Not long ago, websites served the same exact content to each and every visitor, regardless of location or online behavior. But websites like Amazon and advertising platforms like Google Adwords are famous for breaking into a new era of the web, pioneering the concept of a personalized web experience. Find out how to develop the same personalized web experiences on your own website. Learn more about Liferay's robust WCMS platform: http://www.liferay.com/engage Liferay, Inc.: http://www.liferay.com/

2. Roadmap

3. Whatis
UX?

4. Whatis
UX?User Experience (UX)
is a person’s attitudes
and emotions about
using a particular product.

5. UX is
not...
Designing a pretty site

6. There are many aspects of a
user's experience that we can never control.

7. We can’t design the user experience, we design
the product that creates the experience.

8. UX is about the
big picture and flow

9. UX is also about the
microinteractions and
details

10. Many websites sit somewhere
between usable and enjoyable…

11. …but to take your UX to the next level,
you need to add personalization

12. A personal touch is as effective at
developing
relationships
in the online world as it is
in the offline world.

13. How do you create a
personal web experience?
with Content
Targeting

14. Whatis
content
targeting?

15. Whatis
content
targeting?
Content Targeting is giving
the right people the right content
at the right time.

16. Why is Content
Targeting useful?
You can give different users different content
based on their specific needs.

17. Important Questions
to ask before
Targeting Your Content
Who are you trying to engage?
What information is important to them?
Is the content they are receiving effective?

18. The Content Targeting Cycle

19. Benefits of
content targeting
• Improves UX because it makes a
user’s experience more personal
• Increases audience engagement because
it offers users more relevant content
• Increases quantity and quality of leads
because call to actions are more effective

20. How do we use
Content Targeting
for liferay.com?

21. Location, Industry, Persona
Liferay targets users based on their location, industry, and persona

22. Location-based targeting
Who are you trying to engage?
Users from specific countries or regions
What information is important to them?
Events in their region

23. location-based targeting
in action

24. industry-based targeting
Who are you trying to engage?
Users from Financial Services, Manufacturing,
and Healthcare industries
What information is important to them?
Educational content related to their industry

25. industry-based targeting
in action

26. what is persona-based
targeting?
Using a user’s buyer persona to
determine what content they see

27. what is a persona?
Personas are fictional characters created to
represent the different user types that might
use a site, brand, or product in a similar way.

28. persona-based targeting?
Who are you trying to engage?
Users with specific knowledge or roles
within their company
What information is important to them?
Content relevant to their needs

29. persona-based targeting
in action

30. How can you
implement content
targeting
with Liferay 6.1?

31. Record, review, render
How can you implement content targeting with Liferay 6.1?
Record the
information
that you need
Review the
gathered
information
about the user
Render specific
content based on
the user type

32. record
You can record user information by:
• Adding custom fields to a user’s profile
- e.g., country, persona, title
• Capturing visitor attributes such as IP addresses
• Bringing in user data from 3rd party software

33. Review
Check the information you gather to ensure
you have clean, useful data.

34. Review

35. Review
See how liferay.com reviews user information.

36. render
Render specific content based on location,
industry, or persona.

37. render

38. render
See how liferay.com renders targeted content.

39. Additional ways to
targetcontent

40. Day Night
Time

41. Mobile Tablet Desktop
Device

42. Gender
Male Female

43. Online Ad Search Referral
Source

44. Time on
Site
Site Engagement
Number
of Visits
Page
Views

45. summary
Content targeting is a powerful tool that turns
static websites into personalized experiences.

46. raise the bar
Learn how easy it is to create
a personalized, engaging web
experience with Liferay.
Liferay, Inc. is a leading provider of enterprise open
source portal and collaboration software products,
servicing Fortune 500 companies worldwide.

47. additional resources
UX
http://www.uxmatters.com/mt/archives/2012/04/more-than-usability-the-four-elements-
of-user-experience-part-i.php
Content Targeting
http://www.convinceandconvert.com/content-marketing/targeted-content-the-holy-
grail-of-content-marketing
http://www.eloqua.com/resources/best-practices/content-marketing.html
Personas
http://blog.bufferapp.com/marketing-personas-beginners-guide
Custom Fields in Liferay
https://www.liferay.com/community/wiki/-/wiki/Main/How+to+use+Custom+Attributes
+to+enhance+Users