Marketing needs to deliver consistent, seamless personalised experiences to help find, keep and grow customers. But marketing is stuck in rut, following outdated ways of working that mean it is struggling to keep up with consumer expectations. Gary's SearchLeeds talk discussed the types of change that need to happen to support personalistion and how Search professionals are ideally equipped to operate in this new world.

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Hello.
Personalisation in Search journey*
*In a roundabout way

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Marketing
Consumer
Expectations

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Loyalty is derived from consistent, personalised,
friction-free customer experiences
DMA’s 2018
Customer
Engagement
Research
Consumer Expectations

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Customer experience is a
shared responsibility
Product
Sales
Marketing
Customer
Service
CX

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“mass advertising of the past is giving
way to the newly affordable ability to
locate and communicate directly with a
company’s best prospects and
customers”
“we are living through the shift from
selling virtually everyone the same thing a
generation ago to fulfilling individual
needs and tastes . . . by supplying . . .
customized products and services”
Stan Rapp & Tom Collins,
MaxiMarketing ,1987
The Marketing dream
(personal, consistent, seamless)

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The Marketing reality
Social
Search
Email
Data
Website Content
Tech (here be weirdos and geeks) Creative (happy fluffy people)
PR
(personal-ish in parts)

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Why is Marketing lagging behind?
Customers have
a louder voice
More touchpoints
to consider
Technology is part
of peoples lives
Complexity

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Change is needed

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Look at the customer journeys and
personalisation opportunities
Aggregators
Search Store
Web
Social
GuidesDisplay
Email

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Year
12-month
bucket
Half
Year
6-month
bucket
Quarter
3-month
bucket
Sprint
Marketing Road Map
Sprint reviews are opportunities to ripple feedback across buckets
Strategiclevel
Vision
Themes
Epics
Stories
Tasks
Innovation
Experimentation
Explore
“Fail Fast”
Question Assumptions
Ambiguity
Speed
Scalability
Standardisation
Exploit
“Fail Not”
Low variance
Precision
Reliability
Build ways of working that are bi-modal
Source: Hacking Marketing – Scott Brinker

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Hire / nurture combs
GENERALISMS
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GENERALISMS GENERALISMS

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Ok… I get the comb reference.
But what has this got to do with Search
and Personalisation…?

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Build ways of working that are bi-modal
Working in Search gives
you an advantage

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Build upon your advantage
1. Nurture your soft skills/traits as much as the harder ones
2. Invest in the “Base Knowledge”
3. Don’t just learn. Do and do again.
4. Be the person who questions and makes connections
Collaboration Communication Critical Thinking Curiosity
Psychology Data/Analytics Story Telling Branding
Martech Money Agile Research

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Sounds hard… what’s in it for me?

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Get In Touch
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gary.arnold@edit.co.uk