PPT模板-卡通课件224

1、PPT模板-卡通课件224PPT模板-卡通课件224Personalization: Appealing and EasyGiven customers rising expectations and thedi culty of marketing to anonymous prospects, real-timepersonalization tools are very appealing to marketers.The good news is thatpersonalization iseasier to implement andrun than you think!Person

2、alization: Appealing an1.Identifying a personsrelevant a ributes: intent,potential to purchasebehavior, prole, and/orrmographics2.Customizing that personsonline experience bypresenting the mostrelevant contentand visualsPersonalization Combines Two Things:1.2.Personalization Combines1.How Can Person

3、alization Help You, As a Marketer?It creates moremeaningful interactionsby serving the rightcontent2. It educates andnurturestop-of-funnelprospectsoptimizes budget1.How Can Personalization Helpthat you want to personalize.Start with the 3 Ws of PersonalizationIf real-time personalization seems compl

4、icated, relax. Youllbegin by simply dening the 3 Ws of personalization.Define the:WHATWHOWHEREthat you want to personalize.WHOWho do I personalize for?WHOWho do I personalize for?The “Who” in personalization is your target audience,which is dened by a combination of a ributes.If youre a B2B Marketer

5、, youll focus on firmographics, such as:RevenueVertical SizeCompany NameThe “Who” in personalization iIf youre a Consumer Marketer, youll personalize your content based on:Customer JourneyGeo-location(personalized down to the zip code)Product InterestPrice SensitivityBuying HistoryIf youre a Consume

6、r Marketer,Your “Who” can also include your audiences stage inthe Customer Decision Journey (CDJ).Your “Who” might be “hotprospects”anyone in theEvaluation stage of thesales journey.Awareness1.2.Interest3.Evaluation4.CommitmentYour “Who” can also include yoWHATWhat should I personalize?WHATWhat shou

7、ld I personalize?Now, lets decide what you are personalizing.Leveraging content that you already have, you can usereal-time personalization to personalize your:Calls-to-ActionImagesUser ExperienceProduct OffersNow, lets decide what you areMost companies have more than enough pre-existingcontent to s

8、tart. Content can include:Blog PostsCalls-to-ActionEbooksImagesCase StudiesVideosIts a question of whichpiece fits which targetaudiencewhich phase ofthe CDJ theyre in.Most companies have more than You can also develop multiple CTAs for a single pieceof content, designed for various audiences.For exa

9、mple, a so ware company CEO might see one CTA at thebo om of your homepage, while a healthcare company CEO mightsee a di erent CTA.You can combine content,CTAs, and images togetherfor a more personalizeduser experience.You can also develop multiple For B2B prospects, deliver contentrelevant to the l

10、eads particular:B2B MarketingVerticalOrganizationLocationB2BFor B2B prospects, deliver conFor consumer marketing prospects, o erpersonalized Web experiences based on:LocationPrice SensitivityWhether youre inB2B or consumermarketing, yourprospects receivethe most relevantcontent possible.Product Offe

11、rsB2CConsumer MarketingFor consumer marketing prospecWHEREWhere do I personalize?WHEREWhere do I personalize?A er youve determined who and what to personalize,youll need to decide where to reach prospects with apersonalized approach.We recommend startingwith website and emailchannels.MobileOnline Ad

12、vertisementOfflineWebsiteEmailA er youve determined who aYour website is an important channel becauseprospects are engaged, a entive, and interestedin learning more.Unfortunately, more than98% of first-time visitors toyour website are anonymous.Your website is an important cReal-time personalization

13、 allows you to engageanonymous rst-time visitors to your website byidentifying their:IndustriesLocationsDigital BehaviorsCompaniesReal-time personalization alloDene the 3 Ws to successfully personalizeyour marketing.Dene Your Companys 3 WsPainful ImplementationTime-Consuming MaintenanceAn Arsenal of Brand New ContentMaking real-time personalization tools a part ofyour marketing strategy does not require:Dene the 3 Ws to successfullReal-time personalization tools are bu