SlideShare a Scribd company logo

Human Connection in Modern Ecommerce Marketing - Kyle Allison, The Doctor of Digital Strategy

The pandemic tripled the e-commerce industry's website traffic and competitiveness. Today’s e-commerce marketer needs to ensure the fundamentals of convenience, connection, and customer service are up to par with the change in online consumer demands and expectations. The value of providing a humanistic connection in e-commerce marketing and experiences is what sets some e-commerce businesses over others. This presentation will provide industry best practices in this area. Key Takeaways: 1) Insights on building strategic plans around human connection in e-commerce personalization 2) Adapting framework of ideation in e-commerce personalization 3) Developing a method around data modeling input rules in A.I.

1 of 29
Download to read offline
MASTER
CLASS
DALLAS, TX ~ NOVEMBER 2 - 3, 2023
DIGIMARCONTEXAS.COM | #DigiMarConTexas
Kyle Allison
EXECUTIVE MANAGING DIRECTOR & FOUNDER
THE DOCTOR OF DIGITAL STRATEGY
Humanistic Connection
in Modern E-Commerce
Marketing
Human Connection in Modern
E-commerce Marketing
1. How to elevate E-commerce personalization
technology with the human connection factor
2.Optimizing rule induction tactics into digital
experience and personalization strategy with
the right analytical approach & iterative
testing environment
What are we going to learn?
Lorem ipsum dolor sit ames
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet Lorem
ipsum dolor sit amet rem ipsum
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet Lorem
ipsum dolor sit amet rem ipsum
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet Lorem
ipsum dolor sit amet rem ipsum
Human Connection in Modern Ecommerce Marketing - Kyle Allison, The Doctor of Digital Strategy
Digital…..is
Buzz Words:
• Transformational
• Future Proof
• Technological
• Disruptive
• Big Data
• Metaverse
• Automation
• Progressive
• Artificial Intelligence
Image Source: Pexels
Ad

Recommended

New roles in digital business
New roles in digital businessNew roles in digital business
New roles in digital businessAthalie Stegeman
 
Social Business - SCRM
Social Business - SCRMSocial Business - SCRM
Social Business - SCRMLee Schlenker
 
Gaurav Bhatnagar
Gaurav BhatnagarGaurav Bhatnagar
Gaurav BhatnagarHilary Ip
 
Accelerating Customer Insights & enhancing Business impact
Accelerating Customer Insights & enhancing Business impactAccelerating Customer Insights & enhancing Business impact
Accelerating Customer Insights & enhancing Business impactAjay Kelkar
 
Start Turning Data Into Actionable Insights
Start Turning Data Into Actionable InsightsStart Turning Data Into Actionable Insights
Start Turning Data Into Actionable InsightsTiffani Allen
 
Dynamics Day 2016: digital transformation - getting personal
Dynamics Day 2016: digital transformation - getting personalDynamics Day 2016: digital transformation - getting personal
Dynamics Day 2016: digital transformation - getting personalIntergen
 
The Secret to Acquiring and Retaining Customers in Financial Services
The Secret to Acquiring and Retaining Customers in Financial ServicesThe Secret to Acquiring and Retaining Customers in Financial Services
The Secret to Acquiring and Retaining Customers in Financial ServicesPerficient, Inc.
 
Innovation accounting and key metrics for startups
Innovation accounting and key metrics for startupsInnovation accounting and key metrics for startups
Innovation accounting and key metrics for startupsBlaz Kos
 

More Related Content

Similar to Human Connection in Modern Ecommerce Marketing - Kyle Allison, The Doctor of Digital Strategy

Measuring innovation
Measuring innovationMeasuring innovation
Measuring innovationLee Schlenker
 
New roles in digital business - an overview of digital developments that requ...
New roles in digital business - an overview of digital developments that requ...New roles in digital business - an overview of digital developments that requ...
New roles in digital business - an overview of digital developments that requ...Athalie Stegeman
 
DevDigital Presentation: How Much Are Your Digital Assets Worth?
DevDigital Presentation: How Much Are Your Digital Assets Worth?DevDigital Presentation: How Much Are Your Digital Assets Worth?
DevDigital Presentation: How Much Are Your Digital Assets Worth?maggiedevdig
 
