There has been a high increase in number of technologies providing marketing personalization. So many that you don’t know if they really do personalization of just display useless messages. That’s what you should decide.
Marketing to Individuals, Not the Masses
In 2015 for marketing technologies companies was a very good year. We are already seeing personalization heavily integrated on some of the largest websites. For smaller online shops, there are now lots of third-party services make it easy and more affordable to integrate these tactics as well.
Information sources of personalization
- Information based on user IP address, browser and device
- Visitor past and current behavior: products viewed, categories he seems interested in.
- Data in your marketing automation system.
- Mobile application (different than mobile version of your website)
Using data from third-party sources combined with their own customer relationship management database, more marketers will dynamically display personalized content to their site visitors. This information can be used by site owners to dynamically serve unique content based on the company’s size, industry, or a host of other data points.
Smart systems collect information about a visitor’s interaction with your website. Especially on ecommerce sites there’s a lot of relevant information to determine interests and so on.
CRM system contains a wealth of knowledge about each prospect and customer.
When all sources of information about shoppers are combined, you open up limitless possibilities to create quick, deep connections with everyone who comes to your site. You determine your most important audience segments, then create exceptional content for each of them.
Online tools and tactics for personalization
- Product recommendations Rules based on shoppers’ behavior, their profiles, past purchase history, or other variables.
- Pop-up offers. Cross-sells or upsells based on behavior or items in a cart.
- Members only. Many sites require email registration prior to shopping to promote exclusivity and build their subscription base.
- Pop-up chat. Offers for an online chat session based on a shopper’s behavior.
- Remarketing via email. Sending emails with new offers or reminders after a cart or checkout abandonment.
- Remarketing via online advertising. Targeting display ads on other websites after a visit or event.
- Email promotions. Opt-in email offers, for trying to recover carts or visitors who bounced.
- SMS ads. Opt-in text messaging promotions.
- Checkout promotions. Upsells and cross-sells that are presented during the checkout process.
- Cross-sells and up sells in the shopping cart.
(here was a source of inspiration for these.
How many of these have you applied to your website?
