Winning at Personalized Customer Engagement
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Learn how marketing automation can help you carry personalized, one-on-one conversations with each one of your customers and engage them on the channels of their choice, regardless of the size your team.
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Winning at Personalized Customer Engagement
- 1. Page 1Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 Winning at Personalized Customer Engagement Renata Bell Lizzy Funk Sr. Product Marketing Manager, Senior Marketing Specialist @TheRenataFactor @lizzymfunk May 19, 2015
- 2. Housekeeping • This webinar is being recorded! Slides and recording will be sent to you after the webinar • Enter your questions in the chat – we will get to them after the webinar • Posting to social? Make sure to use #mktgnation
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 74%Frustrated with impersonal web content
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 40%Buy more from retailers who personalize
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 10%Higher conversion rate from personalized email
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 Agenda What is Customer Engagement Nailing Personalized Engagement Ways to Personalize Across Channels
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 The Quest of Every Marketer YOUR CUSTOMERS
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 ENGAGEMENT MARKETING
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 BUYEVALUATELEARNENGAGE
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 BUYEVALUATELEARNENGAGE RENEWGROWROIUSE
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 BUYEVALUATELEARNENGAGE RENEWGROWROIUSE ADVOCATEREFERSHARETRUST
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 NAILING PERSONALIZATION
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 WAYS TO PERSONALIZE ACROSS CHANNELS
- 21. Where to Personalize Website Social Email Mobile
- 22. How to Personalize Behavioral vs. Demographic
- 23. Behavioral Segmentation • What they’ve done • Stage • Engagement • Activity • Non-activity
- 24. Demographic Segmentation • Who they are • Age • Location • Gender • Interests • Birthday
- 27. Email Personalization • Dynamic content • Tokens • Nurture
- 28. Dynamic Content
- 29. Tokens
- 30. Nurture
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 5/19/2015 Month Day, Year
- 32. Retargeting An Internet User Visits Your Site Leaves Your Site On Other Sites Your Ad Appears Your Ad Piques Their Interest Customer Visits Your Website YOUR SITE
- 33. Retargeting
- 36. Key Takeaways • Personalized emails improve click through rates by 14% and conversion rates by 10% • It’s all about the 1:1 conversation on the cadence and channels our customers prefer • Segment your customers based on who they are and what they’ve done • Create cross-channel personalized campaigns including social, mobile, email and website @therenatafactor @lizzymfunk
- 37. Questions?
- 38. Thank you!
Editor's Notes
- Who has time to have one on one conversations with all of their customers? You do! Register for this webinar and learn how marketing automation can help you automate your personalized conversations with your customers- no matter what size your marketing team is. Join us to learn how marketing automation can give you the power to: Build a deep understanding of your customers Scale one-on-one marketing Build brand loyalty and drive repeat purchases Engage with consumers wherever they are in their journey and across all channels
- So why are we here talking about personalization? Well as consumers ourselves we understand that we prefer to be sent relevant content and offers. But this intuition is backed by a mountain of statistics.
- Almost three quarters of online consumers get frustrated with websites when content like offers, ads, and promotions are irrelevant to their interests. By providing a more personalized experience, you’ll find people stay on your website longer, download more offers and purchase more products. Using demographic and behavioral data to customize web and mobile experiences, marketers can drive up to a 30% increase in conversion rates. (Source: Janrain & Harris Interactive)
- 40% of consumers buy more from retailers who personalize the shopping experience across channels. (Source: MyBuys) That means when Amazon sends me suggestions for products based on my interests and suggesting what I might like, I’m much more likely to spend my money with them.
- Personalized emails improve click through rates by 14% and conversion rates by 10%
- All marketers, irrespective of the type of company they work for, have the same quest: How do I acquire new customers faster? How do I grow their lifetime value? And, how do I convert as many of them as possible to become advocates? In other words, create an unstoppable virtuous cycle of customer success. And as Marketers, we are stewards of our customer journeys and have the eyes, the ears, the brains, to understand customers as strategic asset. We call this stewardship Engagement Marketing.
- Engagement Marketing lets us nurture customers through the buying process by killing mass advertising, and by stopping the batch and blasting of our customers.
- At the simplest terms, we want our customers to buy stuff, but the journey still must include relevant content with a proper cadence to stay top of mind.
- And for marketers that offer services or subscriptions, they want to continuously nurture their members for them to see value and renew each year.
- And build those ultimate advocates, the evangelists that believe in us and are our loudest supporter. Nurture them with content to build trust, allow them to easily share their enthusiasm, and refer new customers.
- So how do we nail personalization? First we must look at the customer journey from their eyes.
- For example. Think about a beautiful beach. We all want to be there, but we each have different point of view of what this beach means.
- Think of this beach as a place to party, to celebrate a milestone with friends.
- Or a place to find new adventures and entertainment with young children.
- Or a quiet place to enjoy retirement. The entire experience – it’s not one web visit, not one email, but entire experience that adapts and transforms to the customer’s desires and motivations.
- And on top of that our customers all have iPhones, tablets, laptops and a desktop. And as consumers they demand a seamless experience between all of them.
- 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
- Let’s now jump into some specific ways to personalize. Lizzy?
- We are going to go over four ways you can personalize with your audience. First, let’s discuss where you can personalize on the different channels you might use. Web Personalization – this includes your own website Email Personalization – personalizing the content and even the layout for your audience Social – personalizing the ads your consumers see on facebook or even through retargeting with google Mobile – if you audience is on mobile (chances they are), you can use this channel to personalize content they see on their mobile device
- Once you establish where you can personalize, you also have to this how you will personalize or segment no matter which channel you are using. Segmentation can be separated into two different buckets – behavioral - based on what they have done and demographic – based on who they are.
