Personalisation: Putting People at the Centre of Your Conversion Efforts - Ned Poulter @ #CampDigital
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Ned Poulter discusses the importance of personalization in digital marketing. He argues that traditional targeting approaches are becoming less effective as consumers expect more personalized experiences. To improve targeting, marketers should leverage customer data to segment audiences and tailor campaigns. Some tactics include building custom audiences for remarketing, using data to optimize paid media bidding, and generating dynamic content. Personalization requires a shift away from broad strategies to a more nuanced understanding of individual customers.
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Personalisation: Putting People at the Centre of Your Conversion Efforts - Ned Poulter @ #CampDigital
- 1. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +447887851818 FOLLOW @nedpoulter PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS
- 2. DIGITAL MARKETING CONSULTANT Hi. I’m Ned Poulter BLOGGER SOCIAL @NedPoulter /NedPoulter
- 3. Background TheLADBible Realtor.com ASOS Netflix Miinto YO! Sushi Lighting Room Tens The Hay Group Otto Car SABMiller Notonthehighstr eet.com
- 4. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER THERE IS A MASSIVE CHANGE UNDERWAY IN THE ONLINE MARKETING LANDSCAPE…
- 5. MOVING AWAY FROM TOP-LEVEL UNDERSTANDING INTO RICHER, MORE PERSONALISED EXPERIENCES …and the consumers are aware of it! PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 6. IN TERMS OF USABILITY & TECHNOLOGY PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 7. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 8. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 9. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 10. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 11. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 12. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 13. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 14. IN TERMS OF PERSONALISATION PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 15. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 16. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 17. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 18. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 19. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 20. Q: WHAT’S THE BEST HOMEPAGE ON THE INTERNET? PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 21. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 22. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 23. TARGETING UP TO NOW MANY MAJOR BRANDS GO THROUGH A COMPLICATED AND DRAWN OUT PROCESS PROCESS OF UNDERSTANDING OUR CUSTOMERS, USING: 1. FOCUS GROUPS 2. SURVEYS 3. DEMOGRAPHICS 4. PERSONA CREATION 5. ETC PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 24. WHEN IT COMES TO APPLYING THESE ONLINE, WE FORGET THIS! LACK OF: TECHNOLOGY TOOLS AWARENESS CREATIVITY DESIRE PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 25. WE END UP UNDOING ALL OUR HARD WORK TARGETING THINGS LIKE: • BROAD KEYWORDS • BRAND PLACEMENTS • MASS EMAILS (W/O SEGMENTATION) • SPONSORSHIP • BLANKET MEDIA BUYS!? PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 26. + NOT TO MENTION, CUSTOMERS ARE RAPIDLY GETTING SMARTER / MORE DIFFERENTIATED PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 27. TRIED AND TEST ONLINE MARKETING TACTICS DONE ‘THE WAY THEY’VE ALWAYS BEEN DONE’ ARE LESS AND LESS EFFECTIVE… CPCS INCREASING! PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 28. TRIED AND TEST ONLINE MARKETING TACTICS DONE ‘THE WAY THEY’VE ALWAYS BEEN DONE’ ARE LESS AND LESS EFFECTIVE… PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 29. TRIED AND TEST ONLINE MARKETING TACTICS DONE ‘THE WAY THEY’VE ALWAYS BEEN DONE’ ARE LESS AND LESS EFFECTIVE… PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 30. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 31. TARGETING IN THE FUTURE PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 32. TARGETING IN THE FUTURE Q: WHAT PSYCHOLOGICAL TRAITS CAN YOU TAP INTO? • TARGETING INTEREST TYPE • TARGETING BASED ON ACTION • TARGETING IN NON-OBVIOUS AREAS • PUSH NOTIFICATIONS • PRE-ROLLS ON VIDEOS • NOT JUST GOOGLE ADS! PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 33. 