ISITE's Amanda Bernard and Derek Phillips share their perspectives on user experience and content strategy in this slide deck from the Path to Personalization Webinar. It includes insights on the latest trends, customer expectations, opportunities, and challenges of digital personalization.
To be successful in content marketing you need a strategic approach, you need buy-in from above and below to apply a successful content transformation. This will show you how to apply a strategic content marketing approach to your company to ensure you are maximising the opportunities to reach the right audience at the right time. This methodology is for small, to SMB to enterprise level business.
Simple yet crucial Steps required by anyone to generate leads and make a good use of it to flourish their business. After-all who doesn't want to grow their client prospects.
This presentation covers following topics
Changing landscape for business today
Introduction to Digital Marketing
Email Marketing
Display Advertising
Search Engine Optimisation
Search Engine Marketing
Mobile Marketing
Website Development
Web Analytics
E-Commerce
Customer service in new media
How CSR impacts social media sentiment of brand
Crisis management on social media
Viral marketing
SPIN Marketing
This report also has some key insights on @hootsuite and @wearesocial report
Successful marketing provides innovative ways to give your customers a great experience on every site visit. This session explores how to identify initiatives that drive revenue, customer success or operational effectiveness using Kentico EMS.
The Stepstones to Real Content MarketingSimon Schwarz
This Slideshare presentation The Stepstones to Real Content Marketing provides a how to guide of what you have to consider in doing real Content Marketing.
To be successful in content marketing you need a strategic approach, you need buy-in from above and below to apply a successful content transformation. This will show you how to apply a strategic content marketing approach to your company to ensure you are maximising the opportunities to reach the right audience at the right time. This methodology is for small, to SMB to enterprise level business.
Simple yet crucial Steps required by anyone to generate leads and make a good use of it to flourish their business. After-all who doesn't want to grow their client prospects.
This presentation covers following topics
Changing landscape for business today
Introduction to Digital Marketing
Email Marketing
Display Advertising
Search Engine Optimisation
Search Engine Marketing
Mobile Marketing
Website Development
Web Analytics
E-Commerce
Customer service in new media
How CSR impacts social media sentiment of brand
Crisis management on social media
Viral marketing
SPIN Marketing
This report also has some key insights on @hootsuite and @wearesocial report
Successful marketing provides innovative ways to give your customers a great experience on every site visit. This session explores how to identify initiatives that drive revenue, customer success or operational effectiveness using Kentico EMS.
The Stepstones to Real Content MarketingSimon Schwarz
This Slideshare presentation The Stepstones to Real Content Marketing provides a how to guide of what you have to consider in doing real Content Marketing.
Personalisation to improve customer experienceEpiserver
Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This session will look at how you can use personalisation to improve user experience and bring your segmentation strategy alive.
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
B2B Content Marketing in Indian contextMoses Gomes
Content marketing plays a crucial role when it comes to digital marketing. Most B2B marketers are always on search to identify which content works with its target audience. But during this process they fail to identify the audience FUNNEL of path - to - purchase.
What is Content marketing - Moses GomesMoses Gomes
This presentation highlights different types of content formats for digital. Different styles of format requirements for different purposes. Like you need to write different types of blogs when it comes to the awareness phase, compare to other phases in the path to purchase.
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
The ppt talks about the best methods of communication on the digital channels and how the organisations make the best use of the communication strategy. Each channels works differently with different audience present on it and therefore it becomes important to communicate the organisational objectives in the way the consumers can relate to.
Customer Interactions influencing digital commerce and marketing strategyEswara Kumar Palakollu
Customer Interactions influences digital commerce and marketing strategy of brands to focus on right mix of marketing opportunities suitable for their brands. This deck covers most common customer interactions with the brands and opportunities available for commerce and marketing team to act on those leads.
Social media strategy plan - basic principle - Moses GomesMoses Gomes
Understand the basics of a social media strategy plan and how to create it for pitch. This presentation will help users keep elements that they need to consider and follow to showcase how you can help your client to achieve their business goals.
