The Rise of Individualization

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Personalized marketing is all the rage right now. Insivia CEO Andy Halko takes it a step further and looks into the future at the next evolution of marketing.

Marketing

Andy Halko
@andyhalko
THE RISE OF
INDIVIDUALIZATION
Insivia
@insivia

THINK SMART. ACT BOLD.
A growth & innovation agency.
DIGITAL
BUSINESS
Engaging prospects, customers,
partners, employees, candidates and
investors through digital solutions.
Websites + E-Commerce + Portals
Interactive + Apps
Video + Animation
STRATEGIC
CONSULTING
Organizational vision, lead generation
strategy & campaign development
to drive top line growth.
Market + Audience Analysis
Vision + Strategic Development
Training + Education
INBOUND
MARKETING
Lead generation and referral tactics built
upon expert strategies and focused on
constant improvement.
Tactical Planning
Marketing Campaigns
Conversion Optimization

EVERY MINUTE
72 HOURS OF
YOUTUBE VIDEOS
UPLOADED
1,400 ARTICLES
ARE WRITTEN
26,380 YELP
REVIEWS POSTED
216,000
INSTAGRAM
ARE POSTED
2,500,000
PIECES OF CONTENT ARE
POSTED ON FACEBOOK
2,500,000
PIECES OF CONTENT ARE
POSTED ON FACEBOOK

CONTENT
VALUABLE
UNIQUE
RELEVANT
SEARCH
INBOUND LINKS
SOCIAL SHARES
PHRASE FOCUSED
SOCIAL
POSTS
SHARES
VIRAL
E-MAIL
CONTENT
SEGMENTS
AUTOMATION
CONTENT
SEGMENTS
PROFILES
PPC
LANDING
PAGES
SALES
FOLLOW UPS
UPSELL
TRADITIONAL
TRADE SHOW
DIRECT MAIL
WORKSHOPS

TARGET, TARGET, TARGET.
Create Specific Focuses

INDIVIDUALIZATION
GOES FURTHER TO
BE SPECIFIC TO
A SINGLE PERSON

WHERE DOES PERSONALIZATION
HAPPEN?
WEBSITE
Increase engagement and overall
conversion with a custom
experience.
CONTENT
Drive soft KPIs with content that
speaks to the individual.
NURTURING
Push people further through drip
campaigns with personalized
messages and content.
ADVERTISING
Reach the right people with the
right message.

DELIVER
REAL VALUE
THAT NO ONE
ELSE CAN
Valuable
Unique
Targeted

98%
OF CONTENT
SUCKS
(not an official stat)

IDEAS
ARE ENDLESS
TO CREATE
PERSONALIZATION
& INDIVIDUALIZATION

PERSONALIZE YOUR SITE
BASED UPON
ANY NUMBER
OF FACTORS

TARGETED CAMPAIGNS
DRIVING TO
SPECIFIC
LANDING
PAGES

REAL-TIME PERSONALIZATION
OF SITE
MESSAGES,
SECTIONS

RECOMMENDATIONS
ENGINES USE
PAST DATA
TO PRESENT THE
RIGHT PRODUCTS

DRIP CAMPAIGNS
CREATE
PERSONALIZATION
AS PEOPLE
PROGRESS

SMART FORMS
ALLOW THE COLLECTION OF
ADDITIONAL DATA TO CUSTOMIZE

SOCIAL
TARGETING
Age, Location, Gender
Demographics
Interests
Companys
Behaviors
Job Titles

REMARKETING
FOLLOWS YOU BASED
ON SPECIFIC ACTIONS

AUTOMATION
PLATFORMS
Marketo
HubSpot
InfusionSoft
To name a few.

PERSONALIZATION
TOOLS
Marketizator
Optimizely
Bunting
Monetate
To name a few.

WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Andy Halko
@andyhalko
Insivia
@insivia
Get the slides at
insivia.com/seminar/individualization/

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The Rise of Individualization

1. Andy Halko @andyhalko THE RISE OF INDIVIDUALIZATION Insivia @insivia

2. THINK SMART. ACT BOLD. A growth & innovation agency. DIGITAL BUSINESS Engaging prospects, customers, partners, employees, candidates and investors through digital solutions. Websites + E-Commerce + Portals Interactive + Apps Video + Animation STRATEGIC CONSULTING Organizational vision, lead generation strategy & campaign development to drive top line growth. Market + Audience Analysis Vision + Strategic Development Training + Education INBOUND MARKETING Lead generation and referral tactics built upon expert strategies and focused on constant improvement. Tactical Planning Marketing Campaigns Conversion Optimization

3. EVERY MINUTE 72 HOURS OF YOUTUBE VIDEOS UPLOADED 1,400 ARTICLES ARE WRITTEN 26,380 YELP REVIEWS POSTED 216,000 INSTAGRAM ARE POSTED 2,500,000 PIECES OF CONTENT ARE POSTED ON FACEBOOK 2,500,000 PIECES OF CONTENT ARE POSTED ON FACEBOOK

4. CONTENT VALUABLE UNIQUE RELEVANT SEARCH INBOUND LINKS SOCIAL SHARES PHRASE FOCUSED SOCIAL POSTS SHARES VIRAL E-MAIL CONTENT SEGMENTS AUTOMATION CONTENT SEGMENTS PROFILES PPC LANDING PAGES SALES FOLLOW UPS UPSELL TRADITIONAL TRADE SHOW DIRECT MAIL WORKSHOPS

5. REVENUE MAPPING

6. THE NEW CUSTOMER JOURNEY

8. TARGET, TARGET, TARGET. Create Specific Focuses

9. WHAT IS PERSONALIZATION Devices Location Demographics Profile Firmographics Activity Third-Parties Machine Learning INFORMATION ABOUT YOU COMPILED FROM EVERYWHERE PRODUCING PERSONALIZED EXPERIENCES Content Websites Nurturing Advertising

10. INDIVIDUALIZATION GOES FURTHER TO BE SPECIFIC TO A SINGLE PERSON

11.

12.

13. WHERE DOES PERSONALIZATION HAPPEN? WEBSITE Increase engagement and overall conversion with a custom experience. CONTENT Drive soft KPIs with content that speaks to the individual. NURTURING Push people further through drip campaigns with personalized messages and content. ADVERTISING Reach the right people with the right message.

14. PERSONALIZATION IN CONTENT

15. DELIVER REAL VALUE THAT NO ONE ELSE CAN Valuable Unique Targeted

16. 98% OF CONTENT SUCKS (not an official stat)

17. INTERACTIVE TOOLS

18. INTERACTIVE INFOGRAPHICS

19. PERSONALIZED VIDEOS

20. IDEAS ARE ENDLESS TO CREATE PERSONALIZATION & INDIVIDUALIZATION

21. PERSONALIZATION IN WEBSITES

22. PERSONALIZE YOUR SITE BASED UPON ANY NUMBER OF FACTORS

23. TARGETED CAMPAIGNS DRIVING TO SPECIFIC LANDING PAGES

24. REAL-TIME PERSONALIZATION OF SITE MESSAGES, SECTIONS

25. RECOMMENDATIONS ENGINES USE PAST DATA TO PRESENT THE RIGHT PRODUCTS

26. PERSONALIZATION IN NURTURING

27. DRIP CAMPAIGNS CREATE PERSONALIZATION AS PEOPLE PROGRESS

28. SMART FORMS ALLOW THE COLLECTION OF ADDITIONAL DATA TO CUSTOMIZE

29. PERSONALIZATION IN ADVERTISING

30. TARGET & TEST ADS

31. SOCIAL TARGETING Age, Location, Gender Demographics Interests Companys Behaviors Job Titles

32. REMARKETING FOLLOWS YOU BASED ON SPECIFIC ACTIONS

33. PERSONALIZATION TOOLS & SOFTWARE

34. AUTOMATION PLATFORMS Marketo HubSpot InfusionSoft To name a few.

35. PERSONALIZATION TOOLS Marketizator Optimizely Bunting Monetate To name a few.

36. PERSONALIZATION FUNDIMENTALS

37.

38. CREATE A STRATEGY

39. WE JUST SCRATCHED THE SURFACE WHAT QUESTIONS DO YOU HAVE? Andy Halko @andyhalko Insivia @insivia Get the slides at insivia.com/seminar/individualization/

The Rise of Individualization

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