tag:www.econsultancy.com,2008:/topics/personalisation Latest Personalisation content from Econsultancy 2016-10-27T14:09:49+01:00 tag:www.econsultancy.com,2008:BlogPost/68446 2016-10-27T14:09:49+01:00 2016-10-27T14:09:49+01:00 Marketing is failing at its top priority: Three findings from new research Arliss Coates <h3><strong>Customer recognition is the end-all, but we’re far from the end</strong></h3> <p>When we look at marketers’ priorities in the chart below, we find a focus on personalizing messaging and the larger customer experience. But there is an alarmingly wide and consistent discrepancy; organizations simply don't have the skills and capabilities they need for growth.</p> <p><img src="https://assets.econsultancy.com/images/0008/0830/Screen_Shot_2016-10-27_at_11.40.40.png" alt="" width="754" height="436"></p> <p>Roughly 75% of executives surveyed agree that recognition - the ability of a company to identity individual customers across media and under different circumstances - and its attendant benefits are essential for growth.</p> <p>Yet in every category, only small minorities can boast a strong capability.</p> <p>A successful personalization strategy helps meet corporate goals and customer expectations, but before that can happen, data management vendors and marketers must absorb a few realities.</p> <h3><strong>We don’t know what we can’t define</strong></h3> <p><a href="https://econsultancy.com/blog/65425-what-is-the-single-customer-view-and-why-do-you-need-it/">Single customer view, or SCV</a>, is an advanced capability. It means tying together a set of data sources that truly offer a complete picture of a customer, past and present.</p> <p>That sets a high bar, and yet over 40% of respondents suggested that their organizations took advantage of an SCV. That figure is somewhat higher than observed in previous studies, but of greater concern is that when compared to what companies have actually achieved, there’s a huge disparity.</p> <p>Of the more than 220 companies in the study, only 12% have tied together the data sources required for a true SCV.</p> <p>Even for those advanced organizations, some activities are still obscured for technical or procedural reasons. For example, among those that have integrated offline data sources, only half can tie offline sales back to online marketing programs.</p> <p>With consistent recognition, brands can build upon profiles to refine and improve their understanding of the individual, but that’s a future state for the vast majority of marketers.  </p> <p>These distinctions aren’t just important in understanding the state of the industry as it works to implement single customer view. It also highlights how a lack of knowledge and agreement can confuse the marketer’s path to maturity.</p> <p>If organizations believe they have a single customer view, but have only part of the puzzle, it confounds their progress in information gathering, data strategy and customer experience.</p> <h3><strong>Unfulfilled promises</strong></h3> <p>Few spaces in digital marketing have evolved more dramatically or rapidly than data management, so perhaps it’s not surprising that marketers aren’t all happy with their data management platforms.</p> <p>Nearly 60% say that the reality of their technologies does not align to the promises they were sold. This is a notable figure, considering the scale and ubiquity of investment in the new technology stack.</p> <p>Part of the problem is in the difficulty vendors have with applying test-and-control measurements across devices, limiting brands' understanding of their mobile audiences.</p> <p>Similarly in personalization, a disappointing 13% of marketers reported high satisfaction with data management vendors’ ability to tailor messaging to particular channels.</p> <p>Returning to marketers' top priorities, customized messaging is a critical aspect of integrating customer experiences across devices and media.</p> <h3><strong>How to improve</strong></h3> <p>A compilation of failures makes for dismal reading, so the Customer Recognition Report includes a list of recommendations:</p> <ul> <li>Learn how to conduct a true capability audit and align the company behind measurement as a strategic resource.</li> <li>Discover the threat to evolving measurement practices, and the importance of reducing data-friction with customers, as well as the guidelines for getting you there.</li> <li>Get attuned to the increasing discrepancy between customer behavior and media allocation.</li> </ul> <p><em>Subscribers can click <a title="Customer Recognition" href="https://econsultancy.com/reports/customer-recognition-how-marketing-is-failing-at-its-top-priority">here</a> to access the Customer Recognition Report.</em></p> tag:www.econsultancy.com,2008:BlogPost/68428 2016-10-24T13:49:31+01:00 2016-10-24T13:49:31+01:00 How travel brands are capturing millennial interest on mobile Nikki Gilliland <p>With 46% of millennials planning a trip using their mobile in the past year, it is the younger generation that is driving the digital shift.</p> <p>So, how exactly are travel brands catering to mobile users, and more specifically, millennial mobile users?</p> <p>Here’s a closer look.</p> <h3>Piquing initial interest</h3> <p>Google uses the term '<a href="https://www.thinkwithgoogle.com/articles/travel-trends-4-mobile-moments-changing-consumer-journey.html" target="_blank">micro-moments</a>' to describe the times when we reach for our mobile phones for a specific purpose.</p> <p>In terms of travel, the first interaction that many brands aim to capture is the 'I want to go' moment - i.e. the initial desire to travel.</p> <p>At this point we might have a location or a place in mind, but mostly it is centred around general research.</p> <p><a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/" target="_blank">Airbnb is a great example</a> of how to engage mobile users in this moment.</p> <p>Building on the fact that <a href="https://econsultancy.com/blog/66805-millennials-and-mobile-what-marketers-need-to-know/" target="_blank">millennials typically crave experiences that excite</a> and inspire, it uses guidebooks to build interest around a particular place.</p> <p><img src="https://assets.econsultancy.com/images/0008/0452/AirBnb.JPG" alt="" width="250">  <img src="https://assets.econsultancy.com/images/0008/0458/AirBnB_2.JPG" alt="" width="250"></p> <p>By creating multiple articles about a single location, it means users are likely to get lost in their online journey, clicking further to discover recommendations and guides.</p> <p>Before you know it, you've spent 45 minutes reading about the best markets to visit in Portland.</p> <p><img src="https://assets.econsultancy.com/images/0008/0455/AirBnB_3.JPG" alt="" width="250"></p> <p>Booking.com also uses inspirational content to engage users during these early stages.</p> <p><img src="https://assets.econsultancy.com/images/0008/0459/Booking.com_2.JPG" alt="" width="250"></p> <p>Using endorsements from fellow travellers, it is able to showcase a wide number of locations based on specific interests and activities.</p> <p>While it does not discourage other age demographics, terms like 'adventure-seeking' and 'epic' are nicely aligned to millennials consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/0461/Booking.com_3.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0462/Booking.com_4.JPG" alt="" width="250"> </p> <h3>Offering personalisation</h3> <p>With its interest-led content, the aforementioned example could also be seen as a move towards personalisation.</p> <p>This is becoming increasingly important for consumers, as 22% of young travellers now desire a personalised and tailored experience on mobile.</p> <p>Booking.com also demonstrates this by saving the user's past searches and previously viewed hotels.