1. CHANGE IN BEHAVIOUR 2. CHANGE IN STATE … MAKING EFFORTS TO PERSONALISE THE USERS EXPERIENCES PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 34. SOME BRANDS ARE DIFFERENTIATING FROM COMPETITORS, BY USING THIS AS THEIR USP INTELLIGENCE BUILT FROM THE GROUND UP… TRULY PERSONALISED FEED WELL. THEY’RE JUST AMAZON PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 35. WE’VE GOT TO DO BETTER, AND APPLY THIS APPROACH TO OUR BROADER MARKETING EFFORTS PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 36. LET’S BE REALISTIC • We are not going to undergo the efforts of a company like Amazon/Etsy/Birch Box are when it comes to personlisation overnight… PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 37. HOWEVER • We do need to better utilise our customer data across the board …and there are ways that we can start applying intelligence in our efforts today PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 38. TACTICS FOR ‘PERSONALISING’ YOUR MARKETING EFFORTS PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 39. START TO TRACK ACTIONS WHICH CAN USE TO DIFFERENTIATE YOUR CUSTOMER BASE BASED ON ACTION: WEBSITE VISITORS FREQUENCY OF VISIT EMAIL SUBSCRIBERS EVENT ATTENDEES BASED ON UNDERSTANDING: SEASONALITY PEAK TIMES OF DAY DAY OF WEEK/MONTH USE TAG MANAGER! PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 40. BUILD CUSTOM(ER) AUDIENCES COLLECT EMAIL ADDRESSES TO START BUILDING PERSONAS CONTENT OFFER FOR EMAIL (DOESN’T HAVE TO BE ECOMMERCE, CAN ALSO OFFER CONTENT!) FACEBOOK LEAD GEN ADS GOOGLE LEAD GEN FORMATS IN-VIDEO TURNSTILE (WISTIA) PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 41. WISTIA CASE STUDY: http://wi.st/1Xvv32o PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 42. ONCE DEVELOPED, TRIAL THE USE OF CUSTOM AUDIENCES USING THE FOLLOWING FACEBOOK ADS INSTAGRAM ADS TWITTER ADS GOOGLE CUSTOMER MATCH REMARKETING PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 43. INTELLIGENCE-BASED FACEBOOK REMARKETING SETUP REMARKETING BASED ON ACTION FOR: INCLUDE WEBSITE VISITORS (REMARKETING) INDIVIDUALS WHO HAVE VISITED THE SITE BUT HAVEN’T SIGNED UP/PURCHASED EXCLUDE PEOLE WHO’VE REACHED THE BASKET/SIGN-UP PAGE (CUSTOM CONVERSION) PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 44. INJECT USING JSON-linkedData ON SEARCH RESULTS BRAND LOGO SOCIAL PROFILES TELEPHONE NUMBERS PERSON SERP SEARCH BOX MUSIC EVENT LOCATION PRODUCT REVIEWS CHECK OUT: THIS PRESENTATION http://bit.ly/1Xx7XIV THIS CHEAT SHEET http://bit.ly/1Lsf9FB PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 45. BID MODIFYING YOUR PAID ACTIVITY BASED ON CUSTOMER DATA TIME OF DAY DAY OF WEEK WEEK OF MONTH (PAYDAY WEEKEND?) LOCATION CUSTOMER LOYAL CUSTOMERS (WHAT DO YOU UNDERSTAND ABOUT THEM?) NEW CUSTOMERS (WHAT DO YOU UNDERSTAND ABOUT THEM?) TRY WITH GOOGLE SHOPPING! PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 46. GET QUALITATIVE FEEDBACK WATCH YOUR USERS TRYING TO CARRY OUT KEY ACTIONS ON YOUR WEBSITE USE SESSION RECORDING IN A TOOL LIKE HOTJAR PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 47. GET QUALITATIVE FEEDBACK ASK YOUR CUSTOMERS/PROSPECTIVE CUSTOMERS QUESTIONS RECRUITERS/SURVEYS ACCESS ‘VOICE OF CUSTOMER’ VISIT: http://bit.ly/1NnxlNe PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 48. LANDING PAGES + DYNAMIC HEADLINE GENERATION SETUP LEAD GEN PAGES USING UNBOUNCE SIGN UP TO UNBOUNCE ADD FALLBACK TEXT ADD BODY TEXT/HEADLINES/BUTTONS TO BE ADDED DYNAMICALLY CONFIGURE DYNAMIC TEXT + URL PARAMETERS DYNAMIC HEADLINE GENERATION (MATCHES THEIR SEARCH TERMS) VISIT: http://bit.ly/1RkzmZL PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 49. ATTENTION TO MORE SPECIFIC TARGETING ON A BROADER SCALE, PUTS US BACK IN THE DRIVING SEAT PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 50. ANY QUESTIONS? PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
- 53. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +447887851818 FOLLOW @nedpoulter P.S. We’re hiring! See: http://www.polestardigital.com/careers/ Speak to me!