5 Key Steps to Drive with Fintech Customer Journeys
5 Key Steps to Drive with Fintech Customer Journeys5 Key Steps to Drive with Fintech Customer Journeys
5 Key Steps to Drive with Fintech Customer JourneysDouglas Karr
 
Understanding and winning your customers in the big data era ( retail industry)
Understanding and winning your customers in the big data era ( retail industry)Understanding and winning your customers in the big data era ( retail industry)
Understanding and winning your customers in the big data era ( retail industry)Kim Ming Teh
 
Measuring engagement and revenue throughout the customer lifecycle by Silverpop
Measuring engagement and revenue throughout the customer lifecycle by SilverpopMeasuring engagement and revenue throughout the customer lifecycle by Silverpop
Measuring engagement and revenue throughout the customer lifecycle by SilverpopSilverpop
 
The Relation Between Data and the Customer Experience
The Relation Between Data and the Customer ExperienceThe Relation Between Data and the Customer Experience
The Relation Between Data and the Customer ExperienceNational Retail Federation
 
CRM & HE
CRM & HECRM & HE
CRM & HEscottw
 
Shifting perspectives of Canadian organizations
Shifting perspectives of Canadian organizationsShifting perspectives of Canadian organizations
Shifting perspectives of Canadian organizationsJoel Martin
 
SmashFly Transform: Fusing Technology & Strategy for Recruitment Marketing Su...
SmashFly Transform: Fusing Technology & Strategy for Recruitment Marketing Su...SmashFly Transform: Fusing Technology & Strategy for Recruitment Marketing Su...
SmashFly Transform: Fusing Technology & Strategy for Recruitment Marketing Su...SmashFly Technologies
 
Enterprise digital transformation
Enterprise digital transformationEnterprise digital transformation
Enterprise digital transformationSunil Maulik
 
Metrics to Maturity, Intelligence for Innovation: Your Value Proposition
Metrics to Maturity, Intelligence for Innovation: Your Value PropositionMetrics to Maturity, Intelligence for Innovation: Your Value Proposition
Metrics to Maturity, Intelligence for Innovation: Your Value PropositionCherwell Software
 
C2C workshop 2.16.2015 as brown
C2C workshop 2.16.2015 as brownC2C workshop 2.16.2015 as brown
C2C workshop 2.16.2015 as brownApril Brown
 
Digital Marketing: What Direct Selling Companies Can Learn from Top Tech
Digital Marketing: What Direct Selling Companies Can Learn from Top TechDigital Marketing: What Direct Selling Companies Can Learn from Top Tech
Digital Marketing: What Direct Selling Companies Can Learn from Top TechJulie Cabinaw
 
Webinar Customer Service through Social Media
Webinar Customer Service through Social MediaWebinar Customer Service through Social Media
Webinar Customer Service through Social MediaDoble Group, LLC
 
McLean Donnelly - Design & Business: A New Model of Product Strategy
McLean Donnelly - Design & Business: A New Model of Product StrategyMcLean Donnelly - Design & Business: A New Model of Product Strategy
McLean Donnelly - Design & Business: A New Model of Product StrategyJulia Grosman
 

Similar to Human Connection in Modern Ecommerce Marketing - Kyle Allison, The Doctor of Digital Strategy (20)

Measuring innovation
Measuring innovationMeasuring innovation
Measuring innovation
 
New roles in digital business - an overview of digital developments that requ...
New roles in digital business - an overview of digital developments that requ...New roles in digital business - an overview of digital developments that requ...
New roles in digital business - an overview of digital developments that requ...
 
DevDigital Presentation: How Much Are Your Digital Assets Worth?
DevDigital Presentation: How Much Are Your Digital Assets Worth?DevDigital Presentation: How Much Are Your Digital Assets Worth?
DevDigital Presentation: How Much Are Your Digital Assets Worth?
 
