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SearchLeeds 2019 - Gary Arnold - Edit - Personalisation in a Search journey


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Marketing needs to deliver consistent, seamless personalised experiences to help find, keep and grow customers. But marketing is stuck in rut, following outdated ways of working that mean it is struggling to keep up with consumer expectations. Gary's SearchLeeds talk discussed the types of change that need to happen to support personalistion and how Search professionals are ideally equipped to operate in this new world.

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SearchLeeds 2019 - Gary Arnold - Edit - Personalisation in a Search journey

  1. 1. ConfidentialConfidential Hello. Personalisation in Search journey* *In a roundabout way
  2. 2. Confidential
  3. 3. Confidential
  4. 4. Confidential Marketing Consumer Expectations
  5. 5. Confidential Loyalty is derived from consistent, personalised, friction-free customer experiences DMA’s 2018 Customer Engagement Research Consumer Expectations
  6. 6. Confidential Customer experience is a shared responsibility Product Sales Marketing Customer Service CX
  7. 7. Confidential “mass advertising of the past is giving way to the newly affordable ability to locate and communicate directly with a company’s best prospects and customers” “we are living through the shift from selling virtually everyone the same thing a generation ago to fulfilling individual needs and tastes . . . by supplying . . . customized products and services” Stan Rapp & Tom Collins, MaxiMarketing ,1987 The Marketing dream (personal, consistent, seamless)
  8. 8. Confidential The Marketing reality Social Search Email Data Website Content Tech (here be weirdos and geeks) Creative (happy fluffy people) PR (personal-ish in parts)
  9. 9. Confidential Why is Marketing lagging behind? Customers have a louder voice More touchpoints to consider Technology is part of peoples lives Complexity
  10. 10. Confidential Change is needed
  11. 11. Confidential Look at the customer journeys and personalisation opportunities Aggregators Search Store Web Social GuidesDisplay Email
  12. 12. Confidential Year 12-month bucket Half Year 6-month bucket Quarter 3-month bucket Sprint Marketing Road Map Sprint reviews are opportunities to ripple feedback across buckets Strategiclevel Vision Themes Epics Stories Tasks Innovation Experimentation Explore “Fail Fast” Question Assumptions Ambiguity Speed Scalability Standardisation Exploit “Fail Not” Low variance Precision Reliability Build ways of working that are bi-modal Source: Hacking Marketing – Scott Brinker
  13. 13. Confidential Hire / nurture combs GENERALISMS S P E C I A L I S M S P E C I A L I S M S P E C I A L I S M S P E C I A L I S M S P E C I A L I S M S P E C I A L I S M S P E C I A L I S M S P E C I A L I S M GENERALISMS GENERALISMS
  14. 14. Confidential Ok… I get the comb reference. But what has this got to do with Search and Personalisation…?
  15. 15. Confidential Build ways of working that are bi-modal Working in Search gives you an advantage
  16. 16. Confidential Build upon your advantage 1. Nurture your soft skills/traits as much as the harder ones 2. Invest in the “Base Knowledge” 3. Don’t just learn. Do and do again. 4. Be the person who questions and makes connections Collaboration Communication Critical Thinking Curiosity Psychology Data/Analytics Story Telling Branding Martech Money Agile Research
  17. 17. ConfidentialConfidential Sounds hard… what’s in it for me?
  18. 18. Confidential Get In Touch Confidential