It’s the year: 2000
Location: Call Center of an Internet Service Provider
Actors: A frustrated client (let’s call him George Wright) and Baris
George: You cannot publish my name on your website!
Baris: Can you please explain where you can see your name?
George: It says “Welcome back George”
Baris: Mr. Wright, it is only seen on your computer
George: You bet so! I went to my friend and also his said “Welcome back George” …
He then hung up on me, furious at this data breach.
It was the time of the introduction of HTML 2.0 when we first started to see customized pages on our browsers. Usually it was in the form of remembering our name and email, reflecting back to us pre-saved data that we’ve shared and so on.
And whilst the above sounds too sounded to be true – but actually is a real story.
HYPERSONALISE and Conversion Funnel
Do you still push advertising to your consumers or have you already become a content provider as a brand?
Do you ever face the following? A novel sound in your environment, such as the noise of the air conditioning, may initially draw your attention or even become distracting. After some time, you begin to get accustomed to this sound, you pay less and less attention to the noise and your response to the sound will diminish. This is called habituation.
I sometimes feel like I’m not exposed to advertisements anymore, especially when it comes to the online environment. There are couple of sites that I visit frequently and in my mind, I can’t tell you where the ads are placed. No – I don’t use an ad blocker, my subconscious just ignores them.
And when it comes to the false promises and over-claims in these ads which people are dis-believing of, don’t you also think that this propaganda is not today’s manner to acquire new consumers?
It’s now time to take a different approach!
Personalisation has been a hype topic that’s often confused with customisation. For some people, these two terms are interchangeable however this couldn’t be further from the truth, as personalisation and customisation serve two very distinctive purposes. That’s completely another topic for an article, therefore I’ll leave it for now.
At Portera, our focus is to deliver commercial results through orchestrating technology. Building our clients consumer journeys is an essential part of it. Whilst doing that over the past years, we’ve come to realise that many brands still do not have the means (data, tools, skills) that would enable them better engage with their consumers[DK1] . At the same time, due to the hype around the personalisation topic, many consulting companies implement over-engineered systems with high license fees that cannot prove tangible results.
Take a look at the results of two studies below.
It’s obvious that, the complexity and the budget required is pushing brands away from even testing and learning. On the contrary our experience with a global brand (market cap more than 10BEuros) within 2017 proved that, personalised conversion funnels can multiply the market share by 5 times. (Industry: Healthcare, Market: Germany)
How did we succeed?
– A consumer is 400% more likely to engage with a content that is relevant for him / her
– Conversion funnels need to be adapted and optimised to personalisation
– Used a niche tool that gathers relevant behavioral data from partners and identifies the visitor uniquely
– Building personalised content takes time and gets complex quite quickly. Therefore start small and partial
– Continuous monitoring of KPI’s
– Agile tailored content creation process based on new insight
– Content and data partnerships
With a focus on commercial returns, personalisation should for a core part of every digital optimisation strategy. And with products like Hypersonalise, the content and the technology barrier is now no longer a reason for delay.
If you would like to discuss further about these topics or see our demo platform please send a message to me.