The Power of Personalization in Digital Marketing for eCommerce Retailers
Personalized marketing is the make and break of any eCommerce marketing strategy in today’s competitive world. As brands battle for consumer dollars, the way to win is through personalization. Consumers want to see useful and contextually relevant ads based on their interests. In simpler words, they want to see the right information at the right time through their preferred channel. It is no exaggeration when consumers say they are more interested in personalized experiences now than ever before.
According to a study, 71% of consumers prefer personalized ads because the advantages they bring are invaluable. Making the shopping experience easier for consumers should be the priority of any business, and ensuring consumers are not seeing irrelevant ads should be the second. However, for marketers, this only works out if they have a unified view of their customers. How do your customers shop, what have they recently purchased, and through what channel? How did they learn about your product/service, and what promotions did they take advantage of in their shopping history? Customer-Driven Marketing by Confiz helps you do that. Collecting all this data can help you create detailed customer profiles, laying the foundation for delivering better customer experiences and meeting expectations.
When embarking on a new personalization strategy or revamping an existing one, personalization boils down to three main questions.
Question 1: Where to Offer Personalization in the User Experience?
Before deciding the most relevant place to add an element of personalization, it is important to thoroughly analyze all the channels and touchpoints of the customer’s journey. You will then be able to shortlist all your options and see where a personalized element would fit the most. Adding personalization in the right place at the right time will allow the product/service to fit seamlessly into a user’s lifestyle, making the user interface an invisible part of the entire process. Therefore, mapping out each microelement that could benefit from a more contextual experience is the process’s first and most essential aspect.
Question 2: What Information to Use?
The next step is to analyze the tools to use and to what degree they offer a wealth of information. Some useful tools include CRM, A/B testing, marketing automation, transactional systems, etc. Once you know where the personalization must occur, the next step in the roadmap is to decide which current tools will help support each microelement. Although your research and development of all the right tools in the market are important, you may need to change/update/substitute old tools for updated ones to yield better results.
