Session #3 today was Content Strategy for the Customer Journey: Personalization Done Right, by Kevin Nichols

To personalize content effectively, first ask:

• Who is the user?
• What is her online behavior?
• Where is she consuming content?
• Where is she accessing content?
• What does she use to access content?
• Why is she accessing content/what task is she trying to accomplish?

Note: Personalization does not happen for just one channel; it happens across the whole brand. It’s part of the foundation.

The Steps to Personalization:

1. List all user states and channels, remembering “offline” as well as online.
   1. user states include anonymous, recognized (cookies), known (logged in), influencer (you share), repeat (existing and continuing to engage)
   2. Build out the customer journey. (the marketing path)
2. If building one channel experience, consider other channels as they influence the content
3. Create a list of customer needs
   1. i.e. buy a product, research a topic – what’s their objectives
4. Complete and end-to-end journey that fulfills a customer need.
   1. add opportunities the customer wouldn’t see but should
   2. i.e. cross-sell opportunities or emails at birthdays, sales, or holidays
5. Create an end-to-end customer scenario around what the customer does to accomplish those needs.
   1. identify when a user jumps from one channel to another
6. Identify content and technology to support each

Individual channel considerations:

• Social Media: what content is she likely to share? What groups does she belong to?
• In store: are there QR scanning opportunities? Can sales’ associates know what she wants, and her name? Are there offers in-store?
• Post-purchase: online in store, on mobile app, packaging (is there a personalized message?)
• Customer satisfaction comes (mostly) after a product is purchased

Note: 80% of consumers don’t care about brands. Instead, they want to accomplish their goals.