Content marketing has become an integral part of a destination's strategy to engage and inspire visitors. SMG's first in a series of white papers proposes some approaches to help DMOs improve their content marketing approach.
Integrated Marketing Communication (IMC) for digital_platformsPriyanka Gautam
This ppt covers one of the most important part of marketing strategies i.e. communication. So, you get an answer to questions - how marketing communication can help achieve goals in the digital platform and what is the best combination of communication mix that can be deployed.
To help small businesses become more successful online, whether it be winning new customers or driving sales, 123-reg wanted to understand how British adults feel about small business websites.
What were we looking to answer?
Why do customers choose to buy from small businesses over big businesses?
What are a small businesses greatest strengths?
Are these strengths reflected in their digital activity?
How can small businesses improve their current digital activity to win customers and drive sales?
Can digital personalisation of a website drive revenue?
WE'RE EXCITED TO BRING YOU THE INSIDE STORY OF A FANTASTIC PIECE OF INTERACTIVE CONTENT MARKETING.
UBM’s Geek’s Guide to London recently brought London Technology Week to life online.
Check out the first in ion's series of ‘marketing innovators’ presentations and learn the firsthand strategy and process of turning what was a static guide into an incredible interactive experience.
What's Inside:
- The anatomy of a successful interactive content marketing initiative
- UBM’s strategy and thinking
- UBM’s process and use of ion interactive
- ion’s process and timeline
Adobe Digital Insights: Stock Trends -- DronesAdobe
According to our Adobe Digital Insights team, drones are the next technological advancement for entertainment and design. See what they found as they dive through data across our Creative and Experience Clouds.
Webiste personalization 101: The Essential Elements of your 1st CampaignOptimizely
Until recently, most websites have been designed with a one-size-fits-all approach. But more and more, personalized experiences are outperforming generic ones and becoming standard across the web. Whether you’re familiar with personalization or brand new to the practice, check out these slides and enable your company to be on the leading edge of digital marketing. You will learn:
- The what and why of website personalization
- The building blocks of a personalization campaign
- Common pitfalls to avoid and actionable tips for getting started
Personalisation to improve customer experienceEpiserver
Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This session will look at how you can use personalisation to improve user experience and bring your segmentation strategy alive.
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
B2B Content Marketing in Indian contextMoses Gomes
Content marketing plays a crucial role when it comes to digital marketing. Most B2B marketers are always on search to identify which content works with its target audience. But during this process they fail to identify the audience FUNNEL of path - to - purchase.
What is Content marketing - Moses GomesMoses Gomes
This presentation highlights different types of content formats for digital. Different styles of format requirements for different purposes. Like you need to write different types of blogs when it comes to the awareness phase, compare to other phases in the path to purchase.
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
The ppt talks about the best methods of communication on the digital channels and how the organisations make the best use of the communication strategy. Each channels works differently with different audience present on it and therefore it becomes important to communicate the organisational objectives in the way the consumers can relate to.
Customer Interactions influencing digital commerce and marketing strategyEswara Kumar Palakollu
Customer Interactions influences digital commerce and marketing strategy of brands to focus on right mix of marketing opportunities suitable for their brands. This deck covers most common customer interactions with the brands and opportunities available for commerce and marketing team to act on those leads.
Social media strategy plan - basic principle - Moses GomesMoses Gomes
Understand the basics of a social media strategy plan and how to create it for pitch. This presentation will help users keep elements that they need to consider and follow to showcase how you can help your client to achieve their business goals.
Content marketing has become an integral part of a destination's strategy to engage and inspire visitors. SMG's first in a series of white papers proposes some approaches to help DMOs improve their content marketing approach.
Integrated Marketing Communication (IMC) for digital_platformsPriyanka Gautam
This ppt covers one of the most important part of marketing strategies i.e. communication. So, you get an answer to questions - how marketing communication can help achieve goals in the digital platform and what is the best combination of communication mix that can be deployed.
To help small businesses become more successful online, whether it be winning new customers or driving sales, 123-reg wanted to understand how British adults feel about small business websites.
