marketing personalization: reaching your audience in their context

Marketing Personalization:Reaching Your Audience in Their Context

Who Is This Bearded Guy?

My name is Ryan Shelley. I’m married to a former NFL cheerleader and have to pretty awesome little boys.

Career Highlights (so far)

• Graduated from UNF in 2008.

• Started my Shelley Media Arts in 2009. Inbound Marketing Agency.

• Graduate of Seth Godin’s altMBA

• Columnist for Search Engine Land

• HubSpot Gold Agency Partner

• TrenDemon Partner

Over Saturation = Lower Attention Span

• Gen Z-ers are already the biggest generational group in the U.S.,

• Gen Z has an 8-second attention span, down from 12 seconds in 2000.

• 11 percent of them are diagnosed with attention deficiency syndrome, compared to 7.8 percent in 2003.

Source: https://www.bloomberg.com/view/articles/2014-06-18/nailing-generation-z

Blurred Lines & Mixed Messages

What makes a brand stand out?

• People are emotionally driven at their core.

• Emotional connections are key!

• One of our greatest needs is significance, or the feeling of belonging.

How do we differentiate our message without compromising our reach?

Better research: Understand not just the demographics of our target audience, by psychographics as well.

Strive to find the “why” behind their behavior.


Segment our segments: Hyper segmentation helps to use to deliver a more contextually appropriate message.


Personalize the Experience: Speaks to our emotional need to belong. Builds trust with your audience and helps build brand equity.

• The difference from a generic “thank you” and a hand-written note.

• More human experience.

The Impact of Personalization

Channels of delivery and the results:

• Personalized emails deliver six times higher transaction rates, but 70% of brands fail to use them.

• Sixty percent of marketers struggle to personalize content in real time, yet 77% believe real-time personalization is crucial.

• Nearly three-fourths (74%) of online consumers get frustrated with Web sites when content (e.g., offers, ads, promotions) appears that has nothing to do with their interests.

• In-house marketers who are personalizing their Web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales.

Source http://www.cmo.com/features/articles/2015/2/18/mind-blowing-stats-personalization.html

Personalization Today

• Facebook feed algorithm

• Googles Rankbrain

• Native Advertisements

• Personalization Software

Personalization is not for the elite, it’s for everybody!

Marketing of the future will be based more on creating connections and relationship than traditional objectives.

Have a question?

Feel free to shoot me an email: [email protected]

Visit our site: https://www.smamarketing.net

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