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VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+447887851818
FOLLOW
@nedpoulter
PERSONALISATION:
PUTTING...
DIGITAL MARKETING CONSULTANT
Hi. I’m Ned Poulter
BLOGGER SOCIAL
@NedPoulter
/NedPoulter
Background
TheLADBible
Realtor.com
ASOS Netflix
Miinto
YO! Sushi
Lighting
Room
Tens
The Hay
Group
Otto Car
SABMiller
Noton...
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL  BY @NEDPOULTER
THERE IS A MASSIVE...
MOVING AWAY FROM TOP-LEVEL UNDERSTANDING
INTO RICHER, MORE PERSONALISED EXPERIENCES
…and the consumers are aware of it!
PE...
IN TERMS OF USABILITY & TECHNOLOGY
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL...
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 @N...
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 @ #C...
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
CUSTOMER...
WHEN IT COMES TO APPLYING THESE ONLINE, WE FORGET THIS!
LACK OF:
TECHNOLOGY
TOOLS
AWARENESS
CREATIVITY
DESIRE
PERSONALISAT...
WE END UP UNDOING ALL OUR HARD WORK
TARGETING THINGS LIKE:
• BROAD KEYWORDS
• BRAND PLACEMENTS
• MASS EMAILS (W/O SEGMENTA...
+ NOT TO MENTION, CUSTOMERS ARE RAPIDLY GETTING SMARTER / MORE
DIFFERENTIATED
PERSONALISATION: PUTTING PEOPLE AT THE CENTR...
TRIED AND TEST ONLINE MARKETING TACTICS DONE ‘THE WAY THEY’VE
ALWAYS BEEN DONE’ ARE LESS AND LESS EFFECTIVE…
CPCS INCREASI...
TRIED AND TEST ONLINE MARKETING TACTICS DONE ‘THE WAY THEY’VE
ALWAYS BEEN DONE’ ARE LESS AND LESS EFFECTIVE…
PERSONALISATI...
TRIED AND TEST ONLINE MARKETING TACTICS DONE ‘THE WAY THEY’VE
ALWAYS BEEN DONE’ ARE LESS AND LESS EFFECTIVE…
PERSONALISATI...
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 @NEDPO...
TARGETING IN THE FUTURE
Q: WHAT PSYCHOLOGICAL TRAITS CAN YOU TAP
INTO?
• TARGETING INTEREST TYPE
• TARGETING BASED ON ACTI...
1. CHANGE IN BEHAVIOUR
2. CHANGE IN STATE
… MAKING EFFORTS TO PERSONALISE THE USERS
EXPERIENCES
PERSONALISATION: PUTTING P...
SOME BRANDS ARE DIFFERENTIATING FROM
COMPETITORS, BY USING THIS AS THEIR USP
INTELLIGENCE BUILT
FROM THE GROUND UP…
TRULY ...
WE’VE GOT TO DO BETTER, AND APPLY THIS
APPROACH TO OUR BROADER MARKETING EFFORTS
PERSONALISATION: PUTTING PEOPLE AT THE CE...
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 ...
HOWEVER
• We do need to better utilise our customer data
across the board
…and there are ways that we can
start applying i...
TACTICS FOR ‘PERSONALISING’ YOUR MARKETING
EFFORTS
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORT...
START TO TRACK ACTIONS WHICH CAN USE
TO DIFFERENTIATE YOUR CUSTOMER BASE
BASED ON ACTION:
 WEBSITE VISITORS
 FREQUENCY O...
BUILD CUSTOM(ER) AUDIENCES
COLLECT EMAIL ADDRESSES TO START
BUILDING PERSONAS
 CONTENT OFFER FOR EMAIL (DOESN’T
HAVE TO B...
WISTIA CASE STUDY: http://wi.st/1Xvv32o
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDI...
ONCE DEVELOPED, TRIAL THE USE OF
CUSTOM AUDIENCES USING THE FOLLOWING
 FACEBOOK ADS
 INSTAGRAM ADS
 TWITTER ADS
 GOOGL...
INTELLIGENCE-BASED FACEBOOK
REMARKETING
SETUP REMARKETING BASED ON ACTION
FOR:
 INCLUDE WEBSITE VISITORS
(REMARKETING)
 ...
INJECT USING JSON-linkedData ON SEARCH
RESULTS
 BRAND LOGO
 SOCIAL PROFILES
 TELEPHONE NUMBERS
 PERSON
 SERP SEARCH B...
BID MODIFYING YOUR PAID ACTIVITY BASED
ON CUSTOMER DATA
 TIME OF DAY
 DAY OF WEEK
 WEEK OF MONTH (PAYDAY WEEKEND?)
 LO...
GET QUALITATIVE FEEDBACK
WATCH YOUR USERS TRYING TO CARRY OUT
KEY ACTIONS ON YOUR WEBSITE
 USE SESSION RECORDING IN A TOO...
GET QUALITATIVE FEEDBACK
ASK YOUR CUSTOMERS/PROSPECTIVE
CUSTOMERS QUESTIONS
 RECRUITERS/SURVEYS
 ACCESS ‘VOICE OF CUSTOM...
LANDING PAGES + DYNAMIC HEADLINE
GENERATION
SETUP LEAD GEN PAGES USING UNBOUNCE
 SIGN UP TO UNBOUNCE
 ADD FALLBACK TEXT
...
ATTENTION TO MORE SPECIFIC TARGETING ON A
BROADER SCALE, PUTS US BACK IN THE DRIVING
SEAT
PERSONALISATION: PUTTING PEOPLE ...
ANY QUESTIONS?
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL  BY @NEDPOULTER
Thank You.
VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+447887851818
FOLLOW
@nedpoulter
VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+447887851818
FOLLOW
@nedpoulter
P.S. We’re hiring!
See: ...
Image credits:
• Tug of war – Flickr
• Google Keyword – Unbounce
• Me – Flickr
• Target – Flickr
• Twitter Ads Logo – Elit...
Personalisation: Putting People at the Centre of Your Conversion Efforts - Ned Poulter @ #CampDigital
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Personalisation: Putting People at the Centre of Your Conversion Efforts - Ned Poulter @ #CampDigital