What were we looking to answer?
Why do customers choose to buy from small businesses over big businesses?
What are a small businesses greatest strengths?
Are these strengths reflected in their digital activity?
How can small businesses improve their current digital activity to win customers and drive sales?
Can digital personalisation of a website drive revenue?
WE'RE EXCITED TO BRING YOU THE INSIDE STORY OF A FANTASTIC PIECE OF INTERACTIVE CONTENT MARKETING.
UBM’s Geek’s Guide to London recently brought London Technology Week to life online.
Check out the first in ion's series of ‘marketing innovators’ presentations and learn the firsthand strategy and process of turning what was a static guide into an incredible interactive experience.
What's Inside:
- The anatomy of a successful interactive content marketing initiative
- UBM’s strategy and thinking
- UBM’s process and use of ion interactive
- ion’s process and timeline
Adobe Digital Insights: Stock Trends -- DronesAdobe
According to our Adobe Digital Insights team, drones are the next technological advancement for entertainment and design. See what they found as they dive through data across our Creative and Experience Clouds.
Webiste personalization 101: The Essential Elements of your 1st CampaignOptimizely
Until recently, most websites have been designed with a one-size-fits-all approach. But more and more, personalized experiences are outperforming generic ones and becoming standard across the web. Whether you’re familiar with personalization or brand new to the practice, check out these slides and enable your company to be on the leading edge of digital marketing. You will learn:
- The what and why of website personalization
- The building blocks of a personalization campaign
- Common pitfalls to avoid and actionable tips for getting started
Colin Eagan IA for Personalization IA Summit 2016Colin Eagan
Experience management systems are making it easier than ever to customize content for your visitors—but are you using your newfound personalizing powers for good (or for creepy)? Colin Eagan shows that personalization can be done, thoughtfully, using the same tools you would apply to any content strategy conundrum: by asking why, being deliberate, and putting users first.
Specifically, this talk will cover:
1) Recent developments in the CMS landscape that make personalizing content much more readily achievable — from soup-to-nuts “experience management platforms” to more modestly-priced targeting plugins.
2) A framework to help your clients or internal stakeholders determine how (or if) personalized content can complement an existing content strategy, including audience segmentation, component-level “zoning,” and the people / processes required to support it all.
3) Hands-on examples from the presenter’s own experience implementing personalization CS this past year at two Fortune 50 companies—from concept to implementation to testing.
Adobe Digital Insights 2016 U.S. Best Of The BestAdobe
It’s a battle for time and attention in today’s digital landscape. That was a major finding of the Adobe Digital Insights (ADI) “U.S. Best Of The Best” report, which found that time spent (minutes-per-month) on websites was down across all industries.
Personalization should not be an afterthought anymore but many merchants haven’t been able to or willing to capitalize on it yet. 2017 is the year when personalization becomes an important factor for sustaining competitiveness. How mature is your personalization and where should it head to?
With the digitization of everything and the growth of liquid expectations, companies now have the daunting task as well as the opportunity to help their customers fulfill their wildest intents.
In this presentation discover how Accenture Interactive will discuss how personalization is revolutionizing marketing strategies.
The Key Takeaways:
- Major digital marketing trends where personalization is proving disruptive
- Accenture Interactive’s POV on personalization and practical frameworks you can apply
- What’s next including how the customer genome will change customer relationships
Each month, join us as we highlight and discuss hot topics ranging from the future of higher education to wearable technology, best productivity hacks and secrets to hiring top talent. Upload your SlideShares, and share your expertise with the world!
Not sure what to share on SlideShare?
SlideShares that inform, inspire and educate attract the most views. Beyond that, ideas for what you can upload are limitless. We’ve selected a few popular examples to get your creative juices flowing.
How to Make Awesome SlideShares: Tips & TricksSlideShare
Turbocharge your online presence with SlideShare. We provide the best tips and tricks for succeeding on SlideShare. Get ideas for what to upload, tips for designing your deck and more.
Online consumers expect relevant content, but don’t always get it. In fact, producing engaging content is the number one challenge cited by marketers today.
To attract online consumers to your site, you need to focus on topics that speak to their specific needs. But it’s easier said than done. Google’s algorithms are constantly changing. Search intent, rather than keywords, has become a critical ranking factor on SERPs. It’s difficult to understand consumer search intent well enough to deliver the right content in the moments that matter.
Leverage the data at hand to identify the micro-moments and align content strategies across the different buying cycles in the customers’ journey by identifying their intent to connect to your customers in that ZMOT.
Online consumers expect relevant content, but don’t always get it. In fact, producing engaging content is the number one challenge cited by marketers today.
To attract online consumers to your site, you need to focus on topics that speak to their specific needs. But it’s easier said than done. Google’s algorithms are constantly changing. Search intent, rather than keywords, has become a critical ranking factor on SERPs. It’s difficult to understand consumer search intent well enough to deliver the right content in the moments that matter.
Leverage the data at hand to identify the micro-moments and align content strategies across the different buying cycles in the customers’ journey by identifying their intent to connect to your customers in that ZMOT.
Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
Persona Marketing at Scale -- American Family InsuranceConductor
American Family Insurance is in the midst of overhauling their website to keep content engaging – no easy feat for any company, especially one founded almost 100 years ago. Join American Family Insurance’s Search Optimization Marketing Specialist Ashley Mortimer while you determine how to develop personas to reach your ideal audience, and review how to build a website with buyer’s journeys in mind. Hear real life examples from American Family Insurance’s content audit while being let in on the secret of how to turn around failing content.
Presentation by:
Ashley Mortimer – Search Optimization Marketing Specialist, American Family Insurance
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Learn what it takes to personalise a campaign within Marketo and make your marketing feel more human with Alex Munro from expert360.
The terms 'personalisation' & '1-to-1' get thrown around a lot in marketing, and when we're applying them in martech platforms they are often limited to more traditional (and far simpler) segmentation, targeting & positioning approaches. Come see what personalisation can be in Marketo and how to progressively apply different approaches and features to make our marketing feel more human.
Creating Personalized Website Experiences: One Site Does NOT Fit All!Vanguard Technology
Presentation given at the 2015 ASAE Technology Conference covering content personalization for websites. Session touches on personalization strategy, integration, user data, and offers a framework for developing a web content personalization strategy and plan.
Personalization: The Ultimate Tool for Creating a Competitive AdvantageChris Risner
Personalization and customization of the customer experience at every touchpoint is critical to creating a lasting and successful relationship. Customers and website visitors are continuing to demand relevant customer experiences in every part of the buyer's journey...and beyond. For example, nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appear that have nothing to do with their interests (Janrain & Harris Interactive, 2015).
This webinar will explore why personalization is important, how personalization works, what it can do for your organization, and provide examples of how it can be used including the types of technologies that enable it to work. Join us for a webinar on Thursday, November 17th, at 1PM CT.
What you will learn:
- Background and research on why personalization matters and is important
- How personalization works
- What personalization can do for an organization including increasing revenue and improving the customer experience
- Relevant examples of how personalization can be used
- The technologies that can be employed to effectively make personalization happen
Learn the importance of content marketing in an ecommerce retailer's search strategy along with best practices and activities to prioritize. As presented at PM Digital's 2013 Retail Forum in Minneapolis, MN on 07/25/2013.
Social is more than a channel j boye conference workshop John Kottcamp
This is the presentation I gave last week at the J Boye Web Conference #jboye14 looking at how social data can be incorporated into and drive better digital customer experience.
UID 2015 Presentation - Online Marketing - Where's it going? How to win.Brian Bluff
Since the late 1990’s, manufacturers and distributors have witnessed a tremendous change in marketing technology (search, social, email, etc.). Those that embraced the change have reaped the rewards, and those that ignored it struggle to exist.
But now, this technology, which provided early adaptors a leg up, has changed again and many manufacturers and distributors have seen their hard fought gains evaporate.
