Personalisation: Putting People at the Centre of Your Conversion Efforts - Ned Poulter @ #CampDigital

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How people use the web has changed. Consumers are demanding more from their online interaction with brands. They expect only specific and personally relevant messaging before they are inclined to take the actions that you are influencing them towards.

In this talk, Ned will share observations on the changing nature of how personalisation is being used across the web. He’ll provide insight and actionable takeaways from his work to help fuel your conversion efforts and better optimise your digital activities., challenging some ideals and hopefully prompting greater use of personalisation in your marketing.

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  • 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.
  • Personalisation: Putting People at the Centre of Your Conversion Efforts - Ned Poulter @ #CampDigital

    1. 1. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +447887851818 FOLLOW @nedpoulter PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS
    2. 2. DIGITAL MARKETING CONSULTANT Hi. I’m Ned Poulter BLOGGER SOCIAL @NedPoulter /NedPoulter
    3. 3. Background TheLADBible Realtor.com ASOS Netflix Miinto YO! Sushi Lighting Room Tens The Hay Group Otto Car SABMiller Notonthehighstr eet.com
    4. 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. 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. 6. IN TERMS OF USABILITY & TECHNOLOGY PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    7. 7. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    8. 8. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    9. 9. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    10. 10. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    11. 11. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    12. 12. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    13. 13. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    14. 14. IN TERMS OF PERSONALISATION PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    15. 15. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    16. 16. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    17. 17. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    18. 18. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    19. 19. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    20. 20. Q: WHAT’S THE BEST HOMEPAGE ON THE INTERNET? PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    21. 21. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    22. 22. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    23. 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. 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. 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. 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. 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. 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. 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. 30. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    31. 31. TARGETING IN THE FUTURE PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    32. 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. 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. 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. 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. 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. 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. 38. TACTICS FOR ‘PERSONALISING’ YOUR MARKETING EFFORTS PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    39. 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. 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. 41. WISTIA CASE STUDY: http://wi.st/1Xvv32o PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    42. 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. 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. 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. 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. 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. 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. 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. 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. 50. ANY QUESTIONS? PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
    51. 51. Thank You. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +447887851818 FOLLOW @nedpoulter
    52. 52. 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!
    53. 53. 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

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