模板卡通課件224

1、WHO, WHAT, AND WHERE CAN YOU PERSONALIZE?OF PERSONALIZATION3WsTHEPersonalization: Appealing and EasyGiven customers rising expectations and thedi culty of marketing to anonymous prospects, real-timepersonalization tools are very appealing to marketers.The good news is thatpersonalization iseasier to

2、 implement andrun than you think!1.Identifying a personsrelevant a ributes: intent,potential to purchasebehavior, prole, and/orrmographics2.Customizing that personsonline experience bypresenting the mostrelevant contentand visualsPersonalization Combines Two Things:1.How Can Personalization Help You

3、, As a Marketer?It creates moremeaningful interactionsby serving the rightcontent2. It educates andnurturestop-of-funnelprospectsoptimizes budgetthat you want to personalize.Start with the 3 Ws of PersonalizationIf real-time personalization seems complicated, relax. Youllbegin by simply dening the 3

4、 Ws of personalization.Define the:WHATWHOWHEREWHOWho do I personalize for?The “Who” in personalization is your target audience,which is dened by a combination of a ributes.If youre a B2B Marketer, youll focus on firmographics, such as:RevenueVertical SizeCompany NameIf youre a Consumer Marketer, you

5、ll personalize your content based on:Customer JourneyGeo-location(personalized down to the zip code)Product InterestPrice SensitivityBuying HistoryYour “Who” can also include your audiences stage inthe Customer Decision Journey (CDJ).Your “Who” might be “hotprospects”anyone in theEvaluation stage of

6、 thesales journey.Awareness1.2.Interest3.Evaluation4.CommitmentWHATWhat should I personalize?Now, lets decide what you are personalizing.Leveraging content that you already have, you can usereal-time personalization to personalize your:Calls-to-ActionImagesUser ExperienceProduct OffersMost companies

7、 have more than enough pre-existingcontent to start. Content can include:Blog PostsCalls-to-ActionEbooksImagesCase StudiesVideosIts a question of whichpiece fits which targetaudiencewhich phase ofthe CDJ theyre in.You can also develop multiple CTAs for a single pieceof content, designed for various

8、audiences.For example, a so ware company CEO might see one CTA at thebo om of your homepage, while a healthcare company CEO mightsee a di erent CTA.You can combine content,CTAs, and images togetherfor a more personalizeduser experience.For B2B prospects, deliver contentrelevant to the leads particul

9、ar:B2B MarketingVerticalOrganizationLocationB2BFor consumer marketing prospects, o erpersonalized Web experiences based on:LocationPrice SensitivityWhether youre inB2B or consumermarketing, yourprospects receivethe most relevantcontent possible.Product OffersB2CConsumer MarketingWHEREWhere do I pers

10、onalize?A er youve determined who and what to personalize,youll need to decide where to reach prospects with apersonalized approach.We recommend startingwith website and emailchannels.MobileOnline AdvertisementOfflineWebsiteEmailYour website is an important channel becauseprospects are engaged, a en

11、tive, and interestedin learning more.Unfortunately, more than98% of first-time visitors toyour website are anonymous.Real-time personalization allows you to engageanonymous rst-time visitors to your website byidentifying their:IndustriesLocationsDigital BehaviorsCompaniesDene the 3 Ws to successfully personalizeyour marketing.Dene Your Companys 3 WsPainful ImplementationTime-Consuming MaintenanceAn Arsenal of Brand New ContentMaking real-time personalization tools a part ofyour marketing strategy does not require: