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Similar to Which Marketer Are You: How Persona Marketing Can Help You Connect With Customers
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Which Marketer Are You: How Persona Marketing Can Help You Connect With Customers
- 1. Persona Marketing Kate Kotzea @katekotzea #trendigitalsf
- 2. Detailed representations of the different segments of your target audience
- 3. Visitors Visitor data & behavior Persona 1 Persona 2 Persona 3
- 4. mom’s
- 6. businesses
- 8. Connect with your purchase cycle
- 9. How To Get Started How To Use the Data How To Influence Bottom Line
- 10. Age | Geography | Lifestyle | Purchase Behavior | Product Use
- 11. where to look for data
- 19. • Live locally • Female • 55-65 • Recent customer • High purchase • Live locally and regionally • Male • 25-40 • Long time customer • Frequent, smaller purchases Persona 1 Persona 2
- 20. • Wants to stay active, took up biking recreationally • Rides on bike trails with husband or grandkids • Looking for comfort • Avid bicyclist • Rides to work • Participates in Tour de Kota and other races • Looking for performance Peggy George
- 23. –Website downloads –Email signup forms –Event registrations –Dynamic forms
- 24. How To Get Started How To Use the Data How To Influence Bottom Line
- 25. • Wants to stay active, took up biking recreationally • Rides on bike trails with husband or grandkids • Looking for comfort • Avid bicyclist • Rides to work • Participates in Tour de Kota and other races • Looking for performance Peggy George
- 26. Email Marketing Dynamic Web Content Media Placement & Creative
- 28. Personalized marketing emails receive 29% higher open rates and 41% higher click-through rates. (Experian)
- 35. 42% increase in CTR. 123% increase in conversion rate. 141% increase in revenue per campaign.
- 42. Personalized ads convert 10 times better than ordinary ads (Invesp)
- 43. • Wants to stay active, took up biking recreationally • Rides on bike trails with husband or grandkids • Looking for comfort • Avid bicyclist • Rides to work • Participates in Tour de Kota and other races • Looking for performance Peggy George
- 44. Graphics & Messaging Placement Calls to Action Remarketing
- 46. How To Get Started How To Use the Data How To Influence Bottom Line
- 47. 13% increase
- 50. 35% vs. 70%
- 51. –Identify main persona groups –Personalize content –Look for conversion metrics to help develop business decisions
- 52. Thank You! Kate Kotzea @katekotzea #trendigitalsf
Editor's Notes
- Story of irrelevant ad – why it’s important
- http://conversionxl.com/creating-customer-personas-using-data-driven-research/?hvid=2AD8ar Essentially it is changing content based on what you know about user. – you do this all the time in person – the way you interact with someone at the checkout changes based on apperance, age, gender, dress
- How to get started (data you need, resources you have, how to start segmenting How to use the data (dynamic content, email marketing, media placement) How to use this information to influence business decisions
- Redemption slips Primary and secondary audiences Customer database lists
- Customer lsits and databases
- Furthe explanation on engagement and loyalty
- Paint a picture of who your audience is
- Don’t create too many personas – only what you can manage
- Redemption slips Primary and secondary audiences Customer database lists
- How to get started (data you need, resources you have, how to start segmenting How to use the data (dynamic content, email marketing, media placement) How to use this information to influence business decisions
- Areas of personalization
- Same size
- http://www.pardot.com/blog/5-incredible-examples-personalized-marketing/
- http://www.pardot.com/blog/5-incredible-examples-personalized-marketing/ If it’s important, ask for more information in signup B2B do this great, forms always change when you register for webinars, they are gaining more data on you
- https://econsultancy.com/blog/64551-10-case-studies-that-show-the-power-of-email-segmentation#i.2f4w79138dwju4
- https://econsultancy.com/blog/64551-10-case-studies-that-show-the-power-of-email-segmentation#i.2f4w79138dwju4
- Personalized content on a website based on actions you’ve taken or customer information
- Project objectives: Increase lead generation and new potential clients database. Strategy: Personalize the website per visitor with relevant banners, links, and information to increase response. Examples A visitor is identified by Personyze as being interested in Home Insurance, based on keywords searched and the referring advertising campaign. By using Personyze, the website can display personalized versions of each page to each individual visitor in real-time. Hide details Personalization description Emphasizes the "Insurance" button with a different color that attracts immediate attention. Displays a relevant banner with information that is relevant for the visitor. Displays the "Sign Up" title more prominently. Emphasizes links that are highly relevant for the visitor with a different color.
- Project objectives: Increase lead generation and new potential clients database. Strategy: Personalize the website per visitor with relevant banners, links, and information to increase response. Examples A visitor is identified by Personyze as being interested in Home Insurance, based on keywords searched and the referring advertising campaign. By using Personyze, the website can display personalized versions of each page to each individual visitor in real-time. Hide details Personalization description Emphasizes the "Insurance" button with a different color that attracts immediate attention. Displays a relevant banner with information that is relevant for the visitor. Displays the "Sign Up" title more prominently. Emphasizes links that are highly relevant for the visitor with a different color.
- Branding
- How to get started (data you need, resources you have, how to start segmenting How to use the data (dynamic content, email marketing, media placement) How to use this information to influence business decisions
- Last year, Point Defiance Zoo & Aquarium came up with a clever way to boost zoo membership: using data to identify their biggest fans. They analyzed their membership data and learned which ZIP Codes were home to the zoo’s most frequent guests. Then they targeted discounted campaigns to other people from those areas. The result? A whopping 13% increase in membership during Q1 alone.
- Boca Java, a gourmet coffee retailer, segmented their lists based on how many bags of coffee customers ordered. They sent emails offering a 17% discount on a three-pack of coffee to three unique segments: customers who had previously purchased two bags, three bags, and four bags. They found that customers in the two-bag segment were most likely to take advantage of the discount. This gave them insight into which customers were more likely to respond to that specific offer, and in turn, they were able to upsell those customers.
- CASE STUDY!!!! House of Cards: Before green-lighting House of Cards, Netflix knew: A lot of users watched the David Fincher directed movie The Social Networkfrom beginning to end. The British version of “House of Cards” has been well watched. Those who watched the British version “House of Cards” also watched Kevin Spacey films and/or films directed by David Fincher. Each of these 3 synergistic factors had to contain a certain volume of users. Otherwise, House of Cards might belong to a different network right now. Netflix had a lot of users in all 3 factors. Before a movie is released or TV show premiers, there’s typically one or a few trailers made and a few previews selected. Netflix made 10 different cuts of the trailer for House of Cards, each geared toward different audiences. The trailer you saw was based on your previous viewing behavior. If you watched a lot of Kevin Spacey films, you saw a trailer featuring him. Those who watched a lot of movies starring females saw a trailer featuring the women in the show. And David Fincher fans saw a trailer featuring his touch. (Kissmetrics)
- When a network green lights a show, there’s a 35% chance it succeeds and a 65% chance it gets cancelled. At the time of this writing, Netflix has 7 TV shows, of which 5 have been renewed for another season. If this rate can continue for years, the Netflix success rate will be about 70%. So why does Netflix renew shows at a higher rate than conventional television networks? Does the data make the difference?