Transcript
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Yeah.
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Hi everyone welcome back to be to be
growth. My name is Olivia Hurley and
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today I am joined by Anna Lou Oh the
senior vice president of customer
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innovation and marketing ana how are
you doing today? I am well Olivia, nice
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to be on your show. Thank you. Oh well
thank you so much for coming on. I'm
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really excited to be able to unpack
some of your experience. Have a great
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conversation with you before we were
recording. You were chatting to me
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about the world of data and
personalization and you were saying
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that we have the technology to do a lot
in the world of personalization these
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days. But you would you like to think
of advertising and messaging as a
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service. Can you tell me a little bit
about that? Sure. Let's look at it this
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way. Your job is a journalist and
podcast host. Mine is marketing but we
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both are also consumers. So what would
we or you rather see? Right as that
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chase you all over the internet for
products that you have just viewed or
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purchased or say during a hot summer
week, when you're thinking about having
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a few cool meals, You receive a 20%
discount offer from your favorite
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cooking service brand to try a few new
citrus salad meal kids. Well isn't that
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wonderful? So imagine this type of
personalized offerings um, coming to
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you a consumer when you're thinking
about at the specific time. So say
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that's in the middle of the week And
season. Oh, it's summer right now and
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the weather sunny and beautiful and the
temperature is maybe 80° or higher.
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It's a little hot. All of these are
signals that indicate that you may like
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something nice and cool and you prefer
healthy salad varieties. So data like
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this can help marketers do amazing
things as a marketer or brand we need
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to learn or to earn the consumers trust
so that they see the value of sharing
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with us the data about them. So in this
example this type of personalization
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can happen when the consumers allowed
this cooking service to know about
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their food preferences behavior where
they are located in real tie. What's
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important is that the consumers
wouldn't see these personalized at
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offers as frivolous. Just look at this
from our own experience as consumers.
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But rather this want one communication
is a real relevant service. Mm So part
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of what we were talking about before
and I think that's so beautiful. And
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also I would like to say you chose a
great example to talk about food, first
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of all, so relevant. Second ball love
citrus salad. But you were saying that
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we have capacity to do a lot. We have
the opportunity to make very
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personalized marketing, speak directly
to those signals from the consumer. But
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that doesn't mean as marketers, we get
to change the rules of engagement. So
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I'm curious what you mean by that. And
then I'm curious what are the terms of
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engagement these days? Yeah, that's a
great question. And you're spot on. So
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with new technologies at our fingertips
these days, we marketers and sellers
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sometimes forget that we are still
dealing with human beings and we need
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to respect the rules of engagement. The
other day, you and I talked about the
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blurring of the slide and how it could
backfire. So during prospecting, uh,
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it's like meeting somebody for the
first time. Here's an example, a
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chatbots salesperson who was doing his
job by introducing himself to me the an
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email I as a prospective buyer opened
the email and instead of clicking on
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the link in the email, which then he
could track me, I open an incognito
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thinking that I could check out his
company without being tracked when I
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landed on his homepage a check but
appeared and the message was, hello
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anna it's me. And he gave his name and
he wrote, I'm not the ai. It's really
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neat now. That was creepy. So while
their technology allows them to follow
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me to their website, I would much
prefer to be left alone to do my
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research. Right. We could engage. But
that was the wrong place at the wrong
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time. So this is an example of because
you can doesn't mean that you should
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now on the flip side if I'm already a
customer and nothing could be more
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annoying than buying a product that
doesn't work. So here I am calling
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customer service. I expect your system
to have all the information about this
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purchase purchase history and
conversations with service agents that
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in tech support. Yet I get transferred
to another department, another agent
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and yet another agent. And each time I
described my problems again and again.
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And I imagine that you two probably
have this experience and this is where
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a personalized experience using data
and technology about my interactions
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with you know the brand and the people
who work there would be extremely
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useful. So the rules of engagement
doesn't change brands that understand
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how to use technologies to personalize
their communications with each consumer
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based on where they are in the buying
journey will win. Yeah. So to just put
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it in like super, super basic terms, if
you don't have a relationship with a
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prospective customer, you shouldn't act
like you do. And if you do have a
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relationship with a customer, you
should have all that information. Be
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using all the personalization that,
that stalker over the chat bot was
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using to know your customer and their
problems and how they're utilizing your
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product. Do you think that gets at it?
Yeah, I think so. And when you are
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already a customer, so knowing that
information and trying to do something
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to serve to give you service that
wouldn't be stocking. So that's the key
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difference. Yeah, that's the beauty of
the relationship is, is then they get
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to say, Hi ana, we're so glad to talk
to you today. Let me pull up your file.
