Post on 03-Jul-2020
transcript
The Consumer Engagement Mindset 2018A deep dive into research conducted by Pure360 and partners
Komal Helyer | Marketing Director | www.pure360.com
About Pure360
360 Digital marketing and web
personalisation platform:
● Email & SMS execution
● Web & mobile personalisation
● Behavioural targeting
● Conversion optimisation
● Journey based automations
● User segmentation
Established in 2001
Trusted by 1000s of brands
About me
Marketing Director @Pure360
Over 18 years email & digital experience
Led the email strategic direction for many leading brands including
HSBC, Carphone Warehouse, Black & Decker & Screwfix
Follow me - @komal_helyer
YouGov
Consumer’s are complicated
What makes them fickle?
72%
76%
76%
PRICE is CHEAPER
BETTER QUALITY
SAVE ME TIME
But they don’t firmly trust brands or their marketing!
“They confuse me with
a lot of jargon and I
feel intimidated…”
“All they want to do is
sell to me!”
“I don’t like
the fact they
hold so much
data on me!!”
What drives trust?
K
I
S
S
The Channels that Customers prefer
79%
Use at least one digital channel to find out about new products and services
79%
Use at least one traditional channel to find out about new products and services
19%Find out about products from
SOCIAL
24%Find out about products from
VIDEO
23%Find out about products from
73%
Prefer email as a marketing channel
How relevant are the channels?
What else do consumers want?
They want personalised content and offers
88%of people prefer shopping with retailers who offer personalised cross-channel experiences.
93%of companies see an uplift in conversion rates using personalisation.
ECONSULTANCYSWIRL NETWORKS
Consumers expect it….
84%of customers feel frustrated when website content is not personalised.
LOYALTY 360
83%customers expect relevant information and products to be recommended to them based on personal preferences.
SABRE
52%consumers would switch away from brands that don't personalise communications.
SALESFORCE STUDY
Personalisation is not just a marketing priority…
...it’s a business priority.
So what does personalisation do?
Increase conversion
rates
Increase average order
values
Improve marketing ROI
Increase customer
lifetime value
Our customers average 22% more online revenue with cross-channel personalisation
So personalisation…. All good right…
The ‘creepy factor’?
What do consumers think about personalisation?
Useful, relevant shopping aids? Misuse of data?
We asked 2,000 people how they’d react to the following personalisation tactics in
marketing...
YouGov Survey Results
Would you engage with marketing communications that addressed you by your first name?
YouGov Survey Results
Would you engage with marketing communications that used personal detailse.g. your birthday in the subject line?
YouGov Survey Results
Would you engage with marketing communications that included an offer that is interesting to you?
We have to be conscious of the value of personalisation to the consumer
Personalisation is an investment in creating better customer experiences…
More revenue is a by-product.
Get it wrong and the consequences can be disastrous.
What makes personalisation bad?
#1 UnnecessaryDoesn’t add value to the experience
No differentiated messaging
#2 IrrelevantDoesn’t consider context
Incorrectly assumes preference
#3 DisruptiveInterruptive or Creepy
#4 Data errors
#5 Over-personalisation
41%of consumers switched companies last year over a lack of trust and poor personalization, costing businesses $756 billion
ACCENTURE
When personalisation goes wrong…
…What makes personalisation great?
#1 It’s contextual
The customer’s context – what is guiding the purchase decision?
● Lifestyle aspirations● Emotional association● Historical experiences/Peer review● Demographics● Location● Device● Time of day, day of week● Seasonality / Regularity● Functional considerations● Customer journey position● Motivation: Desire or necessity
Search: Cheap flights to Orlando
Young family Family with teenagers, thriller seekers
Romantic break
#2 It’s seamless
The customer journey is not linear
At a minimum:
● Multiple visits● Cross-device● Cross-channel
Retail path to purchase
The average person:
● 90% consumers don’t make a purchase the first time they visit your site
● Many people leave your site without making a purchase due to lack of or incorrect info
● It is imperative you capture data so that you can drive them back
ECONSULTANCY
It’s also not about showing off your ability to track every move…
….It’s about blending in
#3 It’s Behavioural
Demographic based personas
Who
Behavioural based personas
Who does whatwhen they do itand why
Demographic based data points
● Age● Gender● Marital status● Children● Location● Occupation● Household income● Education● Work experience
Behavioural based data points
● Web engagement behaviour (urgent, hesitant, engaged, confused)
● Content interest● Touch interaction data● Spend patterns● Customer journey stage● Recency & frequency of purchase● Satisfaction● Offer engagement● Price sensitivity
Yet to make a purchasePrice sensitive
Timed couponBrowse/cart abandonment email
Very responsive to marketingImpulse buyer
Exclusive sale accessPost-purchase upsell
Hasn’t purchased in a whileUnresponsive to marketing
‘We miss you’ discount
Behaviour Offer
….using behavioural data signals to personalise offers
#4 Dynamic
Adapt to changing circumstances
Weather based personalisation
• Real-time weather updates ingested to power personalised destination recommendations
• Email & web automations triggered by bad weather tempt customers to browse getaways in sunnier climes.
• Can be applied to email nurture series to provide ‘before you travel updates’
• In-resort email triggers provide local travel info and suggested itineraries based on local weather conditions
#5 Transparent
93%of adults say that being in control of who can get information about them is important.
PEW RESEARCH CENTER
The consumer mindset 2018
1. Consumers prefer to shop around2. Price. Quality. Usefulness 3. Consumers don’t trust brands4. Improved trust is driven by
SimplicityPeer ReviewsSnackable content
5. Customers prefer email 6. Personalisation rules!7. But use it wisely ☺
Thank you
Komal Helyer | Marketing Director | www.pure360.com