Change the Face of B2C Marketing with Personalization
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This document discusses how personalization can transform B2C marketing. It recommends moving from mass advertising to communicating with individuals based on their behaviors and goals across multiple channels. Personalization involves identifying customer attributes and customizing their experiences with relevant content and calls-to-action. Personalization is especially important for considered purchases where buyers do more research over a longer decision cycle. The document provides examples of personalizing the website, email, ads, and mobile experiences based on customer data like location, behavior, and purchase history.
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Change the Face of B2C Marketing with Personalization
- 1. Change the Face of B2C Marketing with Personalization! David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Overview • Marketing and the evolution of personalization • The buyer’s journey and considered purchases • What is personalization? • Leveraging deeper customer insights and data • Channel Personalization and Web examples
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Marketing Transformation FROM TO Via mass advertising As individuals Based on who they are Based on what they do Using point in time campaigns Continuous conversations Across few / isolated channels Wherever they are With unclear objectives Always directed towards a goal Interacting with People
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Engage People: We call this EngagementMarketing • As individuals • Based on what they do • Continuously over time • Wherever they are • Always directed towards a goal • With measurable impact • At the speed of digital
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 What Consumers Say 74%Consumers frustrated with irrelevant offers, ads, promotions 40%Buy more from retailers who personalize Source: Janrain & Harris Interactive, MyBuys
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Evolution of Personalization
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Evolution of B2C Personalization
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Need Car Ask Friends Visit Showroom Buying Decision Buy Car Buyer Journey 2.0
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 What is Personalization? The combination of: Identifying a person’s attributes Intent, potential, behavior, profile and buying history Customizing their experience by presenting them with relevant content, calls-to-action or visuals
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Considered Purchase The Buyer • Higher value purchase • Additional research & longer decision The Seller • More data and insights into buyer • More touch points with longer cycle
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Types of Data Customer Journey Stage in cycle, nurturing score Online Behavior Search terms, referral pages, products viewed Buyer Profile Demographics, interests, geo-location, device
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Buyer Journey Geo-Location Price Sensitivity Buyer Profile Buying History Product Intent Personalization Attributes
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Top Use Cases Location Device Known Buyer Special OffersApp DownloadDelivery & Terms Behavioral Cart Abandonment
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Where to Personalize Website Email Ads Mobile
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Web Personalization
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Email
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Ads Retargeting
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Mobile
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Location-Based Canadian Visitors Australian Visitors
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Behavioral
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Behavioral (honeymoon search & referral)
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Behavioral (honeymoon search & referral)
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Known Buyer
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 7/22/2015 Key Takeaways • Listen and Respond to buyers • Personalization the key for considered purchases • Leverage deeper customer insights and data • Nurture & engage each step of the cycle across channels
- 28. Thank you Change the Face of B2C Marketing with Personalization! www.marketo.com/personalization
Editor's Notes
- But it’s not just about a personalized message, but about a 1:1 conversation on the cadence and channels our customers prefer. We are talking about a world where literally every one of our customers – dozens or hundreds of millions – are on these personal, individual arcs. WHAT is said is personalized to them, WHEN and HOW is personalized for them and it’s all at SCALE
- First is dynamic content. What is dynamic content? Dynamic content is where you can create a single email and make changes within the single email for each segmentation. The great thing about this is you only have to create one email and just switch out the image or maybe the offer for each segment. In this example we are segmenting by age, but you can also think about it based on motivations. Each age group has different preferences when it comes to going on a vacation even if they are all going to the same place. For the younger crowd, they might be interested in the spring break activities and adventures. For the middle aged group, they are more interested in family vacations and adventures you can go on with kids. And finally for the older generation, they could be more interested in relaxation. Though all three of these groups are getting the same offer – the reasoning behind the offer is different and you can use dynamic content to build these out and segment your database.
- James Allen, an online high-end B2C retailer, offers diamond rings, coupled with the finest laboratory graded diamonds, all with exceptional value, use personalization for visitors from different location and based on visitor behavior (number of clicks, visit, search term used.)
- Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered personalized home page images and calls to action based on search terms used from search engines when arriving to the website
- - Honeymoon search & referral - Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered personalized home page images and calls to action based on search terms used from search engines when arriving to the website
- Golf Courses, Packages Search Team - Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered personalized home page images and calls to action based on search terms used from search engines when arriving to the website
- Another way to segment is based on interest. For a car company, such as toyota – I might be interested in the prius by visiting the pricing page for the prius. By telling toyota I am interested in a prius, I want to be marketed to about the prius, not the highlander.
- Update with new cover from visual brand deck.