Getting Started With Adaptive Content

@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld

GETTING STARTED WITH ADAPTIVE CONTENT

Delivering Dynamic Content Chunks to the Right Audience, on Any Device

Jenny Magic & Melissa Breker @JennyLMagic • @Mel i ssaBreker

@CMIContent • #CMWor ld


I’ll answer in reverse order…

Hi! I’m Jenny. I’m a tech geek who loves words. Hi! I’m Melissa.

I’m a word nerd who loves tech.


THE ROADMAP


YOU MAY BE WONDERING:

Will this work with my technology?

What exactly is Adaptive Content?

Will there be candy?

This work, “This work, “Wondering” is a derivative of “I'll Think About It / Lichtenstein” by Tony Aceves, used under CC BY-NC 2.0

https://www.flickr.com/photos/statichash/5973193176

https://www.flickr.com/photos/statichash/

https://creativecommons.org/licenses/by-nc/2.0/



ADAPTIVE CONTENT DEFINED

Adaptive Content: !Content that is designed to adapt to the needs of the customer, not just cosmetically, but also in substance and in capability. ! - Charles Cooper, The Language of Content Strategy

http://www.amazon.com/dp/1937434346?tag=xp03c-20



















































Real-time

Contextual Tailored

Relevant Dynamic Personalized

Customer-centric

Web personalization Content Strategy Marketing Digital Experiences

!! And the list goes on…

ALSO KNOWN AS…


WHAT TO ADAPT? • Content Mix • Content Priority • Navigation • Site Architecture • Imagery & Design

!

BASED ON WHAT? • Environment: Location/

Weather/ Date/ Time/ Events

• User Traits: Device/ Language/ Speed

• History: Purchases, customer service

• Intention: Traffic source, browsing history

TWO KEY DECISIONS


Vintage Highway Sign, Amazon.com

http://www.amazon.com/Highway-Vintage-Metal-Street-Funny/dp/B00862IY8E


1. Skyrocketing customer expectations 2. Data explosion 3. Technology complexity

NONE OF YOU ARE HERE BY CHOICE

60% of marketers note they struggle to personalize content in real time, yet 77 percent believe real-time personalization is crucial. !

http://offers.adobe.com/en/na/marketing/landings/_46316_real_time_marketing_insights_study.html




Marketing Technology Landscape by Scott Brinker, CC BY-NC 2.0

http://chiefmartec.com/2014/01/marketing-technology-landscape-supergraphic-2014/

http://chiefmartec.com/about/



JUST TRYING TO HOLD ON

"FreeStyle" by Macliocchetti.M., CC BY-NC-SA 2.0

https://www.flickr.com/photos/magliocchettimichele/4438268873

https://www.flickr.com/photos/magliocchettimichele/

https://creativecommons.org/licenses/by-nc-sa/2.0/


• Quick Wins • Proof of concept • No tool recommendations • Prep for integrated solutions

ON-RAMP AT LOW SPEED

“Sign of the Times” by Finger Food, CC BY-NC 2.0

https://www.flickr.com/photos/28500561@N03/4581238559/

https://www.flickr.com/photos/28500561@N03/



CONTENT +

TECHNOLOGY"Spaghetti Junction" by Highways Agency, CC BY 2.0

http://commons.wikimedia.org/wiki/File:Spaghetti-Junction-Crop.jpg

http://www.flickr.com/people/45393120@N07

http://creativecommons.org/licenses/by/2.0/


Responsive Web Design

MOBILE BROUGHT US HERE

"Responsive Web Design" by Muhammad Rafizeldi, CC BY-SA 3.0

http://commons.wikimedia.org/wiki/File:Responsive_Web_Design_for_Desktop,_Notebook,_Tablet_and_Mobile_Phone.png

http://commons.wikimedia.org/wiki/User:MRafizeldi

http://creativecommons.org/licenses/by-sa/3.0/deed.en


• To the Screen Size – Content priority, navigation layers, imagery

• To the Device Capabilities – Click to call, gestures, GPS, text-to-speech

MULTI-SCREEN REQUIRES ADAPTING


PRODUCT RECOMMENDATIONS


STRATEGY LEADS TECHNOLOGY

Truth #1: Adaptive Content is possible … if you know what to ask for.

Truth #2: If you don’t ask,

the answer will always be no.


• 3 to 10 times click through and conversion rates

• $300 Million in margins by matching messaging to buyer journey.

“Digitizing the Consumer Decision Journey” McKinsey & Company, June 2014.

LUCKILY IT’S PROFITABLE

http://www.mckinsey.com/insights/marketing_sales/digitizing_the_consumer_decision_journey.