</p> <p><img src="https://assets.econsultancy.com/images/0008/0465/Booking.com_personalisation.JPG" alt="" width="250"></p> <p>While it might sound simple, this allows users to feel like their individual experience matters, as well as allowing it to seamlessly continue if they break away.</p> <p>Secret Escapes also aims to deliver personalisation, mainly through its 'Wishlist' feature.</p> <p><img src="https://assets.econsultancy.com/images/0008/0463/Secret_Escapes_wishlist.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0464/Secret_Escapes_Wishlist_2.JPG" alt="" width="250"></p> <p>Allowing users to browse and save sales for later not only creates a personal experience, but it also recognises the fact that many people use multiple devices when planning a holiday.</p> <h3>Capturing spontaneity </h3> <p>Smartphones are naturally aligned to spontaneous buying behaviour.</p> <p>Hotels.com found that <a href="http://www.hotelnewsresource.com/article74631.html" target="_blank">74% of mobile bookings are for same-day check-ins</a> - this shows how important it is for travel brands to capture spontaneity.</p> <p>With <a href="http://www.hospitalitynet.org/news/4075929.html" target="_blank">85% of millennialls checking multiple sites</a> to ensure they get the best deal, price is obvously a big factor.</p> <p>In line with this, we can see how Hotels.com specifically focuses on deals and discounts to entice on-the-spot bookings.</p> <p><img src="https://assets.econsultancy.com/images/0008/0466/Capture.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0467/Hotels.com_2.JPG" alt="" width="250"></p> <p>Likewise, Premier Inn also highlights its 'Flex' feature that allows users to cancel a booking up until 1pm on the same day.</p> <p>It also creates a sense of urgency by labelling the 'last few rooms' available on the search results.</p> <p><img src="https://assets.econsultancy.com/images/0008/0468/Premier_Inn_Urgency.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0469/Premier_Inn_flex.JPG" alt="" width="250"></p> <p>Finally, TripAdvisor hopes that users will be inclined to book whilst browsing recommendations, including a visible prompt to book a tour there and then.</p> <p><img src="https://assets.econsultancy.com/images/0008/0470/TripAdvisor.JPG" alt="" width="250"></p> <h3>Making booking easy</h3> <p>39% of consumers say that ease-of-use is the thing they desire most from mobile travel sites and apps.</p> <p>As a result, site speed and user-friendly search functions are incredibly important.</p> <p><a href="https://econsultancy.com/blog/68330-an-in-depth-analysis-of-how-expedia-converts-visitors-into-customers-part-one/" target="_blank">Expedia is one brand that consistently delivers</a> here - its intuitive search bar means that results appear in the drop-down menu instantly.</p> <p><img src="https://assets.econsultancy.com/images/0008/0472/Expedia.JPG" alt="" width="250"></p> <p>Likewise, its highly visual calendar makes it easy to select and view dates, and its search results promote the various ways to filter.</p> <p><img src="https://assets.econsultancy.com/images/0008/0475/Expedia_calendar.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0476/Expedia_search.JPG" alt="" width="250"></p> <p>Finally, HostelWorld - a brand that specifically targets millennials - also focuses on general all-round user experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/0482/HostelWorld.JPG" alt="" width="250"></p> <p>From its predictive search to excellent filter options, it is designed to deliver up-front and easily accessible information.</p> <p><img src="https://assets.econsultancy.com/images/0008/0483/HostelWorld_Filters.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0484/HostelWorld_map.JPG" alt="" width="250"></p> <p>It also uses maps and geo-locational technology to help users even long after they've made a booking.</p> <p>By providing extra value in this way, consumers are much more likely to use the site again in future.</p> tag:www.econsultancy.com,2008:BlogPost/68408 2016-10-20T15:01:00+01:00 2016-10-20T15:01:00+01:00 The five fundamentals of data-driven marketing Evan Dunn <p>81% of marketers are looking to <a href="http://www.zoominfo.com/business/mktg/ebooks/ebook-data-driven-benchmarks-for-success.pdf" target="_blank">increase budgets</a> for data-driven marketing, while 83% of marketers believe <a href="https://www.ana.net/content/show/id/37128">it's important to be able to make data-guided decisions</a>.</p> <p>That's nearly every marketer.</p> <p><a href="http://www.thedrum.com/news/2016/09/19/investment-data-driven-marketing-continues-rise-survey-notes" target="_blank">Over half</a> expect to see revenue growth as a result of data-driven marketing investments (only 7% expect a decrease), and 39% plan to increase spend on data-driven marketing initiatives.</p> <p>Despite the popularity of data-driven tactics and tech, there is a lot of confusion about the nature of marketing data, and the possible implications it can have for marketing decisions.</p> <p>Here are five ideas I’ve identified as fundamental to effective data-driven marketing.</p> <h4><strong>1. There are two types of marketing 'data': Contact information and performance metrics.</strong></h4> <p>It is strange how rarely this distinction is highlighted, despite how frequently marketers interact with both types of data.</p> <p>For example, “database marketing” refers exclusively to leveraging email lists to engage with customers.</p> <p>“Data management platform” (DMP) refers exclusively to leveraging a mix of IP addresses, emails and other contact information to deliver targeted advertising to customers across the web. </p> <p>Part of the reason I’m writing this article is because of how confused I was by so many of these terms.</p> <p>Databases can store many things, so why only point to use cases that involve emails? And DMP - such a broad, sweeping term for such a narrow use case.</p> <p>Understanding the difference between the two methods is critical to knowing how and when to use them.</p> <p>Many modern marketers are focused so heavily on contact-information-based use cases that they neglect the importance of measuring overall performance and tying it to revenue.</p> <h4><strong>2. Data-driven marketing based on contact information involves tracking individuals in order to get them to buy.</strong></h4> <p>It's sort of like helicopter parenting - helicopter advertising.</p> <p>Tracking individuals across digital media is becoming increasingly popular among marketers, in an attempt to make their marketing distinct among the hundreds of ads we each see every day.</p> <p><img src="https://assets.econsultancy.com/images/0008/0562/helicopter.jpg" alt="" width="600" height="400"></p> <p>“<a href="https://econsultancy.com/blog/65212-what-is-marketing-automation-and-why-do-you-need-it/">Marketing automation</a>” is one of the earliest examples of this type of data-driven marketing, though people rarely classify it as such.</p> <p>Marketers use a MAP (Marketing Automation Platform - a technology class created by Marketo, much like Siebel Systems pioneered CRM) to track individuals through the funnel, usually in organic (email, website) touchpoints, but also in <a href="https://econsultancy.com/training/courses/social-media-paid-advertising/">paid social</a> and display ads.</p> <p>Then the MAP distributes targeted content based on where a person is in the funnel, particularly what last action they took (such as downloading content).</p> <p>Another example is “Attribution” - a term which on the surface just refers to assigning various media, creative and audience segments with percentages of contribution to success.</p> <p>Attribution usually involves tracking individual customers across the web, based on interactions with digital media properties, both paid and owned.</p> <p>More advanced platforms can track whether display ads come into view on the visible portion of a person’s screen.