Personalization

I (Southin) returned from Tony Robbins' Business Mastery 2017 in West Palm Beach Florida with many learnings and a mind-blowing experience. One of many things that stood out was the topic of Hyper-Personalization.

I've been in the Digital Experience field since 2006 when I first was exposed to it at FatWire Software (now part of Oracle).  I've had many roles in selling and implementing personalization as part of the Digital Experience at various companies. There are many products such as Oracle WebCenter Sites, Adobe Marketing Cloud, Hippo, and more that provide the tools to implement a wonderful Digital Experience to your customers.    

I am a champion of personalization because I have implemented it and have seen the results of how it brings added value to visitors.  What I do know is that if you haven't already implemented a personalization experience on your website or mobile app or when a customer enters your office, you are missing out on capturing and delivering massive value to your customers. The return on investment is massive when properly executed.

A personalized experience on the web or on a mobile device involves many factors.  To deliver the personalized experience, companies need to learn as much about their users as possible.  I will break it down to several important components.  For my West Palm Beach Business Mastery 2017 alumni you will get most of the analogy: Things and Stuff.

Below are the "Things and Stuff" that are needed to identify and deliver a compelling experience.  For the rest of this blog I will use the term "visitor" and "customer" interchangeably.

  1. Persona Attributes
  2. Filters
  3. Segments
  4. Content
  5. Stories, the user experience that you want the visitor to experience; a.k.a experience mapping.

Persona Attributes are things like:

  • Age of the your website visitor
  • Gender
  • Location where the website visitor is
  • Financial demographic they are in; i.e. make less than $50K, make less than $100K, make less than $200K, make more than $500K, etc.
  • Favorite color
  • Favoriate brand
  • Has children
    • Sports
  • Married
  • .....

Segments are when attributes are assembled into groups and filtered through a funnel.  There can be many segments that have similar attributes, but every segment must have something that is different. Below are generalized examples once you have the information:

Segment: Young Affluent using two attributes

Age of visitor is between 20-40 years old

Financial demographic is "make more than $500K per year"

Segment: Soccer Mom in the southwest region of the USA using 5 attributes.

Gender is Female

Age is over 18

Location is Georgia

Has Children

Children play soccer as a sport

The above attributes can be captured in many ways.  You can buy the information from many resources, you can have "click thru" tracking on your website, or you can ask for it by rendering a form for the visitor to fill out. You can get information from social logins too.  

Once you have a defined your segments, you can deliver personalized content to your visitors.  The content can be all or a combination of images, videos, pdfs, blogs, news etc.  The combination of knowing your customer and delivering compelling content to the visitor of your website or mobile app will increase the likelihood that your visitor will act on your "call to action" and be a raving fan.  A "call to action" is a goal that you want the visitor to do; i.e. buy this thing, fill in a form and submit it, book an appointment, etc.

Raving fans, customers that love you and will champion you, want to know that you bring more value to them based on the interactions that they have with you.  As a result, it is important to map out the user experience thoughtfully.  

Things to consider are:

How do you want the visitor experience to be when they come to your website?  

If you don't have enough information to determine what segment they belong to, should the color of the home page be white or blue? 

If you know that the visitor belongs to the "Young Affluent" segment, will you show the person a different color, higher value products, or services compared to someone who is not in that category?  

If the visitor belongs to the "Soccer Mom in the southwest region of the USA" segment, will  you show them soccer balls, shin guards, show their favorite professional soccer news, etc? 

At MahkEngine we can help you to select and implement a digital experience that will WOW your customers. If you have any questions please reach out to us.