Post on 24-Jan-2017
VISITwww.polestardigital.com
EMAILned@polestardigital.com
CALL+447887851818
FOLLOW@nedpoulter
PERSONALISATION:
PUTTING PEOPLE AT THECENTRE OF YOUR CONVERSION EFFORTS
DIGITAL MARKETING CONSULTANT
Hi. I’m Ned Poulter
BLOGGER
SOCIAL
@NedPoulter
/NedPoulter
BackgroundBRANDS I’VE WORKED WITH
TheLADBible
Realtor.com
ASOS Netflix
Miinto
YO! Sushi
Lighting
RoomTens
The Hay Group
Otto Car
SABMiller
Notonthehighstreet.com
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
THERE IS A MASSIVE CHANGE UNDERWAY IN THE ONLINE MARKETING LANDSCAPE…
MOVING AWAY FROM TOP-LEVEL UNDERSTANDING INTO RICHER, MORE PERSONALISED EXPERIENCES
…and the consumers are aware of it!
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
IN TERMS OF USABILITY & TECHNOLOGY
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
IN TERMS OF PERSONALISATION
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
Q: WHAT’S THE BEST HOMEPAGE ON THE INTERNET?
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
TARGETING UP TO NOW
MANY MAJOR BRANDS GO THROUGH A COMPLICATED AND DRAWN OUT PROCESS PROCESS OF UNDERSTANDING OUR CUSTOMERS, USING:
1. FOCUS GROUPS2. SURVEYS3. DEMOGRAPHICS4. PERSONA CREATION5. ETC
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
WHEN IT COMES TO APPLYING THESE ONLINE, WE FORGET THIS!
LACK OF:
TECHNOLOGY
TOOLS
AWARENESS
CREATIVITY
DESIRE
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
WE END UP UNDOING ALL OUR HARD WORK
TARGETING THINGS LIKE:
• BROAD KEYWORDS• BRAND PLACEMENTS• MASS EMAILS (W/O SEGMENTATION)• SPONSORSHIP• BLANKET MEDIA BUYS!?
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
+ NOT TO MENTION, CUSTOMERS ARE RAPIDLY GETTING SMARTER / MORE DIFFERENTIATED
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
TRIED AND TEST ONLINE MARKETING TACTICS DONE ‘THE WAY THEY’VE ALWAYS BEEN DONE’ ARE LESS AND LESS EFFECTIVE…
CPCS INCREASING!
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
TRIED AND TEST ONLINE MARKETING TACTICS DONE ‘THE WAY THEY’VE ALWAYS BEEN DONE’ ARE LESS AND LESS EFFECTIVE…
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
TRIED AND TEST ONLINE MARKETING TACTICS DONE ‘THE WAY THEY’VE ALWAYS BEEN DONE’ ARE LESS AND LESS EFFECTIVE…
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
TARGETING IN THE FUTURE
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
TARGETING IN THE FUTURE
Q: WHAT PSYCHOLOGICAL TRAITS CAN YOU TAP INTO?
• TARGETING INTEREST TYPE• TARGETING BASED ON ACTION• TARGETING IN NON-OBVIOUS AREAS • PUSH NOTIFICATIONS• PRE-ROLLS ON VIDEOS• NOT JUST GOOGLE ADS!
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
1. CHANGE IN BEHAVIOUR
2. CHANGE IN STATE
… MAKING EFFORTS TO PERSONALISE THE USERS EXPERIENCES
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
SOME BRANDS ARE DIFFERENTIATING FROM COMPETITORS, BY USING THIS AS THEIR USP
INTELLIGENCE BUILT FROM THE GROUND UP…
TRULY PERSONALISED FEED
WELL. THEY’RE JUST AMAZON
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
WE’VE GOT TO DO BETTER, AND APPLY THIS APPROACH TO OUR BROADER MARKETING EFFORTS
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
LET’S BE REALISTIC
• We are not going to undergo the efforts of a company like Amazon/Etsy/Birch Box are when it comes to personlisation overnight…
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
HOWEVER
• We do need to better utilise our customer data across the board
…and there are ways that we can start applying intelligence in our efforts
today
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
TACTICS FOR ‘PERSONALISING’ YOUR MARKETING EFFORTS
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
START TO TRACK ACTIONS WHICH CAN USE TO DIFFERENTIATE YOUR CUSTOMER BASE
BASED ON ACTION:
WEBSITE VISITORS FREQUENCY OF VISIT EMAIL SUBSCRIBERS EVENT ATTENDEES
BASED ON UNDERSTANDING:
SEASONALITY PEAK TIMES OF DAY DAY OF WEEK/MONTH
USE TAG MANAGER!
