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How to Personalize Content to Drive Customer Action
The document discusses how to personalize content to enhance customer engagement and drive action, emphasizing the importance of tailored user experiences across various channels. It outlines best practices for implementing personalization, including data tracking, segmentation, and gamification, as well as the need for alignment with business objectives. Key takeaways highlight the significance of understanding user behavior, measuring results, and addressing technical challenges in personalization efforts.
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How to Personalize Content to Drive Customer Action
- 1. OHO Interactive Presented byJohn Money, OHO Interactive September 2013 How To Personalize Content To Drive Customer Action
- 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. One Big QuestionTo Consider
- 4. How Important IsPersonalization? 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. What Is PersonalizedContent?
- 6. It Depends OnWho You Are Serving End Users Channel Partners Consumers
- 7. And Who YourViewer Is... Anonymous Customer Identified
- 8. And What ChannelYou Are Using ๏ Website ๏ Mobile apps ๏ Email ๏ Social Media
- 9. And How PersonalizedYou 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. What is personalization? ofadults under 34 are willing to share their location to get more relevant content.* 62% *(JiWire Insights Report, Q4 2011)
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- 12. What are youlooking for? ๏ Personalize page results using information provided in search
- 13. Crowd Sourced Personalization ofretailers plan to focus on web personalization engines in 2012.* 53% *(National Retail Federation)
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- 15. Leveraging Personal Brand Ahigh-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. Progressive Profiling ๏ Collectuser data over time, multiple visits ๏ Lower barrier to entry ๏ Perceived time, effort
- 17. How Do YouTrack Users? ๏ Data facilitates personalization ๏ Cookies ๏ Consent and privacy implications (EU) ๏ Customer data warehouse ๏ Marketing automation ๏ Marketo, Pareto, Eloqua, Hubspot ๏ Sales automation ๏ Salesforce
- 18. How Do YouManage Personalized Content? ๏ Segmentation ๏ Default pages ๏ Taxonomy ๏ A/B testing
- 19. How Do YouMeasure It All? ๏ Benchmarks ๏ Goals ๏ Time spent on site ๏ Increased conversions ๏ Results and post-mortem
- 20. What Type ofEngagement Are You Trying To Drive?
- 21. Increase Conversions Romney examplehere What is your KPM (key performance metric)?
- 22. Increase Monetary Spend ๏Customer lifetime value ๏ New versus repeat ๏ Cross-sell
- 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
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- 26. Driving Engagement WithUser Generated Content ๏ Product Reviews ๏ Blog Posts ๏ Photo Sharing ๏ Video Uploads
- 27. Driving Engagement WithSocial ๏ 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. Driving Engagement WithGamification ๏ Over 350 companies have launched major gamification projects since 2010 ๏ Major League Baseball ๏ Adobe ๏ NBC ๏ Ford ๏ Southwest ๏ Oracle ๏ Cisco ๏ Salesforce
- 29. What Are TheTechnical Challenges? ๏ Performance of traditional stack ๏ Acquia ๏ Caching ๏ CDN
- 30. Key Take Aways ๏Align with business objectives ๏ Segmentation ๏ Progressive profiling ๏ Consent ๏ Forms of engagement ๏ Measure and test
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