are still behind. According to Altimeter, only 35% of companies have mapped their customer journey in 2017. What’s happened to the other 65%? They haven’t even commenced their customer journey and with the changing dynamics of various digital systems, businesses are going to struggle to keep up with customers, competitors and technology demands, especially with the likes of AI and machine learning starting to dominate technology demands. The biggest disruptor is AI and being able to adapt it to business strategy and revenue outcomes.

You can hear more from Su, along with many other leading digital marketing executives, at the Digital Marketing Innovation Summit this March 15 - 16 in Melbourne. To see the full schedule, click here.

Smart manufacturing small

Read next:

The Business Case For Smart Manufacturing