</p> <p>Attribution sometimes leverages DMPs and TMS (Tag Management Software), along with proprietary analytics, to attribute conversions and sales to specific ads. </p> <p>Attribution is primarily focused on individual identification, but also relies on aggregate performance metrics to recommend adjustments in advertising tactics.</p> <p>Data-driven methods that rely on contact information benefit from high levels of detail, but suffer from scalability (you can’t track everyone).</p> <p>Personalization, customer experience optimization and other initiatives fall into this category.</p> <h4><strong>3. Data-driven marketing based on performance metrics involves analyzing investments in and returns from marketing initiatives, in order to better drive results.</strong></h4> <p>Performance marketing, quantitative marketing, media mix modeling - these practices involved rolled up streams of customer actions - i.e. performance metrics. </p> <ul> <li>“Performance marketing” is just a way of saying “marketing where you actually look at what works and what doesn’t in order to drive outcomes.”</li> <li>“Quantitative marketing” has historically referred to enterprise-grade initiatives that use statistics to optimize marketing outcomes based on investment (i.e. ad spend) and key performance indicators. </li> <li>“Media mix modeling” - or media mix allocation - is sometimes classed as a type of quantitative marketing. It involves analyzing which channels (TV, radio, display, etc.) have the greatest impact on conversions through probabilistic statistics (data science).</li> </ul> <p>Data-driven methods that rely on performance metrics benefit from the fact that every system produces some measure of reporting and thus are highly scalable, but sometimes more detail is needed.</p> <p>A focus on performance metrics also has a natural bias towards objectives.</p> <p>Customer data can be a black hole of possible activities, and many companies are stuck in the vortex of collecting, cleansing, weighing customer data.</p> <p>But performance data always tells a story relevant to your objective.</p> <h4><strong>4. There’s this thing called a “proxy” - it’s how you measure the intangibles.</strong></h4> <p>Some things are difficult to measure.</p> <p>For example, “Awareness” (which is an actual objective for many marketers) is really the sum of “how much time do people spend thinking about your brand/product/service?”</p> <p>Obviously, we can’t strap brain sensors to everyone (yet). Most marketers use focus groups and surveys to approximate awareness.</p> <p>Those may also be used to approximate “Brand Equity” - the amount people <em>like </em>and therefore demonstrate <em>purchase intent </em>towards a brand.</p> <p>The problem is, surveys of all kinds are riddled with <a href="https://en.wikipedia.org/wiki/Response_bias" target="_blank">response biases</a> - including the most subtle, such as <a href="https://www.psychologytoday.com/blog/mind-my-money/200807/familiarity-bias-part-i-what-is-it" target="_blank">familiarity bias</a> and <a href="http://heuristics.behaviouralfinance.net/availability/" target="_blank">availability bias</a>.</p> <p>Why not supplement these traditional approaches to awareness measurement with more comprehensive, scalable (and faster, less expensive) tactics?</p> <p>One increasingly popular method of measuring awareness via proxy is <a href="https://econsultancy.com/blog/67137-social-monitoring-listening-what-is-it-and-do-you-need-it/" target="_blank">social listening</a>.</p> <p>This technology category is actually not focused only on social media, but the ‘social web’ - all those publications, blogs, articles, comments, social networks, forums etc... essentially most of the Internet. </p> <p>“Best-in-class” estimates for the number of websites scanned by a social listening tool are usually around 100m or 200m websites.</p> <p>For reference, Twitter counts as one website.</p> <p><a href="https://econsultancy.com/training/digital-transformation/">Digitally-transformed</a> enterprises use these tools to monitor the success of paid and earned media initiatives, as well as establish competitive benchmarks for brand awareness, based on the assumption that some number of people who are aware of a brand/product/campaign will talk about it.</p> <p>Other examples of proxies include NPS (Net Promoter Score) - a measure of the social equity a brand has with its customers.</p> <h4><strong>5. You can’t quantify poetry</strong></h4> <p>Marketing - getting people to invest time/attention/money in brands, products &amp; services - will always live partially in the poetic.</p> <p><img src="https://assets.econsultancy.com/images/0008/0571/shakespeare.jpg" alt="" width="335" height="298"></p> <p>Connecting with customers inherently has one foot in the abstract, ethereal, creative - and one foot in the scientific, mathematic, quantifiable.</p> <p>After all, some of the best ideas are ones no one has thought of before.</p> <p>This is why Jay Baer proclaims that “<a href="http://www.convinceandconvert.com/digital-marketing/data-driven-marketing/" target="_blank">Data-Driven Marketing is a Bad Idea</a>” - all he’s really saying is that you can’t forsake the creative for the quantified, but the title he actually used is more sensational.</p> <h3><strong>We need a more holistic view of marketing data</strong></h3> <p>What marketers need is to broaden the scope of the way data is viewed, valued and used within their organization. </p> <p>Personalization and attribution have their place among the most academic of statistical approaches.</p> <p>And macro-performance measurement must concede the fact that, sometimes, the devil is in the details.</p> <p>Of utmost importance is the fact that no data is valuable unless it connects to critical objectives. For most marketers, this means awareness, brand equity and revenue.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-role-of-crm-in-data-driven-marketing/"><em>The Role of CRM in Data-Driven Marketing</em></a></li> <li><a href="https://econsultancy.com/training/courses/big-data-driven-marketing-how-to-get-it-right/"><em>Data-Driven Marketing Training</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68375 2016-10-12T14:00:00+01:00 2016-10-12T14:00:00+01:00 Airbnb: How its customer experience is revolutionising the travel industry Paul Rouke <p>Despite the fact my family have booked our last seven holidays with Airbnb, I still think it is one of the internet’s best kept secrets.</p> <p>Here’s how Airbnb is shaping the future of the travel industry: </p> <h3>It's aspirational</h3> <p>Remember the saying, there is no place like home?</p> <p>The rise in popularity of boutique hotels proved that there was a growing segment of travellers who wanted a more varied choice of accommodation; an experience characterised with personalised touches and the chance to be immersed in the local culture.</p> <p>Essentially, Airbnb is a boutique hotel on steroids.</p> <p>With a homepage headline of “live there”, Airbnb offers the chance to stay in (sorry <em>live in</em>) aspirational, unique homes.</p> <p>The whole idea is that staying with Airbnb is more than just a holiday, you get to experience new places just like the locals do, which appeals to people who don't like to see themselves as normal tourists.</p> <p><img src="https://assets.econsultancy.com/images/0008/0215/airbnb_homepage.png" alt="" width="700" height="308"></p><p><img src="https://assets.econsultancy.com/images/0008/0217/airbnb_your_home.png" alt="" width="700" height="311"></p> <p>Offering some really unique properties for rent, in some of the world’s most spectacular locations, you'd expect that when you first land on the Airbnb website your emotions will be stirred.  </p> <p>Whether it be excitement, amazement or belonging, Airbnb captures these emotions with carefully chosen imagery and <a href="https://econsultancy.com/blog/65499-20-gorgeous-examples-of-websites-with-video-backgrounds/">background videos</a>. </p> <p>Yes, there is the search facility layered on top, but first and foremost it has focused on connecting with visitors on a more personable level than any travel agency website I have been on.</p> <p>I was recently in one of my local travel agents to exchange some money.</p> <p>While scanning over the shelves of brochures, I couldn't help but wonder what the cover of an Airbnb holiday brochure would look like.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/9899/brochures-blog-flyer.jpg" alt="Brochures " width="470" height="352"></p> <h3>It's built on pure trust</h3> <p>The <em>only</em> part of the whole customer experience that Airbnb has full control over is the website.</p> <p>This means that the brand has to place complete trust and faith in the people from around the world who choose to rent their properties on the platform.</p> <p>It also requires the people renting out their houses to place trust in their guests (who they have never met before), not to mention the trust the holidaymaker or business traveller has to place in their host, with the hope that "what they see online, is what they get."</p> <p><img src="https://assets.econsultancy.com/images/0008/0218/airbnb_social_proof.png" alt="" width="700" height="326"></p> <p>As expected, <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> plays an integral role in building that trust.</p> <p>For people to spend money on their holiday, weekend getaway or business trip with no physical interaction and no “credible travel agent” behind the booking, requires great levels of transparency and confidence.</p> <p>Don’t forget, you are not getting an ATOL protected holiday through Airbnb. </p> <p><img src="https://assets.econsultancy.com/images/0007/9901/reviews.png" alt="" width="723" height="1076"> </p> <p>As you can see, Airbnb is definitely the best when it comes down to harnessing the power of <strong>genuine</strong> social proof. </p> <h3>It's price sensible </h3> <p>Airbnb connects people to unique travel experiences, at any price point.</p> <p>For all those millions of people with children who have to go on holiday in school holidays, Airbnb is perhaps the biggest secret they are waiting to discover. </p> <p> <img src="https://assets.econsultancy.com/images/0008/0209/airbnb__prices.png" alt="" width="700" height="349"></p> <p>My family and I have booked our last seven family holidays through Airbnb, genuinely saving hundreds of pounds compared to what we would have paid booking through traditional channels.</p> <h3>It's personable</h3> <p>From the copy used on the website, through to contacting Airbnb, you always receive a very personable experience.</p> <p>Very often when you arrive at your property, hosts will leave a small welcome note or present to welcome you on your arrival.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/9904/letter-blog-flyer.jpg" alt="Note " width="470" height="352"> </p> <p>You may even get a welcome message on the chalkboard of your new home… </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/9905/new-chalk-blog-flyer.jpg" alt="Chalkboard note " width="470" height="352"> </p> <p>The biggest success that Airbnb delivers in this area is that 99% of the time you never actually interact in person with another human. <strong>Now that is a special user experience</strong>. </p> <h3>It's innovative</h3> <p>Airbnb isn't standing still. </p> <p>I love how the company is now harnessing its community of hosts around the world to provide unique and memorable experiences for travellers whilst staying at their property.</p> <p>This really helps Airbnb customers to ‘live like a local’.</p> <p><img src="https://assets.econsultancy.com/images/0008/0210/airbnb_innovation.png" alt="" width="700" height="249"> </p> <h3>It's memorable</h3> <p>Whether a flat for a night, a castle for a week or a villa for a month, Airbnb connects people to unique and inspirational travel experiences.</p> <p>With property type search filters including Tipi, Earth House and Treehouse, you know you are on to something quite unique.</p> <p><img src="https://assets.econsultancy.com/images/0007/9907/properties.png" alt="" width="655" height="252"> </p> <p>For all us business travellers, Airbnb also provides us with unique opportunities at competitive prices.</p> <p>In 2015, myself and two colleagues spent five days in central Vancouver staying in a luxury penthouse apartment worth over £2m.</p> <p>The cost to us? £130 per person, per night.</p> <p><img src="https://assets.econsultancy.com/images/0008/0212/airbnb_apartment.png" alt="" width="700" height="379"> </p> <h3>It's responsive</h3> <p>As a brand, Airbnb can provide lessons in responsiveness to many larger, and more experienced businesses.</p> <p>In my seven family holidays through Airbnb, there was only one occasion where we were let down and when it became clear that we needed Airbnb to resolve our issue with our host, they got on to fixing the issues straight away.</p> <p>Airbnb recognised the opportunity to turn a potential brand detractor into a brand advocate, by simply being responsive and respectful.</p> <p>I, for one, gained increased levels of respect for their brand following this.</p> <p>How many brands are truly responsive and respectful to customers when they have a negative user experience?</p><p><img src="https://assets.econsultancy.com/images/resized/0007/9911/inbox-blog-flyer.png" alt="Messages " width="470" height="836"></p> <h3>It's beautiful</h3> <p>From the brand logo, through to the app the Airbnb design and user experience is quite simply <em>beautiful</em>.</p> <p>I will hold my hands up and say, the Airbnb digital experience played a significant role in a current re-thinking of one of our client’s online experience.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/9910/beautiful-blog-flyer.png" alt="Beautiful " width="470" height="836"> </p> <h3>It's relevant</h3> <p>Small things throughout your stay show you how Airbnb is all about ensuring that customers truly enjoy their experience.</p> <p>For example, when arriving at your destination Airbnb offers helpful directions to your accomodation.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/9903/welcome-blog-flyer.png" alt="Welcome " width="470" height="836"> </p> <h3>It's human</h3> <p>In summary, Airbnb is human. Browse around and you see people like you and me who are a part of this unique, growing community. </p> <p>The people who are taking a different path to experience more memorable, unique and personable travel experiences than we have ever had before.</p> <p><img src="https://assets.econsultancy.com/images/0008/0213/airbnb_belong_anywhere.png" alt="" width="700" height="290"><br> <br><img src="https://assets.econsultancy.com/images/0008/0214/airbnb_recently_viewed.png" alt="" width="700" height="353"></p> <h3>Conclusion</h3> <p>To me, Airbnb is one of the most inspirational and progressive brands in the world, regardless of industry.</p> <p>This is mainly due to its forward thinking and absolute focus on the customer experience. </p> <p>The question is, will the Airbnb experience become the future of the travel industry?</p> <p>And what can travel agents do to start offering their current customers some of what Airbnb have made central to their overall customer experience? </p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/64849-could-travel-sites-like-airbnb-be-doing-more-with-their-content/"><em>Could travel sites like Airbnb be doing more with their content?