WHO, WHAT, AND WHERE CAN YOU PERSONALIZE?OF PERSONALIZATION3W’sTHE
Personalization: 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 that personalization iseasier to implement and run than you think!{}
1.Identifying a person’srelevant a ributes: intent,potential to purchasebehavior, profile, and/orfirmographics 2.Customizing that person’sonline experience bypresenting the mostrelevant contentand visualsPersonalization Combines Two Things:
1.How Can Personalization Help You, As a Marketer?It creates moremeaningful interactionsby serving the rightcontent 2. It educates and nurtures top-of-funnel prospectsoptimizes budget
that you want to personalize. Start with the 3 W’s of PersonalizationIf real-time personalization seems complicated, relax. You’llbegin by simply defining the 3 W’s of personalization. Define the:WHATWHOWHERE
WHOWho do I personalize for?
The “Who” in personalization is your target audience,which is defined by a combination of a ributes. If you’re a B2B Marketer, you’ll focus on firmographics, such as:RevenueVertical SizeCompany Name
If you’re a Consumer Marketer, you’ll personalize your content based on:Customer JourneyGeo-location(personalized down to the zip code)Product InterestPrice Sensitivity Buying History
Your “Who” can also include your audience’s stage inthe Customer Decision Journey (CDJ). Your “Who” might be “hotprospects”—anyone in theEvaluation stage of the sales journey.Awareness1.2.Interest 3. Evaluation 4. Commitment
WHATWhat should I personalize?
Now, let’s decide what you are personalizing.Leveraging content that you already have, you can usereal-time personalization to personalize your:Calls-to-Action ImagesUser Experience Product Offers
Most companies have more than enough pre-existingcontent to start. Content can include: Blog PostsCalls-to-ActionEbooks ImagesCase Studies Vi
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