Advertising and Communication Fanny Cedan - Louise Hurel - Fanny Di Giusto Customization

1 Introduction Customization is not just sending a promotional or newsletter to a customer with his name in it. It is about making the user live an individualized and unique experience. Why ? Due to competitive environment, it became essential to know customers in order to promote products properly, in an appropriate context and at the right time. By who ? Any company aware of the powerful capabilities of technology

2 I. Tendencies of customized advertising

3 Web-To-Store: To point out the closest shop and offer promotions related to it. The mutual agreement: the clients database is mixed with real-time elements given on a free agreement that can advertise both company at the same time. The customer in the heart of the database: The strategy here is to generate sell-up on customers to anticipate a specified need.

4 I. Tendencies of customized advertising The used of creation agencies based on « creative data-driven advertising » : The goal is to transform a static message into different ways by taming the data. The facial recognition: The concept is to use a camera to recognize the sex and the age of the person to adapt the message.

5 II. Advantages and disadvantages

6 Increases conversions Increases loyalty and traffic Marketing benefits Lower costs Improves profits II. Advantages & disadvantages ✗ Privacy Invasion ✗ Costs ✗ Opt-Out ✗ Confusion

7 III. The example of personalized retargeting

8 What is it ? Display advertising technique used to recapture consumer who visited a retail’s website without purchasing Form of the advertisement : Customized Banners Who use it ? Website with performance problems (goods, online dating site, e-toursime) III. The example of personalized retargeting

9 How it works ? Using an algorithm which analyse the last research of the potential consumer on a specific website (key words) in order to give recommendations Using cookies and personal information of consumers Banners are posted on specific websites the consumer is likely to visit (social media for instance) Expected results - More clicks : 0,6% to 2,5% of clicks compare to 0,09% to 0,12% in the case of normal banners - Better conversation rate : 2% to 5% - Creation of customer loyalty Costs - It depends on the retargeting : normal or personalized - Most of the time the cost is defined by the number of click on the banner

10 CONCLUSION -Efficient way to promote its products/brand properly, in an appropriate context and at the right time. -It creates differentiation in a high competitive environment -Increase customer loyalty and conversions -Improve profits Thank you for your attention.