Topics covered in this presentation:
What technology can offer the marketing savvy consumer, website best practice, how to engage consumers online, driving traffic to your website, and return on investment advice.
Presented by Jason Davey, Managing Director, Bullseye and Simon Marks, Strategic Business Communications Manager, Blackmores at Elite Media's Digital Marketing and Media Summit 2009
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The Power of Personalisation - Blackmores Online Success Story
1. THE POWER OF
PERSONALISATION
BLACKMORES ONLINE SUCCESS STORY
Jason Davey Simon Marks
Managing Director, Digital Marketing Strategic Business Communications Manager
2. BLACKMORES DIGITAL STRATEGY
Digital & Direct
VITAMINS & DIETARY SUPPLEMENTS < $1 BILLION
Strategy
Highly Engaged
Customisation
Outcomes
Blackmores
Personal relevance
Blackmores
Wellness and
Illness Vitality through
natural means
Confusion
Clutter VDS Players
Lack of differentiation
Disengaged
Treatment Prevention
Mindset Mindset
11. DATABASE TARGETING
Interaction/Engagement Low
Medium
High SEGMENTATION:
• Category loyalty
• Level of spend
Un segmented
Profiled
Segmented
Level of personalisation
12. SOME SURPRISES IN THE DATA
• 36% survey response rate from 100,000 members
• 34% greater spend Members vs. Non-members
Insight: Membership attracts advocates.
• Net Promoter Score of 79 amongst advocates
14. DROP-OFF OVER TIME
80%
70%
60%
50%
Open rates
40%
30%
20%
10%
0%
Believers Choosers Potentials Treaters Unsegmented
<6 months 6-11 months 12-17 months 18-23 months
15. RELEVANCE WINS
Pregnancy
Weight-loss SRF
Engagement
Time
16. NEXT?
DYNAMIC PERSONALISATION AND COMMUNITY
We’re building • Community features
Australia’s biggest • Groups
• Wellbeing blog
community
• Personalised news
dedicated to • Blackmores TV
wellbeing and • Podcasts
natural health. • Online Tools
20. SUMMARY
• Set a clear agenda for your objectives
• Get senior stakeholders/decision makers buy in early
• Be prepared for a journey
• Don’t assume the outcomes
• Learn, adapt, optimise
• Client and agency united
• Data is only valuable with insights
• Resource up
• Engage with consumers and be prepared to be
engaged with!