a marketer's call to action: we want personalization
TRANSCRIPT
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Richard HarphamVP MarketingCloudwords@CloudWordsInc
A MARKETER’S CALL TO ACTION: WE WANT PERSONALIZATION
Hana AbazaVP MarketingUberflip@HanaAbaza
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CONTENTIS KING
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PUBLISH.
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ALL OF THE TIME.PUBLISH.
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WE NEED BETTER CONTENT,
NOT MORE CONTENT
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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
“
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HOW DO WE LEVERAGE CONTENT
TO GET MEASURABLE RESULTS?
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GREAT CONTENT ISN’T ENOUGH
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We need to focus on creating a
RELAVENT CONTENT
EXPERIENCE
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USER EXPERIENCE(But we all know this… right?)
What does this mean?
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PERSONALIZING AND TAILORING THE EXPERIENCE• Topic & tone
What does this mean?
• Calls-to-action • Language
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WHAT ISCONTENT’S ROLE?
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To buildRELATIONSHIPS
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YOU CAN’T DO THAT BY TREATING EVERYONE THE SAME
PERSONLIZE CONNECT
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Our reality is changing
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The increasingly global nature of a company’s revenue generating footprint is changes expectations for frequent locally personalized content.
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With VolumeCOMES CHANGE
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CONTENT DELIVERY SPEED
LOCALIZATIONFOR A TYPICAL N E W S L E TT E R TRANSL ATED INTO
12 LANGUAGES
OVER
20DAYSTO TURNAROUND
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EVERY DAY AN ASSET IS NOT IN THE MARKET
CONTENT DELIVERY SPEED
A DAYLESS OF SALES TIME=
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CHALLENGES
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• Prioritization• Content ShockCHALLENGES
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SegmentationVS
PersonalizationVS
Hyper-local personalization
THE LINGO
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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
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WHAT CAN WE DO?
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OPTIMIZE THE EXPERIENCE
WHAT CAN WE DO?
CREATE AN EMOTIONAL LINK
BUILD YOUR INFRASTRUCTURE
COORDINATE
1 2 3 4
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TAILOR THE EXPERIENCE
OPTIMIZE THE EXPERIENCE
1
UNDERSTAND THE CONTEXT
COMPELL ENGAGEMENT
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TAILOR THECONTENT EXPERIENCE
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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.
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Personalized message
Relavent content & CTAs
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• Learn from Ikea!• Where should people go next?
• Recommend Content• Leverage call-to-actions
CREATE ANENGAGEMENT PATH
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CONTEXT
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…is everything.
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Generic
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Tailored
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SPEAK THE SAME LANGUAGE
CREATE AN EMOTIONAL LINK
2
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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
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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
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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
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CREATE AN EMOTIONAL LINK
2
SPEAK THE SAME LANGUAGEsaid that the ability to obtain information in their own language is more important than price
56.2%OF CONSUMERS
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Regional/Field Team
Content Reviewers
TranslationVendor Portal
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
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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
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MARKETING
BUILDING YOUR INFRASTRUCTURE
3
Marketing Automation Content Management Personalization ToolsSTAC
K
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MARKETING AUTOMTION
CONTENT MANAGEMENT
PERSONALIZATION SOFTWARE
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CONCLUSION
A GLIMPSE INTO THE FUTURE…
THE RIGHTCONTENT AT
THE RIGHT TIME(in the rightlanguage)
NO SIFTING REQUIRED
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THANK YOU!