1、精美课件汇报人：小白 部门：设计部可爱卡通PPT模板LET US USE IT WHILE WE MAY SNATCH THOSE JOYS THAT HASTE AWAY!EARTH HER WINTER COAT MAY CAST,AND RENEW HER BEEAUTY PAST:BUT,OUR WINTER COME,IN VAIN WE SOLICIT SPRING AGAIN;AND WHEN OUR FURROWS SNOW SHALL COVER,LOVE MAY RETURN BUT NEVER LOVER.精美课件汇报人：小白 部门：设计部可爱卡通P P T 模板WHO,
2、WHAT,AND WHERE CAN YOU PERSONALIZE?OF PERSONALIZATION3WsTHEWH O,WH A T,A N D WH E R E C A N Y O U PPersonalization: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
3、 thatpersonalization iseasier to implement andrun than you think!P e r s o n a l i z a t i o n:A p p e a l i n g a n1.Identifying a personsrelevant a ributes:intent,potential to purchasebehavior,profile,and/orfirmographics2.Customizing that personsonline experience bypresenting the mostrelevant cont
4、entand visualsPersonalization Combines Two Things:1.2.P e r s o n a l i z a t i o n C o m b i n e s1.How Can Personalization Help You,As a Marketer?It creates moremeaningful interactionsby serving the rightcontent2.It educates andnurturestop-of-funnelprospectsoptimizes budget1.H o w C a n P e r s o
5、n a l i z a t i o n H e l pthat you want to personalize.Start with the 3 Ws of PersonalizationIf real-time personalization seems complicated,relax.Youllbegin by simply defining the 3 Ws of personalization.Define the:WHATWHOWHEREt h a t y o u w a n t t o p e r s o n a l i z e.WHOWho do I personalize
6、for?WH O Wh o d o I p e r s o n a l i z e f o r?The“Who”in personalization is your target audience,which is defined by a combination of a ributes.If youre a B2B Marketer,youll focus on firmographics,such as:RevenueVertical SizeCompany NameT h e “Wh o”i n p e r s o n a l i z a t i o n iIf youre a Con
7、sumer Marketer,youll personalize your content based on:Customer JourneyGeo-location(personalized down to the zip code)Product InterestPrice SensitivityBuying HistoryI f y o u r e a C o n s u m e r Ma r k e t e r,Your“Who”can also include your audiences stage inthe Customer Decision Journey(CDJ).Your
8、“Who”might be“hotprospects”anyone in theEvaluation stage of thesales journey.Awareness1.2.Interest3.Evaluation4.CommitmentY o u r “Wh o”c a n a l s o i n c l u d e y oWHATWhat should I personalize?WH A T Wh a t s h o u l d I p e r s o n a l i z e?Now,lets decide what you are personalizing.Leveraging
9、 content that you already have,you can usereal-time personalization to personalize your:Calls-to-ActionImagesUser ExperienceProduct OffersN o w,l e t s d e c i d e w h a t y o u a r eMost companies have more than enough pre-existingcontent to start.Content can include:Blog PostsCalls-to-ActionEbooks
10、ImagesCase StudiesVideosIts a question of whichpiece fits which targetaudiencewhich phase ofthe CDJ theyre in.Mo s t c o m p a n i e s h a v e m o r e t h a n You can also develop multiple CTAs for a single pieceof content,designed for various audiences.For example,a so ware company CEO might see on
11、e 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.Y o u c a n a l s o d e v e l o p m u l t i p l e For B2B prospects,deliver contentrelevant to the leads particular:B2B Mar
12、ketingVerticalOrganization LocationB2BF o r B 2 B p r o s p e c t s,d e l i v e r c o nFor consumer marketing prospects,o erpersonalized Web experiences based on:LocationPrice SensitivityWhether youre inB2B or consumermarketing,yourprospects receivethe most relevantcontent possible.Product OffersB2C
13、Consumer MarketingF o r c o n s u m e r m a r k e t i n g p r o s p e cWHEREWhere do I personalize?WH E R E Wh e r e d o I p e r s o n a l i z e?A er youve determined who and what to personalize,youll need to decide where to reach prospects with apersonalized approach.We recommend startingwith websi
14、te and emailchannels.MobileOnline AdvertisementOfflineWebsiteEmailA e r y o u v e d e t e r m i n e d w h o 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.Y o u r
15、 w e b s i t e i s a n i m p o r t a n t cReal-time personalization allows you to engageanonymous first-time visitors to your website byidentifying their:IndustriesLocationsDigital BehaviorsCompaniesR e a l-t i m e p e r s o n a l i z a t i o n a l l oDefine the 3 Ws to successfully personalizeyour
16、marketing.Define Your Companys 3 WsPainful ImplementationTime-Consuming MaintenanceAn Arsenal of Brand New ContentMaking real-time personalization tools a part ofyour marketing strategy does not require:D e fin e t h e 3 W s t o s u c c e s s f u l lReal-time personalization tools are builtto OPERATE and OPTIMIZE automatically.R e a l-t i m e p e r s o n a l i z a t i o n t o o lCheck out MarketosReal-Time Personalization.http:/ your 3 Ws and get started today!C h e c k o u t Ma r k e t o s R e a l-T i m e P