• 23% conversion rate form submission • 41% increase in time on site • 22% increase in pages per visit • 28% bounce rate decrease • 300% increase in traffic to product page

ENGAGEMENT & REVENUE


SURPRISE & DELIGHT

"What a Moment of Joy!" by Molly Sabourin, CC BY-NC 2.0

https://www.flickr.com/photos/mollysabourin/5738978172

https://www.flickr.com/photos/mollysabourin



HOW DOES IT WORK?

“Sensitive Noise/ Obvious 2” by Milos Milosevic, CC BY 2.0

https://www.flickr.com/photos/21496790@N06/5065834411




“Training Wheels” • $ • Keep your CMS • Limited • Generalized analytics

!!!

Integrated Approach • $$$ • New Technology Stack • Omni-channel • Session-based analytics

IMPLEMENTATIONS VARY

THERE IS NO ONE-SIZE-FITS-ALL SOLUTION


• Progressive Enhancement + Personalization • Various data sources – internal and external

– Analytics: geography, referring site, keywords, device, time

on site, pages visited – Internal data: CRM, e-mail campaigns, lead nurturing – External data: Omnichannel browsing, aggregated

recommendation engines, social media

UNDER THE HOOD


1. Segment Website Visitors 2. Layer in Context 3. Personalize Based on Rules

!Right Content, Right User, Right Time

BASIC ADAPTIVE TECH PROCESS


• User Agent String – IP address – New vs. Returning – Device

• User Login • Purchase History

• …And new stuff all the time

SEGMENT WEBSITE VISITORS


• Environment/ general context • Traffic source: SEM/ PPC/ Email campaign • Site search • Browsing Patterns !Identifiers can be stored client-side as cookies, in URL, in Local Storage, etc.

LAYER IN CONTEXT


Some “training wheels” examples: 1. Welcome screen for logged in users 2. Imagery based on browsing patterns 3. Location-centered resources 4. Customized product selection

Match Customers to Content

PERSONALIZE


WELCOME SCREEN


“Consumers consistently show a desire to provide more data

when companies use captured information to provide truly helpful feedback”

!!!!!!The Coming Era Of ‘On-demand’ Marketing, McKinsey & Company, April 2013.

PRIVACY + THE CREEPY FACTOR

http://www.mckinsey.com/insights/marketing_sales/the_coming_era_of_on-demand_marketing


IMAGERY


RESOURCES


PRODUCT SELECTION


"Wrong Way" by David Goehring, CC BY 2.0

https://www.flickr.com/photos/carbonnyc/7777982086/

https://www.flickr.com/photos/carbonnyc/



“Forrester clients often ask about personalization technology solutions before having done any customer research or creating a

personalization strategy.

These organizations often end up with misaligned technology decisions or with

technology that sits on the shelf.” !!

“Advance To Next-Generation Personalization” Forrester. January 2014

DON’T START WITH THE TECHNOLOGY

http://offers.adobe.com/en/na/marketing/landings/_47859_target_forrester_advance_nextgeneration_personalization.html


http://customerexperiencematrix.blogspot.com/2013/09/customer-data-platform-guide-reviews.html




ADAPTIVE CONTENT STRATEGY

“Arrow” by Dana Ross Martin, CC BY-NC-ND 2.0

https://www.flickr.com/photos/11544673@N03/7748721406


https://creativecommons.org/licenses/by-nc-nd/2.0/


START WITH CONTENT STRATEGY

User Personas

+ Journeys

Rules Matching

Content Mix

Interface Assembly

WHO WHAT WHEN WHERE


• Persona Group (i.e. web manager) • Fictional name • Job titles and major responsibilities • Demographics such as age, education, ethnicity, and family status • The goals and tasks they are trying to complete using the site • Their physical, social, and technological environment • A quote that sums up what matters most to the persona as it relates to

your site • Casual pictures representing that user group

PERSONAS MIGHT INCLUDE:


USER PERSONAS


!

124 %

Companies that incorporated buyer personas into their content marketing strategies increased their B2B leads up to124 percent. !

Marketing Sherpa Skytap Case Study

USER PERSONAS MATTER

http://www.marketingsherpa.com/article/case-study/targeted-persona-content-marketing-strategy




NARROW YOUR FOCUS

"Lake View" by Chad Cooper, CC BY 2.0

https://www.flickr.com/photos/chadcooperphotos/8891141288/

https://www.flickr.com/photos/chadcooperphotos/



RESEARCH REQUIRED


Tasks + Content Needs

USER JOURNEYS – CONCEPT


USER JOURNEYS – IN PRACTICE

Mapping the Journey Experience Beyond the Screen by Adaptive Path, CC BY-NC 3.0

http://www.slideshare.net/jaminhegeman/mapping-the-journey-experience-beyond-the-screen

http://www.adaptivepath.com/

http://creativecommons.org/licenses/by-nc/3.0/


JOURNEY MAPS MIGHT INCLUDE:• Buyer Stage

– Awareness/ Interest/ Evaluation/ Commitment/ Referral • Tasks • Thoughts/ Feelings/ Satisfaction level • Touch point / Channel

– Website/ social/ landing page/ Kiosk/ TV/ Radio/ Etc.