5 Key Steps to Drive with Fintech Customer Journeys
5 Key Steps to Drive with Fintech Customer Journeys5 Key Steps to Drive with Fintech Customer Journeys
5 Key Steps to Drive with Fintech Customer Journeys
 
Understanding and winning your customers in the big data era ( retail industry)
Understanding and winning your customers in the big data era ( retail industry)Understanding and winning your customers in the big data era ( retail industry)
Understanding and winning your customers in the big data era ( retail industry)
 
Measuring engagement and revenue throughout the customer lifecycle by Silverpop
Measuring engagement and revenue throughout the customer lifecycle by SilverpopMeasuring engagement and revenue throughout the customer lifecycle by Silverpop
Measuring engagement and revenue throughout the customer lifecycle by Silverpop
 
The Relation Between Data and the Customer Experience
The Relation Between Data and the Customer ExperienceThe Relation Between Data and the Customer Experience
The Relation Between Data and the Customer Experience
 
CRM & HE
CRM & HECRM & HE
CRM & HE
 
Shifting perspectives of Canadian organizations
Shifting perspectives of Canadian organizationsShifting perspectives of Canadian organizations
Shifting perspectives of Canadian organizations
 
Know Thy Customer Analytics
Know Thy Customer AnalyticsKnow Thy Customer Analytics
Know Thy Customer Analytics
 
Integrated Marketing
Integrated MarketingIntegrated Marketing
Integrated Marketing
 
Share and Tell Stanford 2016
Share and Tell Stanford 2016Share and Tell Stanford 2016
Share and Tell Stanford 2016
 
SmashFly Transform: Fusing Technology & Strategy for Recruitment Marketing Su...
SmashFly Transform: Fusing Technology & Strategy for Recruitment Marketing Su...SmashFly Transform: Fusing Technology & Strategy for Recruitment Marketing Su...
SmashFly Transform: Fusing Technology & Strategy for Recruitment Marketing Su...
 
Enterprise digital transformation
Enterprise digital transformationEnterprise digital transformation
Enterprise digital transformation
 
Metrics to Maturity, Intelligence for Innovation: Your Value Proposition
Metrics to Maturity, Intelligence for Innovation: Your Value PropositionMetrics to Maturity, Intelligence for Innovation: Your Value Proposition
Metrics to Maturity, Intelligence for Innovation: Your Value Proposition
 
C2C workshop 2.16.2015 as brown
C2C workshop 2.16.2015 as brownC2C workshop 2.16.2015 as brown
C2C workshop 2.16.2015 as brown
 
Digital Marketing: What Direct Selling Companies Can Learn from Top Tech
Digital Marketing: What Direct Selling Companies Can Learn from Top TechDigital Marketing: What Direct Selling Companies Can Learn from Top Tech
Digital Marketing: What Direct Selling Companies Can Learn from Top Tech
 
Webinar Customer Service through Social Media
Webinar Customer Service through Social MediaWebinar Customer Service through Social Media
Webinar Customer Service through Social Media
 
McLean Donnelly - Design & Business: A New Model of Product Strategy
McLean Donnelly - Design & Business: A New Model of Product StrategyMcLean Donnelly - Design & Business: A New Model of Product Strategy
McLean Donnelly - Design & Business: A New Model of Product Strategy
 
Client loyalty 2.0 Project
Client loyalty 2.0 ProjectClient loyalty 2.0 Project
Client loyalty 2.0 Project
 

More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions (20)

Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
 
Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...
Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...
Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...
 
The Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological Foundation
The Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological FoundationThe Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological Foundation
The Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological Foundation
 
Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...
Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...
Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...
 
Panel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLC
Panel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLCPanel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLC
Panel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLC
 
The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...
The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...
The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...
 
The Impact on Going from Personal Brand to Community - Zach Colman, Creatitive
The Impact on Going from Personal Brand to Community - Zach Colman, CreatitiveThe Impact on Going from Personal Brand to Community - Zach Colman, Creatitive
The Impact on Going from Personal Brand to Community - Zach Colman, Creatitive
 
Social Media Masterclass - Jordan Scheltgen, Cave
Social Media Masterclass - Jordan Scheltgen, CaveSocial Media Masterclass - Jordan Scheltgen, Cave
Social Media Masterclass - Jordan Scheltgen, Cave
 
Insider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQ
Insider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQInsider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQ
Insider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQ
 
497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...
497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...
497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...
 
WoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocal
WoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocalWoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocal
WoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocal
 
The State of the Creator Economy - Ryan Schram, IZEA
The State of the Creator Economy - Ryan Schram, IZEAThe State of the Creator Economy - Ryan Schram, IZEA
The State of the Creator Economy - Ryan Schram, IZEA
 
Generative AI - The New Wild West of SEO - Ryan Huser, Resignal
Generative AI - The New Wild West of SEO  - Ryan Huser, ResignalGenerative AI - The New Wild West of SEO  - Ryan Huser, Resignal
Generative AI - The New Wild West of SEO - Ryan Huser, Resignal
 
The Power of UGC and Micro Influencers - Marie Kennedy, L'Oréal
The Power of UGC and Micro Influencers - Marie Kennedy, L'OréalThe Power of UGC and Micro Influencers - Marie Kennedy, L'Oréal
The Power of UGC and Micro Influencers - Marie Kennedy, L'Oréal
 
Finding New Customers Through Localization - Christina Spaulding, Manzanita M...
Finding New Customers Through Localization - Christina Spaulding, Manzanita M...Finding New Customers Through Localization - Christina Spaulding, Manzanita M...
Finding New Customers Through Localization - Christina Spaulding, Manzanita M...
 
Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...
Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...
Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...
 
MultiChannel Marketing Strategy - Jeff Turnbow, WinningLocal
MultiChannel Marketing Strategy - Jeff Turnbow, WinningLocalMultiChannel Marketing Strategy - Jeff Turnbow, WinningLocal
MultiChannel Marketing Strategy - Jeff Turnbow, WinningLocal
 
Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...
Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...
Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...
 
Improve Your Digital Experience to Drive More Revenue - Alp Mimaroglu, Sysco
Improve Your Digital Experience to Drive More Revenue - Alp Mimaroglu, SyscoImprove Your Digital Experience to Drive More Revenue - Alp Mimaroglu, Sysco
Improve Your Digital Experience to Drive More Revenue - Alp Mimaroglu, Sysco
 
MultiChannel Marketing Strategy Master Class - Jeff Turnbow, WinningLocal
MultiChannel Marketing Strategy Master Class - Jeff Turnbow, WinningLocalMultiChannel Marketing Strategy Master Class - Jeff Turnbow, WinningLocal
MultiChannel Marketing Strategy Master Class - Jeff Turnbow, WinningLocal
 

Recently uploaded

Mastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyMastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyAdriannaBednarz
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business GrowthJomer Gregorio
 
The Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfThe Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfwomenworldmagazine
 
Hootsuite Platform Certification Course
Hootsuite Platform Certification CourseHootsuite Platform Certification Course
Hootsuite Platform Certification CourseAdriannaBednarz
 
5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertzTheseo Expertz
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfJuan Renteria
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfPeter Mesarec
 
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Ahmad El-Saeed
 
Pay Per Click - PPC Foundation
Pay Per Click - PPC FoundationPay Per Click - PPC Foundation
Pay Per Click - PPC FoundationAdriannaBednarz
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyAggregage
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingJomer Gregorio
 
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfThe Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfwomenworldmagazine
 
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?Andreas Kennardi Julianto
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExSocial Samosa
 
How to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersHow to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersVbout.com
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSearch Engine Journal
 
New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...Other13
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024medraradigitals
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsمعا الى الافضل
 
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...BalmerLawrie
 

Recently uploaded (20)

Mastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyMastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital Strategy
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth
 
The Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfThe Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdf
 
Hootsuite Platform Certification Course
Hootsuite Platform Certification CourseHootsuite Platform Certification Course
Hootsuite Platform Certification Course
 
5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdf
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
 
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
 
Pay Per Click - PPC Foundation
Pay Per Click - PPC FoundationPay Per Click - PPC Foundation
Pay Per Click - PPC Foundation
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing Strategy
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
 
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfThe Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
 
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdEx
 
How to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersHow to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your Followers
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And Opportunities
 
New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profits
 
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
 

Human Connection in Modern Ecommerce Marketing - Kyle Allison, The Doctor of Digital Strategy

