In bound marketing

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  • “Talk to me like you know me” – Website PersonalizationBy Chuck Murphy, Boston Interactive
  • As it applies to the web.Customizing the user experience based on behaviors and known preferencesUser attributes: department, functional area, or roleBehaviors: click paths, searches, etcCollaboration: others also…Customization: User modifies the page layout or specify what content should be displayed.
  • In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”
  • Commercials – TV, radio, movie previews Demographics
  • Print - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written note
  • Clothing – size, name on Jacket
  • Education – No child left behind: Learning curriculum
  • Healthcare – Medicine based on allergies, symptoms
  • Relevant content – replaces generic information with specific information; Format : consume information in preferred format (text, mobile, video)Saves time – shortens path to engagement, eliminates repetitive tasksConvenience – you have to do less workPositive experience – enjoyable user/ web experience Builds loyalty – Brand loyaltyProgresses mission – Guides user to the desired outcome
  • Implicit – Algorithm decision based on behavior (search, clicks, collaboration (other people chose) etc.) “ You may also be interested in”Explicit – User sets preferences (weather in city, news topics, horoscope, lottery)Hybrid – mix of 2, decisions based on behaviors and preferences
  • Implicit – Algorithm decision based on behavior (search, clicks, collaboration (other people chose) etc.) “ You may also be interested in”
  • Explicit – User sets preferences (weather in city, news topics, horoscope, lottery)
  • Hybrid – mix of 2, decisions based on behaviors and preferences
  • ImplicitCat PeopleDog PeopleWhat you seeWhat I see
  • ImplicitCat PeopleDog PeopleWhat you seeWhat I see
  • ImplicitCat PeopleDog PeopleWhat you seeWhat I see
  • ExplicitBased on preferences
  • ExplicitBased on preferences
  • TrustContent in preferred format
  • Cant ignore it, good example of personalizationHybridImplicitSuggestions -friends based on your other friendsAds based on likes and interestsExplicitPrivacy settingsLayoutsProfile picture
  • Implicit PersonalizationMore Items to considerCheck This OutRelated to items you’ve viewedInspired by your wish listBest Sellers
  • In bound marketing

    1. 1. 1<br />
    2. 2. Personalization<br />2<br />Definition:<br />“Personalization involves using technology to accommodate the differences between individuals”<br />
    3. 3. Offline<br />3<br />Personalized Experiences:<br /><ul><li>In Person
    4. 4. Commercials
    5. 5. Print
    6. 6. Clothing
    7. 7. Education
    8. 8. Healthcare</li></li></ul><li>Offline<br />4<br />Personalized Experiences:<br /><ul><li>In Person
    9. 9. Commercials
    10. 10. Print
    11. 11. Clothing
    12. 12. Education
    13. 13. Healthcare</li></li></ul><li>Offline<br />5<br />Personalized Experiences:<br /><ul><li>In Person
    14. 14. Commercials
    15. 15. Print
    16. 16. Clothing
    17. 17. Education
    18. 18. Healthcare</li></li></ul><li>Offline<br />6<br />Personalized Experiences:<br /><ul><li>In Person
    19. 19. Commercials
    20. 20. Print
    21. 21. Clothing
    22. 22. Education
    23. 23. Healthcare</li></li></ul><li>Offline<br />7<br />Personalized Experiences:<br /><ul><li>In Person
    24. 24. Commercials
    25. 25. Print
    26. 26. Clothing
    27. 27. Education
    28. 28. Healthcare</li></li></ul><li>Offline<br />8<br />Personalized Experiences:<br /><ul><li>In Person
    29. 29. Commercials
    30. 30. Print
    31. 31. Clothing
    32. 32. Education
    33. 33. Healthcare</li></li></ul><li>Online<br />9<br />Website Objectives<br /><ul><li>Users Goals
    34. 34. Organizations Goals</li></li></ul><li>Advantages<br />10<br />What's the point:<br /><ul><li>Relevant Content
    35. 35. Saves Time
    36. 36. Convenience
    37. 37. Positive Experience
    38. 38. Builds Loyalty
    39. 39. Advances Mission</li></li></ul><li>Methods<br />11<br />
    40. 40. Methods<br />12<br />
    41. 41. Methods<br />13<br />
    42. 42. Methods<br />14<br />
    43. 43. Case Study<br />15<br /><ul><li>Market Research
    44. 44. Usability Testing
    45. 45. User Research
    46. 46. Strategy
    47. 47. Information Architecture
    48. 48. Wireframes
    49. 49. Visual Design
    50. 50. Development</li></li></ul><li>Personalization<br />16<br />
    51. 51. Personalization<br />17<br />
    52. 52. Personalization<br />18<br />
    53. 53. Personalization<br />19<br />
    54. 54. Personalization<br />20<br />
    55. 55. Conclusion<br />21<br />Talk to me like you know me<br /><ul><li>Identification
    56. 56. Control
    57. 57. Relevant content
    58. 58. Its about me not you</li></ul>Chuck Murphy <br />cmurphy@bostoninteractive.com<br />
    59. 59. Facebook.com<br />22<br />
    60. 60. Amazon.com<br />23<br />
    61. 61. Conclusion<br />24<br /><ul><li>Talk to me like you know me
    62. 62. Identification
    63. 63. Control
    64. 64. Relevant content
    65. 65. Its about me not you</li></ul>Chuck Murphy <br />cmurphy@bostoninteractive.com<br />

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