</em></a></li> <li><a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/"><em>10 examples of great Airbnb marketing creative</em></a></li> <li><a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/"><em>Creating Superior Customer Experiences Training Course</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68400 2016-10-12T10:57:14+01:00 2016-10-12T10:57:14+01:00 The KitKat Chocolatory: Is Nestle's London pop-up store any good? Nikki Gilliland <p>Yet another example of a brand entering the world of physical retail, the pop-up is also part of Nestle’s attempts to offer greater personalisation to consumers.</p> <p>Here’s what I thought of the experience...</p> <h3>First impressions and interior</h3> <p>I went to the Chocolatory on a Sunday at around midday - bang on the store’s opening time. </p> <p>It was fairly quiet to begin with, but I was suprised to see how quickly it filled up, with a line soon snaking outside.</p> <p><img src="https://assets.econsultancy.com/images/0008/0094/kitkat_exterior.JPG" alt="" width="600" height="800"></p> <p>Without much prior knowledge beforehand, I was pretty excited about the prospect of designing my own chocolate bar. </p> <p>(I obviously had visions of a Willy Wonka-style chocolate factory).</p> <p>Entering the store, it was immediately obvious what the whole process would entail, but sadly, it was less magical than I’d hoped.</p> <p><img src="https://assets.econsultancy.com/images/0008/0096/kitkat_interior.JPG" alt="" width="600" height="800"></p> <p>With an area sectioned off for the ‘expert chocolatiers’, visitors can choose their personalised KitKat designs using a touchscreen device.</p> <p>Alternatively, there is also the option to buy ready-made special edition bars created by Michelin-star chef, Michael O’Hara. </p> <p><img src="https://assets.econsultancy.com/images/0008/0097/kit_kat_store.JPG" alt="" width="750" height="562"></p> <p>Of course, I wanted to design my own, so began by perusing the ‘menu’ as I waited in the queue.</p> <h3><img style="font-weight: normal;" src="https://assets.econsultancy.com/images/0008/0098/kitkat_menu.jpg" alt="" width="600" height="696"></h3> <h3>Three-step process</h3> <p>When I arrived at my touchscreen, I was taken through three stages to create my own bar.</p> <p>First I chose the base flavour of milk chocolate, before selecting three out of the possible 16 ‘signature flavours’. </p> <p>I went for pistachio, chocolate brownie bits and honeycomb.</p> <p>Finally, I was able to design my own gift box, which included my name as well as a humorous or personalised slogan.</p> <p>I chose 'sorry, not sorry'. Make of that what you will.</p> <p><img src="https://assets.econsultancy.com/images/0008/0100/kitkat_personalise.jpg" alt="" width="712" height="551"></p> <p>Before I knew it, I’d paid my £7 and was told that I’d have to wait up to 90 minutes for my KitKat to be created.</p> <p>I did stick around for a while to watch the chocolatiers in action, but with my part of the process done and dusted, I soon left, and I was a bit disappointed with how quickly it was all over. </p> <p><img src="https://assets.econsultancy.com/images/0008/0101/kitkat_bespoke.jpg" alt="" width="750" height="562"></p> <p>Granted, there were some nice touches of personalisation.</p> <p>I was asked for my mobile number so that the Chocolatory could text me when my KitKat was ready, and being able to choose my own flavours was definitely quite cool. </p> <p>However, the fact that it added up to a few moments using a touchscreen didn't exactly feel that creative or exciting.</p> <p><img src="https://assets.econsultancy.com/images/0008/0102/kitkat_mobile.jpg" alt="" width="589" height="696"></p> <p><img src="https://assets.econsultancy.com/images/0008/0121/kitkat_texts.PNG" alt="" width="400" height="709"></p> <h3>The final product</h3> <p>With time to kill, I went off on my merry way (and spent far too much money elsewhere in Westfield).</p> <p>Annoyingly, I did have to wait over 90 minutes until I received the text telling me my KitKat was ready, which makes me wonder how long it would be on a Saturday or even later in the day.</p> <p>So, was my personalised chocolate worth the wait?</p> <p>Sure enough, the final product was quite impressive, and it was definitely nice to be able to go away with something I had chosen myself. It would probably make a nice gift for a real chocolate lover.</p> <p><img src="https://assets.econsultancy.com/images/0008/0105/kitkat_choc_bar.jpg" alt="" width="593" height="524"></p> <p>In terms of the overall experience, I can definitely appreciate Nestle’s attempts at creating something memorable.</p> <p><img src="https://assets.econsultancy.com/images/0008/0107/FullSizeRender7.jpg" alt="" width="600" height="800"></p> <p>When you compare visiting the pop-up store to merely picking up a chocolate bar from a supermarket shelf – there’s no denying what will stick in the mind of consumers.</p> <p>The technology in-store is slick and the whole atmosphere is quite buzzy.</p> <p>It is just a shame that the concept is better than the reality, which is essentially that you get to ‘<em>choose</em> your own break’ rather than ‘create’ it.</p> <p>If you really want to do that, you'd be better off baking along with Mary Berry.</p> <h3>In conclusion...</h3> <p>The experience could definitely be improved by more visitor involvement and greater elements of personalisation (such as writing your own message, rather than selecting from a pre-chosen list).</p> <p>So, while the KitKat Chocolatory did not quite live up to the hype, this might be more to do with consumer expectations than anything else. </p> <p>With <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/" target="_blank">inspiring experiential marketin</a><a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/" target="_blank">g</a> becoming standard practice for brands, and with <a href="https://econsultancy.com/blog/67960-eight-ways-veggie-pret-innovated-pop-up-retail-strategy/" target="_blank">successful examples like Pret's Veggie</a> pop-up providing real value and enjoyment for consumers, the bar has already been set higher.</p> tag:www.econsultancy.com,2008:BlogPost/68394 2016-10-11T14:57:00+01:00 2016-10-11T14:57:00+01:00 CRO: Four key factors for increasing conversion rates Nikki Gilliland <p>Here are four key factors that contribute to improved conversion rates:</p> <h3>Increased budgets </h3> <p>Our research found that over half of companies plan to increase their CRO budgets over the course of the next year.</p> <p>This increased investment means that many will be in the position to experiment more with techniques and strive to deliver better results.</p> <p>With 73% of those who have already increased their CRO budget seeing improved conversion rates, there appears to be a clear correlation between investment and result.</p> <p><img src="https://assets.econsultancy.com/images/0008/0236/figure56.png" alt="" width="780" height="563"></p> <h3>A structured approach</h3> <p>Without a strategy in place and clear goals in mind, conversion rate optimization can prove overwhelming.</p> <p>As a result, it is important for companies to undertake a structured approach to collecting data and understanding customer pain points – i.e. where and why they might abandon the site. </p> <p>By breaking down these different areas, the best optimization ideas and opportunities can arise.</p> <p>In terms of results, 35% of companies now say they take a structured approach to improving conversion rates, with 52% seeing a significant increase in sales from adopting this type of framework. </p> <p><img src="https://assets.econsultancy.com/images/0008/0237/figure66.png" alt="" width="780" height="576"></p> <h3>Regular testing</h3> <p>Alongside 60% and 53% of responding companies deeming A/B and multivariate testing the most valuable, there has also been an increase in the frequency of testing undertaken.</p> <p>Currently, 11% of companies are likely to say they run testing at least three times a month.