The Personalisation 'Creepy' Scale

How to Drive Conversions Using

Digital Body Language

Emma Knox, Senior Manager, Demand Generation Tweet me @emmajessicaknox

THE PERSONALIZATION ‘CREEPY’ SCALE:

Personalisation

Why do marketers love personalisation?

Simple.

Personalization Works.

A lot of marketers bombard prospects with irrelevant, untargeted messages.

99.94%

of online ads are ignoredsource: google display bench mark tool

0.62%response rate from digital channelsSource: DMA response rate report 2015

3.57%email click through rate Source: getrespourse

Marketers are the ones tasked with driving growth.

We work in a hyper-competitive industry.

We have a lot of NOISE to compete with

Targeted content results in a 19% lift in conversions & sales opportunities.Monetate Study

Having knowledge of the prospect is the only durable competitive advantage for marketers.

Bruce Kasanoff, Smart Customer, Stupid CompaniesMonetate Study

INCREASE Frequency & Volume

PROSPECTSDemand Relevance

REWARDPersonalization

Blog Subscribers, Followers on Medium/YouTube/LinkedIn

Downloads, Leads, Social Shares, Campaign Reach

Customers, Average Sale

PriceLTV:CAC

Followers & Fans, Likes & Retweets, Website Visitors

Marketing and Sales qualified leads

Sales opps,Opp value,

and we have a lot of

GOALS

More TrafficMARKETING SUCCESS


More Leads


More CustomersMore Leads

Finding Good Quality Content

PROSPECT SUCCESS


PROSPECT SUCCESS

Getting Answers to Questions


PROSPECT SUCCESS

Finding Solutions to Their Problems

Getting Answers to Questions

Our Prospects Don’t Wantto Feel Like They Are Part of a Crowd

but….

When does personalizationgo too far?

At what point do we damage the customer experience by trying to improve it?

67% of customers find it intrusive when companies that they have never purchased with use their personal information to tailor their marketing.Experian, Personalization in Retail Marketing, Feb 2016

So what is the creepy scale?

“The point at which knowing a customer turns from creating a relevant experience to exhibiting stalker-like behavior”

- The CMO Council

Perceived Value

Perceived Creepiness

0

10

10

The Creepy Scale

Ad Retargeting In-Store Facial Recognition

Personalized Offers

Loyalty Reward Points

On-Site Product Recommendations

Behavioral Ad Targeting

Push Beacons

The Creep Factor

In the future your

insurance company will know

when you’re having sex.

Kashmir Hill, fusion.net

http://fusion.net/

91% of adults ‘agree’ or ‘strongly agree’ that consumers have lost control over how personal information is collected and used by companiesPew Research Privacy Panel Survey, January 2014

How about targeting women when they feel their ugliest?

What about ads that address you by name?

What about SWAG with your face on it?

So what can we do as marketers to give prospects, relevant, targeted experience, without crossing the line?

The Antidote to Creepiness IsEngagement

Digital body language

is actually very similar to real life

body language

Digital body language consists

of• Website Clicks• Email Opens/ Clicks• Content Downloads• Social Media Touches

Form SubmissionsName

Email & PhoneRole & Department

Company & IndustryEmployees / TeamChallenges / Goals

Geographic location


InteractionsBlog articles readForms completedContent downloadedWebsite visitsEmails openedSocial media actionsVideos watched




Geographic location


Build a 360° view of every contactForm Submissions

NameEmail & Phone

Role & DepartmentCompany & Industry

Employees / TeamChallenges / Goals

Geographic location



Build a 360° view of every contact

Who they are





Geographic location


Build a 360° view of every contact

Who they are

Their engagement levels





Geographic location


“If it don’t make

dollars / it don’t make

sense.”

Understand when your prospects are becoming disengaged & annoyed.

and make sure you

act on it.

We created a workflow that unsubscribed250,000 peoplefrom our emails & continued to unsubscribe unengaged people over time.

So what happened?

Our blog email notification opens,

clicks, open rates, and clickthrough rates (mostly) increased.

Why do we need to get this

right?

There is a real and very present threat to marketers if we don’t.

Remember when we looked at the

decline of ads effectiveness?

Internet users have started installing ad blocking extensions by the millions.

64% say ads today are annoying or intrusive.Source: Hubspot Ad Blocker Research, Q2 2016

91% of people believe that ads are more intrusive than they were 2-3 years ago.Source: Hubspot Ad Blocker Research, Q2 2016

When asked about the best way to support websites (to cover costs), the majority (68%) of respondents say they don't mind seeing ads -- as long as they're not annoying.Source: Hubspot Ad Blocker Research, Q2 2016

KEYTAKEAWAYS

3Personalise

the experiencebut don’t get

creepy

4Engage with

your prospects &

read their signals

1Understand

Your Prospects Goals

2Gather

Information but understand

boundaries

You can’t speak to your audience likethey are part of the crowd.

but you need to respect boundaries

Questions?

The Personalisation 'Creepy' Scale

Marketing

Transcript of The Personalisation 'Creepy' Scale