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The Audience of One

The Audience of One. The Communication Circle. Jonathan Price. Toward an audience of one. Beyond the great mass. Beyond niches, micromarkets, subgroups, demographic clusters. Communicating with one person at a time. What is personalization?.

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The Audience of One

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  1. The Audience of One The Communication Circle Jonathan Price

  2. Toward an audience of one • Beyond the great mass. • Beyond niches, micromarkets, subgroups, demographic clusters. • Communicating with one person at a time.

  3. What is personalization? • Example: Reflect.com starts with an expert system.

  4. What is personalization?Example: Reflect.com • Interrogates you to make decisions building a recipe.

  5. What is personalization?Example: Reflect.com • Asks you to name the product, choose a package.

  6. What is personalization?Example: Reflect.com • Talks to you, person to person.

  7. What is personalization?Example: Reflect.com • Remembers what you created last time.

  8. What is personalization?Example: Reflect.com • Lets you choose a graphic look for the site.

  9. What is personalization?Example: Reflect.com • Offers related services or products.

  10. Personalization goes beyond customization. • Customizing divides the mass audience into several niches. • Customizing puts each visitor into a particular group, which may become a silo. • The site decides what content to deliver to the users’ particular niches via multiple home pages, multiple menus, filters on content.

  11. Personalizing addresses an audience of one. • Personalizing allows the individual to pick and choose content, format, media, and the degree of intimacy. • Personalizing recognizes the actual situation of the particular individual receiving the information. • Personalizing may also mean you have to reveal information about yourself, as an individual.

  12. Personalization starts with a profile. • The visitor registers, or gives some information.

  13. Personalization starts with a profile. • On return, the visitor is identified by a cookie, or login.

  14. Personalization starts with a profile. • Users reveal their own situation, products, income, address.

  15. Personalization starts with a profile. • Smart sites reward their effort immediately.

  16. Personalization starts with a profile. • From the momentof registrationall contentpinpointsthe visitor’sproduct,situation.

  17. Personalization starts with a profile. • The Customer Relationship Management software, or underlying database of customers, pulls up records of previous interactions with this individual.

  18. Personalization starts with a profile. • To expand the profile, the site asks more questions, with popup windows, surveys, sweepstakes,special offers that require answering just one more question.

  19. Personalization starts with a profile. • The most successful sites put a user in charge of his or her own profile.

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