</p> <p>Despite this, there is room for improvement in the type of tests run, with the most complex and sophisticated programmes seeing the best results. </p> <p><img src="https://assets.econsultancy.com/images/0008/0234/figure28.png" alt="" width="780" height="580"></p> <h3>Greater personalization</h3> <p>Despite personalization being the most difficult method for improving conversion rates (a factor which might be behind the slight decline in those using it) – it is still one of the most valuable.</p> <p>More than half (56%) of companies consider personalization of a website ‘highly valuable’.</p> <p>A key tactic is using customer engagement data to devise personalised experiences, so it is encouraging to see that companies are 23% more likely to implement this into their strategies than they were last year.</p> <p><img src="https://assets.econsultancy.com/images/0008/0235/figure46.png" alt="" width="780" height="579"></p> <p>For more on this topic, you can download the <a href="https://econsultancy.com/reports/conversion-rate-optimization-report-2016/" target="_blank">full report here.</a>  </p> tag:www.econsultancy.com,2008:Report/4263 2016-10-05T12:00:00+01:00 2016-10-05T12:00:00+01:00 Conversion Rate Optimization Report 2016 <p>This is the eighth annual Econsultancy <strong>Conversion Rate Optimization Report</strong>, in association with <strong><a href="http://www.redeye.com/">RedEye</a></strong>.</p> <p>The research looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for improving conversion rates.</p> <p>As well as touching on the use and impact of personalization, the report explores different areas of best practice and identifies methods and techniques which are most valuable for improving conversion rates.</p> <p>The aim is to provide data and a framework to help companies invest their time and resources as effectively as possible by examining which methods and processes are most likely to yield results.</p> <h2>What you'll learn</h2> <ul> <li>Find out the types of conversions and measurements organizations are using and the best practices that shape them.</li> <li>Discover the most valuable methods used to improve conversion rates and the methods organizations will be using in the future.</li> <li>Understand how companies are using personalization as part of their CRO efforts and the effect this has on conversions.</li> <li>Benchmark your organization's approach to CRO using the Conversion Maturity Model.</li> <li>The six key factors contributing to CRO success.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:www.econsultancy.com,2008:BlogPost/68347 2016-09-29T01:00:00+01:00 2016-09-29T01:00:00+01:00 Seven ways to supercharge your data-driven marketing Jeff Rajeck <p>Nine out of ten put it in their first three, more than any other topic.</p> <p><img src="https://assets.econsultancy.com/images/0007/9633/data-driven.png" alt="" width="565" height="315"></p> <p>But what are marketers actually doing with their data?<strong><br></strong></p> <p>What tips can professionals give for those who may be just starting out with data-driven marketing?</p> <p>To find out, Econsultancy recently held roundtable discussions at our fifth annual Digital Cream Sydney.  </p> <p>There, client-side marketers from across the industry discussed trends, best practices, and the issues they are currently facing.</p> <p>The roundtables were moderated by subject matter experts from the industry. Participants brought their own experiences, questions, and challenges to the table for open discussion.</p> <p>Here are the highlights from the discussion at the Data Driven Marketing &amp; Marketing Attribution Management table.</p> <h3>1. Use personas and customer journey mapping for attribution modeling</h3> <p>We now live in an omnichannel world. People often use the web, social media, mobile, and search before buying something.  </p> <p>How can marketers determine the right amount to invest in each channel?</p> <p>Participants agreed that doing so, also known as attribution modeling, is one of the toughest tasks marketers now face.</p> <p>Figuring out which channels drive awareness, which help with research, and which lead to conversions is not easy - even with all the data in the world.</p> <p>While attendees admitted that there is 'no silver bullet' for determining the right model, delegates suggested that using customer experience data can help.</p> <p>They said that <strong>creating audience personas and then mapping each customer journey can provide insight into the path-to-purchase for different customers.</strong>  </p> <p>This can then provide the foundation for the elusive attribution model which helps marketers allocate their spending for optimal results.</p> <p><img src="https://assets.econsultancy.com/images/0007/9626/data-driven__Custom_.jpg" alt="" width="800" height="533"></p> <h3>2. Avoid using personas for more granular data-driven marketing</h3> <p>While the customer-centric approach may work for modeling attribution, delegates agreed that<strong> personas and customer journey maps were not so useful when doing more personalised data-driven marketing.</strong></p> <p>That is, when buying programmatic media or providing on-site personalisation, broad segments and models do not help.  </p> <p>Instead, attendees stated that <strong>marketers should use an individual's behavior to deliver relevant ads and personalised content.</strong>  </p> <p>What a person has viewed or purchased previously is much more likely to attract their attention in the future than something which fits a particular persona, one participant argued.</p> <h3>3. Look at <em>your</em> data when optimizing</h3> <p>Another dilemma marketers often face is how to optimize their website and ad buying based on outside trends.</p> <p>Recently, there have been many charts showing that mobile traffic is outpacing web traffic. Does this mean that marketers should go 'mobile first'?</p> <p>Not at all said the delegates. While it is useful to be aware of the trends in mobile, video, and messaging, <strong>marketers should prioritise their own customers' behaviours to help form strategies.</strong></p> <p>As an example, at one table on the day, there were some marketers who said that mobile usage was plateauing while others said that tablet traffic is becoming increasingly important to them.</p> <p>So, the recommendation is that marketers should first keep a close eye on the trends in their own data before making any drastic changes as a result of industry reports.</p> <p><img src="https://assets.econsultancy.com/images/0007/9627/data-driven2__Custom_.jpg" alt="" width="800" height="533"></p> <h3>4. Use data for more than just conversions</h3> <p>Marketers these days are typically required to produce data to justify their budget.  </p> <p>Metrics such as cost-per-acquisition (CPA) and return on ad spend (ROAS) are commonly used by the business to gauge performance.</p> <p>Because of the need to demonstrate that marketing spend matters to the business, <strong>attendees agreed that most of the effort spent on marketing attribution and data-driven marketing is used to lower customer acquisition costs</strong>. </p> <p>However, delegates also agreed that we now have the data to do much more. <strong>Data should also be used, they argued, to improve customer retention and loyalty.</strong></p> <p>Doing so will, in turn, increase the lifetime value of customers and improve the bottom line, albeit in a less direct way.</p> <p>Marketers should, therefore, look for opportunities to use data for customer experience and resist the tendency to look for the immediate gratification of a lower CPA.</p> <h3>5. The best third-party data is from sites where users log in</h3> <p>While marketers tend to have a good handle on the data from their own sites (first-party data), many are still wondering about the value of data from other sites (third-party data).