This document discusses how personalization can transform B2C marketing. It recommends moving from mass advertising to communicating with individuals based on their behaviors and goals across multiple channels. Personalization involves identifying customer attributes and customizing their experiences with relevant content and calls-to-action. Personalization is especially important for considered purchases where buyers do more research over a longer decision cycle. The document provides examples of personalizing the website, email, ads, and mobile experiences based on customer data like location, behavior, and purchase history.
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Change the Face of B2C Marketing with Personalization!
www.marketo.com/personalization
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But it’s not just about a personalized message, but about a 1:1 conversation on the cadence and channels our customers prefer.
We are talking about a world where literally every one of our customers – dozens or hundreds of millions – are on these personal, individual arcs. WHAT is said is personalized to them, WHEN and HOW is personalized for them and it’s all at SCALE
First is dynamic content.
What is dynamic content?
Dynamic content is where you can create a single email and make changes within the single email for each segmentation. The great thing about this is you only have to create one email and just switch out the image or maybe the offer for each segment.
In this example we are segmenting by age, but you can also think about it based on motivations.
Each age group has different preferences when it comes to going on a vacation even if they are all going to the same place.
For the younger crowd, they might be interested in the spring break activities and adventures.
For the middle aged group, they are more interested in family vacations and adventures you can go on with kids.
And finally for the older generation, they could be more interested in relaxation.
Though all three of these groups are getting the same offer – the reasoning behind the offer is different and you can use dynamic content to build these out and segment your database.
James Allen, an online high-end B2C retailer, offers diamond rings, coupled with the finest laboratory graded diamonds, all with exceptional value, use personalization for visitors from different location and based on visitor behavior (number of clicks, visit, search term used.)
Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered personalized home page images and calls to action based on search terms used from search engines when arriving to the website
- Honeymoon search & referral - Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered personalized home page images and calls to action based on search terms used from search engines when arriving to the website
Golf Courses, Packages Search Team - Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered personalized home page images and calls to action based on search terms used from search engines when arriving to the website
Another way to segment is based on interest. For a car company, such as toyota – I might be interested in the prius by visiting the pricing page for the prius. By telling toyota I am interested in a prius, I want to be marketed to about the prius, not the highlander.