- Here are some examples of how you can personalize based on behaviors: Stage – purchased? not purchased? loyalty? past purchases? Engagement – visited website? added item to cart? attended event? Clicked a link on an email? Activity – when is the last purchase the person made? Non-activity – hasn’t been to your website in x amount of days?
- And finally demographics. Are you going to segment your database or change your content based on how old are they. Will you audience – no matter the age appreciate the same offer? When you are marketing a vacation – your older audience is probably going for a different reason than your younger audience. This should be reflected in how you approach them Same with location. If you are having a location-based deal or store opening – you can segment your audience based on where they are. For gender, you can tailor your offers and language based on males and females. For example, in retail, I am going to prefer to see ads that have women’s shoes, not mens shoes. 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. And finally a fun way to market is by birthday. Sending personalized birthday offers to your audience is a great way to personally engage with them. Now that we know where to personalize and how we can personalize, let’s get into some examples.
- The first and probably one of the most important places you can personalize is on your website. No matter what your industry – whether it is retail, travel, ecommerce, financial services, etc… or what your marketing looks like, you most likely have a website. Even if you aren’t doing email, paid search, social, etc – you probably still have a website. Personalization on your website is a great place to start. At Marketo, our website is one of the highest converting sources for our customers. By personalizing the experience for our customers on our website, this will help increase engagement and conversions. It can also help speed up the customer lifecycle. By suggesting relevant content or items to buy based on the interest of your buyer, you are more likely to convert them faster. Amazon does an amazing job of personalization on their website. Here is a screen shot of my home page. At the top, it shows the status of my recent order. Then it shows me my recent orders – offering me to look at items similar to what I bought in the past. And finally, it is showing me a list of books. I mostly buy nail polish and books on Amazon, so they are doing a great job of marketing these two items right when I go to Amazon. I am much more likely to consider buying these items because it feels like Amazon knows me and is listening to me based on my previous purchases and responding by giving me very accurate suggestions. Fortunately, personalizing your website doesn’t have to be hard. There are tools out there with marketing automation that can make these types of personalization really easy for marketers.
- Fortunately, personalizing your website doesn’t have to be hard. There are tools out there with marketing automation that can make these types of personalization really easy for marketers. In this example – the top home page is the main page. But in this example – this jeweler sells all types of jewelry from engagement rings, to necklaces to gemstones, etc… Here is an example of where you can personalize based on interest. Depending on your customer, they could be interested in purchasing an engagement ring or gemstones and you want the website to reflect that. If I am interested in gemstones and the company knows that since I have clicked on an email about gemstones or searched gemstones on their website – the home page I am going to see will be different than the home page someone sees who has been searching for engagement rings.
- Another channel you can personalize is on email. Here are 3 ways you can personalize with email is with dynamic content, tokens and nurture. I will go into this further next.
- 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.
- Another way to personalize an email is with tokens. Tokens pull in specified information from your database and use that information to personalize an email. In this example, we are personalizing by the customer’s name, pet type, % discount and food brand. Easily personalize any email with tokens. The more personal, the more engagement. Especially in the subject line. Here it could say ‘Hi Lizzy, We hope you are enjoying your pet fish. For a limited time we are offering a 50% discount on the super fancy fish food…’ I would definitely be more likely to go spoil my new fish after receiving this personalized email.
- Not only can you personalize emails, but you can also personalize the journey you put your customers on with those emails with customer nurturing. Customer nurturing is the ability to automate ongoing campaigns, which is constantly listening for behaviors to send the most relevant content. By using customer nurturing campaigns to interact with your buyers and understand their interest and behavior, you gain deeper insight into their buying intent. In this example, we are creating separate streams for consumers who haven’t purchased, purchased once or a repeat customer. Something to note here, you can add multi channel personalization in your nurture strategy include mobile notifications and direct mail.
- Facebook personalization Most Marketers have utilized Facebook one way or another. In addition to generating content on your company’s Facebook page, you can advertise to your Facebook page followers. But the magic of Facebook advertising really comes alive when adding marketing automation and segmentation to the formula. Consider this: not all of your customers follow you on Facebook. So how can you reach them? Well you can easily send any segmentation in Marketo to Facebook to advertise to them. For example, a travel company might identify a list of customers that have been active customers in the past, but haven’t purchased any hotel rooms in the last 60 days. The company could send them a very specific Facebook ad with their preferred destination for that time of year. This helps the company stay top of mind, and the customer is more interested because it’s personalized and highly relevant content. In fact, studies show that when marketing automation is coupled with Facebook ads, when a customer is reached with Facebook ad, the email openers were 22% more likely to purchase.
- As a quick overview to how retargeting works.
- As an example of personalized retargeting, when a customer visits a car page, an ad for that specific type of car can show up on other websites the customer visits. This helps remind the customer the come back to the site, or offers additional selling points to why they might be interested in the product.
- Of course retargeting can also fail miserably, so exercise caution. In this example, a page defining the fear of being watched by a duck is an unfortunate ad placement for Aflac. [Solution: DSP Brandsafe Inventory product]
- Design mobile app notifications – either push notifications or in-app messages – that can provide timely and personalized messages or offers for your customers. You can deliver these messages based on the actions your customers take inside your app or on other channels. ensuring customer engagement You can also personalize the cross-channel campaigns that respond to your customer’s actions. For example, send a push notification to someone who hasn’t opened your email or deliver an in-app notification to someone after they’ve been to your website
- LIZZY