Today Google’s ranking preference for big brands and sites with rich high-quality content, coupled with the social platforms tightening up of organic (non-paid) reach in pursuit of viable “pay for play” revenue models favor large sites/companies and threatens the traditional distributor model.
Building a simple website and tweeting a few times does not constitute a good online strategy. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution?
This session will explore where we are now, what’s coming next, and how to prepare your company to compete in 2015 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started.
Building with Drupal: Personalized Digital Experiences for Higher EducationRachel Wandishin
Due to its flexibility, scalability, and ease of implementation, Drupal has long been the preferred CMS platform for higher education. With personalization becoming an increasingly desirable feature in the marketing toolkit, more and more institutions are looking for ways to incorporate it into their existing Drupal sites — or to put it front and center for new Drupal projects.
By leveraging Acquia Lift’s centralized personalization management platform, integrated with the resilient Drupal experience, we’ll show you how you can deliver relevant content and calls-to-action to your visitors based on their unique consumer journeys — even before you have identified who they are.
In this webinar, we’ll walk you through
- Effective, sustainable, and unobtrusive personalization campaigns for higher education, implemented using Acquia Lift,
- Best practices for colleges and universities to apply personalization to their marketing strategies
- How to implement personalization
Whether you are looking to capture stealth applicants, increase conversions, or reengage prospects, implementing personalization brings relevance to your audiences and helps you achieve your business goals.
San Diego AMA Content Marketing Series 1: PersonasAMASanDiego
Learn how leading companies like IBM and Mitchell use data to create and manage agile personas that are relevant, drive content, and deliver marketing results. Jacques Pavlenyi (Senior Portfolio Manager at IBM, Program Director – Social Collaboration Software Marketing) and Sandra Piccillo (Senior Marketing Manager at Mitchell International) will provide a primer on persona creation and content marketing. They'll share their strategies for:
Creating a culture that values personas to save time and optimize budget
Developing “living” personas that maintain their relevance over time
Connecting personas with relevant content to maximize ROI
Writing actionable content for your personas
- See more at: http://sdama.org/events/content-marketing-series-1-brand-personas/
Presented by Donna Arriaga, Director of Nonprofit Digital Strategy at PM Digital
Focus area: Personalization
Level: Intermediate to Advanced
If you're like us, personalization may be a topic you keep hearing about but isn't a core component of your digital marketing toolbox. For Donna Arriaga, hyper-personalization is one of her main tools - and in this session, you'll learn how to (among many other things):
leverage CRM and marketing automation to serve up targeted CTAs in email and on websites
drive post-conversion engagement via personalized thank you page/autoresponder content
trigger relevant workflows/drip campaigns based on page visits and lifecycle stage
When: WED, FEB 24 AT 6:00 PM
Event: MnSearch and MWMC Present: A Search Marketing Workshop
Measure, Understand & Influence the Customer JourneyRachel Wandishin
Too often we hear that organizations want to pursue personalization and cross-channel orchestration, but spin their wheels trying to get started. With Drupal, Acquia and Google Analytics, you have strong platforms that allow you to segment users, identify key insights in new ways, and ultimately layer on Acquia’s Lift and Journey tools to personalize and target those segments. Join Bounteous & Acquia as we take the guesswork out of decision making and introduce an analytics-driven approach to deliver content that improves engagement and your business results.
In this webinar you will learn about:
- The problems marketers face to provide consistent cross-channel messaging that enables more effective digital marketing, and personalization at scale
- How to leverage analytics and insights to drive customer journey orchestration solutions
- New analytical modeling approaches, including user clustering for persona development and content attribution modeling that identifies investment in journey improvement
- Left & right brain journey design that combines quantitative and qualitative analysis to improve customer experiences
- The solution architecture behind insight-driven journeys with Google, Drupal and the Acquia platforms
Check out our recent blog post on journey management maturity for a sneak peak, and join speakers from both Bounteous and Acquia on March 5, 2019 at 10 a.m. EST / 3 p.m. GMT.
