A Marketer's Call to Action: We Want Personalization

Richard HarphamVP MarketingCloudwords@CloudWordsInc

A MARKETER’S CALL TO ACTION: WE WANT PERSONALIZATION

Hana AbazaVP MarketingUberflip@HanaAbaza

#mpb2b @hanaabaza @cloudwordsinc

CONTENTIS KING


PUBLISH.


ALL OF THE TIME.PUBLISH.


WE NEED BETTER CONTENT,

NOT MORE CONTENT


Great content is useful, inspired and pathologically empathetic to the needs of the people you’re trying to reach.Ann Handley, CCO at Marketing Profsand author of Everybody Writes

“


HOW DO WE LEVERAGE CONTENT

TO GET MEASURABLE RESULTS?


GREAT CONTENT ISN’T ENOUGH


We need to focus on creating a

RELAVENT CONTENT

EXPERIENCE


USER EXPERIENCE(But we all know this… right?)

What does this mean?


PERSONALIZING AND TAILORING THE EXPERIENCE• Topic & tone

What does this mean?

• Calls-to-action • Language


WHAT ISCONTENT’S ROLE?


To buildRELATIONSHIPS


YOU CAN’T DO THAT BY TREATING EVERYONE THE SAME

PERSONLIZE CONNECT


Our reality is changing


The increasingly global nature of a company’s revenue generating footprint is changes expectations for frequent locally personalized content.


With VolumeCOMES CHANGE


CONTENT DELIVERY SPEED

LOCALIZATIONFOR A TYPICAL N E W S L E TT E R TRANSL ATED INTO

12 LANGUAGES

OVER

20DAYSTO TURNAROUND


EVERY DAY AN ASSET IS NOT IN THE MARKET

CONTENT DELIVERY SPEED

A DAYLESS OF SALES TIME=


CHALLENGES


• Prioritization• Content ShockCHALLENGES


SegmentationVS

PersonalizationVS

Hyper-local personalization

THE LINGO


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


WHAT CAN WE DO?


OPTIMIZE THE EXPERIENCE

WHAT CAN WE DO?

CREATE AN EMOTIONAL LINK

BUILD YOUR INFRASTRUCTURE

COORDINATE

1 2 3 4


TAILOR THE EXPERIENCE

OPTIMIZE THE EXPERIENCE

1

UNDERSTAND THE CONTEXT

COMPELL ENGAGEMENT


TAILOR THECONTENT EXPERIENCE


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.


Personalized message

Relavent content & CTAs


• Learn from Ikea!• Where should people go next?

• Recommend Content• Leverage call-to-actions

CREATE ANENGAGEMENT PATH


CONTEXT


…is everything.


Generic


Tailored


SPEAK THE SAME LANGUAGE


2


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


spend most or all of their time on websites in their own language.



2

72.1%OF CONSUMERS


said they would be more likely to buy a product with information in their own language.



72.4%OF CONSUMERS

2



2

SPEAK THE SAME LANGUAGEsaid that the ability to obtain information in their own language is more important than price

56.2%OF CONSUMERS


Regional/Field Team

Content Reviewers

TranslationVendor Portal

Email

FTP

.XLS

Website

Training/Learning Management

Systems

Collateral for Internal & External

Use

Vendor Portal

Marketing Communication

s

Demand Generation

Web and Digital

EMEATranslator(s)

APACTranslator(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


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 MARKETReporting and

analytics Localization spend

Time-to-market efficiencies

CREATE VALUABLE VISIBILITY


MARKETING

BUILDING YOUR INFRASTRUCTURE

3

Marketing Automation Content Management Personalization ToolsSTAC

K


MARKETING AUTOMTION

CONTENT MANAGEMENT

PERSONALIZATION SOFTWARE


CONCLUSION

A GLIMPSE INTO THE FUTURE…

THE RIGHTCONTENT AT

THE RIGHT TIME(in the rightlanguage)

NO SIFTING REQUIRED

THANK YOU!

A Marketer's Call to Action: We Want Personalization

Marketing

Transcript of A Marketer's Call to Action: We Want Personalization