您很有可能在营销世界中听说过“个性化策略”。简而言之，这是关于您理想客户的个性化沟通和经验。您的目标是使用数据更好地了解理想的受众，从而创造有影响力的营销经验，以推动结果。虽然这与大多数营销人员对营销实践的了解并不相距甚远，但它更加科学。
Should you care about personalization? Good question. Over the years, we’ve seen an overwhelming amount of evidence in support of more personalized marketing experiences. Here are six stats that show personalization is happening and more is needed:
- 66％的营销人员正在重新调整内部资源，以推动更多个性化的营销计划。188金宝慱网站（（熟悉的媒体）
- 几乎三分之二的首席执行官确定了对客户对客户更重要的产品，服务和体验的需求。（（埃森哲）
- 来自多个行业的客户见解和营销专业人员中有4％引用个性化是“重要的”，“非常重要”，或者对于实现其当前电子邮件营销目标而“非常重要”。（（熟悉的媒体）
And customers have also weighed in on the importance of personalization:
- 72% of consumers claim they will only engage with personalized messaging. (SmarterHQ）
- Half of Millennials and Gen Zers generally ignore communications from companies that don’t personalize their content, and 73% expect companies to engage them in real-time. (Salesforce）
- 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends products or services based on past purchases, or knows their purchase history. (埃森哲）
尽管我们可以分享更多的艰苦的证据，表明品牌和消费者希望获得更个性化的营销经验，但这些统计数据可靠。他们表明，企业更加意识到需要满足客户的独特需求和利益，而消费者则希望能够以更少的精力找到更多自己想要的东西并享受这一过程。
什么是个性化策略？
Personalization Strategy is More Scientific
When developing your personalization strategy, you need certain key elements that will guide your decisions. For example, marketers the world over are familiar with personas but few know how to make them work for their brands. Often, personas are developed to later be abandoned. The outcome, messaging and experiences that leave buyers feeling less than enthusiastic about committing to brands.
这是科学方法进行救援的地方。个性化策略是将您通过角色的发展结合您对受众的了解，并与定量和定性数据相结合，以形成有关如何最好地向观众推销的更强有力的假设。
How do you bring it all together? In the blog post, we’ll share a basic framework for what your personalization strategy should include. We’ll look at how to leverage your personas and introduce a simple yet effective tool to elevate the experiences you create for your audiences. We’ll also look at the technology you should be using and how to use it, and wrap up with how to pull it all together.
What You Need to Create a Personalization Strategy
定义明确的角色
角色长期以来一直在品牌的心中占有特殊的位置。而且，他们应该。正确开发后，它们成为任何品牌开发的所有通信和营销策略的完美参考点。但是通常，品牌跌跌撞撞。他们失去了对自己的营销，为什么以及听众真正想要的东西的追踪。
以下是使用角色使您的品牌保持直率和狭窄的一些最佳实践：
Speak to your audience
当然，您可以建立一个角色基于在线研究,但这是次要的sometimes tertiary information at best. What you come across may often be skewed and altogether irrelevant for your audience. The only way to get ahead of the pack is by using primary research. Speaking to your audience is the best way to learn as much about them as possible. While we won’t go into the details of what your persona should include, we’ll gloss over the basics of the often neglected aspect of personas: psychographics.
您需要很好地了解驱动观众的原因。您是否有多种购买者迎合您的购买者？他们的价值观是什么，对他们最重要的是什么？他们会遇到什么欲望，需求，挑战和痛苦点，他们会发现发现和后来购买您提供的产品？除了人口统计学，回答上述问题将使您对您的营销人员以及真正动动他们做出决定的洞察力。
Go Deeper With the Before and After Grid
So, you’ve got your persona document ready, and you know what moves your audience. Now what? Developing powerful and effective customer experiences can only happen when you apply what you’ve learned about your audience. For most marketers, connecting the dots between where their customer is and where their customer wants to be is challenging. They simply don’t know how to identify the right levers to pull or know what that looks like.
