Don't be a Creep. Digital Marketing Done the Right Way

nama saya Chris!
saya dari americana!
Digital Marketing field for over 10 years
Spoke in conferences and webinars in
China, Hong Kong and the US
Consulted and managed large e-commerce
and travel clients including:
2
Director of Marketing & Digital
Strategy
@Cditty383
linkedin.com/in/
christophercweaver

Don’t be a Creep
Digital Marketing in Business,
eCommerce, and Hospitality Done Right

marketers:
please stop
making creepy ads
6 Ways to Improve
8

we have access to more data than ever before
11

advertisers cannot
go full big brother
12

14
there are more millennials than
any other generation on earth
From issues of brand safety, to growing cries of "fake
news," to a slew of personal data breaches across the
web, it's clear that trust in the digital industry has
eroded considerably, aﬀecting every marketer at
brands, agencies, social platforms and beyond.

15
70% of millennial distrust
brands with negative
data collection policies *Forbes Article
Only 3% of US internet users
expressed trust in the marketing &
advertising industry

emarketer

16
Millennials are the most attuned
to the story a brand tells, as
well as the values they exhibit* *Forbes Article

1. honest data
collection methods
17

honest data
collection
18
• Be clear about the data you are collecting
• Explain the Reason
• 91% of responders disagree that it is
fair for a company to collect my
information without my knowledge in
exchange for a discount
• 84% agree that “want to have control
over what marketers can learn about
me online.”
According to KJ Dearie, product specialist at Termly.io, "the biggest tool that companies
have at their disposal right now is transparency." It's not the fact that companies are
accessing customers' information – it's the fact that they don't know what exact
information they are collecting.

"Businesses can quell a great deal of uneasiness if they're simply up front with their
consumers about what information they collect and why," Dearie said. "The first step in
adopting a system of transparency is to craft a privacy policy and accompanying website
notifications and comprehensively outlines what data is collected and for what purpose it
is being used. Advertise this effort on your website for both your own legal protection,
and for your customers' peace of mind."

To be upfront with your customers, you can send a mass email that lets them know you're
refining and enhancing their experience with targeted marketing efforts, Dearie added.
This is a courtesy that will make consumers feel more comfortable and trusting.

In a controlled experiment, participants were more likely to click on personalised ads
when the brand disclosed its data policy to consumers.

The graph below shows that in the study, click-through intention online increased when
the brand was open ('overt') with its data gathering policies.

2. personalize
but don’t over
share
19
2018 CX Trends Report
report from L3
Personalized EMAIL
26% increase in email opens
17% less unsubscribes
Personalized ADS
70% described ads as creepy
17% would take business elsewhere

personalization
20
4) Personalise without personal details

Finally, another way attendees suggested that brands can use personalisation is to
provide a 'personalised' service without identifying a consumer personally.

Though it may seem like using less data would be less effective, avoiding the
creepiness factor altogether may produce the best results.

Pampers, the US diaper brand, recently A/B tested content for consumers on China's
ecommerce platform Tmall.

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.

According to a report from L3, post-personalization conversion rate more than tripled
for consumers who saw the targeted content.

So...

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.

It comes at a cost, however. Brands who overdo personalisation risk being perceived
as creepy which puts customers off from engaging.

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.

23
Voice Search: Using that data to proactively
seve ads?

Geo targeting your phone location to deliver
ads near by?
study by rich
releveance
Cool vs Creepy will adjust over time as
people get more comfortable with the
technology
As marketers, it is our responsibility to
our company to be on that cutting edge
but also keep users comfortable with our
methods

6. give something
back in return
33
A few months ago, I signed up to use Lumen5, a free online tool that turns blog
posts into videos. In about five minutes, I created a quick, fascinating teaser video
to attract readers to click through and consume one of my favorite first-person
stories.

The exercise was fun, but I don’t have any long-term strategy planned for the tool.
So I forgot about the resource.

A few days later an email showed up with the subject line “Made A Video For You.”
Lumen5’s artificial intelligence application had taken the liberty of creating another
video similar to the one I had crafted. I was weirded out.

But then, I watched the video. It was pretty neat, and I warmed up to the time-
saving gift.

Lesson learned: This brand creeped me out until I realized the value of the gift they
were offering. They took information I did not expect to be used (the RSS feed of
the URL I’d supplied for my original project) and exploited it . . . to my benefit.
Hopefully, the story shows exactly where someone crossed the line, and the
relationship survived.

Creating Ads in Digital space that aren’t creepy
what else do I need to do drive visitors and sales?
34

A LOT
But I’ll focus on 3 tips
35

1. Create HERO content
2. Tie Website Goals to Business Goals
3. A website that is good for people
and good for search engines
36

content
37
Company Confidential.
Copyright 2017 © MWI, Inc.
All Rights Reserved.
TIP #5 CREATE GOOD CONTE
29
Content Marketing
Trended-Last5Years
Inc.
TIP #5 CREATE GOOD CONTENT
29
Inc.
Content Marketing
Trended-Last5Years

Our Priorities
are backwards
Quantity over Quality
38

Need to create
more HERO content
41
https://www.youtube.com/watch?v=n9TWwG4SFWQ

Copyblogger

sequential ad - tell a story
43

44
Using Shared Data
Example #5
SEO DATA: Top Performing Content Marketing

45
9. Build Validation
2
10
TIP #2 HAVE A GOOGLE FRIENDLY SITE
OR ELSE….

46
Customers NEED Validation
2
TIP #2 HAVE A GOOGLE FRIENDLY SITE
• Site Speed
11

47
9. Build Validation
2
• Site Speed
12
tools.pingdom.com

48
2
• Site Speed
• Structured Data / Schema Markup
13

49
• Site Speed
14

50
• Site Speed
• Proper On Page Optimization
15

51
9. Build Validation
2
• Site Speed
16

52
9. Build Validation
2
• Site Speed
• Mobile Friendly
17

53
2
• Site Speed
• Mobile Friendly
18
https://search.google.com/test/mobile-friendly

54
Build a website for users as well as search engines

55
build validation
Validation

60
Tip #3 Tie marketing activities
back to your goals

Summary
• Collect Data but let make your users aware of it
• Personalize Your Message to the right audience - but stay
within the cool area of data usage
• Giving your audience something in return
• Create HERO content
• Tie business goals to website goals
• Build a site for users as well as search engines
69

70
y Confidential.
t 2017 © MWI, Inc.
s Reserved.
TIP #10 READ, READ, READ!
• CPC Hero
• Search Engine Land
48
y Confidential.
t 2017 © MWI, Inc.
s Reserved.
PPC / Paid Search
Technical SEO
Ecommerce
Digital Marketing
• eMarketer
• shopify
• Moz
• KissMetrics
• Google Webmaster Blog
• Think with Google
• MarTech
• Digital Marketing Depot
Resources
• Skift
• MWI

71
presentation available at: www.mwi.com/magscholar

Don't be a Creep. Digital Marketing Done the Right Way

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