Ned Poulter - Camp Digital 2016

VISITwww.polestardigital.com

[email protected]

CALL+447887851818

FOLLOW@nedpoulter

PERSONALISATION:

PUTTING PEOPLE AT THECENTRE OF YOUR CONVERSION EFFORTS

https://twitter.com/NedPoulter

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!



IN TERMS OF USABILITY & TECHNOLOGY



IN TERMS OF PERSONALISATION



Q: WHAT’S THE BEST HOMEPAGE ON THE INTERNET?



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



WHEN IT COMES TO APPLYING THESE ONLINE, WE FORGET THIS!

LACK OF:

TECHNOLOGY

TOOLS

AWARENESS

CREATIVITY

DESIRE



WE END UP UNDOING ALL OUR HARD WORK

TARGETING THINGS LIKE:

• BROAD KEYWORDS• BRAND PLACEMENTS• MASS EMAILS (W/O SEGMENTATION)• SPONSORSHIP• BLANKET MEDIA BUYS!?



+ NOT TO MENTION, CUSTOMERS ARE RAPIDLY GETTING SMARTER / MORE DIFFERENTIATED



TRIED AND TEST ONLINE MARKETING TACTICS DONE ‘THE WAY THEY’VE ALWAYS BEEN DONE’ ARE LESS AND LESS EFFECTIVE…

CPCS INCREASING!



TRIED AND TEST ONLINE MARKETING TACTICS DONE ‘THE WAY THEY’VE ALWAYS BEEN DONE’ ARE LESS AND LESS EFFECTIVE…



TARGETING IN THE FUTURE



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!



1. CHANGE IN BEHAVIOUR

2. CHANGE IN STATE

… MAKING EFFORTS TO PERSONALISE THE USERS EXPERIENCES



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



WE’VE GOT TO DO BETTER, AND APPLY THIS APPROACH TO OUR BROADER MARKETING EFFORTS



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…



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



TACTICS FOR ‘PERSONALISING’ YOUR MARKETING EFFORTS



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!



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)



WISTIA CASE STUDY: http://wi.st/1Xvv32o



http://wi.st/1Xvv32o



ONCE DEVELOPED, TRIAL THE USE OF CUSTOM AUDIENCES USING THE FOLLOWING

FACEBOOK ADS INSTAGRAM ADS TWITTER ADS GOOGLE CUSTOMER MATCH REMARKETING



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)



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



http://bit.ly/1Xx7XIV

http://bit.ly/1Xx7XIV

http://bit.ly/1Lsf9FB



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!



GET QUALITATIVE FEEDBACK

WATCH YOUR USERS TRYING TO CARRY OUT KEY ACTIONS ON YOUR WEBSITE

USE SESSION RECORDING IN A TOOL LIKE HOTJAR



https://www.hotjar.com/r/rebd3

GET QUALITATIVE FEEDBACK

ASK YOUR CUSTOMERS/PROSPECTIVE CUSTOMERS QUESTIONS

RECRUITERS/SURVEYS ACCESS ‘VOICE OF CUSTOMER’

VISIT: http://bit.ly/1NnxlNe



http://bit.ly/1NnxlNe



https://www.hotjar.com/r/rebd3

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



http://bit.ly/1RkzmZL




ATTENTION TO MORE SPECIFIC TARGETING ON A BROADER SCALE, PUTS US BACK IN THE DRIVING SEAT



ANY QUESTIONS?



Thank You.


[email protected]

CALL+447887851818

FOLLOW@nedpoulter



[email protected]

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

https://www.flickr.com/photos/jackyliu168/17127234547/in/photolist-s6ty8n-9stVGZ-9vmCkL-9viyQM-9vmFV1-9vizvH-fF8BYW-9viE2Z-cSwn5w-dCcjNz-9u5fUt-qYZSY3-9vmCKU-prBw8Z-aASKb3-cVNHyf-dhACqP-oacQVp-gBM2Vh-asBBfb-obxXzc-3tDZ6w-brq6Bf-ojfB4i-cDPJpN-9rSWG

http://unbounce.com/ppc/keyword-insertion-and-dynamic-text-replacement/

https://www.flickr.com/photos/katphotos/14513050856/in/photolist-o7tboL-6krPYh-fPGokR-JDoBH-3FTKoZ-c9ywnC-qhzvWE-bzCnZ-jczR25-8vbbir-r5YjPp-4Mfz7u-8K954s-2hC6M-6qexxz-cEPTeu-9i1D6V-MGNA-doN9wr-p5utxo-anvL63-dK8BPd-7TbL75-stME2-3p28uW-mH9K6-6XMLiS-

https://www.flickr.com/photos/whinger/1348927488/in/photolist-34cB9u-oY55v-otBscj-pbEZtE-ouTWQJ-64JHqF-otBtsA-8JWeCq-jxKANV-owP4RH-Kyd6H-ouUkjF-ouUsht-oUdJdx-6BW77U-nQFYBc-9Dp3HM-atYUcT-oUdHXc-4sHAEd-47dFCw-9AH1JM-oKQ1WF-oQzSBB-7UDFHD-tJDX8-3bfHiw

http://elitebackoffice.com/wp-content/uploads/2014/02/twitter-ads-800x390.png

http://magnafi.com/wp-content/uploads/2016/01/GoogleCustomerMatch-1600x800-MultiPurpose.jpg

http://adparlor.com/wp-content/uploads/2015/05/remarking-banner-012.png

Ned Poulter - Camp Digital 2016

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Transcript of Ned Poulter - Camp Digital 2016