1、PPT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!1.Identifying a perso
2、nsrelevant a ributes:intent,potential to purchasebehavior,profile,and/orfirmographics2.Customizing that personsonline experience bypresenting the mostrelevant contentand visualsPersonalization Combines Two Things:1.How Can Personalization Help You,As a Marketer?It creates moremeaningful interactions
3、by serving the rightcontent2.It educates andnurturestop-of-funnelprospectsoptimizes budgetStart with the 3 Ws of PersonalizationIf real-time personalization seems complicated,relax.Youllbegin by simply defining the 3 Ws of personalization.Define the:WHATWHOWHEREWHOThe“Who”in personalization is your
4、target audience,which is defined by a combination of a ributes.If youre a B2B Marketer,youll focus on firmographics,such as:Vertical SizeCompany NameIf youre a Consumer Marketer,youll personalize your content based on:Customer JourneyGeo-location(personalized down to the zip code)Product InterestPri
5、ce SensitivityBuying HistoryYour“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.CommitmentWHATNow,lets decide what you are personalizing.Leveraging cont
6、ent that you already have,you can usereal-time personalization to personalize your:Calls-to-ActionImagesUser ExperienceProduct OffersMost companies have more than enough pre-existingcontent to start.Content can include:Blog PostsCalls-to-ActionEbooksImagesCase StudiesVideosIts a question of whichpie
7、ce fits which targetaudiencewhich phase ofthe CDJ theyre in.You can also develop multiple CTAs for a single pieceof content,designed for various audiences.For example,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 c
8、ombine content,CTAs,and images togetherfor a more personalizeduser experience.For B2B prospects,deliver contentrelevant to the leads particular:B2B MarketingVerticalOrganization LocationB2BFor consumer marketing prospects,o erpersonalized Web experiences based on:LocationPrice SensitivityWhether you
9、re inB2B or consumermarketing,yourprospects receivethe most relevantcontent possible.Product OffersB2CConsumer MarketingWHEREA 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
10、.MobileOnline AdvertisementOfflineWebsiteEmailYour 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.Real-time personalization allows you to engageanonymous first-time vis
11、itors to your website byidentifying their:IndustriesLocationsCompaniesDefine the 3 Ws to successfully personalizeyour marketing.Define Your Companys 3 WsPainful ImplementationTime-Consuming MaintenanceMaking real-time personalization tools a part ofyour marketing strategy does not require:Check out MarketosReal-Time Personalization.http:/ your 3 Ws and get started today!
