Personalization has quickly become one of the most talked about forms of marketing in 2015, the Age of the Consumer. Gone are the days when your brand could create one campaign and deliver it to a single group of people. If you want to create and retain customers, you need to build a lasting, mutually beneficial relationship with your customers. View this presentation and find out how to use personalization marketing to drive advocacy for your brand.

1. How to Use Personalization
Marketing to Drive Brand Advocacy

2. #SpendsetterWebinar
Spendsetter is an Advocacy Marketing Platform that helps
brands connect to fans with influence.
About Spendsetter
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Kristina Dolan
Director of Marketing
kristina@spendsetter.com • @ktinadolan

4. #SpendsetterWebinar

5. Age of the Consumer
Personalization
Marketing
Brand + Consumer

6. noun
Personalization marketing is the dynamic
creation of highly relevant content for your
customers and audience.
Personalization
1.
per-son-al-iz-ation
What is Personalization Marketing?

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Personalization Tactics Rising in Popularity
94% or marketers report
that personalization is an
effective marketing tactic.
(Source: VB Insight)
Develop deep relationship with their fans.
94%

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Creating a Better Brand-Consumer Relationship
Customer-Centric Marketing
Customer-centric marketing delivers
a 25% increase in total online sales
and a 300% improvement in
customer lifetime value.
(Source: MyBuys & E-Tailing)

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Positive Feedback from Consumers
40% say they buy
more from retailers
who personalize their
shopping experience
across channels.
(Source: MyBuys & E-tailing Group)
41% say they buy
more from retailers
who send them
personalized emails.
(Source: MyBuys & E-tailing Group)
39% said they buy
more from retailers
who personalize Web
recommendations
(Source: MyBuys & E-tailing Group)
40% 41% 39%

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The Mobile Effect on Personalization
60% of people say they
want retailers to be able
to issue personalized,
real-time promotions.
(Source: Accenture)
By 2017,
consumers will
provide data to
more than 100
mobile apps and
services every day.
60%

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Challenges to Personalization Marketing
Consumers are conflicted about what and how much
personal information they want retailers to access.
Nearly 60% want
real-time promotions
and offers.
Yet only 20% want
retailers to know their
current location.
(Source: Accenture)(Source: Accenture)
60% 20%

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Facing those Challenges
Consumers do not want to be overloaded
with messages and notifications,
especially on their mobile device, which is
an intimate item in today’s world.
Find a balance.

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Facing those Challenges
88% of marketers know that a customized
web experience has high impact on ROI.
Still, only 6% of these marketers are actually
planning with personalization in mind
Find a balance.

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“If retailers approach and market personalization as a
value exchange, and are transparent in how the data will
be used, consumers will likely be more willing to engage
and trade their personal data.”
Dave Richards
Global Managing Director, Accenture’s Retail practice

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Example
Coca Cola’s “Share a Coke”
Campaign
Not only are they personalizing
the actual product, they are using
Promoted Tweets that use their
customers’ first names.

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Creating Advocates Through Personalization
The more you personalize content, the better the
relationship with your customers will be.
64% of consumers like that personalization gives
them access to exclusive deals and automatic
crediting for coupons and loyalty points.64%

17. Tactics for getting
Started with
Personalization

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Dynamic Content
Adapt to your consumer’s
behavior, buying history, or
activity.
Personalized marketing emails receive
29% higher open rates and 41%
higher click-through rates.
(Source: Experian)

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Location-based Marketing
Mobile has quickly become one of
the best ways to reach consumers,
but keep in mind:
• Frequency
• Value
• Relevance
• Timing
Cuff Supply Co. now
You are 2 miles away
from a Cuff Supply store!
Stop in and say hello!
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Create an Advocacy Marketing Program to nurture your passionate
fans and build a truly meaningful relationship that encourages them
to share your brand with their friends, family and contacts.
Nurturing Brand Advocates

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No matter what industry your in, your customers
want to feel a sense of importance. Personalization
delivers that emotion on an intimate level.
Conclusion

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Questions
and Answers
#SpendsetterWebinar

23. Kristina Dolan
kristina@spendsetter.com
@ktinadolanhello@spendsetter.com
@spendsetterapp
www.spendsetter.com