TealiumCast Webinar: The Rise of One Size Fits No One: The Importance of Personalization in Driving Superior Results

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Marketing

Published on March 7, 2014

Author: tealium

Source: slideshare.net

Description

For years marketers have been talking about the benefits of talking to different audiences in different ways to maximize results. It is tough to argue against that approach, yet marketers are too often still creating generic visitor experiences and missing out on opportunities to truly connect with customers and prospects.

Hear what is holding marketers back from offering one-to-one experiences; ways to overcome common barriers; and tools and techniques for tailoring online and offline experiences to maximize success and client satisfaction.

KEY TAKEAWAYS:

Why generic messaging is a common trap, including clear-cut examples of where marketers have gone wrong
The 8 reasons why marketers struggle to offer more relevant customer experiences
Tools and techniques for achieving more profitable customer interactions
The difference between profile, behavior and segment-based customer targeting
Achieving real-time personalization through unified marketing

The Rise of One Size Fits No One The Importance of Personalization in Driving Superior Results Jason Burby Tracy Hansen Chief Performance Marketing Officer @JasonBurby Chief Marketing Officer @digitaltracy

About Tealium • Largest enterprise tag management company – Over 350 customers – 150+ employees – 40 person engineering team – Industry’s largest education team NAMED ONE OF AMERICA’S MOST PROMISING COMPANIES Forbes, January, 2014 • Proven, digital marketing-savvy management team that has worked together before – CEO has taken two companies public WINNER, GLOBAL 100 Red Herring Tech November, 2013 • Well funded ($27M) via Battery Ventures, Tenaya, Presidio Ventures – Omniture, BazaarVoice, Marketo, ExactTarget • Fanatical about customer success RECOGNIZED AS ‘HIGHLY INNOVATIVE’ VENDOR Understanding Tag Management Tools and Technology Forrester Research, 2012

Agenda • • • • • • • Introductions Common Sense Marketing Examples of Failure Top 8 Reasons Marketers Struggle Ways to Target Takeaways Q&A

WE ARE POSSIBLE.

JASON BURBY GLOBAL CHIEF PERFORMANCE MARKETING OFFICER PRESIDENT, AMERICAS POSSIBLE A CREATIVE AGENCY THAT CARES ABOUT RESULTS.

OUR PHILOSOPHY ISN’T A STATEMENT, IT’S A QUESTION. DOES IT WORK?

MORE THAN 1400 PEOPLE IN 12 COUNTRIES AND 25 OFFICES. WPP DIGITAL’S LARGEST AGENCY.

WE HAVE AN INCREDIBLE GLOBAL CLIENT LIST

ONE SIZE FITS NO ONE

WE KNOW THROUGH BUSINESS, PERSONAL EXPERIENCE & COMMON SENSE THAT…

WE KNOW THROUGH BUSINESS, PERSONAL EXPERIENCE & COMMON SENSE THAT… TAILORED MESSAGES PERFORM BETTER THAN NONTAILORED MESSAGES.

Parents?

Drive a Foreign Car?

Live East of the Mississippi?

Are or Have Been Pregnant?

Are under 30?

Are under 30ish?

Married?

Elite Member of Airline Frequent Flyer Program?

Never Purchased Shoes Online?

“RAISE YOUR HAND” IF… • Parents • Drive a Foreign Car • Live East of the Mississippi • Are or Have been Pregnant • Own an iPhone • Are under 30ish • Married • Elite Member of Airline Frequent Flier • Never Purchased Shoes Online

There are many many things that shape who we are, what matters to us (at a point in time) and what drives passion, focus and priority. One size fits no one

Treating EVERYONE the same

Examples of Failure Promoting online banking when that is ALL I do… LOOKING FOR EXAMPLES LOOKING FOR VISUAL EXAMPLE

Examples of Failure Promoting online banking when that is ALL I do… LOOKING FOR EXAMPLES LOOKING FOR VISUAL EXAMPLE

Examples of Failure Promoting online banking when that is ALL I do… LOOKING FOR EXAMPLES LOOKING FOR VISUAL EXAMPLE