Similar to Isite Design Path To Personalization (20)
This is the presentation that Mark Fries and Guy Bourgault gave at the Intelligent Content Conference in San Francisco, CA on March 24, 2015.
BMC Case Study: How to Take a Content-First Approach and Measure the Success of Your Content Strategy
A behind the scenes look at how BMC Software, one of the world’s largest software companies, approached a large-scale responsive overhaul.
Approaching a major site overhaul is never easy, but it was especially complex for BMC Software with dozens of buyer personas, thousands of employees, and diverse product and service offerings. The talk will provide an inside look at the approach BMC took to overhaul the site and rebrand the company by focusing first on content and customers first.
We will share the processes, tools, and artifacts (from both BMC and its agency partner) used to collaborate with design and development teams to create a scalable framework and deliver a measurable return on investment.
You will learn:
-How to approach a large-scale project with a content-first strategy
-The importance of content modeling in supporting large-scale responsive projects
-How to collaborate effectively with external agency teams
-How content strategists, designers, and user experience team members can move toward more rapid prototyping techniques
-How to measure the success of a content-first redesign strategy
From Sitecore Symposium 2014 - Las Vegas:
ISITE Design's Brian Payne (@brianpayne) and Sitecore's John Field (@john_field) explain how Sitecore’s Federated Experience Manager (FXM) provides a simple way to deliver a unified and personalized experience across your entire marketing technology platform, keeping the customer at the center of your marketing efforts.
Personalized digital experiences can drive more contextual and relevant experiences for all users in higher education—experiences that are both good for the user and the bottom line—yet the vast majority of today's University websites still provide the same static experience to every visitor. Presented at Eduweb 2014 in Baltimore, this presentation uncovers the opportunity for personalization in higher education and tips on how to find small wins while also thinking big.
Brands that lead in customer experience also lead in improving incremental ROI. ISITE Design breaks down tactics and components for aligning and optimizing customer experiences.
Neel Banerjee of Urban Airship and Gene Ehrbar of ISITE Design discuss strategy and tips for making digital disruption a part of business large and small.
The Portland Google Analytics User Group meetup in January at ISITE Design discussed adding Auto Event tracking without code. This deck includes some scenarios that were explored in the interactive lab exercises.
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie WellsRosie Wells
Insight: In a landscape where traditional narrative structures are giving way to fragmented and non-linear forms of storytelling, there lies immense potential for creativity and exploration.
'Collapsing Narratives: Exploring Non-Linearity' is a micro report from Rosie Wells.
Rosie Wells is an Arts & Cultural Strategist uniquely positioned at the intersection of grassroots and mainstream storytelling.
Their work is focused on developing meaningful and lasting connections that can drive social change.
Please download this presentation to enjoy the hyperlinks!
Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...SkillCertProExams
• For a full set of 760+ questions. Go to
https://skillcertpro.com/product/databricks-certified-data-engineer-associate-exam-questions/
• SkillCertPro offers detailed explanations to each question which helps to understand the concepts better.
• It is recommended to score above 85% in SkillCertPro exams before attempting a real exam.
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• SkillCertPro assures 100% pass guarantee in first attempt.
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
2. Intros
Derek Phillips
Content Strategy Lead
@digistrategist
Amanda Bernard
Director Digital Marketing
@amandabernard
Barbara Holmes
Director User Experience
@volleyballbarb
#personalization
3. • We execute complex strategic website redesigns every day —
it is our bread and butter
• We know how to ensure your site generates a meaningful return
on investment, and have practice groups focused on it
• We are recognized by Forrester as one of the top digital
experience agencies in the country
Why ISITE?
#personalization
7. What is Personalization?
• Definition
– (adj) individualized, made for or directed or
adjusted to a particular individual:
"personalized luggage"; "personalized
advice”; “personalized experience”
For our purposes, as delivered via a content management
system (CMS) or another 3rd party tool
#personalization
8. Classic
2014
Anonymous Browsing Logged in User
Implicit Personalization Self Identification Positively Identified Logged in User
Detected without
user’s input
User provides info
through navigation
paths or choices
User identified &
remembered
Implicit Explicit
Information
tailored to user
Personalization Spectrum
#personalization
10. What is the Value to a Brand?
Brand affinity
Customer insights
Revenue
Support
Service design
#personalization
11. What is the Value to
your Customer?
