How to Personalize Content to Drive Customer Action


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Marketers understand the value of communicating with customers on a personal level. Offering targeted content can build loyalty, increase engagement and drive action. Creating inspiring experiences can be the difference between winning or losing marketing share.

It is important to use data to implement personalization on your site. Leveraging Drupal as an integration hub and using as a data respository for capturing user activity can fuel a marketer’s ability to deliver a unique experience. OHO, an Acquia partner, will demonstrate how the Romney for President campaign used this approach to connect with their audience and ultimately raise donations over $200 million.

In this webinar, you will learn how to:
• Inspire and empower users to become active brand advocates
• Use multi-channel strategies and techniques
• Implement gamification to increase engagement

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How to Personalize Content to Drive Customer Action

  1. 1. OHO Interactive Presented by John Money, OHO Interactive September 2013 How To Personalize Content To Drive Customer Action
  2. 2. What You’ll Learn ๏ Why providing a personalized user experience is important ๏ How you can inspire and empower users to take action through personalization ๏ Best practices for incorporating personalization into your marketing strategies
  3. 3. One Big Question To Consider
  4. 4. How Important Is Personalization? of consumers feel more positive about a brand when marketing messages are personalized.* **(Econsultancy and Adobe survey, 7/12) 61% 32%of digital marketers say their CMS enables personalization.** *(Responsys survey, 7/13)
  5. 5. What Is Personalized Content?
  6. 6. It Depends On Who You Are Serving End Users Channel Partners Consumers
  7. 7. And Who Your Viewer Is... Anonymous Customer Identified
  8. 8. And What Channel You Are Using ๏ Website ๏ Mobile apps ๏ Email ๏ Social Media
  9. 9. And How Personalized You Want To Get The depth and granularity of the personalization you incorporate should be decided based on your level of effort weighed against measurable rewards/results.
  10. 10. What is personalization? of adults under 34 are willing to share their location to get more relevant content.* 62% *(JiWire Insights Report, Q4 2011)
  11. 11. Regional segmentation
  12. 12. What are you looking for? ๏ Personalize page results using information provided in search
  13. 13. Crowd Sourced Personalization of retailers plan to focus on web personalization engines in 2012.* 53% *(National Retail Federation)
  14. 14. Recommendation Engine
  15. 15. Leveraging Personal Brand A high-impact recommendation from a trusted friend conveying a relevant message is up to 50 times more likely to trigger a purchase than a low-impact recommendation.* 50x *(McKinsey Quarterly)
  16. 16. Progressive Profiling ๏ Collect user data over time, multiple visits ๏ Lower barrier to entry ๏ Perceived time, effort
  17. 17. How Do You Track Users? ๏ Data facilitates personalization ๏ Cookies ๏ Consent and privacy implications (EU) ๏ Customer data warehouse ๏ Marketing automation ๏ Marketo, Pareto, Eloqua, Hubspot ๏ Sales automation ๏ Salesforce
  18. 18. How Do You Manage Personalized Content? ๏ Segmentation ๏ Default pages ๏ Taxonomy ๏ A/B testing
  19. 19. How Do You Measure It All? ๏ Benchmarks ๏ Goals ๏ Time spent on site ๏ Increased conversions ๏ Results and post-mortem
  20. 20. What Type of Engagement Are You Trying To Drive?
  21. 21. Increase Conversions Romney example here What is your KPM (key performance metric)?
  22. 22. Increase Monetary Spend ๏ Customer lifetime value ๏ New versus repeat ๏ Cross-sell
  23. 23. Increase Social Sharing ๏ Low barrier to entry for account creation ๏ Social sign-in can boost social media participation ๏ Show which friends of the user are registered to increase use of the social sign-in
  24. 24. Inspire Advocacy
  25. 25. Inspire Advocacy
  26. 26. Driving Engagement With User Generated Content ๏ Product Reviews ๏ Blog Posts ๏ Photo Sharing ๏ Video Uploads
  27. 27. Driving Engagement With Social ๏ Find out where your audience is and engage with them there ๏ Create content that people want to share ๏ Build a conversation with people that engage with you ๏ Reward behaviors that you want to encourage
  28. 28. Driving Engagement With Gamification ๏ Over 350 companies have launched major gamification projects since 2010 ๏ Major League Baseball ๏ Adobe ๏ NBC ๏ Ford ๏ Southwest ๏ Oracle ๏ Cisco ๏ Salesforce
  29. 29. What Are The Technical Challenges? ๏ Performance of traditional stack ๏ Acquia ๏ Caching ๏ CDN
  30. 30. Key Take Aways ๏ Align with business objectives ๏ Segmentation ๏ Progressive profiling ๏ Consent ๏ Forms of engagement ๏ Measure and test
  31. 31. Questions?