Examples of Failure Promoting online banking when that is ALL I do… LOOKING FOR EXAMPLES LOOKING FOR VISUAL EXAMPLE

Examples of Failure Promoting online banking when that is ALL I do… LOOKING FOR EXAMPLES LOOKING FOR VISUAL EXAMPLE

Examples of Failure Promoting online banking when that is ALL I do… LOOKING FOR EXAMPLES LOOKING FOR VISUAL EXAMPLE

Examples of Failure Promoting online banking when that is ALL I do… LOOKING FOR EXAMPLES LOOKING FOR VISUAL EXAMPLE

Examples of Failure Promoting online banking when that is ALL I do… LOOKING FOR EXAMPLES LOOKING FOR VISUAL EXAMPLE

Examples of Failure Trying to Meet Everyones Needs – Pontiac Aztec

Examples of Failure Trying to Meet Everyones Needs – Pontiac Aztec

Examples of Failure Trying to Meet Everyones Needs – Pontiac Aztec

TOP 8 REASONS WHY MARKETERS STRUGGLE

Issue #1 Lack of Defined, Documented and Shared Business Goals & Targets

Ways to Overcome: • Alignment • Focus • Champion

Ways to Overcome: • Alignment • Focus • Champion

Issue #2 Lack Consistent, Accurate & High Quality Data (Around Business Goals)

Ways to Overcome: • Tag Management • Focus on Goal Performance • Invest in People

Issue #3 Over-Investment in Data and Reporting Versus Taking Action

Ways to Overcome: • Focus on transforming data into actionable opportunities • Shift focus from data to action

Issue #4 Marketers Aren’t Enabled to Make Changes Quickly and Easily.

Ways to Overcome: • Over-reliance on IT • Shift Processes/Culture • Invest in Action Enablers

Issue #5 Lack of Holistic View of Customer/ Prospect (Online and Offline)

Ways to Overcome: • Avoid organizational silos • Think holistically about interactions/experi ences • Tailor messages • Tealium AudienceStream

Issue #6 Moving Too Quickly – limited resources/budget constant focus on the NEXT initiative

Ways to Overcome: • Focus on fewer things (tied to goals) • Ongoing Optimization Approach • Reserve Budget • Dynamic Prioritization

Issue #7 Where to Start When Creating Segments?

Ways to Overcome: • Start Small • Focus on What Matters (Goals) • Leverage Technology

Issue #8 Concerns that different versions of content for different people can’t be rolled out.

Ways to Overcome: • Retargeting media technologies • Many CMS have basic targeting capabilities • Multiple different targeting solutions and price points to tailor messaging.

DEFINE DISCOVER DISTRIBUTE

WAYS TO TARGET Behavioral Based + Profile Based (Demographic/Psychographics) = Segment/Persona Based • Content interest (political junkies vs. sports enthusiasts) • Product category interest (appliances vs. furniture) • Gender • Repeat customers • VIP customers (high lifetime value) • Window shoppers • Cart abandoners • Blog readers • Newsletter subscribers • LiveChat users

WAYS TO TARGET Behavioral Based Examples: • • • • • • • Previous Purchases Previous Visits Activity Interaction Multiple Purchases Campaign Referral

WAYS TO TARGET Profile Based (Demographic/Psychographics) Examples: • • • • • • • Gender Interests Location Age Income Industry Education

WAYS TO TARGET Segment/Persona Based Examples: • • • • VIP Appliance Shopper Loyalist Platinum Member When done correctly marketers can deliver a unified marketing experiences across all touch points.

