Path to Personalization

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  • In this quest to capture modern audiences and synthesize this data, marketers are increasingly looking to these three pillars (collaboration, multichannel marketing, and personalization), which are emerging with the advancement of online marketing technology. When collectively deployed, these three elements afford marketers the “single view” that enables them to target individual customers with personalized messages and targeted offers. CollaborationCollaboration has both internal and external resonance. Internally, the opportunity for collaboration exists between marketing teams that transact with all relevant marketing functions stemming from online and offline activity. Without collaboration, marketers may potentially employ both online and offline data and still be unable to serve customers fully. When internal departments and their functions do not exchange customer information, marketers are unable to craft a unified view of individual customers, and thus cannot target them with tailored information, offers, and products. Externally, collaboration is about the way a marketer coordinates the online and offline customer experiences and data. Many companies today keep what should be “team” functions separated in silos, both internally and externally. Failure to coordinate marketing across silos results in an inability to fully enable multichannel marketing, which in turn prevents an effective personalization strategy. Multichannel MarketingMultichannel marketing is the act of bringing together online and offline data and functions. By weaving together the functions and consolidating information gleaned from combining multiple marketing activities, marketers can set in motion the actions that lead to full personalization. Only when multichannel marketing is employed will a company be able to personalize and target customers. PersonalizationPersonalization is rooted in the concept that the “customer is king,” and utilizes multichannel data to target customers with products and services specific to them based on their behavior. It requires a 360-degree view of a customer’s behavior so as to provide the most complete marketer-to-customer experience. The full concept depends on an integrated approach (collaboration), which in turn depends on multichannel marketing, without which personalization cannot be attained, and all of which depend on employing the most innovative technology available.
  • Coordination required to achieve a Unified Messaging Strategy
  • Technology IntegrationDifferent platforms play a different role in the buying cycle….Use Forrester slide here….
  • When it comes to online marketing, the top challenges marketers face relate to gaining an all-encompassing view of operations and in determining the value they are deriving from the data they collect, including obtaining an integrated view of customers, understanding the influence of the marketing campaign, and interpreting this data to make business decisions
  • Path to Personalization