JOURNEY MAPS


• What is she doing? • What is she thinking? • What is distracting her? • How could we personalize her

experience?

USER TOUCHPOINT

Adaptive Path's Guide to Experience Mapping by Adaptive Path, CC BY-NC 3.0

http://www.slideshare.net/fred.zimny/adaptive-paths-guide-to-experience-mapping

http://www.adaptivepath.com/

http://creativecommons.org/licenses/by-nc/3.0/


BUILD THE CONTEXT MIX

I made you mix tape by Jo James

http://thecartbeforethehorse.blogspot.com/2010/06/i-made-you-mix-tape.html


CONTENT MIX MIGHT INCLUDE:• Personas • Buying Stages • Touch points (from above) • Formats • Content Types • Channels

… in every possible combination


Persona Buying Stage Format ChannelKate Awareness Video Social

Andrew Interest Text Websites

Sheila Evaluation Podcast Email

Commitment Infographic Print

Referral Images In-person

Presentation In-store kiosk

Tools & Calculator Mobile app

CONTENT MIX MATRIX


SIMPLE CONTENT MODEL

Author

Article TopicAction Items


Source: http://alistapart.com/article/strategic-content-management

CONTENT MODELING

http://alistapart.com/article/strategic-content-management

http://alistapart.com/article/strategic-content-management


Full Size Lego Hot Rod

http://blog.caranddriver.com/you-aint-cool-unless-you-drive-a-life-size-air-powered-lego-hot-rod/


PAGE TABLES• Objective

• Audience/ CTA

• Elements

• Adaptive Rules


• Assets/ Source Content Locations

• Related or Sidebar Content Directory

• Author Guidelines

• Metadata

• Governance

• Technical considerations: (e.g., new locations will require map update, etc.)

• …etc.

PAGE TABLES MIGHT INCLUDE:


1. What content do users need? (Personas) 2. What format, when? (User Journeys, Content

Mix) 3. What do we have? (Content Modeling) 4. What’s the workflow? (Page Tables & Rules)

SUMMARY: STEPS FOR SUCCESS


NOW WHAT?


BASIC ADAPTIVE TECH PROCESS: 1. Segment Website Visitors 2. Layer in Context 3. Personalize Based on Rules

!Right Content, Right User, Right Time

REMEMBER THIS?


Training wheels or a more integrated approach? !• Infrastructure • Goals • Budget • Tolerance for change

SO WHERE ARE YOU?

“I Can Ride a Bike” by Tonya Staab, CC BY-NC-ND 2.0

https://www.flickr.com/photos/tjstaab/4428351562

https://www.flickr.com/photos/tjstaab/



• What info are we already gathering? • What can our tools do now? • Omni-channel vs. Narrow focus? • Manual Rules vs. Automated Learning? • Data & Analytics Limitations

QUESTIONS TO CONSIDER


BUILDING YOUR CONTENT TOOL STACK

Lost? Find a Content Engineer

Content Tools Hierarchy Stack

http://marketingland.com/say-hello-content-marketing-stack-82857

http://marketingland.com/say-hello-content-marketing-stack-82857


ADAPTIVE CONTENT ECOSYSTEM


• Store structured content with semantic metadata

• Segment personas • Track analytics on per-session basis • Implement rules for personalization

CENTRAL PLATFORM SHOULD:


Resource requirements

Stop, collaborate and listen by Katie Bunker, CC BY-NC-SA 2.0

https://www.flickr.com/photos/katiett/5457532474/

https://www.flickr.com/photos/katiett/

https://creativecommons.org/licenses/by-nc-sa/2.0/


CHANGE MANAGEMENT

Be the Change by Feggy Art, CC BY-NC-ND 2.0

https://www.flickr.com/photos/victius/4868893727/

https://www.flickr.com/photos/victius/



• Personalization is Coming • Content Before Technology • Tools Must Match Strategy • Start Small for Big Wins

KEY TAKEAWAYS


Slides: slidesha.re/W4PdGG Resources: sitegoals.com/cmw2014

Feedback & GreetingsMelissa Breker @MelissaBreker [email protected]

Keep in Touch

Jenny Magic @JennyLMagic [email protected]

http://slidesha.re/W4PdGG

http://sitegoals.com/cmw2014



https://twitter.com/melissabreker

https://twitter.com/melissabreker

mailto:[email protected]

http://www.twitter.com/jennylmagic

mailto:[email protected]

Getting Started With Adaptive Content

Marketing

Transcript of Getting Started With Adaptive Content