- 54. Image credits: • Tug of war – Flickr • Google Keyword – Unbounce • Me – Flickr • Target – Flickr • Twitter Ads Logo – Elitebackoffice.com • Google Customer Match Logo – Magnafi.com • Facebook Remarketing – Adparlor.com
Hinweis der Redaktion
- We’re going through a massive change in the online marketing landscape
- Us digital marketers are moving away from a top-level understanding into creating richer, more personalised, experiences for consumers Important: Consumers are aware of it.
- This is coming in many forms. Like when it comes to usability & technology Usability + Technology - Different ways that we interact with marketing
- Google recently removed the RHS PPC ad units from the SERPs Easy to click on one without knowing that they’re ads Doesn’t change dynamic It did change usability (to their own profitable gain)
- Google’s search results now serve far richer – specific formats (developed through testing of user click-through-rates). E.g. searching for a restaurant, you probably want to know where it’s located (maps), be able to contact them (click-to-call) and see what other people think about it (reviews) Click-to-call If I’m searching for a locational term (“Brewdog bar”) OR a less specific search whilst IN a certain location (searching “Brewdog” in Manchester)
- Greater prominence is being given to (and successes drawn from) mobile-targeted formats and the mobile search results are now far richer than they were 2-3 years ago. Because it’s what consumers are interacting with! Varying rich data formats. Applying the desktop experience to mobile DIDN’T provide optimal results
- The intelligence of machine learning is rapidly developing around us. We now talk to our phones! We then look at how we interact on a technological basis (Charlie = Siri story)
- Technology is even firmly planted in our living room and our ‘input’ is via speech or movement Popularity of the Wii Microsoft entering gaming console - THIS IS WHY
- VR is also a very real actuality, with companies like oculus rift & Google Business Tours
- And as consumers we’re experiencing and somewhat EXPECTING a more personalised experience
- Companies like: Birchbox – sending you samples of beauty products that you can personalise and modify based on your likes/dislikes
- Or Flavourly – gathering your opinions on craft beer subscription to continually send you new styles to try, based on what you like
- And Graze, offering healthy eating to your doorstep.
- Etsy does this too – in fact, they championed the ‘fully personalised homepage’
- And, of course, there’s Amazon
- Someone recently asked me: “What’s your favourite homepage on the internet”. My answer…?
- Facebook.
- Who are also testing some incredibly cool (and kind of scary!) features to entice user interaction
- In summary: Targeting up to now has been cumbersome, expensive
- We’re all familiar of the situation...
- The problem is, this archaic process means that we undo all our hard work!
- Not to mention our potential customers are getting smarter and smarter every day and they are going to EXPECT to interact w/ technology this way
- Using methods that have worked for a long time, are getting less and less effective (read: less viable for all/more expensive)
- Some things are just poorly executed.
- And others are just downright ugly/annoying
- Like a man standing on a high street screaming an advert in your face
- We’re all familiar of the situation...
- We’re all familiar of the situation...
- We’re all familiar of the situation...
- In fact… Some brands are pursuing this as one of their main points of differentiation.
- In essence, we’ve got to do better. Keep up pace with these societal changes and apply these learnings to our broader marketing efforts.
- But. We also need to stay realistic.
- We do need to better utilise customer data (that we’ve already got access to!)
- Tactics for Appearing to personalise your marketing efforts online.
- Track actions to differentiate your customer base
- Build custom(er) audiences
- Wistia case study on when to turnstile email collection on videos
- Use custom(er) audiences on: Facebook, Instagram, Twitter, Google Customer Match, remarketing
- Insert intelligence into your Facebook campaigns
- Use JSON-linkedData to inject useful assets onto SERPs
- Bid modify based on this data
- Hotjar - Recordings
- Get qualitative feedback. Access ‘voice of customer’
- Customise landing pages using dynamic keyword insertion
- Becoming specific with our targeting puts us back in the drivers seat
- Questions?
- You’re Awesome!
- Thank you.
- Thank you.