Ned Poulter discusses the importance of personalization in digital marketing. He argues that traditional targeting approaches are becoming less effective as consumers expect more personalized experiences. To improve targeting, marketers should leverage customer data to segment audiences and tailor campaigns. Some tactics include building custom audiences for remarketing, using data to optimize paid media bidding, and generating dynamic content. Personalization requires a shift away from broad strategies to a more nuanced understanding of individual customers.
4. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
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THERE IS A MASSIVE CHANGE UNDERWAY IN THE ONLINE MARKETING
LANDSCAPE…
5. 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
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6. IN TERMS OF USABILITY & TECHNOLOGY
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
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20. Q: WHAT’S THE BEST HOMEPAGE ON THE INTERNET?
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
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23. TARGETING UP TO NOW
MANY MAJOR BRANDS GO THROUGH A COMPLICATED AND
DRAWN OUT PROCESS PROCESS OF UNDERSTANDING OUR
CUSTOMERS, USING:
1. FOCUS GROUPS
2. SURVEYS
3. DEMOGRAPHICS
4. PERSONA CREATION
5. ETC
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
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24. WHEN IT COMES TO APPLYING THESE ONLINE, WE FORGET THIS!
LACK OF:
TECHNOLOGY
TOOLS
AWARENESS
CREATIVITY
DESIRE
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25. WE END UP UNDOING ALL OUR HARD WORK
TARGETING THINGS LIKE:
• BROAD KEYWORDS
• BRAND PLACEMENTS
• MASS EMAILS (W/O SEGMENTATION)
• SPONSORSHIP
• BLANKET MEDIA BUYS!?
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26. + NOT TO MENTION, CUSTOMERS ARE RAPIDLY GETTING SMARTER / MORE
DIFFERENTIATED
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27. 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
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28. 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
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29. 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
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31. TARGETING IN THE FUTURE
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
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32. 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
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33. 1. CHANGE IN BEHAVIOUR
2. CHANGE IN STATE
… MAKING EFFORTS TO PERSONALISE THE USERS
EXPERIENCES
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
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34. 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
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35. WE’VE GOT TO DO BETTER, AND APPLY THIS
APPROACH TO OUR BROADER MARKETING EFFORTS
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
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36. 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
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37. 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
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38. TACTICS FOR ‘PERSONALISING’ YOUR MARKETING
EFFORTS
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
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39. 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!
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40. 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
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41. WISTIA CASE STUDY: http://wi.st/1Xvv32o
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
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42. 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
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43. 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
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44. 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/1Xx7XIV
THIS CHEAT SHEET http://bit.ly/1Lsf9FB
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
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45. 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
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46. GET QUALITATIVE FEEDBACK
WATCH YOUR USERS TRYING TO CARRY OUT
KEY ACTIONS ON YOUR WEBSITE
USE SESSION RECORDING IN A TOOL LIKE
HOTJAR
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47. 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
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48. 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
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49. ATTENTION TO MORE SPECIFIC TARGETING ON A
BROADER SCALE, PUTS US BACK IN THE DRIVING
SEAT
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
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54. 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
Notes de l'éditeur
We’re going through a massive change in the online marketing landscape
Us digital marketers are moving away from a top-level understanding into creating richer, more personalised, experiences for consumers
Important: Consumers are aware of it.
This is coming in many forms. Like when it comes to usability & technology
Usability + Technology - Different ways that we interact with marketing
Google recently removed the RHS PPC ad units from the SERPs
Easy to click on one without knowing that they’re ads
Doesn’t change dynamic
It did change usability (to their own profitable gain)
Google’s search results now serve far richer – specific formats (developed through testing of user click-through-rates). E.g. searching for a restaurant, you probably want to know where it’s located (maps), be able to contact them (click-to-call) and see what other people think about it (reviews)
Click-to-call
If I’m searching for a locational term (“Brewdog bar”)
OR a less specific search whilst IN a certain location (searching “Brewdog” in Manchester)
Greater prominence is being given to (and successes drawn from) mobile-targeted formats and the mobile search results are now far richer than they were 2-3 years ago. Because it’s what consumers are interacting with!
Varying rich data formats.
Applying the desktop experience to mobile DIDN’T provide optimal results
The intelligence of machine learning is rapidly developing around us. We now talk to our phones!
We then look at how we interact on a technological basis
(Charlie = Siri story)
Technology is even firmly planted in our living room and our ‘input’ is via speech or movement
Popularity of the Wii
Microsoft entering gaming console - THIS IS WHY
VR is also a very real actuality, with companies like oculus rift & Google Business Tours
And as consumers we’re experiencing and somewhat EXPECTING a more personalised experience
Companies like: Birchbox – sending you samples of beauty products that you can personalise and modify based on your likes/dislikes
Or Flavourly – gathering your opinions on craft beer subscription to continually send you new styles to try, based on what you like
And Graze, offering healthy eating to your doorstep.
Etsy does this too – in fact, they championed the ‘fully personalised homepage’
And, of course, there’s Amazon
Someone recently asked me: “What’s your favourite homepage on the internet”. My answer…?
Facebook.
Who are also testing some incredibly cool (and kind of scary!) features to entice user interaction
In summary: Targeting up to now has been cumbersome, expensive
We’re all familiar of the situation...
The problem is, this archaic process means that we undo all our hard work!
Not to mention our potential customers are getting smarter and smarter every day and they are going to EXPECT to interact w/ technology this way
Using methods that have worked for a long time, are getting less and less effective (read: less viable for all/more expensive)
Some things are just poorly executed.
And others are just downright ugly/annoying
Like a man standing on a high street screaming an advert in your face
We’re all familiar of the situation...
We’re all familiar of the situation...
We’re all familiar of the situation...
In fact… Some brands are pursuing this as one of their main points of differentiation.
In essence, we’ve got to do better. Keep up pace with these societal changes and apply these learnings to our broader marketing efforts.
But. We also need to stay realistic.
We do need to better utilise customer data (that we’ve already got access to!)
Tactics for Appearing to personalise your marketing efforts online.
Track actions to differentiate your customer base
Build custom(er) audiences
Wistia case study on when to turnstile email collection on videos
Use custom(er) audiences on: Facebook, Instagram, Twitter, Google Customer Match, remarketing
Insert intelligence into your Facebook campaigns
Use JSON-linkedData to inject useful assets onto SERPs
Bid modify based on this data
Hotjar - Recordings
Get qualitative feedback. Access ‘voice of customer’
Customise landing pages using dynamic keyword insertion
Becoming specific with our targeting puts us back in the drivers seat