  • 1. MASTER CLASS DALLAS, TX ~ NOVEMBER 2 - 3, 2023 DIGIMARCONTEXAS.COM | #DigiMarConTexas Kyle Allison EXECUTIVE MANAGING DIRECTOR & FOUNDER THE DOCTOR OF DIGITAL STRATEGY Humanistic Connection in Modern E-Commerce Marketing
  • 2. Human Connection in Modern E-commerce Marketing
  • 3. 1. How to elevate E-commerce personalization technology with the human connection factor 2.Optimizing rule induction tactics into digital experience and personalization strategy with the right analytical approach & iterative testing environment What are we going to learn?
  • 4. Lorem ipsum dolor sit ames Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet rem ipsum Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet rem ipsum Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet rem ipsum
  • 6. Digital…..is Buzz Words: • Transformational • Future Proof • Technological • Disruptive • Big Data • Metaverse • Automation • Progressive • Artificial Intelligence Image Source: Pexels
  • 7. IF/THEN Statement • IF Customers Want Digital Personalized Experiences… • THEN Why are more companies NOT doing it or struggling to be OPTIMAL? Image Source: Pexels
  • 8. • 24% of firms report they are effectively investing in omnichannel personalization, with departmental silos and outdated technology being the main impediments to success - Segment, Personalization Report 2022 • 43% of companies perceive accurate, real-time customer data as the most difficult hurdle to their personalization efforts – Segment, Personalization Report 2022 • Strategy Barriers with Personalization – Smart Insights, 2021 • Where to start? • Lack of a strategic approach. • Embedding a culture of experimentation. • No buy-in when you don’t have a plan. Some Businesses Struggle
  • 9. Personalization is a business necessity now, not just an upgrade • Many know personalization is important, but for some businesses, it’s still untapped territory • Some businesses already doing it, are not doing it optimally • Businesses who still know they need it, don’t know where to start • Those who know where to start, don’t always start correctly.
  • 10. Challenges Existing for Digital Personalization in Businesses • Lack of Trust in the Technology • Skepticism on results • Strategy Barriers • Leveraging Data to Action And finally……
  • 11. What’s Missing? Human Connection…. Human connection is an association that people experience when they feel seen, heard, understood and valued as they are. This connection builds trust between individuals, or in this case, from the customer with your business. It gives them a sense of belonging. Image Source: Pexels
  • 12. Artificial Intelligence Does Not Replace Human Innovation, It Augments the Human Connection - Dr. Allison
  • 13. ▪ Personalization is not a “set and forget it” Technology tool ▪ Yes automate, but control it ▪ The INPUT of Rules with sound consumer behavior modeling matters more than the metrics and test prescriptions. ▪ Don’t forget the fundamentals of assessing your customer’s behavior, go back to the basics of customer analysis What does it all mean?
  • 14. ▪ Data is only a fuel to the technology, not the solve ▪ The human innovation to understand how to develop the human connection, is the solve ▪ Let the machine learning accelerate, elevate and produce….but be the human intelligence to fuel the artificial intelligence What does it all mean? Continued…
  • 15. How to do it? • Participate in the customer conversation • Ask questions and share relevant information that helps build rapport, trust, and understanding. • Be your authentic self in your brand. • Respect people's boundaries. Image Source: Pexels
  • 16. How to do it? Continued…. • Stay focused on the present. • Move past the surface level, connect deeper • Show emotion & be empathetic in your tone of communication • Use behavior triggers to your benefit Source: Pexels
  • 17. Don’t let transactional data limit you. Build assumptions with Qualitative CRM data standards of human connection: Wants, Needs, Preferences, Directional Behaviors.
  • 18. Personalization Optimization Cycle *It’s a strategic mindset, not a formula” Personalization Optimization Cycle Know the Data Facilitate the Data Understand the “Rules of the Tool” Build rules deeper than surface level Strategize the options Experiment
  • 19. • Gather Comprehensive Data • Focused Segmentation – Deeper Clustering • Define Personalization Goals & Secondary Goals • Create rule sets based on data-driven conditions and actions. • Combine explicit rules (e.g., "If user browses X, show Y") with inferred rules from historical data. • Test & Measure The fundamentals are the foundation, not the optimization… Fundamental Personalization Steps
  • 20. Then add-in Human Connection in Rule Induction • Embrace Emotional Intelligence • Ethos & Psychographics • Customer Attitudes • Perceptions • Craft content that sparks emotions and empathy. • Tailoring messages and offers to resonate with customers' emotions and preferences makes them more likely to convert. This can translate into higher conversion rates for purchases, sign- ups, or other desired actions. • Craft Contextual Messaging • Touchpoints before, during and after their visit • Relevancy & immediacy Source: Pexels
  • 21. Don’t Force the Dialogue, Build it • Build Dialogue to enrich data, then execute • Take the time to build intelligence, don’t deploy without that intelligence • Leverage Chatbots for more than service, enrich the market research data on your customers with the interaction • Iterative Refinement: Just like a relationship, innovate based on response & action • Customer Feedback Loop: Share Experiences • Build a Journey of Connection… A better connection improves conversion… Source: Pexels
  • 22. •Segment: Fashion Millennials •Campaign: Fall Fashion •AI-Powered Conversations: "FashionFriend" chatbot engaged Millennials in personalized talks, focused on discussions around specific shoe styles, upcoming events & fashion trends. •Data Fusion: Merged CRM, multi-campaign response, browsing, and purchase data for robust profiles. •Human Nuances, AI Rules: AI learned from chat dialogues, capturing unique preferences. • Example: a customer might mention their love for sustainable fashion or a preference for comfortable yet trendy footwear. •Adaptive Recommendations: Hyper-personalized shoe suggestions evolved with trends. •Results: 30% ↑ conversion, 20% ↑ order value; Boosted loyalty & advocacy. •Continual Refinement: Improved AI chatbot skills for enduring success. •Industry Recognition: Pioneer in emotive online retail experiences Case Example 1: Footwear Online Retailer
  • 23. • Segment: Jewelry Enthusiasts and Gift Shoppers • Campaign: Personal Touch Gems • AI-Powered Jewelry Design Tool: "GemGenius" offered a starting point for custom jewelry designs, enhanced by jeweler consultations. • Specific Personalization Functions: • Style Preferences Quiz: AI recommended design elements based on user responses, which were fine-tuned by experienced jewelers. • Gemstone Selector: Suggested gemstones and settings, with jewelers providing insight on quality and suitability for wear. • Visual Preview: Created a realistic render of the custom jewelry piece, with artisans available to discuss adjustments and personalization. Case Example 2: Ecommerce Jewelry Shop
  • 24. • Human Connection: Direct messaging and video calls with jewelers allowed for a collaborative design process, adding a layer of personal craftsmanship to every piece. • Results: 35% increase in customer satisfaction, 25% increase in custom orders; renowned for enhancing customer involvement in the jewelry- making process. • Continual Refinement: Ongoing collaboration between AI tools and jewelers to ensure design recommendations stay current with fashion trends. • Industry Recognition: Distinguished for integrating artisanal expertise with innovative technology to craft bespoke jewelry experiences. Case Example 2: Ecommerce Jewelry Shop
  • 25. So what do we do? ● Realize ecommerce marketing is not just advertising, it’s carrying the outbound hook all the way through the inbound website experience ● Reimagine your ecommerce experience through the lens of the customer ● Ask, am I covering everything I can to provide convenience, communication, care and capabilities from my website to the customer ● Re-invent the company culture if needed to be humanistic in all corner posts of the ecommerce experience ● Treat ecommerce as an experience not just an advertising channel
  • 26. Bridging the Human Connection through Strategy ● The 4P’s of marketing and personalization are important, but not enough ● Bring the online to the offline & vice versa. ● Leverage Data for all facets of the experience, be ok with A/B Testing as an actual requirement in digital strategy planning, not just a one-off idea ● Speak to the consumer, not to the brand ● Embrace Technology, fuel human innovation (Voice Assistants are not replacing the human innovation behind it) ● Amplify agility & speed ● Social Media Integration The product and price is not the sole winner anymore, it’s the trust behind the click that matters more.
  • 27. Build a Journey of Connection Leading to Conversion Source: Pexels
  • 28. Thank you Please connect with me at Doctorofdigitalstrategy.com or at kyle@doctorofdigitalstrategy.com