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How people use the web has changed. Consumers are demanding more from their online interaction with brands. They expect only specific and personally relevant messaging before they are inclined to take the actions that you are influencing them towards.

In this talk, Ned will share observations on the changing nature of how personalisation is being used across the web. He’ll provide insight and actionable takeaways from his work to help fuel your conversion efforts and better optimise your digital activities., challenging some ideals and hopefully prompting greater use of personalisation in your marketing.

Publicado en: Marketing
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Personalisation: Putting People at the Centre of Your Conversion Efforts - Ned Poulter @ #CampDigital

  1. 1. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +447887851818 FOLLOW @nedpoulter PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS
  2. 2. DIGITAL MARKETING CONSULTANT Hi. I’m Ned Poulter BLOGGER SOCIAL @NedPoulter /NedPoulter
  3. 3. Background TheLADBible Realtor.com ASOS Netflix Miinto YO! Sushi Lighting Room Tens The Hay Group Otto Car SABMiller Notonthehighstr eet.com
  4. 4. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER THERE IS A MASSIVE CHANGE UNDERWAY IN THE ONLINE MARKETING LANDSCAPE…
  5. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  6. 6. IN TERMS OF USABILITY & TECHNOLOGY PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  7. 7. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  8. 8. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  9. 9. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  10. 10. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  11. 11. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  12. 12. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  13. 13. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  14. 14. IN TERMS OF PERSONALISATION PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  15. 15. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  16. 16. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  17. 17. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  18. 18. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  19. 19. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  20. 20. Q: WHAT’S THE BEST HOMEPAGE ON THE INTERNET? PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  21. 21. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  22. 22. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  23. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  24. 24. 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
  25. 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!? PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  26. 26. + NOT TO MENTION, CUSTOMERS ARE RAPIDLY GETTING SMARTER / MORE DIFFERENTIATED PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  27. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  28. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  29. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  30. 30. PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  31. 31. TARGETING IN THE FUTURE PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  32. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  33. 33. 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
  34. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  35. 35. 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
  36. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  37. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  38. 38. TACTICS FOR ‘PERSONALISING’ YOUR MARKETING EFFORTS PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  39. 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! PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  40. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  41. 41. WISTIA CASE STUDY: http://wi.st/1Xvv32o PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  42. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  43. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  44. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  45. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  46. 46. 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
  47. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  48. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  49. 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 CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  50. 50. ANY QUESTIONS? PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  51. 51. Thank You. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +447887851818 FOLLOW @nedpoulter
  52. 52. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +447887851818 FOLLOW @nedpoulter P.S. We’re hiring! See: http://www.polestardigital.com/careers/ Speak to me!
  53. 53. 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

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