‘ Always-On Advertising’ How Unilever Engages Consumers with Targeted Brand Messaging
New visitors & targeted messaging
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Transcript of New visitors & targeted messaging
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> Today’s Speakers
Kevin Butler• Marketing Specialist – Sitebrand
Eric Hollebone• Director of Marketing – Sitebrand
Follow this presentation on Twitter now• @Sitebrand
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> Web personalization on your 2009 radar?
Agenda• Understanding new visitors• The Sitebrand plan• What is Segment&Serve• Why use it• Benefits and ROI• Status quo sucks• Q+A
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> New visitors – understanding the opportunity
What we know about your new visitors• How they came to your site• First impressions are critical
– Opportunity to develop visitor into a repeat customer
• Time/money was spent driving the visit• Might be your most under performing/expensive segment• Require different messaging than any other visitors• Usually make up 60-80% of your traffic
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> Scenario: First time visitor using Google
Demonstration exercise...•First time visitor to your site•Using Google keyword search
• How are you currently speaking to that visitor?
How would you speak to that visitor if you knew the keyword used, first time on site, etc...
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> What is Segment&Serve
•Industries’ leading personalization platform•Brings marketing back to websites•Makes analytics actionable•Massive conversion increase•Significant search ROI•Right message, right person, right time
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> Why use Segment&Serve?
•Substantial conversions boost•Speak to your visitors, keep their attention•Reduce shopping cart abandonment by 50%•Real time, rule-based campaigns•World class web experience for each visitor•Proactive web marketing; post-click marketing
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> Benefits of Personalization
• Real-time messaging to web traffic
• Tailoring web pages to specific characteristics
• Right message, right person, right time
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> Status quo sucks…
You cannot:– Directly speak to each segment of traffic– Provide a unique online/memorable experience– Control information and what you want the visitor to see
You could be:– Suggestively guiding click-paths, navigation and more– Doubling sales through relevant messaging– Sending the right message at the right time
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> Questions/Answers
Sitebrand contact information•Web: www.sitebrand.com•Email: [email protected]•Twitter: @Sitebrand