1. Show me that you know me Dynamic Content & Deep Personalization
Jeff Hemming
Product Manager Marketing Solutions
Tikit Ltd

2. Why are we still talking about email?
Gmail's recently announced change to support media queries
Only a 9% sees being redundant as a channel. (eConsultancy)
MarketingSherpa (2015) - When asked “In which of the following ways, if any, would you prefer companies to communicate with you?”
72% of consumers chose , by far the most popular response

3. Remains THE Communication Channel

4. … across all age groups

5. is not dead

6. So what is Personalized, Dynamic Content?
It is simply,
“Show me that you know me”
Definition
Personalized dynamic content is individualized content delivered via or content hub to a contact based on their stated preferences

7. Why We Need to Pay Attention
68% of marketers using personalized communication report a boost to their marketing ROI. (eMarketing Consultancy)
“Every time a consumer sees an irrelevant , ad, pop-up, app, or text message, the consumer becomes desensitized to the company's communication. This leads to a consumer base that is habituated to not open the company's messages and feels less positive about the company.” (Sparked Managing Director Joseph Pigato notes in “Marketing With a Tailored Fit)

8. This is not Marketing Automation
Personalize, dynamic content is more than marketing automation.
Marketing automation is:
about driving sales
is a business development strategy
considerable effort and expense to implement and maintain

9. “Show Me You that Know Me” Drivers
People follow trusted sources
builds trust, which creates engagement which brings “top of mind” which leads to referrals and lower cost of acquisition
“Engaged customers give you their business, their referrals, their loyalty. Personalization is one way to give them their just desserts.” (anonymous)
Increasingly strict regulatory environments - CASL 2017
Continued rise of data and ease of integrating systems together
Changing expectations and experience
think of your own experience – we all want to be known for who we are
It is the happening now in the consumer space
Rise of mobile devices - screen is too small to waste on unwanted content
“87% of customers feel positive about a business that puts to good use the information and data it holds on its customers,” (Thunderhead CEO Glen Manchester)

10. 3 Pillars of “Show Me That You Know Me”
Quality contact information
Accurate contact details
Opted-in, segmented lists
Continuously tracked/updated communication preferences
Great content
More than a simple merge field
Quality but also quantity
Timely, Relevant and integrated to preferences
The Right Technology
A contact / CRM database
Integrated solution
Integrated content hub

11. Get Started Today! Step 1: Stop Step 2: Organize Step 3: Engage
Technology is not the answer (at least in the beginning)
Using purchased lists
Step 2: Organize
Solid contact data / Understand you contacts’ preferences
Grow your in-house lists
Identify good content sources
Step 3: Engage
Use only opted-in, segmented lists
Always ask contacts to confirm their preferences and capture their responses in your contact database / CRM
Step 4: Personalize
Get the right technology to:
Setup data feeds
Create dynamic s
Create content hubs

12. Thank you Jeff Hemming Jeff.hemming@tikit.com @jeffahemming
Product Manager
Tikit Limited
@jeffahemming