    1. 1. Path to Personalization Nov 21, 2011 A Digital Solutions Firm delivering Marketing and Technology SolutionsNew York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
    2. 2. Three Pillars of Successful AcquisitionAddressing challenges requires three pillars of onlineacquisition: Coordination, Multi-channel and Personalization Coordination Multi-channel Personalization 1
    3. 3. Roadblocks to the Three PillarsBuilding upon the Three Pillars requires us to understand theunderlying gaps in the marketing approach and platforms1. Coordination: Lack of a unified messaging strategy2. Multi-channel: Lack of technical integration across messaging platforms3. Personalization: Lack of a common view of the customer 2
    4. 4. Unified Messaging StrategyDelivering a consistent experience across channels requires aunified messaging strategy that provides consistencyEngaging customers across theentire buying cycle requiresmultiple channels to align withexpectationsChallenges  Channel platforms have “siloed” messages—each creating a different experience  Channel platforms do not coordinate the timing of messages 3
    5. 5. Integrating Multiple ChannelsBest-of-breed tools alone do not solve the multi-channelchallenge: Platforms must act on a common customer contextcGetting channel platforms to seethe same customer informationrequires significant workChallenges  Channel platforms “see” customer details differently  Channel platforms have different integration mechanisms  Integrating channel platforms can be difficult and error prone 4
    6. 6. Common View of the CustomerConsistent personalization across multiple channels requiresthat each channel has the same customer viewDelivering personalizedmessages across channels tocustomers requires a commonunderstanding of the customerChallenges  Customer information—both behavioural and profile—is stored in “siloed” systems  Integrated or third-party analytics platforms, along with the CRM platform, are typically 5 disparate systems Coremetrics and Bloomberg BusinessWeek Report on Optimizing Online Marketing 2009
    7. 7. Building on the Three PillarsHow do we remove the roadblocks that prevent us from buildingon the Three Pillars: Steps toward multi-channel acquisition1. Coordinate to personalize  Defining the single view of the customer  Interpreting the view into actionable messaging2. Leverage the digital platforms  Integrate the platforms  Implement the actionable messaging 6
    8. 8. Coordinate topersonalize 7
    9. 9. Coordinate to PersonalizeeDynamic uses four steps to achieve multi-channel engagementthat aligns with customer expectations and drives acquisition1. Employ a closed-loop engagement cycle  Build the profile, analyze the profile and respond to the prospect2. Characterize prospect  Properties include buying cycle state and segmentation parameters3. Develop content to align with the prospect expectations  Content will speak directly to a prospect profile4. Automate the closed-loop prospect engagement 8  Use web CMS and marketing automation platforms to automate the engagement cycle
    10. 10. Using Buying Cycle to Define EngagementUse the buying cycle to understand how, when and withwhat to engage prospects at each step of buying process Understand your Segment your Map the Implement the Buying Cycle audience Messages PlatformsUnderstand your buying cycle  Understand your customer’s mindset through the buying cycle journeySegment your audience  Determine the target groups within your audienceMap the messages  Understand and align the messages with the segment and their objections 9Implement the platforms  Implement the multi-channel platforms
    11. 11. Understand your Buying CycleThis is typically 5-6 stages customers pass through from thepoint of need recognition to a purchase decision 10
    12. 12. Segment your AudienceWho is buying from you? Understand the distinctbuying groups within your prospect population Understand your Segment your Map the Implement the Buying Cycle audience Messages Platforms 11
    13. 13. What to Consider for SegmentationObjective: Understand relevant segmentation attributes, defineexclusive and homogeneous groups that are of substantial sizeUnderstand segmentationattributes  Demographics  Needs  Behavior  Others…Segment group guidelines  Mutually exclusive  Homogeneous  Substantial 12
    14. 14. Align Content to the SegmentationIdentify content that address customer expectations. Considerbuying cycle, segmentation, pain points and motivators Understand your Segment your Map the Implement the Buying Cycle audience Messages Platforms 13
    15. 15. Creating a Content MapObjective: Understand prospect needs and motivations persegment per stage, walk the buying cycle like they wouldMapping content  Per stage in the buying cycle  Per segmentPut yourself in their shoes  What questions would they have at this stage?  What information would they need to move forward?  What fear, uncertainty and doubt (FUD) must be 14 overcome?
    16. 16. Summary1. Understand the buying cycle  Do the standard stages apply your customer?  B2B versus B2C differences2. Perform a segmentation exercise  Industries  Roles  Pain points and motivators3. Define a content map  Identify content that addresses customer expectations 15
    17. 17. Leveraging digitalplatforms 16
    18. 18. Leveraging Digital PlatformseDynamic uses four steps to achieve multi-channel engagementthat aligns with customer expectations and drives acquisition1. Employ a closed-loop engagement cycle  Build the profile, analyze the profile and respond to the prospect2. Characterize prospects with a profile  Properties include buying cycle state and segmentation parameters3. Develop content to align with the profiles  Content will speak directly to a prospect profile4. Automate the closed-loop prospect engagement 17  Use web CMS and marketing automation platforms to automate the engagement cycle
    19. 19. Leverage the Three Key Digital PlatformsThree platforms provide Unified Engagement Platform to deliveran experience based on a common customer context Web CMS Common Customer Context Marketing CRM Automation 18
    20. 20. Automating the Engagement CycleAutomating the engagement cycle across the buying cyclerequires context-specific content delivered at the right time1. Content map: Defines the content topics that address the segmentation, pain points and motivations identified2. Develop content: Develop the dynamic content3. Profile and attribute-driven Rules: Both web CMS and marketing automation enable marketers to define rules that govern what content is displayed in a context 19
    21. 21. Technologies Working TogetherWeb CMS, market automation and CRM offer a common view ofthe customer that drives personalization across web and email 20
    22. 22. eDynamic’s Unified Engagement PlatformDelivering context-driven, multi-channel experiences across thebuying cycle requires a unified engagement platform 21
    23. 23. Questions? 22
    24. 24. Contact UsRolf Krausrolf.kraus@edynamic.netShawn De Souzashawn.desouza@edynamic.nethttp://demandgeneration.edynamic.nethttp://cms.edynamic.net 23
    25. 25. Thank You 24

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