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
BUILD CUSTOM(ER) AUDIENCES
COLLECT EMAIL ADDRESSES TO START BUILDING PERSONAS
CONTENT OFFER FOR EMAIL (DOESN’T HAVE TO BE ECOMMERCE, CAN ALSO OFFER CONTENT!)
FACEBOOK LEAD GEN ADS GOOGLE LEAD GEN FORMATS IN-VIDEO TURNSTILE (WISTIA)
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
WISTIA CASE STUDY: http://wi.st/1Xvv32o
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
ONCE DEVELOPED, TRIAL THE USE OF CUSTOM AUDIENCES USING THE FOLLOWING
FACEBOOK ADS INSTAGRAM ADS TWITTER ADS GOOGLE CUSTOMER MATCH REMARKETING
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
INTELLIGENCE-BASED FACEBOOK REMARKETING
SETUP REMARKETING BASED ON ACTION FOR:
INCLUDE WEBSITE VISITORS (REMARKETING)
INDIVIDUALS WHO HAVE VISITED THE SITE BUT HAVEN’T SIGNED UP/PURCHASED
EXCLUDE PEOLE WHO’VE REACHED THE BASKET/SIGN-UP PAGE (CUSTOM CONVERSION)
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
INJECT USING JSON-linkedData ON SEARCH RESULTS
BRAND LOGO SOCIAL PROFILES TELEPHONE NUMBERS PERSON SERP SEARCH BOX MUSIC EVENT LOCATION PRODUCT REVIEWS
CHECK OUT:THIS PRESENTATION http://bit.ly/1Xx7XIVTHIS CHEAT SHEET http://bit.ly/1Lsf9FB
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
BID MODIFYING YOUR PAID ACTIVITY BASED ON CUSTOMER DATA
TIME OF DAY DAY OF WEEK WEEK OF MONTH (PAYDAY WEEKEND?) LOCATION CUSTOMER LOYAL CUSTOMERS (WHAT DO
YOU UNDERSTAND ABOUT THEM?) NEW CUSTOMERS (WHAT DO YOU
UNDERSTAND ABOUT THEM?)
TRY WITH GOOGLE SHOPPING!
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
GET QUALITATIVE FEEDBACK
WATCH YOUR USERS TRYING TO CARRY OUT KEY ACTIONS ON YOUR WEBSITE
USE SESSION RECORDING IN A TOOL LIKE HOTJAR
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
GET QUALITATIVE FEEDBACK
ASK YOUR CUSTOMERS/PROSPECTIVE CUSTOMERS QUESTIONS
RECRUITERS/SURVEYS ACCESS ‘VOICE OF CUSTOMER’
VISIT: http://bit.ly/1NnxlNe
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
LANDING PAGES + DYNAMIC HEADLINE GENERATION
SETUP LEAD GEN PAGES USING UNBOUNCE
SIGN UP TO UNBOUNCE ADD FALLBACK TEXT ADD BODY TEXT/HEADLINES/BUTTONS TO
BE ADDED DYNAMICALLY CONFIGURE DYNAMIC TEXT + URL
PARAMETERS DYNAMIC HEADLINE GENERATION
(MATCHES THEIR SEARCH TERMS) VISIT: http://bit.ly/1RkzmZL
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
ATTENTION TO MORE SPECIFIC TARGETING ON A BROADER SCALE, PUTS US BACK IN THE DRIVING SEAT
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
ANY QUESTIONS?
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
Thank You.
VISITwww.polestardigital.com
EMAILned@polestardigital.com
CALL+447887851818
FOLLOW@nedpoulter
VISITwww.polestardigital.com
EMAILned@polestardigital.com
CALL+447887851818
FOLLOW@nedpoulter
P.S. We’re hiring!
See: http://www.polestardigital.com/careers/Speak to me!
Image credits:• Tug of war – Flickr• Google Keyword – Unbounce• Me – Flickr• Target – Flickr• Twitter Ads Logo – Elitebackoffice.com• Google Customer Match Logo – Magnafi.com• Facebook Remarketing – Adparlor.com