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Website Personalization: The Next Level of Online Target Marketing

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  • 1. Website Personalization – The Next Level of Online Target Marketing July 9, 2014 A special thank you to: Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #TMGWebinar
  • 2. Today’s Speakers Thorin McGee Editor-in-Chief Target Marketing Carolyn Goodman President Creative Director Goodman Marketing Partners Moderator #TMGWebinar David Myers Product Manager Real-Time Personalization Marketo
  • 3. Tips for Webinar Attendees • Technical difficulties? Let us know by using the “Q and A” box, or trouble-shoot by clicking the “Help” widget below → Quick tip: Common problems (like loss of sound and/or stall in the slides) can often be fixed by a quick refresh of your browser. • Have a question for today’s speaker? Submit via the “Q and A” box • Please disable pop-up blockers • See what this console can do! Click on the “Tips for Attendees” widget for the complete rundown. Don’t forget to “share” this webinar! #TMGWebinar
  • 4. Website Personalization July 9, 2014 The Next Level of Online Target Marketing
  • 5. The Evolution of the Web SOURCE: www.evolutionoftheweb.com 5
  • 6. Recognize returning customers 6
  • 7. The Secret to Success? Alignment. 7 Thought sequences in alignment Out of alignment
  • 8. Historical Look: MURLs 8
  • 9. 9 Historical Look: PURLs
  • 10. Christopher Goodman, 1 0 Historical Look: PURLs
  • 11. 1 1 Building Aligned Web Pages
  • 12. Personalizing Websites for Shoppers SOURCE: Invesp Consulting 1 2
  • 13. SOURCE: Invesp Consulting 1 3 Personalizing Websites for Shoppers
  • 14. SOURCE: Monetate/eConsultancy 14 Personalizing Websites for Shoppers 19%
  • 15. Personalizing Websites for Shoppers 15
  • 16. Personalizing Websites for Shoppers 16
  • 17. Personalizing Websites for Shoppers 17
  • 18. 18 Personalizing Websites for Shoppers
  • 19. Missed Opportunity SOURCE: Econsultancy The number of marketers who leverage behavioral data on their website. 19% 19
  • 20. Why Personalize your Website? 20 SOURCE: Kissmetrics.com Bounce Rates by Industry
  • 21. Optimize for Intent 21
  • 22. 22 Optimize for Intent
  • 23. 23 Optimize for Intent
  • 24. 24 Optimize for Intent SJR Book yours today > Life is a journey
  • 25. 25 Optimize for Intent
  • 26. 26 Optimize for Intent
  • 27. SOURCE: imFORZA 67% 27 Business-to-Business Buying Journey: Starts Digitally
  • 28. SOURCE: imFORZA 90% 28 Business-to-Business Buying Journey: Starts Digitally
  • 29. Optimize for Intent 29
  • 30. Optimize for Intent 30
  • 31. Home Page messaging is too broad 31
  • 32. Vague, self-serving description 32
  • 33. Optimized for Intent 33
  • 34. SOURCE: 2014 B2B Web Usability Report 93% 34 Business-to-Business Website Annoyances
  • 35. Optimize Behavior from Social Media 35
  • 36. Optimize Behavior from Social Media 36
  • 37. Optimize Behavior from Social Media 37
  • 38. Optimize for IP address 3 8 38
  • 39. Summary 39 • Leverage knowledge about your customers and present custom content when they return: Amazon or SBI • Match web pages to SEM user intent: Expedia or Tyco • Consider the source of the lead: Social media (Pinterest, Facebook): Zappos • Consider MURLs, PURLs to create custom web content that matches a pull campaign effort • Use site visitors IP address to help guide them to the most country-appropriate site • Align, align, align
  • 40. Thank you! Carolyn Goodman President/Creative Director Goodman Marketing Partners E: carolyn@goodmanmarketing.com P: 415.507.9060 x222 www.goodmanmarketing.com 40
  • 41. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization David Myers Product Manager, Marketo
  • 42. Page 42 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What is Real-Time Personalization? Identifying a person’s attributes (contacts + firmographics + context) Speed: “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research) Customizing their experience by presenting them with relevant content, calls-to-action or visuals
  • 43. Page 43 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization • Segments inbound prospects in real-time based on: • Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