#personalization
12. ≈
But…
Companies need to show the VALUE of
sharing information to create personalized
experiences.
• 57% are OK with providing personal information on a
website as long as it’s for their benefit and being used in
responsible ways.
• 77% would trust businesses more if they explained how
they’re using personal information to improve their
online experience.
#personalization
13. P E R S O N A L I Z A T I O N I N A C T I O N
Potential for Discovery
The opportunities for both listener and musician have been revolutionized by the
Internet…. –Billy Bragg
Source: http://www.musictank.co.uk/blog/billy-bragg-on-streaming-debate
#personalization
14. 6/11/2014 #path2personalizationization
I got this email reminding
me of a product feature I
didn't know existed (or
just forgot about), but
makes my experience
using Dropbox infinitely
better and more efficient.
Source: http://blog.hubspot.com/blog/tabid/6307/bid/34146/7-Excellent-
Examples-of-Email-Personalization-in-Action.aspx
Dropbox recognized a behavior and
highlighted a service that supports
that user need.
P E R S O N A L I Z A T I O N I N A C T I O N
Potential for Discovery
“
”
#personalization
17. ≈
Personalization Themes
THEME WHAT IS IT? METHODS OF DETECTION
Geo-targeting / Location
Display specific content (text, images, downloads, apps, etc.)
based on the user’s geographic location.
Geo-location, Referring domain,
User preferences, Company,
Campaign, Customer data
Campaign / Landing
experiences
Content is customized based on exposure to or engagement
with a campaign, often on a landing page.
Campaign, Inbound channel,
Recency, Lifecycle, Segment,
Engagement score
Recommended / Prioritized
content
Similar content is shown to the user based on content already
viewed during that visit or a previous visit. Premium, new, or
priority content is displayed in a specific order or customized
layout.
User preferences, Lifecycle,
Referring domain, Campaign,
Company, Industry, Customer data
Persona-based content
Relevant content is served up based on user behavior during
that visit, a prior visit, or after self-identifying.
Segment, Engagement score, User
preferences, Recency, Lifecycle
Lifecycle
Content and calls to action are served up based on where a
user is in the journey or buying cycle.
Lifecycle, User preferences,
Recency, Customer data
Account/Industry
Display industry-specific content, company-specific content, or
competitor-specific content after identifying the company and/or
industry of the user.
Industry, Company, Referring
domain, Customer data
Call to action
Messaging, tag lines, and calls to action on the site are
customized and change based on user behavior, preferences,
and response rate.
Geo-location, Industry, Company,
Campaign, Inbound channel,
Engagement score, Referring
domain, Lifecycle, User
preferences, Recency, Customer
data
#personalization
18. BROWSING BEHAVIOR
Provide opportunity for customers to provide bits of important demographic
data through navigation choices and other onsite behaviors.
19. Why This Is Important
74 percent of sampled customers get
frustrated with websites when content,
offers, ads, promotions, etc. appear that
have nothing to do with their interests
Source: Harris Interactive Study for Janrain, 2013
http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-
janrain-study/
I M P L I C I T P E R S O N A L I Z A T I O N
Browsing Behavior
#personalization
21. Case Study
I M P L I C I T P E R S O N A L I Z A T I O N
Geo-location
Personalized homepage based on
customer’s location.
Customized Calls to Action
Saw 2X increase in ticket referrals.