Salesforce.com Web Site Direct Mail Media Mix Modeling Sales Teams Smart TV CRM Programs Tablets Out of Home Creative & Strategy Teams Email Programs Call Center App/Mobile Automated Marketing Social CRM (LinkedIn, etc) Loyalty Programs Media Retargeting In Store In Person

AWARENESS INSPIRE CONSIDERATION INTENT PURCHASE EMPOWER EXPERIENCE LOYALTY ADVOCACY ADVOCATE

Summary

Summary A Stumbling Blocks to Overcome: 1. Issue #1 – Lack of Defined, Documented & Shared Business Goals & Targets 2. Issue #2 – Lack Consistent, Accurate & High Quality Data (Around Business Goals) 3. Issue #3 – Over-Investment in Data & Reporting Versus Taking Action 4. Issue #4 – Marketers Aren’t Enabled to Make Changes Quickly and Easily. 5. Issue #5 – Lack of Holistic View of Customer/Prospect (Online & Offline) 6. Issue #6 – Moving too Quickly – limited resources/budget constant focus on NEXT initiative 7. Issue #7 – Where to Start When Creating Segments? 8. Issue #8 – Concerns that different versions of content for different people can’t be rolled out. For Those Who Viewed it Half Empty

Summary B Opportunities: 1. Opportunity #1 – Define, Document & Share Business Goals & Targets 2. Opportunity #2 – Ensure Consistent, Accurate & High Quality Data (Around Business Goals) 3. Opportunity #3 – Invest in Taking Action on Data 4. Opportunity #4 – Shift Processes to Ensure We (as marketers) can Make Changes Quickly and Easily 5. Opportunity #5 – Strive for a Holistic (Online & Offline) View of Customers/Prospects 6. Opportunity #6 – Take the Time to Optimize/Maximize Before Moving On. 7. Opportunity #7 – Start by Creating Some Basic Segments Based on Goals 8. Opportunity #8 – Leverage existing technology (available for every platform) to deliver tailored experiences. For Those Who Viewed it Half Full

Summary C Opportunities: 1. Issue #1 – Lack of Defined, Documented & Shared Business Goals & Targets 2. Opportunity #2 – Ensure Consistent, Accurate & High Quality Data (Around Business Goals) 3. Opportunity #3 – Invest in Taking Action on Data 4. Issue #4 – Marketers Aren’t Enabled to Make Changes Quickly and Easily. 5. Opportunity #5 – Strive for a Holistic (Online & Offline) View of Customers/Prospects 6. Opportunity #6 – Take the Time to Optimize/Maximize Before Moving On. 7. Issue #7 – Where to Start When Creating Segments? 8. Issue #8 – Concerns that different versions of content for different people can’t be rolled out.

Zusammenfassung D Chancen: 1. Ausgabe # 1 - Mangel an definierten, dokumentierten & Shared Business Goals & Ziele 2. Möglichkeit # 2 - Stellen Sie sicher, konsistente, genaue und hohe Qualität der Daten (Rund Business Goals) 3. Möglichkeit # 3 - Investieren Sie in ein Vorgehen gegen Daten 4. Issue # 4 - Marketers sind nicht aktiviert, um Änderungen schnell und einfach. 5. Gelegenheit # 5 - Bemühen Sie sich um eine ganzheitliche (Online & Offline-) Blick auf Kunden / Aussichten 6. Gelegenheit # 6 - Nehmen Sie die Zeit bis / maximieren bevor optimieren. 7. Ausgabe # 7 - Wo Sie beginnen beim Erstellen Segmente? 8. Ausgabe # 8 - Die Sorge, dass verschiedene Versionen von Inhalten für unterschiedliche Menschen kann nicht ausgerollt werden.

Key Takeaways • Customizing messages to audiences will improve your success • Make it a goal to start treating people differently • Unified Marketing across all channels is key to maximizing impact. • Website, media, social, mobile, offline, in-store, call center, etc.. • Embrace Common Sense Marketing • Slow down

Where to Begin – THIS WEEK • Think about Culture/Process Changes to Tackle • Write down the first three segments/personas that YOU think have the greatest potential impact to target. • What does Unified Marketing mean to YOUR Business and Customers?

Alternative... • We (as marketers) need to start taking advantage of the technology to better speak to our customer, prospects and partners. • If we continue to try to serve everyone, EVERYTHING we are all in trouble…

Next Webinar: April 16 Smashing Data Silos Integrating Marketing and IT Data to Gain a Holistic View of the Customer

Thank you Jason Burby Tracy Hansen Chief Performance Marketing Officer jason@possible.com @JasonBurby Chief Marketing Officer @digitaltracy

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