The new battleground The power of personalisation James Skellington - - PowerPoint PPT Presentation

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Sep 17, 2022 472 likes •894 views

The new battleground The power of personalisation James Skellington Strategic Automation Consultant Formerly with hair and of: Google Agencies Force24 People make technology valuable. linkedin.com/in/jamesskellington

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The new battleground… The power of personalisation

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James Skellington

Formerly with hair and of:

Google
Agencies
Force24

“People make technology valuable.”

Strategic Automation Consultant

linkedin.com/in/jamesskellington

James.Skellington@Force24.co.uk +44 7860 530 997

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Today:

The risk of not personalizing personalisation
Some of the challenges facing marketeers and the views of the

specialists.

The dangers of vanity metrics
Person vs personas
Manual vs dynamic campaigns – a Force24 case study
Tips to enhance your personalisation experience

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The modern marketeer

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“I didn’t become a marketeer for the boring bits”

Adam Oldfield Force24

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The new battleground…

Personalisation is the biggest challenge to a marketeer right now… but what is it?

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The new battleground… Current state of personalisation

42% of consumers are annoyed when content isn’t personalized. - CMO by Adobe 66% of consumers say encountering content that isn’t personalized would stop them from making a

purchase. - CMO by Adobe

71% of consumers feel frustrated when a shopping experience is impersonal. - Segment 70% of millennials are frustrated with brands sending irrelevant emails. - SmarterHQ 26% of companies across regions stated their data was available in real time, allowing them to consistently make informed and smart decisions around personalization – Dynamic Yield

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The new battleground…

So much more than: Hi, [insert name here]

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The new battleground…

Two components of personalization:

Triggering – when to send
Personalisation – what to send

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Agnostic of channel

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Quality vs Quantity

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The human argument

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The new battleground…

To create highly personalised, contextual experiences at both digital and human touchpoints.

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Customers are zoning out

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The new battleground…

The problem…

Most marketeers are using, largely, the same tools and metrics in a more demanding and more challenging environment

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Measurement

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Vanity metrics

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The new battleground…

The danger of vanity metrics

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Do not take these stats

as gospel!

Can you distinguish

between human and bot activity in your results

Who are you target

audience, how are you segmenting do they engage differently?

These results are based

upon a single email not campaigns

What are your
bjectives…

Email open = job done?

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The new battleground…

Force24 case study…

Senior decision makers at £10m+ t/o businesses 8% average open rate through the week 12% on a Sunday eve CTR as a % was the same

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The new battleground…

Vanity metrics can be misleading…. You can be the strongest and most muscular sprinter, but unless you run 100m faster

than those in your race at that time, it’s irrelevant.

You could have the best open rate in your industry but the worst conversion rate, you need to consider the whole process.
You could have a low click through rate one day but he highest level of engagement/conversion/quality of leads
1 in 6 emails is the average engagement rate for cold acquisition, do not put you focus into vanity metrics. Focus on a

multilayered approach to educate, not sell.

Every communication should have a goal, what is the response you want, data capture, download, etc.

Some hard truths…

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The new battleground…

A landing page which supports that message is essential, somewhere they can digest the whole of your story after the

taser that is your emial

The tracking is essential – what they do next should influence and shape your next communication, in real time.
Lead scoring is your best indicator of engagement
Where possible, we need to be able to tie to commercial objectives.
It is important to tie your objectives in to commercial goals rather than focus on the open or click

Some hard truths…

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Email is bait!

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Single customer view – one to one communication a scale

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“You can make more friends in two months by becoming interested in people than you can in two years by trying to get other people interested in you”

Dale Carnegie How to Win Friends and Influence People

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Person vs Persona

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Lead scoring

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The new battleground…

Force24 insight: Automated vs Manual campaigns

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