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You got it brilliant. So I'm curious. I
want to get into your brain now and and
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kind of look at what you've seen and
why you think those terms of engagement
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have been overlooked or bypassed? How
do you think we've gotten from we have
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this awesome technology to now somebody
is in a chat bot on an incognito
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browser being like, hey, it's me, you
know me from the email, how do we get
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there? And I think sometimes we get
caught up in what we do using
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technologies and we forget that we are
dealing with human beings on the other
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side and especially last year in the
lockdown, most of our interactions are
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online. We may feel disconnected with
people that we see on the screen versus
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face to face. And I imagine this is
what a lot of the sales folks,
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marketing folks we're going through. So
what do you think marketers stand to
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lose by being too forward with their
personalization? Well, the experience I
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just share. Hopefully address this
question right, engage customers
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without understanding where they are in
the buying journey and not respecting
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the rules of engagement. And that could
backfire now. An interesting question
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we may also ask is what do market or
stand to lose by not using
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personalization. I know you're thinking
about that. That's really the flip.
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So the answer is a lot. We are seeing a
shift in consumers behavior. They
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demand relevant messages from marketers
as we often wish. Don't bombard me with
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ads and I don't care about, right? So
when you watch a video on Youtube or
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connect to Tv randomly, the program is
interrupted by a commercial and often
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promoting products that you don't care
about. What would you do Olivia? For
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example, two things I'd either wait
until I was able to skip the ad or I'd
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use it as an opportunity to go get a
snack. You know, I think a lot of the
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viewers will probably agree and do the
same things with. Yeah, totally. It's
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kind of it's kind of a funny that that
sometimes I were aware that we see
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cookies on websites and various
different things were aware of
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personalization and we appreciate it.
We also want to walk that line of not
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knowing companies knowing too much
about us, but then we get frustrated or
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at least I do when I'm like, that has
nothing to do with me. Haven't you been
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watching my, I only want ads about
cooking shows and you know, whatever
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else close things like, like, you know,
whatever. But, but anyway, that kind of
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cracks me up. Yeah, you're right. Yeah.
And so what you just described is, um,
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you know, the days when marketers were
following a linear path of messaging,
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Those days are long gone. Savvy.
Marketers today use consented first
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party data, which is the data about
each consumer that you own. Um, and
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they opt in right. so combining that
with contextual data which you know
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which we talked about earlier is the
time of day the season, whether pollen
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counts sporting events. Any of these um
data triggers were bringing each
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consumer relevant product or service
offering using the right copy the right
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image at the right time through the
right channel and the channel being
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facebook news site. Hoppy site
connected tv wherever he or she may be
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at that moment. Hey everybody Logan
with sweet fish here. If you're a
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regular listener of GDP growth, you
know that I'm one of the co host of the
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show but you may not know that. I also
head up the sales team here at Sweet
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fish. So for those of you in sales or
sales ops I wanted to take a second to
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share something that's made us insanely
more efficient lately. Our team has
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been using lead I. Q. For the past few
months. And what used to take us four
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hours gathering contact data now takes
us only one where 75% more efficient
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were able to move faster with outbound
prospecting and organizing our
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campaigns is so much easier than before.
I'd highly suggest you guys check out
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lead I. Q. As well. You can check them
out at lead I. Q. Dot com. That's L. E
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A D. I. Q. Dot com. All right. Let's
get back to the show. So we have the
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opportunity to build trust with our
prospective customers if we use it
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right and the opportunity to lose trust
quite quickly if we do it wrong. So
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what is your suggestion for getting the
most out of personalization Without
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being disrespectful or creepy or just
kind of really obvious? Yeah. I think
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the best way is by being transparent
about how we use their data. So when
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consumers see the value in their
relationships with the brand, they
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choose to opt in and let us, you know,
use the most precious information about
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them. Their preferences behavior to let
us provide the most relevant service
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and product offers in real time. So
combining their consent data and using
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automation, uh we can quickly scale
personalization by knowing each
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consumer's preferences and being in the
right context, wow. Yeah, absolutely.
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So for somebody wanting to implement
what you're suggesting, want to walk
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that tightrope really well, What is
Step 1? What's step 2? Yeah, great
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question. So to start thinking about
how to scale personalization, we see a
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general progression from our customer
base where marketers begin with using
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creative automation to create thousands
of personalized ads with just one ad.
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And we call that a Creative Master. And
so once that automation either familiar
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with that process, the next step is
using more and more of the
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personalization triggers which you know,
we just discussed. And so these could
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be the opt in consumer data about the
consumers and that the brand owns. And
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also the contextual data and trying a
few more channels is another example,
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such as personalized. They start they
may start with display or social, you
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know social ads and then they'll add on
videos and email and website, right? So
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you personalize across all of these
channels. So the same relevant message
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could be seen by the same consumer no
matter where they are. And this is what
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we call Omni channel personalization.
