Post on 13-Apr-2017
Welcome to the Inbound Lunch Bunch
December 2016
December:Personalizing Email &
Web Experiences
Introductions
Maneesha Manges, Director of Consulting• Over 15 years of experience in digital marketing• Consulting experience in the association world
around digital strategy, field and social media marketing and change management
• Expertise in lead generation
Ways to Connect:• Twitter: @maneeshamanges• LinkedIn: www.linkedin.com/in/maneeshamanges• Email: mmanges@highroadsolution.com
• Housekeeping:• Tons of resources available:• All of last year’s Inbound Lunch Sessions available on
demand: http://site.highroadsolution.com/inbound-lunch-bunch-page• Toolkits: http://pages.highroadsolution.com/toolkit-list
• If I suddenly drop off the call, hang tight, I will dial back in!• Post any questions in the Chat window and I will
try to answer as we go through the presentation
Inbound Refresher.
Basics of Inbound Marketing – Where Does Personalization Fit In?
Smart MarTech Stack What’s the Prevailing Theme?
Why Personalize?• Marketers are creating more content
today than they were a year ago• Want to avoid risk of being ignored• Familiarity / blindness syndrome
• Need to create value• Create a two-way channel – shift from
Push Marketing to Pull Marketing• Millennials / Gen X / Baby Boomer
Audiences
How Can You Personalize?• Take a hard look at your ecommerce
experience• Changing Transactional Email Receipts• Adding in Intelligent Content Recommendation
Tools • Aggregating Digital Data to Get a
Comprehensive User Profile• Developing Personas• Re-thinking Email to be Personal• Writing Headlines per Audience / Persona
Other Options to Personalize• Self-Benchmarking• Facebook contests• Selfie contests• Instagram• Calculators• Planning Tools• Matchmaking
Can Interactive Content Help?• Yes!• In user-centric view, have to address the “what’s in it
for me?” factor• Move towards Pull Marketing• Leverage FOMO
• Gather more insights!
Review. Personal Digital
Experiences
Recap.
Basics of Inbound Marketing – Where Does Personalization Fit In?
So How Can Associations Get There?• Setting Realistic Expectations• Impressions• Reach• Cost Per Engagement• Timeframes
• Mindset of Entertainment & Facilitation• Not a Quantity Game• Review Data & Looking for Patterns• Praise, Praise, Praise
Happy Holidays!See You in 2017!