Date post: | 21-Jan-2017 |
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Marketing |
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How to Drive Conversions Using
Digital Body Language
Emma Knox, Senior Manager, Demand Generation Tweet me @emmajessicaknox
THE PERSONALIZATION ‘CREEPY’ SCALE:
Personalisation
Why do marketers love personalisation?
Simple.
Personalization Works.
A lot of marketers bombard prospects with irrelevant, untargeted messages.
99.94%
of online ads are ignoredsource: google display bench mark tool
0.62%response rate from digital channelsSource: DMA response rate report 2015
3.57%email click through rate Source: getrespourse
Marketers are the ones tasked with driving growth.
We work in a hyper-competitive industry.
We have a lot of NOISE to compete with
Targeted content results in a 19% lift in conversions & sales opportunities.Monetate Study
Having knowledge of the prospect is the only durable competitive advantage for marketers.
Bruce Kasanoff, Smart Customer, Stupid CompaniesMonetate Study
INCREASE Frequency & Volume
PROSPECTSDemand Relevance
REWARDPersonalization
Blog Subscribers, Followers on Medium/YouTube/LinkedIn
Downloads, Leads, Social Shares, Campaign Reach
Customers, Average Sale
PriceLTV:CAC
Followers & Fans, Likes & Retweets, Website Visitors
Marketing and Sales qualified leads
Sales opps,Opp value,
and we have a lot of
GOALS
More TrafficMARKETING SUCCESS
More TrafficMARKETING SUCCESS
More Leads
More TrafficMARKETING SUCCESS
More CustomersMore Leads
Finding Good Quality Content
PROSPECT SUCCESS
Finding Good Quality Content
PROSPECT SUCCESS
Getting Answers to Questions
Finding Good Quality Content
PROSPECT SUCCESS
Finding Solutions to Their Problems
Getting Answers to Questions
Our Prospects Don’t Wantto Feel Like They Are Part of a Crowd
but….
When does personalizationgo too far?
At what point do we damage the customer experience by trying to improve it?
67% of customers find it intrusive when companies that they have never purchased with use their personal information to tailor their marketing.Experian, Personalization in Retail Marketing, Feb 2016
So what is the creepy scale?
“The point at which knowing a customer turns from creating a relevant experience to exhibiting stalker-like behavior”
- The CMO Council
Perceived Value
Perceived Creepiness
0
10
10
The Creepy Scale
Ad Retargeting In-Store Facial Recognition
Personalized Offers
Loyalty Reward Points
On-Site Product Recommendations
Behavioral Ad Targeting
Push Beacons
The Creep Factor
In the future your
insurance company will know
when you’re having sex.
Kashmir Hill, fusion.net
91% of adults ‘agree’ or ‘strongly agree’ that consumers have lost control over how personal information is collected and used by companiesPew Research Privacy Panel Survey, January 2014
How about targeting women when they feel their ugliest?
What about ads that address you by name?
What about SWAG with your face on it?
So what can we do as marketers to give prospects, relevant, targeted experience, without crossing the line?
The Antidote to Creepiness IsEngagement
Digital Body Language
Digital body language
is actually very similar to real life
body language
Digital body language consists
of• Website Clicks• Email Opens/ Clicks• Content Downloads• Social Media Touches
Form SubmissionsName
Email & PhoneRole & Department
Company & IndustryEmployees / TeamChallenges / Goals
Geographic location
Digital Body Language
InteractionsBlog articles readForms completedContent downloadedWebsite visitsEmails openedSocial media actionsVideos watched
Form SubmissionsName
Email & PhoneRole & Department
Company & IndustryEmployees / TeamChallenges / Goals
Geographic location
Digital Body Language
Build a 360° view of every contactForm Submissions
NameEmail & Phone
Role & DepartmentCompany & Industry
Employees / TeamChallenges / Goals
Geographic location
Digital Body Language
InteractionsBlog articles readForms completedContent downloadedWebsite visitsEmails openedSocial media actionsVideos watched
Build a 360° view of every contact
Who they are
InteractionsBlog articles readForms completedContent downloadedWebsite visitsEmails openedSocial media actionsVideos watched
Form SubmissionsName
Email & PhoneRole & Department
Company & IndustryEmployees / TeamChallenges / Goals
Geographic location
Digital Body Language
Build a 360° view of every contact
Who they are
Their engagement levels
InteractionsBlog articles readForms completedContent downloadedWebsite visitsEmails openedSocial media actionsVideos watched
Form SubmissionsName
Email & PhoneRole & Department
Company & IndustryEmployees / TeamChallenges / Goals
Geographic location
Digital Body Language
“If it don’t make
dollars / it don’t make
sense.”
Understand when your prospects are becoming disengaged & annoyed.
and make sure you
act on it.
We created a workflow that unsubscribed250,000 peoplefrom our emails & continued to unsubscribe unengaged people over time.
So what happened?
Our blog email notification opens,
clicks, open rates, and clickthrough rates (mostly) increased.
Why do we need to get this
right?
There is a real and very present threat to marketers if we don’t.
Remember when we looked at the
decline of ads effectiveness?
Internet users have started installing ad blocking extensions by the millions.
64% say ads today are annoying or intrusive.Source: Hubspot Ad Blocker Research, Q2 2016
91% of people believe that ads are more intrusive than they were 2-3 years ago.Source: Hubspot Ad Blocker Research, Q2 2016
When asked about the best way to support websites (to cover costs), the majority (68%) of respondents say they don't mind seeing ads -- as long as they're not annoying.Source: Hubspot Ad Blocker Research, Q2 2016
KEYTAKEAWAYS
3Personalise
the experiencebut don’t get
creepy
4Engage with
your prospects &
read their signals
1Understand
Your Prospects Goals
2Gather
Information but understand
boundaries
You can’t speak to your audience likethey are part of the crowd.
but you need to respect boundaries
Questions?