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Richard
Harpham
VP Marketing
Cloudwords
@CloudWordsInc
A MARKETER’S CALL TO ACTION:
WE WANT PERSONALIZATION
Hana Abaza
VP ...
#mpb2b @hanaabaza @cloudwordsinc
CONTENT
IS KING
#mpb2b @hanaabaza @cloudwordsinc
PUBLISH.
#mpb2b @hanaabaza @cloudwordsinc
ALL OF THE TIME.
PUBLISH.
#mpb2b @hanaabaza @cloudwordsinc
WE NEED BETTER
CONTENT,
NOT MORE CONTENT
#mpb2b @hanaabaza @cloudwordsinc
Great content is useful,
inspired and pathologically
empathetic to the needs of the
peopl...
#mpb2b @hanaabaza @cloudwordsinc
HOW DO WE
LEVERAGE CONTENT
TO GET MEASURABLE
RESULTS?
#mpb2b @hanaabaza @cloudwordsinc
GREAT CONTENT
ISN’T ENOUGH
#mpb2b @hanaabaza @cloudwordsinc
We need to focus on creating a
RELAVENT
CONTENT
EXPERIENCE
#mpb2b @hanaabaza @cloudwordsinc
USER EXPERIENCE
(But we all know this… right?)
What does this mean?
#mpb2b @hanaabaza @cloudwordsinc
PERSONALIZING AND
TAILORING THE EXPERIENCE
• Topic & tone
What does this mean?
• Calls-to...
#mpb2b @hanaabaza @cloudwordsinc
WHAT IS
CONTENT’S ROLE?
#mpb2b @hanaabaza @cloudwordsinc
To build
RELATIONSHIPS
#mpb2b @hanaabaza @cloudwordsinc
YOU CAN’T DO THAT BY TREATING
EVERYONE THE SAME
PERSONLIZE CONNECT
#mpb2b @hanaabaza @cloudwordsinc
Our reality is changing
#mpb2b @hanaabaza @cloudwordsinc
The increasingly global nature of a
company’s revenue generating footprint is
changes exp...
#mpb2b @hanaabaza @cloudwordsinc
With Volume
COMES CHANGE
#mpb2b @hanaabaza @cloudwordsinc
CONTENT DELIVERY SPEED
LOCALIZATION
FOR A TYPICAL
NEWSLETTER
TRANSLATED INTO
12 LANGUAGES...
#mpb2b @hanaabaza @cloudwordsinc
EVERY DAY
AN ASSET IS
NOT IN THE
MARKET
CONTENT DELIVERY SPEED
A DAY
LESS OF
SALES TIME
=
#mpb2b @hanaabaza @cloudwordsinc
CHALLENGES
#mpb2b @hanaabaza @cloudwordsinc
• Prioritization• Content Shock
CHALLENGES
#mpb2b @hanaabaza @cloudwordsinc
Segmentation
VS
Personalization
VS
Hyper-local personalization
THE LINGO
#mpb2b @hanaabaza @cloudwordsinc
What does hyper-localization mean?
Transcreation or Glocalization of content is
about fid...
#mpb2b @hanaabaza @cloudwordsinc
WHAT CAN WE DO?
#mpb2b @hanaabaza @cloudwordsinc
OPTIMIZE THE
EXPERIENCE
WHAT CAN WE DO?
CREATE AN
EMOTIONAL LINK
BUILD YOUR
INFRASTRUCTUR...
#mpb2b @hanaabaza @cloudwordsinc
TAILOR THE
EXPERIENCE
OPTIMIZE THE EXPERIENCE
1
UNDERSTAND
THE CONTEXT
COMPELL
ENGAGEMENT
#mpb2b @hanaabaza @cloudwordsinc
TAILOR THE
CONTENT
EXPERIENCE
#mpb2b @hanaabaza @cloudwordsinc
Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type...
#mpb2b @hanaabaza @cloudwordsinc
#mpb2b @hanaabaza @cloudwordsinc
Personalized message
Relavent
content &
CTAs
#mpb2b @hanaabaza @cloudwordsinc
• Learn from Ikea!
• Where should people go next?
• Recommend Content
• Leverage call-to-...
#mpb2b @hanaabaza @cloudwordsinc
CONTE
XT
#mpb2b @hanaabaza @cloudwordsinc
…is
everything.
#mpb2b @hanaabaza @cloudwordsinc
Generic

