The document outlines various personalisation tactics for growth in 2014, emphasizing the importance of tailoring communication, such as language and email marketing. It provides examples of successful personalisation strategies used by brands like Innocent, Macy's, and Starbucks. Additionally, it discusses the role of social media and remarketing in personalisation efforts.

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Personalisation tactics for growth
in 2014
By @GeorgeIoannou
Founder and Head of @digitalandwise

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Should we personalise?
Source:
Socialfish.org

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Do we want to personalise?
Source:
Socialfish.org

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What is stopping us to personalise?
Source:
Monetate.com

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What should we personalise?
Source:
responsys.com

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What should we personalise?
Source:
responsys.com
YOUR
WEBSITE

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Personalisation Tactics
for Growth
THAT DON’T COST THE EARTH

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#1 Personalisation Tactic for Growth
LANGUAGE
• Consider your “tone of
voice”
• Choose copy that implies
a personal conversation
• Choose your moments to
be more / less formal.
Source:
guardian.com

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Example - Innocent

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#2 Personalisation Tactic for Growth
Email Marketing
• Segment your database
• Personalise the subject
line and content
• Implement behavioral
triggers
Source:
kenscio.com

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Example – Macy’s

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#3 Personalisation Tactic for Growth
Social
• Twitter - Monitor
conversations which
contain relevant phrases or
hashtags and start a
conversation.
• Facebook – Targetted &
Personalised advertising.
• Foursquare – Check in
rewards Source:
kenscio.com

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Example – Polar

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#3 Personalisation Tactic for Growth
Google Re-targetting
• Remarketing for the
Display Network
• Remarketing lists for
Search Ads
• Dynamic Remarketing
(Google Merchant Center
Account)
• Remarketing for mobile
apps
Source:
google.com

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Example - Various

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#5 Personalisation Tactic for Growth
Website
• Some Platforms have
personalisation and
segmentation built in.
• Use A/B & MVT platforms
to test and target.
• Create personalised /
targeted landing pages
– Geography
– Keywords
– Referral
Source:
journalism.co.uk

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Example- Vasque

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FURTHER EXAMPLES OF
PERSONALISATION

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Example - Barclays
Source:
Pistonheads.com

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Example - KLM
Source:
KLM

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M&S Virtual Make over
Source:
M&S

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Example - Share a Coke
Source:
TheDrum.com

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Example - Starbucks
Source:
Starbucks

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Thanks for listening! Next…
Follow us @digitalandwise
Read our blogs at www.digitalandwise.com
Email me at george@digitalandwise.com
Even better come over later and say hello.
Thank you for listening
@georgeioannou
http://www.linkedin.com/in/georgeioannou