Guest lecture

Question 1

Explain how personalization can lead to conversion by explaining the different steps of the raod map towards personalized content according to the guest lecture of Mrs. Vanhoutte.

Answer 1

Personalization is a tech marketing tactic to increase conversions by providing users with different content based on their users (declared & dynamic) characteristics.
The roadmap toward personalised webcontent consists of 7 steps:
1. Create an engagement value plan = What are possible customers engagements and how important are they to us?

2. Configure the DXP modules (Digital Experience Platform).
3. Set personalisation goals & ruling
4. Setup a basic dynamic profiling = static sales segmentation as a basis
5. Content mapping = All projects within the database need to be mapped on the profile key scales. All possible extra assets are created and matched with those keys in the database
6. Scenario’s & personalised components = When this happens I want that to happen. Example: When I visit the website from Ghent, I only want to see projects from the Ghent area.
7. Test & Improve

Question 2

In the case of Digital fundraising several drivers/concepts need to be considered. Discuss these concepts by linking them to the actual goals of a digital fundraising campaign (Guest Lecture Mrs. E. Vanhoutte).

Answer 2

Goal of the campaign = getting donations.

Concepts to take into account:

1. Simplicity: convince them to donate.
   = The purpose of the website is to gain donations. The drivers to donate are more supportive than primary. The obstacles of not donating should be eliminated through UX choices and digital identity and/or answered through content.
2. Transparancy: making donation concrete and transparant. What happens to the money?
   = Should be answered through content before and during the donation flow in order to lower cognitive dissonance. Adding a detailed page about operating costs is also helpful.
3. Control and impact: maximize and personalize donations.
   = Show how valuable the donation is through examples. Offer the option to give more and thus having a bigger impact on someones life.

Question 3

Explain the digital marketing maturity model in terms of stages and respective objectives and KPI´s (Guest lecture Mrs. E. Vanhoutte).

Answer 3

Digital marketing models mature in 7 phases:
1. Initiate = create an informational web presence. KPI = Traffic increase

2. Radiate = User-centered content distribution. KPI = specific channel traffic.
3. Allign = use digital presence to boost revenue and growth. KPI = tied to strategic objectives
4. Optimize = optimize digital presence for heightened engagement. KPI = Tied to strategic objectives
5. Automate = automated emailing, personalization in order to nurture customers and prospects in order to increase revenue. The company also moves from a multi-channel to a cross-channel dialogue. KPI = revenue.
6. Transform = build better customer profiles in order to further automate the process. KPI = tied with cross-channel goals
7. Lifetime customers = use intelligence and predictions to optimize cross-channel customer experience. KPI = closely tied to revenue and predicting future revenue.