#mpb2b @hanaabaza @cloudwordsinc
Tailored

#mpb2b @hanaabaza @cloudwordsinc

#mpb2b @hanaabaza @cloudwordsinc

#mpb2b @hanaabaza @cloudwordsinc
SPEAK THE SAME LANGUAGE
CREATE AN EMOTIONAL LINK
2
#mpb2b @hanaabaza @cloudwordsinc
If you talk to a man in a
language he understands,
that goes to his head. If you
talk to ...
#mpb2b @hanaabaza @cloudwordsinc
spend most or all of their
time on websites in their
own language.
SPEAK THE SAME LANGUAG...
#mpb2b @hanaabaza @cloudwordsinc
said they would be more likely to
buy a product with information
in their own language.
S...
#mpb2b @hanaabaza @cloudwordsinc
CREATE AN EMOTIONAL LINK
2
SPEAK THE SAME LANGUAGE
said that the ability to obtain
inform...
#mpb2b @hanaabaza @cloudwordsinc
Regional/Field
Team
Content
Reviewers
Translation
Vendor Portal
Email
FTP
.XLS
Website
Tr...
#mpb2b @hanaabaza @cloudwordsinc
ACCELERATE, SIMPLIFY, AND REDUCE THE COSTS
OF GETTING YOUR CAMPAIGNS, CONTENT, AND CONVER...
#mpb2b @hanaabaza @cloudwordsinc
MARKETING
BUILDING YOUR INFRASTRUCTURE
3
 Marketing Automation
 Content Management
 Pe...
#mpb2b @hanaabaza @cloudwordsinc
MARKETING
AUTOMTION
CONTENT
MANAGEMENT
PERSONALIZATION
SOFTWARE
#mpb2b @hanaabaza @cloudwordsinc
CONCLUSION
A GLIMPSE
INTO THE
FUTURE…
THE RIGHT
CONTENT AT
THE RIGHT TIME
(in the right
l...
THANK YOU!
A Marketer's Call to Action: We Want Personalization
A Marketer's Call to Action: We Want Personalization
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A Marketer's Call to Action: We Want Personalization

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Marketing personalization has been a topic for years. But with the evolution of technology in marketing, personalization is no longer just a topic -- it is a marketer’s call to action. Today, content is the foundation of all aspects of marketing. And personalization of content is expected to be part of every aspect of the content experience. In this exciting session you will learn how to integrate personalization into your content strategy. You’ll also discover where personalization is headed so that you can be ready for the world of hyper-personalization.

Veröffentlicht in: Marketing
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A Marketer's Call to Action: We Want Personalization