Source: http://www.getsmartcontent.com/wp-
content/uploads/2013/06/Case-Study-Harlem-Globetrotters-Increase-
Ticket-Referrals-2X.pdf
#personalization
24. 6/11/2014 #path2personalizationization
FREQUENCY / RECENCY
• Call to action based on number of visits
• Offer products, services, or content based on when site was last visited
• Content is personalized using response rate per visit
Logged In User
27. 6/11/2014 #path2personalizationization
P e r s o n a l i z a t i o n G o n e W r o n g
Not Using the Info You Have
What’s the simple lesson
here? If you’re asking your
customers to take the time
to volunteer information,
then use it — and use it
appropriately.
If creating effective
personalization is beyond
your budget or expertise,
then it’s better to not
even try.
Source: http://blog.fluencymedia.com/b2c-email-
marketing-fail/#sthash.gqCpEcNi.dpuf
#personalization
28. 6/11/2014 #path2personalizationization
P e r s o n a l i z a t i o n G o n e W r o n g
Assumptions
I guess you can say my wife
should have just gone into her
ProFlowers address book and
removed my mother’s
information — and her
grandmother’s, too. But
anyone who has lost a family
member knows how hard it is
to delete their names from
anything.
Source:
http://multichannelmerchant.com/marketing/proflowers-
personalization-fail-20112013/
The recipient’s mother, Ann
(who is named in the email),
died six months previously.
#personalization
30. SENIOR LEADERS AS
ACTIVE STAKEHOLDERS
Marketing, technology, and content managers are bought into the value of
personalization and experience optimization. They understand that personalization is
strategic and builds over time.
Self Identification
31. MEASUREMENT STRATEGY &
ACCESS TO CUSTOMER DATA
Customer Metrics and Digital KPIs are well defined, qualitative and quantitative customer
data is available and analytics tracking is correctly implemented.
Self Identification
32. CONTENT STRATEGY &
CONTENT TEAM
The existing content strategy is working (well enough) and you have the ability to create
content at-scale internally or with a partner.
Self Identification
33. PERSONAS & AUDIENCE
SEGMENTS
Personas, audience segments, marketing and sales funnels, and the current state
customer journey are documented (or at least known).
Self Identification
38. Identify the Opportunities
#personalization
Implicit Personalization Self Identification Positively Identified Logged in User
Detected without
user’s input
User provides info
through navigation
paths or choices
User identified &
remembered
Implicit Explicit
Information
tailored to user
42. 6/11/2014 #path2personalizationization
Numbers Add Up!
#personalization
4 verticals x 3 roles = 12 personalized + 1 baseline =
13variants for each content object targeted
IF your strategy identifies
10personalization components per user flow =
130 variants for each content object targeted
43. User Experience Planning
#personalization
• Understanding key customer segments
• Emotions/motivations/tasks
• Channels and touch points
• Customer journey mapping
• Be transparent
• Limit audience segments
44. Measurement Planning
#personalization
• Business objectives, digital goals, KPIs,
desired outcomes
• Engagement valuation by content type or
persona type
• Marketing funnels and user flows
• Audience segment identification
46. Marketing Technology Planning
#personalization
• Selecting the right tools is important
– Choose the one(s) that meet your strategy
and user experience vision
• Design and develop to support rapid
testing
• Plan for change
47. Ethics, legal issues
Legacy systems not communicating
Gaps in marketing technology ecosystem
Also need to plan for:
#personalization
50. 6/11/2014 #path2personalizationization
Our Proven Framework
#personalization
Assess & Plan Design & Test Build Grow
Design & Test Build Grow
Design & Test Build Grow
S C E N A R I O 1
S C E N A R I O 2
S C E N A R I O 3
51. Remember…
#personalization
• Crawl, walk, run.
• Be strategic! Don’t just buy a tool and
press play.
• Test first, then implement.
• Measure ROI and evaluate personalization
based on company success metrics.
• Use a roadmap to tie together all
personalization opportunities and effectively
sequence the roll out.
53. #path2personalizationization
Reminders
#personalization
• Slides will be available after the briefing:
You will receive an email with a link
• Join us on Wednesday, June 18th 2014 for a Tweet Up at
12:30pm PDT / 3:30pm EDT using #personalization
• In the meantime, let’s continue the conversation:
#personalization