The Power of Personalisation - Blackmores Online Success Story

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What technology can offer the marketing savvy consumer, website best practice, how to engage consumers online, driving traffic to your website, and return on investment advice.

Presented by Jason Davey, Managing Director, Bullseye and Simon Marks, Strategic Business Communications Manager, Blackmores at Elite Media's Digital Marketing and Media Summit 2009

Published in: Business, News & Politics
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The Power of Personalisation - Blackmores Online Success Story

  1. 1. THE POWER OF PERSONALISATION BLACKMORES ONLINE SUCCESS STORY Jason Davey Simon Marks Managing Director, Digital Marketing Strategic Business Communications Manager
  2. 2. BLACKMORES DIGITAL STRATEGY Digital & Direct VITAMINS & DIETARY SUPPLEMENTS < $1 BILLION Strategy Highly Engaged Customisation Outcomes Blackmores Personal relevance Blackmores Wellness and Illness Vitality through natural means  Confusion  Clutter VDS Players  Lack of differentiation Disengaged Treatment Prevention Mindset Mindset
  3. 3. BLACKMORES ONLINE TODAY • 300,000 members • 120,000+ unique visitors/month • 4 customer segments • Fortnightly newsletter
  4. 4. SHOWCASE VIDEO View the video here: http://www.youtube.com/bullseyedigital
  5. 5. OUR RELATIONSHIP MARKETING JOURNEY 2005/06 2007/08 2009  MASS TARGETED 1-TO-1 Personalisation / Relevance: Low High Audience: Broad Narrow Relationship Depth: Shallow Deep
  6. 6. AGENCY/CLIENT JOURNEY 2005/06 2007/08 2009  EDUCATE UNDERSTAND RELATE Content & Resources: Low High Organisational involvement: Low High Content updates Monthly Daily
  7. 7. STARTED WITH MEMBERSHIP
  8. 8. WEBSITE PERSONALISATION Gender Promotions News & Content Product
  9. 9. TARGETING LIFESTAGES
  10. 10. INTEGRATED CAMPAIGNS
  11. 11. DATABASE TARGETING Interaction/Engagement Low Medium High SEGMENTATION: • Category loyalty • Level of spend Un segmented Profiled Segmented Level of personalisation
  12. 12. SOME SURPRISES IN THE DATA • 36% survey response rate from 100,000 members • 34% greater spend Members vs. Non-members Insight: Membership attracts advocates. • Net Promoter Score of 79 amongst advocates
  13. 13. PERSONALISED CONTENT DELIVERS PERSONALISED CONTENT + EFFECTIVE DESIGN = >50% OPEN RATES FOR PERSONALISED EMAILS 4x THE CTR OF NON-PERSONALISED EMAILS
  14. 14. DROP-OFF OVER TIME 80% 70% 60% 50% Open rates 40% 30% 20% 10% 0% Believers Choosers Potentials Treaters Unsegmented <6 months 6-11 months 12-17 months 18-23 months
  15. 15. RELEVANCE WINS Pregnancy Weight-loss SRF Engagement Time
  16. 16. NEXT? DYNAMIC PERSONALISATION AND COMMUNITY We’re building • Community features Australia’s biggest • Groups • Wellbeing blog community • Personalised news dedicated to • Blackmores TV wellbeing and • Podcasts natural health. • Online Tools
  17. 17. DYNAMIC PERSONALISATION
  18. 18. DYNAMIC PERSONALISATION
  19. 19. PERSONALISATION & COMMUNITY
  20. 20. SUMMARY • Set a clear agenda for your objectives • Get senior stakeholders/decision makers buy in early • Be prepared for a journey • Don’t assume the outcomes • Learn, adapt, optimise • Client and agency united • Data is only valuable with insights • Resource up • Engage with consumers and be prepared to be engaged with!
  21. 21. Questions?

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