Personalization Strategies for Powerful Digital Experience

Transcription

1 Personalization Strategies for Powerful Digital Experience Asmita Singh Vice President, Digital Experience & Marketing Optimization PR Newswire

2 Disruptive Communication is The Reality 1. Fragmented media is the biggest challenge for todays marketers. 2. Consumer s average attention span is only 8 seconds 2. Even more important to get users attention in every message & at every channel. 3. Only 37 % of consumers 1 find content across multiple devices relevant & engaging. Buyers are everywhere Messaging is everywhere 1 - Balancing Act- Getting Personalization Right ComsScore Multi Platform Report, Entrepreneur Article

3 Why is Personalization Important? Personalization places the right content in front of the right audience at the right time, at the right channel, driven by right data. Buyers Communications Personalization Technology & Data

4 PR Newswire s Approach For Building Digital Experience Strategy Buyers Goals Perpetual Demand Generation Strategy Cohesive Digital Experience Across Channels Continuous Optimization

5 PR Newswire created a 7-Step Guide for Demand Generation Buyer Insights Content Architecture Data & Analytics Marketing Technology Inbound & Outbound Marketing Lead Management Organizational Alignment

6 Step 1: Develop Buyer s Insights Build buyer persona architecture Based on external/internal research, identify Buyer segments Pain points Strategic priorities Objectives Operational triggers Create content to serve above identified needs by persona. Buyers Insights Research 1 2 Content Creation by Buying Stages Engage Nurture Convert

7 Output of Step 1: Foundation of Digital Experience Buyer Segments & Persona Architecture. Identified key Buyers Segment Built Persona Architecture Identified Buying Stages

8 Step 2 : Map Content to Buyer Journey by Segment & by Persona Create Content Based On Needs Map Content To Buyers Journey Build Buyer Nurturing Model

9 Step 3: Collect Data & Build Processes Buyers data collection Buyers data progressive forms Data augmentation Behavioral data Web analytics data Third party analytics In house data Financial data/ transactional data Customers data Anonymous User Highly Sophisticated Buyer Profile Segment : Boutique Agency Role : C-Suite Company Size : < 50 Employees Demographic Score : 400 Behavioral : 1200 Lead Qualification Date Stamp: 4/25/2015 Lead Stage : Qualified Hot Activity: PPC> > Website> Lead Form

10 Step 4: Creating Marketing Technology Stack to build Personalized Digital Experience Buyers View Responsive Websites Microsites Apps Ad Units Social s Marketers View Marketing Automation Paid Marketing Earned Media Digital Experience CRM Technology View User Authentication s Editorial Platform Internal Applications User Authentication s Data & Analytics

11 Personalization Implementation : Merging Data & Content Using Technology Apply buyer s insights for personalizing content in inbound/outbound marketing using content architecture across channels. Marketo stores buyers profiles. Make bi-directional information share between Marketo & channels. Content mapping nurturing model by buying stages and buying segments are applied across channels. Nurture models replicated across channels Optimization based on content performance and buying behavior. ROI focused optimizations by channel.

12 Examples of Inbound/Outbound Personalization Website Personalization Personalized content based on persona & buying stages Recommendation of content based on behavioral data and persona Personalization nurturing based on persona & buying stages Newsletters and drip nurture tracks Digital Paid Personalization Content nurturing based on persona & buying stages Pay per click ( Google, Yahoo, Bing), Unified Social, LinkedIn, Twitter Webinars (targeted audience & personalized engagement) Multichannel Content Promotion Personalization Amplify performance by multichannel planned promotion

13 Website: Progressive Data Collection for User Profile Progressive profiling & auto fill Build user profile in Marketo Explicit ask Implicit (data append) Behavioral data

14 Website: Content Personalization on prnewswire.com Knowledge center has 2 types of content What I NEED TO KNOW Editorial pick Best performing content Blog recommendations What I WANT TO KNOW Implicit personalized content based on buyer profile and behavior WMA stores API cookie data from Marketo and maps CMS content variables. 1- What I NEED TO KNOW 2- What I WANT TO KNOW

15 Website: Personalized Recommendations on PRNEWSWIRE.COM/BLOG Blog is considered strategic engagement channel for attracting early stage buyers. Buyers mapped content offers are recommended on blog based on Buyers profile Buyers behavior/stage Increased Knowledge Center impressions and content offers downloads by 1 %.

16 Results : Website Results Attributed To Personalization Website is the top performing channel for demand generation. 73 % Increase On Average Monthly Visits To Knowledge Center. 66 % Increase In Organic Visits (All Search Engines) To Knowledge Center. 84 % Increase in Google Driven Traffic. 144% Increase In Mobile Driven Traffic To Knowledge Center. 55 % Increase In Return Visits (Engagement Increased)

17 Results : Website Results Attributed To Personalization Buyers Ready to Send a Release At the right buying stage buyers accelerate to take convert 72 % increase in traffic sent to send A press release (accelerator path from knowledge center ). 93 %increase to contact us page from KC (accelerator path from KC).

18 Personalization: Nurture via Marketo Outbound Nurture Once the buyers data is in Marketo, nurture model is applied. Users receive personalized at pre-defined cadence progressing them to next buying stage content via . Conversation tracks are defined for each segment. Subscription/ Drip Nurture Newsletters Buyers can subscribe blog newsletters customized by persona. Drip nurture bi weekly newsletter CMS (Content Store) Content Connector Populates Marketo Token Newsletter Creation by Segment and by Persona

19 Digital Personalization :Strategy for Digital Paid Buyer Segments Content Mapping by Segment & by buying Stages Nurture Model Optimization Apply content architecture model on paid digital Content offers promoted in PPC, Bing, Yahoo to targeted persona & buying stages. Content nurture model is replicated on paid ( if/then statements) Re-targeting Bizo script code is placed in each page, which tracks visitor information and saves them in their own system. Next time if the same visitor goes to Bizo network websites, the content will be personalized based on saved information. Content nurture model is replicated on re-targeting network. Social paid Serve content by segment & persona, tracking back to Marketo Webinars Webinars are also used for progressing buyers through stages.

20 Results: Personalized Multichannel Content Promotion Personalized Messaging Across PAID/OWNED/EARNED Media Mix Resulted in 256 % More Impressions & 168 % More Downloads, Compared To Other Content Which Were Just Promoted On One Channel. PPC Ads Website Section Press Release

21 Forward Looking Digital Experience Cohesive Global Digital Experience Build open abstract technology layer for scalable architecture and information share. Predictive & Individualized experience Mobile First Serve personalized content on all possible devices Apple iwatch! Expand buyers profile model on other channels Currently doing CMS POC on organic LinkedIn information share on website Live Person (live chat), service oriented integration Adobe s account based marketing ( real-time personalization) Buyer identification from distribution network

22 Key Takeaways Buyers prefer personalized content & cohesive digital experience Personalization is important to increase efficiency & effectiveness of marketing efforts/spend Progressive data collection helps enrich buyer profile to aid personalization and improve digital experience Content mapping rules are defined based on buyer segments & their core needs Buyer segments, hence content mapping rules, are always evolving Technology plays a key role in building multichannel personalized digital experience. Personalization along with lead management & organizational alignment help build a closed loop purchase cycle

23 Q&A For More Details Visit : or Contact Asmita.Singh@PRNewswire.com Twitter:@asmita016