ppt模板素材动画版(8).pptx

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1、WHO, WHAT, AND WHERE CAN YOU PERSONALIZE?,OF PERSONALIZATION,3Ws,THE,Personalization: Appealing and Easy Given customers rising expectations and the di culty of marketing to anonymous prospects, real-time personalization tools are very appealing to marketers.,The good news is that personalization is

2、 easier to implement and run than you think!,1. Identifying a persons relevant a ributes: intent, potential to purchase behavior, prole, and/or rmographics,2. Customizing that persons online experience by presenting the most relevant content and visuals,Personalization Combines Two Things:,1.,How Ca

3、n Personalization Help You, As a Marketer?,It creates more meaningful interactions by serving the right content,2. It educates and nurtures top-of-funnel prospects optimizes budget,that you want to personalize.,Start with the 3 Ws of Personalization If real-time personalization seems complicated, re

4、lax. Youll begin by simply dening the 3 Ws of personalization. Define the:,WHAT,WHO,WHERE,WHO,Who 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, youll focus on firmographics, such as:,Revenue,Vertical

5、 Size,Company Name,If youre a Consumer Marketer, youll personalize your content based on:,Customer Journey,Geo-location,(personalized down to the zip code),Product Interest Price Sensitivity Buying History,Your “Who” can also include your audiences stage in the Customer Decision Journey (CDJ). Your

6、“Who” might be “hot,prospects”anyone in the,Evaluation stage of the sales journey.,Awareness,1.,2.,Interest 3. Evaluation 4. Commitment,WHAT,What should I personalize?,Now, lets decide what you are personalizing. Leveraging content that you already have, you can use real-time personalization to pers

7、onalize your:,Calls-to-Action Images,User Experience Product Offers,Most companies have more than enough pre-existing content to start. Content can include:,Blog Posts Calls-to-Action,Ebooks Images,Case Studies Videos,Its a question of which piece fits which target audiencewhich phase of the CDJ the

8、yre in.,You can also develop multiple CTAs for a single piece of content, designed for various audiences.,For example, a so ware company CEO might see one CTA at the bo om of your homepage, while a healthcare company CEO might see a di erent CTA.,You can combine content, CTAs, and images together,fo

9、r a more personalized,user experience.,For B2B prospects, deliver content relevant to the leads particular:,B2B Marketing,Vertical,Organization,Location B2B,For consumer marketing prospects, o er personalized Web experiences based on:,Location,Price Sensitivity Whether youre in B2B or consumer marke

10、ting, your prospects receive the most relevant content possible.,Product Offers B2C,Consumer Marketing,WHERE,Where do I personalize?,A er youve determined who and what to personalize, youll need to decide where to reach prospects with a personalized approach.,We recommend starting with website and e

11、mail channels.,Mobile Online Advertisement Offline,Website Email,Your website is an important channel because prospects are engaged, a entive, and interested in learning more.,Unfortunately, more than,98% of first-time visitors to your website are anonymous.,Real-time personalization allows you to e

12、ngage anonymous rst-time visitors to your website by identifying their:,Industries,Locations,Digital Behaviors,Companies,Dene the 3 Ws to successfully personalize your marketing.,Dene Your Companys 3 Ws,Painful Implementation,Time-Consuming Maintenance,An Arsenal of Brand New Content,Making real-time personalization tools a part of your marketing strategy does not require:,Real-time personalization tools are built to OPERATE and OPTIMIZE automatically.,Dene your 3 Ws and get started today!,