Kevin Lind­say, Direc­tor Prod­uct Mar­ket­ing, Adobe Sys­tems @kevlind­say

 

 

 

Per­son­al­i­sa­tion isn’t about one-off wins. They’re part of it, and cer­tainly a pos­i­tive byprod­uct of new tar­get­ing ini­tia­tives. They’re also crit­i­cal for organ­i­sa­tions with less foun­da­tional opti­mi­sa­tion matu­rity—you get a win, shout it from the rooftops, and gen­er­ate the advo­cacy and inter­nal buy-in you need to take your pro­grams to the next level. But in per­son­al­i­sa­tion, the name of the game is really “ABP”—always be per­son­al­is­ing. And no mat­ter the size, scope, scale or indus­try of your busi­ness, ABP is achievable.

It’s a topic that’s been top-of-mind for me and for Adobe’s clients more than ever in the last few weeks and months, espe­cially with the roll­out of Adobe Tar­get Pre­mium in June. And now we’re hit­ting the road with the ABP mes­sage, at Adobe Dig­i­tal Mar­ket­ing Sym­po­sium APAC in about a month’s time. My mes­sage to atten­dees is sim­ple: when the ana­lyt­ics are there, per­son­al­i­sa­tion gets a boost, and you’ve got a solid base for trans­form­ing your efforts from ad hoc and inci­den­tal to crit­i­cal, inte­grated, wholly ingrained parts of every dig­i­tal mar­ket­ing initiative.

We’re entrenched in what’s proven to be the most relationship-driven era in mar­ket­ing ever, and it’s only get­ting more up close and per­sonal as tech­nol­ogy and access improves. Ama­zon raised the stakes for everyone—if you aren’t offer­ing up a friendly (and per­son­alised) “hello!” when I land on your page; you’re one step close to los­ing me for­ever. Take that notion even fur­ther, and you’re where we are today—staring back at more than 2 bil­lion Inter­net users, the vast major­ity who clearly iden­tify rel­e­vant expe­ri­ences as deci­sion drivers.

At Sym­po­sium we’ll take a deep dive and really get our hands dirty with the tac­ti­cal steps to get­ting from “wow, that worked!” to “THAT’S going to work!” no mat­ter the exist­ing resources, tacit under­stand­ing and organ­i­sa­tional alignment—in other words, a fool­proof plan for suc­cess. But in the mean­time, here’s a pre­view, and some next steps to think on ahead of the session—or for any busi­ness look­ing to cre­ate mean­ing­ful rel­e­vance (and drive increased ROI):

STEP 1: Think about where you are right this minute

You’re likely doing some­thing opti­mi­sa­tion and per­son­al­i­sa­tion related. Be it com­pletely inci­den­tal (or even acci­den­tal) or a sim­ple solu­tion like geolo­ca­tion based on IP addresses or rec­om­men­da­tions based on past pur­chases, there’s some level of rel­e­vance being deliv­ered and, you’ve prob­a­bly seen a notable impact in any one of count­less KPIs. Take your wins and move on to the next step.

STEP 2: The num­bers don’t lie

Data-driven opti­mi­sa­tion is in—your “gut” is out. It’s time to move away from instinct and focus your per­son­al­i­sa­tion efforts on what’s real and prov­able. That’s where the ana­lyt­ics come in. In this “last mil­lisec­ond” mar­ket­place the results of your tests and ini­tial per­son­al­i­sa­tion efforts reign supreme, and should inform every deci­sion, move­ment, and next step, from begin­ning to end. The low hang­ing fruit for begin­ners? Any major vol­ume drivers—page views vs. entry rates, par­tic­u­larly active “fringe” pages, dom­i­nant outliers—as well as cash cows like the home­page and key prod­uct pages and, on the oppo­site end, very low per­form­ers. This gives you the 10,000foot overview and helps almost instan­ta­neously pri­ori­tise your efforts—high-value, high-performing first, then the rest can follow.

STEP 3: “Rel­e­vant” and “indi­vid­u­alised” are com­pletely dif­fer­ent asks

Your con­sumers crave rel­e­vant, spot-on experiences—they make them feel under­stood, val­ued, and in-step with your brand. But how much is “enough?”

The major­ity of web traf­fic is anonymous—you don’t know them, you haven’t seen them before and all you’ve got to work with is what they’re telling you in real-time, plus the basics like geolo­ca­tion and refer­ral source. But “per­son­al­i­sa­tion” and “indi­vid­u­al­i­sa­tion” are different—layer in “con­tex­tu­al­i­sa­tion” and “per­son­i­fi­ca­tion” and the land­scape really starts to emerge. Start with per­sonas. By buck­et­ing seg­ments into per­sonas based on exist­ing tar­get user bases you’ll be able to suss out a vis­i­tor and say “I don’t know you, but I know some­one who looks an awful lot like you…” before serv­ing up con­tent, offers or prod­ucts that are far bet­ter than an arbi­trary guess. From here you can tran­si­tion the user to a more per­son­alised expe­ri­ence, as you gain more and more rel­e­vant insights into their wants, needs, hopes and dreams.

STEP 4: Contextualise

In the same vein, adap­tive, pre­dic­tive con­tex­tu­al­i­sa­tion goes a long way. The stan­dard context-driven content—location-based offers and mes­sag­ing, mobile– and tablet-enabled con­tent, adap­tive design, and path-driven rec­om­men­da­tions are great places to start.

STEP 5: Test, track, rinse and repeat

Per­son­al­i­sa­tion is a never-ending track. The more you put in, the more you get out. And the more you get out, the more you’ll be in a posi­tion to do in the future. The cycle con­tin­ues and the per­son­al­i­sa­tion pay­off increases expo­nen­tially. Inte­grat­ing user-friendly solu­tions like Adobe Tar­get and Adobe Tar­get Pre­mium can put the wheels in motion for you and can keep them going 24/7.

Join me at Sym­po­sium on 22July in Syd­ney and 24 July in Sin­ga­pore where we will deep dive into per­son­al­i­sa­tion. You can reg­is­ter now here: http://adobe.ly/RwMofi

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