  1. Richard Harpham VP Marketing Cloudwords @CloudWordsInc A MARKETER’S CALL TO ACTION: WE WANT PERSONALIZATION Hana Abaza VP Marketing Uberflip @HanaAbaza
  2. #mpb2b @hanaabaza @cloudwordsinc CONTENT IS KING
  3. #mpb2b @hanaabaza @cloudwordsinc PUBLISH.
  4. #mpb2b @hanaabaza @cloudwordsinc ALL OF THE TIME. PUBLISH.
  5. #mpb2b @hanaabaza @cloudwordsinc WE NEED BETTER CONTENT, NOT MORE CONTENT
  6. #mpb2b @hanaabaza @cloudwordsinc Great content is useful, inspired and pathologically empathetic to the needs of the people you’re trying to reach. Ann Handley, CCO at Marketing Profs and author of Everybody Writes “
  7. #mpb2b @hanaabaza @cloudwordsinc HOW DO WE LEVERAGE CONTENT TO GET MEASURABLE RESULTS?
  8. #mpb2b @hanaabaza @cloudwordsinc GREAT CONTENT ISN’T ENOUGH
  9. #mpb2b @hanaabaza @cloudwordsinc We need to focus on creating a RELAVENT CONTENT EXPERIENCE
  10. #mpb2b @hanaabaza @cloudwordsinc USER EXPERIENCE (But we all know this… right?) What does this mean?
  11. #mpb2b @hanaabaza @cloudwordsinc PERSONALIZING AND TAILORING THE EXPERIENCE • Topic & tone What does this mean? • Calls-to-action • Language
  12. #mpb2b @hanaabaza @cloudwordsinc WHAT IS CONTENT’S ROLE?
  13. #mpb2b @hanaabaza @cloudwordsinc To build RELATIONSHIPS
  14. #mpb2b @hanaabaza @cloudwordsinc YOU CAN’T DO THAT BY TREATING EVERYONE THE SAME PERSONLIZE CONNECT
  15. #mpb2b @hanaabaza @cloudwordsinc Our reality is changing
  16. #mpb2b @hanaabaza @cloudwordsinc The increasingly global nature of a company’s revenue generating footprint is changes expectations for frequent locally personalized content.
  17. #mpb2b @hanaabaza @cloudwordsinc With Volume COMES CHANGE
  18. #mpb2b @hanaabaza @cloudwordsinc CONTENT DELIVERY SPEED LOCALIZATION FOR A TYPICAL NEWSLETTER TRANSLATED INTO 12 LANGUAGES OVER 20DAYSTO TURNAROUND
  19. #mpb2b @hanaabaza @cloudwordsinc EVERY DAY AN ASSET IS NOT IN THE MARKET CONTENT DELIVERY SPEED A DAY LESS OF SALES TIME =
  20. #mpb2b @hanaabaza @cloudwordsinc CHALLENGES
  21. #mpb2b @hanaabaza @cloudwordsinc • Prioritization• Content Shock CHALLENGES
  22. #mpb2b @hanaabaza @cloudwordsinc Segmentation VS Personalization VS Hyper-local personalization THE LINGO
  23. #mpb2b @hanaabaza @cloudwordsinc What does hyper-localization mean? Transcreation or Glocalization of content is about fidelity of the message maintaining the context of the brand and customer offer
  24. #mpb2b @hanaabaza @cloudwordsinc WHAT CAN WE DO?
  25. #mpb2b @hanaabaza @cloudwordsinc OPTIMIZE THE EXPERIENCE WHAT CAN WE DO? CREATE AN EMOTIONAL LINK BUILD YOUR INFRASTRUCTURE COORDINATE 1 2 3 4
  26. #mpb2b @hanaabaza @cloudwordsinc TAILOR THE EXPERIENCE OPTIMIZE THE EXPERIENCE 1 UNDERSTAND THE CONTEXT COMPELL ENGAGEMENT
  27. #mpb2b @hanaabaza @cloudwordsinc TAILOR THE CONTENT EXPERIENCE
  28. #mpb2b @hanaabaza @cloudwordsinc Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona By Segment By Account Content must be organized so that people can find what they need.
  29. #mpb2b @hanaabaza @cloudwordsinc
  30. #mpb2b @hanaabaza @cloudwordsinc Personalized message Relavent content & CTAs
  31. #mpb2b @hanaabaza @cloudwordsinc • Learn from Ikea! • Where should people go next? • Recommend Content • Leverage call-to-actions CREATE AN ENGAGEMENT PATH
  32. #mpb2b @hanaabaza @cloudwordsinc CONTE XT
  33. #mpb2b @hanaabaza @cloudwordsinc …is everything.
  34. #mpb2b @hanaabaza @cloudwordsinc Generic 
  35. #mpb2b @hanaabaza @cloudwordsinc Tailored 
  36. #mpb2b @hanaabaza @cloudwordsinc 
  37. #mpb2b @hanaabaza @cloudwordsinc 
  38. #mpb2b @hanaabaza @cloudwordsinc SPEAK THE SAME LANGUAGE CREATE AN EMOTIONAL LINK 2
  39. #mpb2b @hanaabaza @cloudwordsinc If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart. “ Nelson Mandela
  40. #mpb2b @hanaabaza @cloudwordsinc spend most or all of their time on websites in their own language. SPEAK THE SAME LANGUAGE CREATE AN EMOTIONAL LINK 2 72.1%OF CONSUMERS
  41. #mpb2b @hanaabaza @cloudwordsinc said they would be more likely to buy a product with information in their own language. SPEAK THE SAME LANGUAGE CREATE AN EMOTIONAL LINK 72.4%OF CONSUMERS 2
  42. #mpb2b @hanaabaza @cloudwordsinc CREATE AN EMOTIONAL LINK 2 SPEAK THE SAME LANGUAGE said that the ability to obtain information in their own language is more important than price 56.2% OF CONSUMERS
  43. #mpb2b @hanaabaza @cloudwordsinc Regional/Field Team Content Reviewers Translation Vendor Portal Email FTP .XLS Website Training/Learning Management Systems Collateral for Internal & External Use Vendor Portal Marketing Communicatio ns Demand Generation Web and Digital EMEA Translator(s) APAC Translator(s) Americas, Other Translator(s) HIGH COSTS UNTAPPED DEMAND NOT ENOUGH CONTENT FOR ALL MARKETS POOR USE OF EMPLOYEES’ TIME TEDIOUS CUTTING & PASTING INCONSISTENT MESSAGE ACROSS MARKETS SLOW GLOBAL ROLL-OUTS Stuck in Old Localization Processes
  44. #mpb2b @hanaabaza @cloudwordsinc ACCELERATE, SIMPLIFY, AND REDUCE THE COSTS OF GETTING YOUR CAMPAIGNS, CONTENT, AND CONVERSATIONS INTO THE LANGUAGES OF YOUR TARGET AUDIENCES Centralized multilingual glossary and Style guides Central control, local empowerment ACHIEVE GLOBAL BRAND CONSISTENCY Pre-built integrations to easily connect to your tools Open API Automated content LEVERAGE TECHNOLOGY INVESTMENTS Translation vendor Marketplace Centrally hosted Translation Memory OneTM™ MANAGE COSTS TO GET TO MORE MARKETS Automated workflow No copy & paste In-context review Collaboration and communication ACCELERATE THE TIME TO GET ASSETS TO MARKET Reporting and analytics Localization spend Time-to-market efficiencies CREATE VALUABLE VISIBILITY
  45. #mpb2b @hanaabaza @cloudwordsinc MARKETING BUILDING YOUR INFRASTRUCTURE 3  Marketing Automation  Content Management  Personalization ToolsSTACK
  46. #mpb2b @hanaabaza @cloudwordsinc MARKETING AUTOMTION CONTENT MANAGEMENT PERSONALIZATION SOFTWARE
  47. #mpb2b @hanaabaza @cloudwordsinc CONCLUSION A GLIMPSE INTO THE FUTURE… THE RIGHT CONTENT AT THE RIGHT TIME (in the right language) NO SIFTING REQUIRED
  48. THANK YOU!

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