</p> <p>This concern was made apparent because, when asked, only around 10-15% of marketers at the tables admitted using a data management platform (DMP) as a 'single source of truth' about their customers.</p> <p>The reasons for hesitating are well-founded. Many third-party data services guess at aspects of users' identities from the sites they visit or activities they have done in the distant past.</p> <p>Attendees asserted, however, that <strong>sites which require users to log in can provide much higher-quality third-party data.</strong></p> <p>Specifically, Google and Facebook can both link extensive browsing and posting behaviour to a particular person.  </p> <p>For this reason, delegates said that such sites do offer third-party data worth using for advertising and analytics.</p> <p>Interestingly, one participant noted, both Google and Facebook are also starting to offer data which allows brands to track consumers offline.</p> <p>That is, they will know whether someone has entered a particular location (e.g. a store) after viewing an ad on their platform.</p> <p><img src="https://assets.econsultancy.com/images/0007/9628/data-driven3__Custom_.jpg" alt="" width="800" height="533"></p> <h3>6. Aim to make small changes with insights from data</h3> <p>While most of the day's discussions were positive, one negative aspect of data-driven marketing emerged. </p> <p>Even with insights from data,<strong> delegates admitted that it was rare that recommendations based on data were actually implemented</strong>.</p> <p>Data was more likely, they said, to be used for retrospective reporting and business-oriented statistics.</p> <p>One way around this, one participant suggested, is to adopt a more 'agile' way of working.</p> <p>What this means is that marketing teams should avoid gathering vast amounts of data in an attempt to influence strategic decisions.  </p> <p>Instead, <strong>marketers should use insights to drive incremental changes on a frequent, tactical basis.</strong></p> <p>In this way, the 'agile' approach will change an organisation's approach to marketing iteratively over time and have a much higher likelihood of succeeding.</p> <h3>7. The biggest hurdle? Finding the right people.</h3> <p>In previous years, marketers have lamented about quality of marketing technology and the difficulty of obtaining data to drive marketing strategy.</p> <p>While these are still concerns, <strong>delegates this year said that their biggest challenge was finding the right people to drive data-driven marketing initiatives.</strong></p> <p>Attendees agreed that that finding people who could interpret data both technically and commercially was really hard. Additionally, these people are critical for getting insights out of data.</p> <p>Newly-hired data scientists are often too technical and abstracted from the operational business to help. Experienced marketers, though familiar with the business, often lack the statistical modeling skills to extract new insights from data.</p> <p>One suggested approach is for marketing teams to recruit analysts with business acumen and data crunching skills.  </p> <p>But in lieu of staffing up with the right people,<strong> participants felt that marketers could also take a more active role in interrogating the data themselves for insight. </strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/9630/data-driven4__Custom_.jpg" alt="" width="800" height="533"></strong></p> <h3>A word of thanks...</h3> <p>Econsultancy would like to thank all of the marketers who participated on the day and especially our Data Driven Marketing &amp; Marketing Attribution Management table moderators,<strong> Beaudon McLaren, APJ Ecommerce Manager at Symantec</strong> and <strong>Ashley Friedlein, President of Centaur Marketing &amp; Founder of Econsultancy.</strong></p> <p>We hope to see you all at future Sydney Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0007/9632/moderators__Custom_.jpg" alt="" width="800" height="533"> </p> tag:www.econsultancy.com,2008:BlogPost/68303 2016-09-20T02:00:00+01:00 2016-09-20T02:00:00+01:00 Four ways to avoid 'creepy' personalisation Jeff Rajeck <p>So what can marketers do to get the benefits of personalisation without the backlash?</p> <p>To find out, Econsultancy held a roundtable event, Understanding the Customer Journey: Optimising Engagement Levels for Greater Customer Acquisition &amp; Loyalty in Melbourne, Australia. Dozens of client-side marketers came to discuss the trends, best practices, and issues they are facing in CX.</p> <p>The roundtables were moderated by subject matter experts from Econsultancy and our event sponsor <a href="http://www-03.ibm.com/software/products/en/ibm-marketing-cloud">IBM Marketing Cloud</a>. Participants brought their own experiences, questions, and challenges to the table for open discussion.</p> <p>Below are recommendations from brand marketers about how to personalise without being 'creepy'.</p> <p><img src="https://assets.econsultancy.com/images/0007/9290/p2.jpg" alt="" width="800" height="533"></p> <h3>1) Be clear about the data you are collecting</h3> <p>According to participants, the first step to avoid being creepy with personalisation efforts is to<strong> let consumers know what data is being collected about them.</strong></p> <p>Many jurisdictions, such as the EU and Australia, have well-defined privacy laws which, when followed, go a long way toward satisfying this requirement.</p> <p>Brands can do more, though. Instead of burying the data collection policy on a privacy page, a simple banner at the top or bottom of the page lets consumers know that their browsing or purchasing behavior may be used to enhance their customer experience.</p> <p><strong>Doing so can pay off in greater engagement.</strong> A recent study published in The Journal of Retailing, <a href="http://www.sciencedirect.com/science/article/pii/S0022435914000669">Unraveling the Personalization Paradox</a>, found that firms who used overt data collection were able to use the data more effectively.</p> <p>In a controlled experiment, <strong>participants were more likely to click on personalised ads when the brand disclosed its data policy to consumers.</strong></p> <p>The graph below shows that in the study, click-through intention online increased when the brand was open ('overt') with its data gathering policies.</p> <p><img src="https://assets.econsultancy.com/images/0007/9285/graph.png" alt="" width="532" height="387"> </p> <h3>2) Know the acceptable limits of data collecting and usage</h3> <p>Telling consumers how you are going to collect and use data is not enough, however.<strong> Brands should also keep a close eye on what is currently acceptable to consumers</strong>, according to attendees.</p> <p>Though what consumers find acceptable changes over time, it is likely that <strong>consumers currently appreciate a lot less personalisation than most marketers believe.</strong></p> <p>In a <a href="https://www.asc.upenn.edu/sites/default/files/TradeoffFallacy_1.pdf">2015 survey of over 1,500 American consumers</a>, researchers at University of Pennsylvania reported some surprising findings:</p> <ul> <li>91% of respondents disagree that "If companies give me a discount, it is a fair exchange for them to collect information about me without my knowing."</li> <li>55% disagree that "It’s okay if a store where I shop uses information it has about me to create a picture of me that improves the services they provide for me."</li> <li>84% agree that "I want to have control over what marketers can learn about me online."</li> </ul> <p>Also, RichRelevance, an omnichannel personalisation provider, <a href="http://www.richrelevance.com/blog/2016/07/creepy-cool-second-annual-richrelevance-survey-shows-consumers-want-store-shopping-experience/">recently conducted research</a> in the US and the UK to discover what consumers find 'cool' and what they think is 'creepy'.