don't spook your customers: how to personalize without being creepy
TRANSCRIPT
1
Agenda
2
The Creep Factor
Zombie Marketing[zom-bee-mahr-ki-ting]Automating the entire marketing process, treating customers as the same
OR
Ghost Marketing [ɡoʊst-mahr-ki-ting]Relentlessly haunting your customers in pursuit of a sale
3
The Creep Factor
”58% of consumers are comfortable having their shopping interests and behaviors used by retailers if they
receive a more personalized experience”
4
Eliminating the “Spook” Factor
5
Display Ad Retargeting
Spooky: Non-stop retargeting
Effective: Applying a frequency cap to serve ads within a set period of time
Freq
uenc
y Lim
it
Content Relevance
6
Pro Tip: The more segmented your audience; the higher you
can set your frequency cap
7
Email Retargeting
Spooky: Non-stop emails in customer inboxes
Effective Marketing: Sending one to three re-engagement emails after customers abandon their shopping cart
Email #1 Email #2 Email #3
No response?
Send email #2 within 24 hours
No response?
Send email #3 within 48 hours
8
Pro TipSend the first email within 30 min. of abandonment
9
Offsite Geo-Location Targeting
Spooky: Location-based ads with no relevance, only proving the customer was tracked
Effective: Target with relevant as the goal; where does the data tell you they’re going, not where they’ve been
Campari / Lyft Campaign Targeting:• Males & Females 21+• Mobile users• Located near high concentration of
bars
10
Pro TipWhen targeting by location, to be assistive with the ads you
serve; focus on a specific action
11
Onsite Location-based Targeting
Spooky: Ads showing customers past locations are tracked, without adding any value
Effective Marketing: Anticipating where they’re going
10/26/2016
10/27/2016
12
Pro TipGive customers a choice.
Studies show that if customers feel like they’re in control of what information you have, they’re more likely to share
13
Contextual Targeting
Spooky: Displaying ads that prove you have lot of info about the customer in your database, but the target misses the mark
Societies: alpha epsilon pi
14
Contextual Targeting
Effective Marketing: Don’t just use any and all data you have, use the data to create an interesting, effective customer experience
Fabletics Campaign Targeted:• Women• Used birthdays to target zodiac signs• Unique way to recognize prospect
birthdays
15
Pro TipWhen starting off, pick 2-3
relevant, keywords or data-sets to focus on for targeting
16
Contextual Targeting
Spooky: Displaying every bit of data your brand has about the customer
Effective Marketing: Displaying recommended products based on their onsite behavior
17
Pro TipAllow your customers to
navigate THEIR journey instead of giving them one
predetermined onsite path
18
Key Takeaways
Relevance > PersonalizationRelevance is key to the keeping customers engaged and delighted with your data use instead of annoyed and “spooked.”
Less is MoreJust because you can do it, doesn’t mean you should do it. We have more and more data, but that doesn’t mean we should use at every opportunity.
19
Thank you!
Happy Halloween!
Contact [email protected]
617-501-5750to learn more about working
with Ve!