The Before and After Grid helps address this problem. DigitalMarketer introduced it to guide the experiences that marketers offer their customers. It’s based on the concept of understanding what state your buyer is in before and after they come across your brand and product. The grid automatically helps connect the dots on the way to the purchase. What’s more, it accounts for the psychographic factors that influence buying behaviour. If you haven’t yet,learn more about来自数字标记的网格。
Image viadigitalmarketer.com
Technology
Today, it’s impossible to build any sort of marketing campaign with MarTech. From CRMs to simple webforms and tracking software, tech is an essential part of delivering strong and results-driven marketing.
你在用什么
While there are a myriad of software options available, you only need enough technology to help you better understand your audience. Here’s a list of basic personalization software solutions that will help.
分析软件
Analytics software helps you gauge how users interact with your site and assets. The most common and free option out there is Google Analytics. You can track everything from dwell time to pages visited and also set goals based on funnels and track how effective your campaigns are at generating ROI.
Image via帕特里克·斯特里克勒
Opt-in Software
Opt-in software is ideal for quickly gathering visitor information. It can also be used to make spot offers and gauge user interest in products, offers and services. For example, OptinMonster offers exit intent pop-up messages designed to drive conversions. If you have a Shopify store, you can integrate OptinMonster with Shopify to create compelling offers for shoppers.
Image viaOptinmonster
客户细分
的一个关键方面提供及时和个性化messages is the ability to know who should receive them and when in the buyer’s journey. Segmentation software helps you create personalized marketing campaigns and experiences. For instance, Segment helps you categorise and sort customers based on their web traffic. It accounts for the different paths they’ve used to get to your site or landing pages and allows you to tailor offers based on their behaviour.
A/B测试
Marketers aren’t strangers to A/B testing. And for personalization strategy, A/B testing can be as complex or simple as you’d like. Typically, you want to test everything from colors, copy, and graphics, to offers and pricing. The complexity is born in the level of split testing you'd like to deliver (think upsells, cross-sells and down-sells). Evergage, for example, is software built to help B2B companies create personalized marketing experiences. It offers real-time A/B split testing and is powered by machine learning.
Image viaEverage
在线聊天
实时聊天不是一个新概念，但机器人供电的聊天相对较新。这是快速的销售部队品牌需要推动转化的速度。诸如漂移之类的工具使您可以以友好而便捷的方式收集信息。它们还允许您资格（并取消）潜在客户，然后将其与销售代表联系起来，以继续进行销售。
Image viaDrift
Analyze Audience Data
Building a powerful personalization strategy requires constant customerdata analysis。以下是您应该寻找的各种数据以改善营销活动的数据。
Behavioural Attributes
These relate to past behaviour of your visitors and customers. Look for how they use your site, where they come from, what they click on, how long they are on your site for, which terms they use when searching for content or products on your site, and more.
上下文属性
上下文数据将帮助您了解访问者用于访问优惠的环境。这包括设备（移动，台式机或平板电脑），其操作系统和浏览器的类型。它还包括详细信息，例如他们访问您的网站的时间以及他们访问的哪些促销活动。共同使用这些信息来量身定制高度目标和个性化的广告系列。
Demographic Attributes
人口属性是从您的分析软件中收集的。这些应包括地理信息，性别和年龄。根据访客如何与您的品牌互动，您还可以收集收入和年龄信息。
Messaging Matrix
Once you’ve identified a direction, you’ll need to support it with the right messaging to drive results. A messaging matrix is a document designed with messaging that engages and resonates with various personas you’re targeting. For more on how to create one, visit这篇博客文章。
您的消息传递还将包括对称消息传递。对称消息旨在帮助访客感觉与他们到达的目的地更加联系。对称消息传递很重要的一个典型示例是运行付费广告时。通常称为广告气味，广告中的报价与登陆页面上的设计（副本，颜色和图像）之间的联系或关系影响了要约的有效转换的程度。
重新定位
重新定位is a powerful means for driving conversion. It’s best used when you’ve gathered enough data to offer personalized experiences. Data you gather can include previous product purchases to inform offers buyers may be interested in, or destinations on your site that have been visited that can be used as reference points for tailored content.
In Closing
Personalization strategy is just that, strategy. For it to work, you’ve got to take action. While much of your strategy will be born in data and analysis, you can only derive what’s really working by testing your hypothesis and refining your approach. That said, having a strategy is also the only way to know how to generate results. Without a strategy, a brand is like a rudderless ship at sea.