</p> <p>Whereas mobile product scans are deemed 'cool' by 76%, <strong>facial recognition technology is still largely seen as 'creepy' by three people in four (75%).</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/9287/2016-09-19_13_53_35-blank.pptx_-_PowerPoint.png" alt="" width="575" height="736"> </p> <p>Both reports are worth reading before launching a personalisation project.</p> <h3>3) Use only some of the data that you have</h3> <p>Participants felt that consumers respond well to some personalisation but are turned off by too much. </p> <p>One attendee said that <strong>seeing their first name in an email is fine, but they don't want to see their name in an ad on the website.</strong></p> <p>A <a href="http://papers.ssrn.com/sol3/Papers.cfm?abstract_id=2725251">recent study conducted at Stanford Graduate School of Business</a> shows that simply adding a first name to an email has a profound effect.</p> <p>Researchers found that adding the name of the message recipient to the email’s subject-line... </p> <ul> <li>increased the probability of the recipient opening it by 20%,</li> <li>increased sales leads by 31%</li> <li>and reduced unsubscribes by 17%</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/9289/p1.jpg" alt="" width="800" height="533"> </p> <h3>4) Personalise without personal details</h3> <p>Finally, another way attendees suggested that <strong>brands can use personalisation is to provide a 'personalised' service without identifying a consumer personally.</strong></p> <p>Though it may seem like using less data would be less effective, <strong>avoiding the creepiness factor altogether may produce the best results.</strong></p> <p>Pampers, the US diaper brand, recently A/B tested content for consumers on China's ecommerce platform Tmall.</p> <p>Existing customers saw discounts and exclusive deals, whereas new moms saw content about brand reputation and its loyalty programme. The results were then compared to consumers who saw the standard brand page instead of 'personalised' content.</p> <p>According to a <a href="https://www.l2inc.com/pampers-proves-personalization-works/2016/blog">report from L3</a>, post-personalization conversion rate more than tripled for consumers who saw the targeted content. </p> <p><img src="https://assets.econsultancy.com/images/0007/9288/pampers.png" alt="" width="800" height="531"></p> <h3>So...</h3> <p>Personalisation is certainly the next frontier for marketers to explore. Offering one-on-one messaging and offers is a great way to grow awareness and increase conversions.</p> <p>It comes at a cost, however. Brands who overdo personalisation risk being perceived as creepy which puts customers off from engaging.</p> <p>Through arriving at a careful balance of the potential of personalisation while avoiding creepy tendencies, attendees agreed, marketers should be able to use personalisation without damaging the brand.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the client-side marketers who participated on the day and especially our table moderators for the Personalisation table, <strong>Mallory Martel, Marketing Manager, Sidekicker.</strong></p> <p>We'd also like to thank our sponsor for the event, <a href="http://www-03.ibm.com/software/products/en/ibm-marketing-cloud">IBM Marketing Cloud</a>, and we hope to see you all at future Melbourne Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0007/9236/moderators.JPG" alt="" width="800" height="533"></p> tag:www.econsultancy.com,2008:BlogPost/68282 2016-09-15T14:00:00+01:00 2016-09-15T14:00:00+01:00 Black Friday & Christmas: How to make the most of early seasonal shoppers Saima Alibhai <p>According to some recent research from shopping channel QVC, 1.5m Londoners have already started their Christmas shopping.</p> <p>That’s a substantial pre-season opportunity, but you must act now to engage with early bird shoppers or risk missing out to the competition.</p> <p>The traditional Christmas shopping season has seen upheaval in recent years, including ever-longer seasonal sales promotions and the growing popularity of online shopping. And most recently,<a href="https://econsultancy.com/blog/67159-are-we-doing-black-friday-in-the-uk-or-not/"> the emergence of Black Friday </a>has thrown the cat amongst the pigeons.</p> <p>Black Friday was introduced to the UK by Amazon in 2010. Although fairly new, this sales event reaped £1.1bn last year in 2015, up 33% on the year before.</p> <p>With such lucrative revenues, you might have already launched your own Black Friday promotions in recent years, but now you must be prepared to serve seasonal shoppers even earlier in the year. </p> <p>So what are the main tactics you can use to make the most of this opportunity? </p> <h3>Gear up for ‘peak’ performance</h3> <p>The growth of the Christmas peak in spending now spans over two months of sales, so be prepared to deliver exceptional service and maximise profits throughout the entire time.</p> <p>In the UK, the Black Friday sales period isn’t punctuated at the end with the Thanksgiving public holiday as in the US, so your promotions can run all the way to Christmas and even through to January. </p> <p>In addition to sustaining promotions, reward the loyalty of your returning and longstanding customers.</p> <p>With the increased competition between online and physical retailers, you must create compelling reasons to keep them coming back for more.</p> <p>Unique offers and content for specific customer segments demonstrates that you appreciate their loyalty and helps deepen their emotional connection to your brand.</p> <p><em>Argos' extended sale.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/9164/blue_friday.png" alt="argos black friday promotion" width="615" height="357"></p> <h3>Cater to all shopping habits</h3> <p>On Black Friday, there will be many different kinds of shoppers hunting for bargains, some for altruistic reasons and others more selfish.</p> <p>Research from delivery firm Doddle showed that instead of purchasing gifts for those on their Christmas list, 40% of Brits make personal purchases on Black Friday.</p> <p>As well as creating promotions for gift ideas, analyze your customers’ past purchases and browsing preferences over the year so you can deliver the right offers for self-gifters in the lead up to Black Friday, and then for those buying gifts for others in the weeks that follow. </p> <p>Brexit and the resulting currency fluctuations have attracted more shoppers from overseas markets, such as China.</p> <p>Factor in this potentially increased demand, and make your website navigation and checkout process, including shipping details, as easy as possible for international shoppers. </p> <h3>Get ready for Black Friday 2.0</h3> <p>Consumers are becoming even more tech savvy. They use social media to research products and are browsing and buying products across multiple devices.</p> <p>In fact, some of our own research showed that 37% of shoppers use their smartphones to complete a purchase, while almost a third (30%) use their tablets.</p> <p>You need to be able to track these customers across the entire purchasing journey and provide the right encouragement to convert initial interest into sales, and avoid customers leaving items lingering idly in baskets.</p> <p>The Black Friday phenomenon has already delivered success for many retailers, but as with the retail market, it is constantly evolving.</p> <p>Understand your customers and their purchasing journeys to maximise revenue between now and the year’s end. <a href="https://econsultancy.com/blog/67061-seo-black-friday-how-are-brands-preparing-their-landing-pages">Black Friday is casting a longer shadow</a>, but by making the most of the entire seasonal shopping period, you can significantly increase your annual sales results.</p>