Real-time personalized content on the web and on mobile devices
Customize experiences, messages, and call-to-actions.
- First time à How to Get Started vs. Repeat visitor à More In-Depth Info
- Use the specific content visitors engage with to guide them to the next appropriate experience
- Cause you viewed this, I bet you’ll like this
- User A clicks on “Iceberg Cruises” à Alaskan Cruise Offer vs. User B searches for “Flights to Oahu” à Hawaiian ticket offers
- Analyzing a visitor’s IP address can give you his or her physical location, and you can personalize the experience based on that.
- Personalize the Currency, Customize the Info we ask for on forms (break up operational and marketing meetings)
- Show the person from SF the board shorts & a winter coat to Mr. East Coast (women’s department store)
- Dynamically present pictures of jackets & umbrella when it is raining in the visitor’s location (stores on the street corner)
ACCOUNT OR INDUSTRY
- If a visitor is surfing from work, you can use their IP address to look up their industry.
- Based on which industry an individual works at can determine the images you use, the products you highlight, and the type of case studies you offer.
- Visitors from the healthcare world à Images of doctors and medical labs vs. those from financial services see large buildings and currency
- Detailed persona descriptions to help know what messages and content will resonate with each persona (tagging a friend on someone else’s pic on Instagram, DMP)
- Customize each visitor’s experience according to exactly who he or she is
- Ex: Your suite or shoes or piece of furniture is waiting for you” ad OR better offer (for users who abandoned the check-out process)
“On the average, five times as many people read the headline as read the body copy. When you written your headline, you have spent eighty cents out of your dollar.”
1. Use Numbers
2. Use interesting adjectives
3. Use unique rationale
(Never use Things. You can do better than that.)
4. what, why, how or when
5. Make an audacious promise
Try this formula: Number or Trigger word + Adjective + Keyword + Promise
(Note to self: maybe I can use these to write text ads for non-brand keywords to catch attention)
Do we do nice things to people we like and bad things to those we dislike? Or do we grow to like people for whom we do nice things and to dislike those to whom we are unkind?
"When Ben Franklin ran for his second term as a clerk, a peer delivered a long election speech censuring Franklin and tarnishing his reputation. Although Franklin was furious he set out to turn his hater into a fan, but he wanted to do it without “paying any servile respect to him.” Franklin’s reputation as a book collector and library founder gave him a standing as a man of discerning literary tastes, so Franklin sent a letter to the hater asking if he could borrow a specific selection from his library, one that was a “very scarce and curious book.” The rival, flattered, sent it right away. Franklin sent it back a week later with a thank-you note. Mission accomplished. The next time the legislature met, the man approached Franklin and spoke to him in person for the first time. Franklin said the man “ever after manifested a readiness to serve me on all occasions, so that we became great friends, and our friendship continued to his death.”"
"He that has once done you a kindness will be more ready to do you another, than he whom you yourself have obliged." - Ben "The shit" Franklin