Download to read offline
More Related Content
Similar to Campaigns that Click: Practical Personalization Strategies to Boost ROI
Campaigns that Click: Practical Personalization Strategies to Boost ROI
- 5.
- 6. Welcome! Content Creation What isthe “right” content? Knowing your customer Understanding your business pain points Test and Learn to improve Maximizing Marketing Budgets
- 7. What if youcould… Save Time Drive Efficiency Create Value Elevate Your Market Position Maximize Your Marketing Spend Value Today, marketers spend as much as 30% of their budgets on content – this content needs to work hard to generate ROI and achieve business goals, but it needs to meet the needs of the audience too A comprehensive strategy can be the difference between content success and failure
- 8. The Reality… 77% of contentis never used* Only 23% of content is adding value Strategically created content, placed in the right channel, at the right time, is essential for any marketing plan *Veeva pulse data, October 2023
- 9. But How? Budgets arelimited There’s no time It’s a long process to develop new content …and on and on
- 10.
- 11. All Personalization isNot the Same Choose your adventure Audience self-selected I know you Customer data driven Historical behavior Based on how the audience has interacted with your brand/site in the past Behavioral Data Page Views Email Activity Cart History Social Activity Event Attendance
- 12. Personalization vs Customization Controlledby the company Data driven No audience input required No Audience effort Controlled by the audience Relies on User Choice Audience input required Effort required by the Audience
- 13. 14 Elements of EffectiveContent The Experience: Well-Defined Content Alignment: Connect Content to Audiences and Channels Your Tech Stack: Gaps, Duplication, Streamlining 1 2 3
- 14. 15 Elements of EffectiveContent The Experience: Well-Defined Content Alignment: Connect Content to Audiences and Channels Your Tech Stack: Gaps, Duplication, Streamlining 1 2 3
- 15. “That” Company Awareness ConsiderationDecision Retention Loyal/ Evangelist Customer Actions Searches online for information Discovers that company through search Completes a quiz on the website Creates login and checks back for updates Uses login and signs up for automatic shipments, subscribes to newsletter Business Goals Customer awareness Drive customer to action Provide info to facilitate a customer decision Motivate frequent visits to the site and additional purchases Continue to exceed customer expectations Customer Goals Find information Solve problem Get a product that solves my problem Product continues to solve my problem I get some benefit from continuing to buy this product and find other products I need/like Pain Points Customer not finding desired info; not able to find accurate info Info is not clear to customer Many other similar products but difficult to compare and find details Could be easier to reorder the product It takes a long time to earn benefits from purchasing the same product Opportunities Business wants to be seen as a segment leader Ensure when found, presents info that is easy to navigate Info presents solid benefits of the product Product is superior to other products available Experience with the product is superior to other providers Touchpoints Web Organic Search Paid Social Email Web Paid Search Paid Social Banner Ads Web Organic Social Email Web Email Banner Ads Paid Social Web Banner Ads Events Newsletter Sentiment Example Experience Map 1
- 16. Workshop: Align onthe Full Experience Ideal Journey Ideation + Gaps Minimum Requirements Prioritization Pre-work Assignment + Current State Walk-thru pre-work assignment responses and discuss current ecosystem including competitor offerings and observations around opportunities Interactive group discussion to include alignment on the central question and audience vision, refining the customer journey, key pain points, key customer touchpoints Define the key capabilities needed to effectively reach the target audience, functionality requirements and technical platform (what does it need to do) Based on the ideal experience, define priorities for the brand leading to the development of an actionable roadmap 1 Who? What? Stakeholders, such as: Business Owners IT/Tech Owners Product Owners Sales or Service Leaders Marketing & Strategy Creative Design and Copy UX/Content Strategy Related Vendors
- 17. Experience Workshop: TypicalDeliverables Experience Map Minimum Requirements for the Ideal Experience High Level Roadmap Workshop Readout Provide executive summary plus workshop recap of the refined experience and opportunities Refined experience map visual based on session inputs Define technical needs for functional and content requirements identified on the ideal journey map Document key milestones and activities on the path to creating the ideal customer experience 1 Next Steps Assigned to Specific Stakeholders
- 18. 19 Elements of EffectiveContent The Experience: Defined Content Alignment: Connect Content to Audiences and Channels Your Tech Stack: Gaps, Duplication, Streamlining 1 2 3
- 19.
- 20. Content Components Inventory MessageMap 2 Communications Plan Include: • Calendar • What messages • Where they’ll appear (channel) • Which Audiences get what/when And, establish KPIs/Metrics Based on the audiences you’ve defined and the desired experience, map messages to your audiences that will most likely drive actions A list of all the content that exists, across all channels, then: • Where are the gaps? • How is it performing? • Are there overlaps? Audience Needs Business Goals
- 21. Repurposing Content Have avideo? Divide it into several blog posts or articles Get audiences the types of content they want – not all audience consume information in the same way Recording a podcast? Film it too, divide into bite-size pieces Have a popular piece of content? Create an email campaign about it or add it to social channels
- 22. 23 Avoid the RepurposeContent Trap Not all content is appropriate for all channels • Social media formats • Platform audience expectations Note • Create content with channels in mind • From a long form video, edit multiple cuts for different channels
- 23. Modular Content Increase flexibility Reduce cost Enrich data& insights Improve Speed to Market
- 24. What Personalization CouldLook Like Awareness Consideration Decision Early Adopter Ready to Try Skeptic 2 ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
- 25. 26 Elements of EffectiveContent The Experience: Well-Defined Content Alignment: Connect Content to Audiences and Channels Your Tech Stack: Gaps, Duplication, Streamlining 1 2 3
- 26. Tech Stacks: Notall are created equal Evaluate your technical platforms or “tech stack” Consider capabilities: • Gaps • Overlaps • Usage 3
- 27.
- 28. Try a Pilot SELECTA LOW-LEVEL EFFORT, HIGH VALUE TEST AND LEARN REFINE FROM LEARNINGS AND GROW YOUR PILOT
Editor's Notes
- #8 Veeva
- #9 ]
- #12 Data that is collected from relevant sources (e.g., customer profile, transactions, etc.) and consolidated for easy access. Specific proposed actions that will instigate engagement with customers based on insights from the data. A carefully orchestrated journey that is specific to each customer segment and audience Personalized content, communication and engagement with customers while maintaining compliance An iterative process that measures performance and effectiveness of campaigns, content and engagement. Personalization is never ‘one and done’, but armed with this insight, learnings can be leveraged to improve and optimize marketing spend.
- #13 https://nytlicensing.com/latest/trends/impressive-content-marketing-statistics/
- #16 Create an experience map for each segment. Include external factors if it makes sense. For example if the experience is about buying a new car, include things like car fax and competitor info.
- #17 Who needs to be there and what does it need to cover?
- #21 You know your audience, now what? You need to link your audiences and channels Then create a communication map that displays what messages are running in what channels for what audiences Carefully analyze your content from a personalization perspective Consider: Audience Messages Channels Content Performance
- #24 Modular content is a great approach to simplifying personalization – you’re creating individual modules, templates and business rules. This enables you to target content to your audiences without creating more content. You start with your claims or RTBs. Overall, you’re able to combine modules into multiple, targeted communications. Use the content across multiple channels with effective channel-based templates. Get better data – see which module combinations are performing the best vs. what isn’t effective. Keep in mind, it does require changes in process to make modcon truly effective.
- #25 Each color might represent a message or set of messages
- #27 Look at the capabilities…do you have the platforms you need? Do you use what you have to the fullest extent? Are there other, streamlined options?
- #31 From a business perspective, personalization makes sense. There is an investment required, making that investment pay off