Personalisation in Digital Marketing

1. 3 Simple Case Studies
to start Personalisation Tomorrow
Karolos Pregkler - General Director DigitalWise
Nikos Mitsopoulos - CEO DigitalWise

2. Digital Marketing experts estimate that most Americans
are exposed to around 4,000 to 10,000 advertisements each day.

3. Of course, most people won’t actually recall seeing 10,000 messages.
This is because, in order to keep our sanity, we’ve developed a screening
process to ignore most advertising messages.
Less than 100 of them make it past our “attention wall” each day.

4. A similar study estimated that we see about 360 per day;
of these, only 150-155 are even noted, and far fewer make a strong enough
impact to be recalled, make an impression, and ultimately, make a sale.

5. Highlights
•U.S. adults spent10 hours,39 minutesa day consumingmediain the first quarterof
2016.
•Interneton PC jumped 10 minutes
•Nielsen'sdata indicatesthatconsumersaren'tpullingawayfrom linearTV, butinstead
are makingadditionaltime for these newdevices (Apple TV and Roku)

8. This year in the US,
26.3% of internet
users—more than one
in five people in
general—will use an
ad blocker

11. How can we overcome all the above?

12. Advertise the right product to the right
audience at the right time

13. in other words …
Digital Marketing Personalisation
http://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/

14. Personalizationhappens in real world.
Remember when you entering a clothes store or a bank branch
o one tells you about someone else’s money. They compliment you &
how beautiful you are in that t-shirt
Does that happen Online?

15. No it Doesn’t!
We all see the same content, the same offers.
s some work that's has been going on but there still a lot of effort we need and techn
advances
one size fit all

18. http://www.adweek.com/socialtimes/personalization-is-a-big-challenge-for-digital-marketers-infographic/631517

20. Most Famous Personalization Campaign
Share a coke with
Thanks to the campaign, Coca-Cola’s value sales
increased 4.93% year on year to £765 million in the 52
weeks to 17 August, according to IRI Worldwide data

21. Most Famous Personalization Campaign
Your Nutella, Your Way’ campaign
1,1 M £ Investment - 300.000 labels sold

22. 14% Growth in 8 weeks & 37 million of sales
Most Famous Personalization Campaign

23. Αυτό δεν είναι personalisation,
αλλά customisation

24. Pre-filled personaldetails
By remembering purchaseinformation,
shippingaddresses,or otherdetails,it
removesone barrierthatwould
otherwise stopthe customerfrom
converting.
Providing the best deals
Personalization helps to find the best,
most relevant deals for the customer in
particular, which encourages them to
convert, as they do not have to hunt for
the deal suited to them.
Customised content & Ads
Personalized content can encourage customers to
engage and do business with you, such as
personalised subject lines, greetings, or references
to previous actions taken in email campaigns.
Advertisements based on previouspurchasesand
on you sales life cycle
Landing pages
Specific landing pages pre-
loaded with customer information
Personalization is…

25. 3 Simple Examples to
Start Personalisation Tomorrow

26. Facebook Remarketing
§ For various clients one of our favorite and most efficient type of
advertisement is Remarketing.
§ Dynamic Remarketing in Facebook based on what people have seen
on the website, on whether they completed the purchase
Results
Ø We have achieved up to 20% reduction in cost per action
Ø More than 15% increase in conversion rate

27. Facebook Custom Target Audience (email Database)
§ The advantage of having a big and updated list of clients is that you can
effectively advertise through various networks
§ Custom Audiences offer great opportunities of personalization since
you know your clients and can tailor your messages
Results
Ø We have achieved from 30% – 60% reduction in cost per action
compared to other ads
Ø Up to 500% increase in conversion rate

28. Remarketing in Search
§ A fairly new feature is to show our ads more to people that they have
previously searched about the brand
§ Genius right? It is supposed the ad to have better impact to people the
have an affinity with the brand compared to others who don’t
Results
Ø We have achieved 20% – 50% reduction in cost per action
Ø 100% increase in Conversion rate

29. Conclusion
§ We must pay attention to personalization
§ In theory it may sound difficult and
demanding in terms of technology
infrastructure
§ Believe it and make it the most important
pillar of your strategy
§ Start tomorrow with the 3 examples we just
showed

30. Thank you J
Karolos Pregkler
karolos.pregkler@digitalwise.gr
Nikos Mitsopoulos
nikos.mitsopoulos@digitalwise.gr