ppt模板素材动画版 (8) 22页

WHO,WHAT,ANDWHERECANYOUPERSONALIZE?OFPERSONALIZATION3W’sTHE Personalization:AppealingandEasyGivencustomers’risingexpectationsandthedicultyofmarketingtoanonymousprospects,real-timepersonalizationtoolsareveryappealingtomarketers.Thegoodnewsisthatpersonalizationiseasiertoimplementandrunthanyouthink!{} 1.Identifyingaperson’srelevantaributes:intent,potentialtopurchasebehavior,profile,and/orfirmographics2.Customizingthatperson’sonlineexperiencebypresentingthemostrelevantcontentandvisualsPersonalizationCombinesTwoThings: 1.HowCanPersonalizationHelpYou,AsaMarketer?Itcreatesmoremeaningfulinteractionsbyservingtherightcontent2.Iteducatesandnurturestop-of-funnelprospectsoptimizesbudget thatyouwanttopersonalize.Startwiththe3W’sofPersonalizationIfreal-timepersonalizationseemscomplicated,relax.You’llbeginbysimplydefiningthe3W’sofpersonalization.Definethe:WHATWHOWHERE WHOWhodoIpersonalizefor? The“Who”inpersonalizationisyourtargetaudience,whichisdefinedbyacombinationofaributes.Ifyou’reaB2BMarketer,you’llfocusonfirmographics,suchas:RevenueVerticalSizeCompanyName Ifyou’reaConsumerMarketer,you’llpersonalizeyourcontentbasedon:CustomerJourneyGeo-location(personalizeddowntothezipcode)ProductInterestPriceSensitivityBuyingHistory Your“Who”canalsoincludeyouraudience’sstageintheCustomerDecisionJourney(CDJ).Your“Who”mightbe“hotprospects”—anyoneintheEvaluationstageofthesalesjourney.Awareness1.2.Interest3.Evaluation4.Commitment WHATWhatshouldIpersonalize? Now,let’sdecidewhatyouarepersonalizing.Leveragingcontentthatyoualreadyhave,youcanusereal-timepersonalizationtopersonalizeyour:Calls-to-ActionImagesUserExperienceProductOffers Mostcompanieshavemorethanenoughpre-existingcontenttostart.Contentcaninclude:BlogPostsCalls-to-ActionEbooksImagesCaseStudiesVideosIt’saquestionofwhichpiecefitswhichtargetaudience—whichphaseoftheCDJthey’rein.{} YoucanalsodevelopmultipleCTAsforasinglepieceofcontent,designedforvariousaudiences.Forexample,asowarecompanyCEOmightseeoneCTAattheboomofyourhomepage,whileahealthcarecompanyCEOmightseeadierentCTA.Youcancombinecontent,CTAs,andimagestogetherforamorepersonalizeduserexperience. ForB2Bprospects,delivercontentrelevanttothelead’sparticular:B2BMarketingVerticalOrganizationLocationB2B Forconsumermarketingprospects,oerpersonalizedWebexperiencesbasedon:LocationPriceSensitivityWhetheryou’reinB2Borconsumermarketing,yourprospectsreceivethemostrelevantcontentpossible.ProductOffersB2CConsumerMarketing WHEREWheredoIpersonalize? Aeryou’vedeterminedwhoandwhattopersonalize,you’llneedtodecidewheretoreachprospectswithapersonalizedapproach.Werecommendstartingwithwebsiteandemailchannels.MobileOnlineAdvertisementOfflineWebsiteEmail{} Yourwebsiteisanimportantchannelbecauseprospectsareengaged,aentive,andinterestedinlearningmore.Unfortunately,morethan98%offirst-timevisitorstoyourwebsiteareanonymous. Real-timepersonalizationallowsyoutoengageanonymousfirst-timevisitorstoyourwebsitebyidentifyingtheir:IndustriesLocationsDigitalBehaviorsCompanies Definethe3W’stosuccessfullypersonalizeyourmarketing.DefineYourCompany’s3W’sPainfulImplementationTime-ConsumingMaintenanceAnArsenalofBrandNewContentMakingreal-timepersonalizationtoolsapartofyourmarketingstrategydoesnotrequire: Real-timepersonalizationtoolsarebuilttoOPERATEandOPTIMIZEautomatically. Defineyour3W’sandgetstartedtoday!