  • 44. Page 44 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization • Auto-engage anonymous visitors with personalized content or calls to action • Leverage existing content for Amazon-like content recommendations • Generate personalized communications across channels (Email, web, mobile, ads) • Create meaningful, real-time interactions with targeted individuals
  • 45. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Personalization Attributes
  • 46. Page 46 © 2014 Marketo, Inc. Marketo Proprietary and Confidential B2B Personalization Attributes Organization Industry Revenue Customer journey Size Persona Territory
  • 47. Page 47 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Marketing (ABM) • Focus on key revenue generating accounts • Identify and target accounts based on vertical, name & size • Measure and analyze effectiveness of marketing programs • Align with Sales to support strategic goals
  • 48. Page 48 © 2014 Marketo, Inc. Marketo Proprietary and Confidential B2C Personalization Attributes Customer journey Geo-location Price sensitivity Buying history Product intent
  • 49. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization Examples - Targeted Campaigns - Amazon-Like Content Recommendations
  • 50. Page 50 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Quick Overview ROOM SYSTEMS LIFESIZE | POLYCOM | CISCO DESKTOP/MOBILE LYNC | GOOGLE | JABBER | BROWSER IOS | ANDROID COLLABORATION CONTENT SHARING | CHAT | VIDEO SHARING MULTI-PARTY BRIDGE CLOUD MCU
  • 51. Page 51 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical/Journey Campaign Program Target Segments Awareness Interest Evaluation Commitment Fortune 500 Companies State of the modern meeting Infographic Facebook Case Study How Blue Jeans Helps You Live Demo Blue Jeans Advanced Solutions User Group Healthcare Industry Learning with Blue Jeans Use Case Medical Institute Testimonial Cloud-based video conferencing White Paper Blue Jeans video summit Event/ Conference Named Account Lists Blue Jeans Demo Center Overview Video Wharton Connects Students Videocast Blue Jeans mandate and promise Advanced Services Join our top executives Networking Meeting
  • 52. Page 52 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Blue Jeans Example (Healthcare)
  • 53. Page 53 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Blue Jeans Example (Healthcare)
  • 54. Page 54 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Blue Jeans Example (Healthcare)
  • 55. Page 55 © 2014 Marketo, Inc. Marketo Proprietary and Confidential SysAid Content Recommendation Engine • A leading provider of IT service management solutions • Existing quality content (blog, tutorials, webinars) • Challenge: Match the right content to the right online prospect • Goal: Improve content consumption, increase lead registration and nurture existing lead engagement
  • 56. Page 56 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation
  • 57. Page 57 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation
  • 58. Page 58 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation
  • 59. Page 59 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Use Case Results • Automatic discovery of over 400 assets • 50% uplift in content consumption (Webinar, Demos) • Over 500 additional engagements on recommended content • Avg. time on site 5x higher for engaged recommended content • Expansion to over 50 recommended pieces of content
  • 60. Page 60 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Key Takeaways • Identify, engage, nurture thousands of anonymous prospects • Turn your prospects into qualified leads with real-time personalization • Create meaningful, engaging continuous conversations • Getting started is easier than you think
  • 61. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Thank you! Contact: David Myers - dmyers@marketo.com Web: marketo.com/personalization Twitter: @marketo
  • 62. Question & Answer Session Enjoying this webinar? There’s so much more where this came from! Click the publication widget below to sign up for a FREE subscription to Target Marketing! If you haven’t done so already, please take this time to submit questions to our speakers using the “Q&A” box on your console. #TMGWebinar
  • 63. Thank You Thank you for taking the time to attend our webinar today. For additional information about our webinar series, check out the following Web site: www.targetmarketingmag.com/webinar Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!) #TMGWebinar