090319 Personalised Web

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Presented at eTourism Forum, Cyprus (emergence2009.com)

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  • In this presentation I wanted to talk about how consumers online experiences are being personalised today and provide you with some ideas on how you can gain a better understanding of consumers and use this insight to think about how you can differentiate your offering
  • 090319 Personalised Web

    1. 1. PERSONALISED WEB Ideas and questions to differentiate your offering 19 February 2009 Ged Carroll, Head of digital EMEA – Waggener Edstrom Worldwide
    2. 2. In this presentation <ul><li>The digital consumer </li></ul><ul><li>Customisation </li></ul><ul><li>Niches </li></ul><ul><li>Experiences </li></ul><ul><li>UGC -> perfect knowledge </li></ul><ul><li>Holiday marketing </li></ul><ul><li>Insights </li></ul><ul><li>Where is the value? </li></ul><ul><ul><ul><li>Net Promoter </li></ul></ul></ul><ul><li>Personalised content </li></ul><ul><li>Different markets </li></ul><ul><li>Experiences: </li></ul><ul><ul><ul><li>Unique </li></ul></ul></ul><ul><ul><ul><li>Authentic </li></ul></ul></ul><ul><ul><ul><li>Intangible </li></ul></ul></ul><ul><li>Questions </li></ul>| 13 January 2008 | Trainer/s: AN Other, Job title and company |
    3. 3. | 13 January 2008 | Trainer/s: AN Other, Job title and company | The digital consumer
    4. 4. Customisation <ul><li>Growth area </li></ul><ul><li>There are 48,000 permutations per model of Volvo car </li></ul><ul><li>Online: my media, my shopping - my way </li></ul><ul><li>Bespoke is no longer the prerogative of the rich </li></ul>| 13 January 2008 | Trainer/s: AN Other, Job title and company |
    5. 5. Niches <ul><li>The long tail </li></ul><ul><li>Web is a global marketplace </li></ul><ul><li>I can find what I want </li></ul><ul><li>If you don’t give it to me someone else will </li></ul>| 13 January 2008 | Trainer/s: AN Other, Job title and company |
    6. 6. Experiences <ul><li>Consumers are better off than they’ve ever been </li></ul><ul><li>Looking for new experiences </li></ul><ul><ul><ul><li>Holidays more important to British people than love or children (Kayak) </li></ul></ul></ul><ul><li>New ways of sharing experiences </li></ul>| 13 January 2008 | Trainer/s: AN Other, Job title and company |
    7. 7. UGC -> perfect market knowledge <ul><li>Consumers can make informed decisions </li></ul><ul><li>Price comparison sites </li></ul><ul><li>Recommendation services </li></ul><ul><li>Content discovery </li></ul><ul><li>UGC </li></ul><ul><li>Perfect knowledge </li></ul><ul><li>Easily commoditised services </li></ul><ul><li>Global competition </li></ul>| 13 January 2008 | Trainer/s: AN Other, Job title and company |
    8. 8. | 13 January 2008 | Trainer/s: AN Other, Job title and company | Holiday marketing
    9. 9. Food for thought | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    10. 10. | 13 January 2008 | Trainer/s: AN Other, Job title and company | Insights
    11. 11. Insights <ul><li>All of these sources of information that travellers use can be sources of insight for you: </li></ul><ul><li>What do you do right? </li></ul><ul><li>What do you do wrong? </li></ul><ul><li>What do customers particularly value? </li></ul><ul><li>How does your prices compare with their perceptions </li></ul><ul><li>Who do they think your establishment is aimed at? </li></ul><ul><li>What do they like and dislike about similar establishments? </li></ul><ul><li>What are their interests? </li></ul>| 13 January 2008 | Trainer/s: AN Other, Job title and company |
    12. 12. Focused insight <ul><li>Net Promoter: fast feedback, 3 questions </li></ul><ul><li>On a scale of 0 to 10, with 10 being highest, how likely are you to recommend our hotel? </li></ul><ul><li>Why did you give us that score? </li></ul><ul><li>What can we do to improve that? </li></ul>| 13 January 2008 | Trainer/s: AN Other, Job title and company |
    13. 13. Focused insight continued <ul><li>Promoters (9-10 rating) </li></ul><ul><li>Passives (7-8 rating) </li></ul><ul><li>Detractors (0-6 rating). </li></ul><ul><li>Promoters% - Detractors % = Net Promoter score </li></ul><ul><li>75% is considered a good performance </li></ul>| 13 January 2008 | Trainer/s: AN Other, Job title and company |
    14. 14. | 13 January 2008 | Trainer/s: AN Other, Job title and company | Personalised content
    15. 15. | 13 January 2008 | Trainer/s: AN Other, Job title and company | Different markets
    16. 16. Experiences <ul><li>Highlight what makes your service unique </li></ul><ul><li>Use the same social media as your customers </li></ul><ul><li>Provide this perception in your own voice: people trust people like us – this doesn’t need to be the boss </li></ul><ul><li>Remember you can communicate ambience </li></ul><ul><li>Personal </li></ul><ul><li>Unique </li></ul><ul><li>Intangible </li></ul>| 13 January 2008 | Trainer/s: AN Other, Job title and company |
    17. 17. Just an idea | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    18. 18. Just an idea | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    19. 19. Just an idea | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    20. 20. Just an idea | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    21. 21. Thanks for your time <ul><li>I hope the presentation was insightful, informative and helpful. </li></ul>| 13 January 2008 | Trainer/s: AN Other, Job title and company | r enaissancechambara.jp All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2009.
    22. 22. Bibliography <ul><li>The Long Tail: why the future of business is selling less of more – Chris Anderson </li></ul><ul><li>Answering the Ultimate Question: How Net Promoter can transform your business – Richard Owen & Laura Brooks </li></ul>| 13 January 2008 | Trainer/s: AN Other, Job title and company |

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