And as marketers move up the learning
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curve And if they're selling through
digital commerce which you see a lot
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today, especially last year with a
lockdown, a lot of the retail and
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consumer goods companies have moved
online to do set up online stores. And
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so they would benefit from using AI to
predict purchase intent. So those are
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three stages that we see our customers
and you know, progress through this
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personalization journey. What's a
warning sign? People might be getting
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it wrong. Um Okay, so I would say
confusing retargeting for
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personalization. So the assumption is
that if a customer has a consumer has
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looked at a pair of running shoes, so
we assumed she must be interested in
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bounds. So when consumer leaves the
athletic shoe brand site and goes to
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another site, like a news site or
something and she sees the ad for the
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same shoot. Um This is how we marketing
retargeting works, reminding consumers
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to go back and by these shoes not
knowing sometimes that they have
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already purchased issues. So in the
early days this form of simple
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retargeting was considered
personalization and got a bad rap for
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being super annoying and giving all of
advertising a bad name. Personalization
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is really about having a holistic
picture about the consumer. So she
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looked at the product, does she buy the
product? If so don't show her the same
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product but show her a related sets of
product that is relevant to her right
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now. And data and machine learning can
signal the purchase intent. So as
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marketers we should all use
technologies and data to get a better
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picture of each consumer and use a more
intelligent way of engaging the
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consumer. I'm curious since that was A
to B to C. Example. I'm curious if
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there is a specific way B. Two B.
Marketers can apply that. Yeah. So
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being A B is a little different, right?
Because um you, instead of, you know,
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buying products and you really, the
signals might come more from, you know,
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what are some of the things that they
read? What are they come to your
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website? What are some of the assets?
You know, whether it's a webinar on
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demand webinar that they download or
whether it's an e book or a research
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paper and you can also look at the
content whether it's about, you know,
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some aspects of personalization or
whether it's more about identity or it
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maybe it's more about how to
personalize e commerce marketing. So
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from those, those other signals that we
get and you could do use a similar
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process to figure out, you know, what
is the right content, what is the right
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conversation to have with specific
marketers? Brilliant. It really is fun
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to have this conversation and to step
back and be like the things we can do
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that is really fascinating and really
cool. So, if you were to boil all of
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this down and there was only one thing
that somebody could take away from this
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episode, what would it be? Well, I
would say, look at how we consume
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information and how we've shifted,
right? So in the past, um, the
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direction of the communications really
from the company, the marketers going
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through this linear process and just
broadcast it out. But today, a lot of
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the buyers, B to C&B, two b. Um, what
do we do we first research, Right. And
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much like the process that I went
through. Um, I want to first find out
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what this chatbots services and you
know, how I might incorporate that into
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my marketing strategy. And so all that
research is done. And, um, by the time
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the mark, the salesperson understands
it gets the call, the potential buyer
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already knows a lot about your product,
possibly. And so it's important for
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marketers to actually provide a lot of
information, looking at different
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stages of the purchase a journey. And I
would say be able to use all that
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information and start the
personalization journey today because
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people look for information differently.
They do a lot of the research. It's
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important to understand what the
journey looks like and how to
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personalize that journey with the data
that you have. Oh man, well you have
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taken me on a personalization journey
in this conversation and I really
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appreciate all that you've shared and
I've learned so much. And also I'm
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going to definitely continue to go get
snacks when ads are incorrectly
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targeted towards me. Hi, everyone else
to do the same on a how can listeners
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connect with you? Yeah. So the easiest
way to connect with me is through this
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email address Java X D C O J I V O X D
C O at dropbox dot com. And you can
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also come to our website, java's dot
com and uh learn more about
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personalization. We also have a lot of
experts who can you know, have a one on
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one conversation with you to look at
what your specific needs are. And so
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there are many ways to contact us. So
definitely please, you know, reach out
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and by the way, if you're interested in
getting a copy of the uh cost savings,
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00:19:31.890 --> 00:19:36.500
how to use automation, uh for cost
savings and how to uh you know, realize
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our oh I I'm happy to send a compliment
mentally copy to you. So again, you
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know, kovacs PCO at dropbox dot com and
let you know well on a once again
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prevent you are incredibly generous,
not only as a guest but also as a
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market or two. So I'm so glad we were
able to have this conversation. Thank
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you again for joining me on VTV growth.
Hey, thank you Olivia. That was so much
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fun.
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Are you on linkedin? That's a stupid
question. Of course you're on linkedin
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here. Sweet fish. We've gone all in on
the platform. Multiple people from our
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team are creating content there.
Sometimes it's a funny gift for me.
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Other times it's a micro video or a
slide deck and sometimes it's just a
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regular old status update that shares
their unique point of view on B two B
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marketing leadership or their job
function. We're posting this content
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through their personal profile, not our
company page. And it would warm my
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heart and soul if you connected with
each of our evangelists, we'll be
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adding more down the road. But for now
you should connect with Bill Read, our
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ceo Kelcy Montgomery, our creative
director dan Sanchez, our director of
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audience growth Logan Lyles, our
director of partnerships and me, James
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Carberry. We're having a whole lot of
fun on linked in pretty much every
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single day and we'd love for you to be
a part of it.