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Leverage Marketing Channels with Personalization
A Success Story
Initially… Static, Dull
Discounts, Promotions…
Search by what YOU like…
Recommendations…
See what other customers have to say…
#1 Priority…
What interests YOU …
A Real Store with Real People …
Forward Thinking…
Now…  Targeted Email
Customized Landing Page
Product Recommendations
Relevant Messaging
Personalization in Action
Websites Adopting Personalization
Personalization is Proven Tailored messages for a more relevant visitor experience
Personalization Works and is Growing Aberdeen shows that of companies deploying personalization solutions : 88% say they’ll recognize a return on investment 76% agree gains outweigh investment costs 96% agree personalization improves email marketing performance According to Forrester, only 25% of interactive marketers make use of behavioural targeting or personalization strategies
Leverage Marketing Channels with Personalization
SEM/SEO – Discovery, Traffic SEM Marketing Searching For “Sweater”
Unknown… SEM Marketing Searching For “Sweater” Unknown
Email – Communication, Traffic, Loyatly Email Marketing Subscriber
Unknown… Email Marketing Unknown Subscriber
Social Media – Voice of the Customer Social Media Coupon Code
Unknown… Social Media Coupon Code Unknown
Challenges Unknown Unknown Unknown
Online Marketing Challenges Maintaining Message Relevance Visitors arriving through traditional marketing channels quickly become ‘Unknowns’ Silo’d Marketing Initiatives in one channel are often unable to benefit from investment in others Attribution ROI is measured in the ‘now’, with no way to measure impact over time
With Sitebrand
SEM/SEO – Landing Page and Beyond SEM Marketing Searching For “Sweater”
Context! SEM Marketing Searching For “Sweater” Searching For “Sweater”
Email – Landing Page and Beyond Email Marketing Subscriber
Context! Email Marketing Subscriber Subscriber
Social Media – Landing Page & Beyond Social Media Coupon Code
Context! Social Media Coupon Code Coupon Code
Working Together – Relevant! SEM Marketing Social Media Searching For “Sweater” Coupon Code Email Marketing Subscriber Searching for “Sweater” with a coupon code Subscriber
Online Marketing Challenges Maintaining Message Relevance Visitors arriving through traditional marketing channels quickly become ‘Unknowns’ Silo’d Marketing Initiatives in one channel are often unable to benefit from investment in others Attribution ROI is measured in the ‘now’, with no way to measure impact over time
Post-Click Marketing Example ,[object Object]
Single and multiple sessions
Customer lifetime interaction
Search engine optimization
Email marketing
Onsite behaviour,[object Object]
Click to Kiyonna.com website
Browse the site…
Browse the site…
Browse the site…
Sign up for email specials
Exit Kiyonna.com
Targeted email sent
Promoting Bellini Products Exclusive Email Promotion: 20% off
Click to… Bellini Landing Page Exclusive email promotion reminder
Click to… Other Interesting Page(s) Remind… Reinforce… …clickable call to action
Click back to… Bellini Landing Page Continue promotional dialogue
Click to… Bellini Product Page Buy Now to receive discount!

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Présentation SiteBrand - LongBoard Montreal - 21 avril 2010