Personalized Marketing Trends Worth Your Attention
One of the biggest challenges online businesses face today is creating a shopping experience that stands out from the rest. Consumers now expect tailored and personalized experiences while shopping online and “74% of online consumers get frustrated when content (e.g. offers, ads, promotions) appears that has nothing to do with their interests” (Janrain & Harris Interactive). Fortunately, personalized marketing trends offer an opportunity for businesses to reinvent a buyer’s online shopping experience.
Personalized marketing is the ultimate form of targeted marketing and is most often an automated process that utilizes data to craft individual messages to online users. Furthermore, when it is used correctly, personalized marketing enables businesses to connect with users on a more personal and in-depth level which results in higher conversions and ROI.
The following are a few personalized marketing trends that may be worth your attention:
Programmatic Marketing automates the decision-making process and optimizes the performance of campaigns, using artificial intelligence and real-time bidding. It gives online advertisers an opportunity for campaigns to hit the right audience at the right time and ultimately generate higher-quality leads. With programmatic advertising, buyers are served more relevant ads that are based on their wants, needs, and preferences.
Retargeting is also a type of programmatic advertising that uses cookie-based technology. The cookies store data about the user like the pages they viewed or how long they stayed on a certain page. We have written about retargeting (also known as remarketing) in one our previous blogs, check it out for more information
Consumer-owned Content Marketing is a fairly new personalized marketing approach. It displays the owned content of an online user such as one of his or her Instagram photos or a Facebook post. In other words, the buyer creates the advertisements that are displayed to them from their online activity.
Product Recommendation Engines help recommend products they believe based on data a specific user will like. They use filtering methods that collect and analyze behavioral data of an online users activity. For an online business this can help build relationships beyond a single purchase and spark new product interest.
Personalized websites use content optimization systems that deliver content that is generated in real time based on specific information about a user (like the location of your IP address or the device you are using). These are used to cut through clutter and filter out noise by making a users web experience more relevant to them. Personalized website are also used as a way to directly connect to users based on where they are in the sales cycle. This way the user gains the most value out of their visit to your site without wasting any time.
Personalized marketing can be the key to locking online customers into your brand if used properly. It allows an online business to take advantage of the data available to craft custom user experiences and target those that are most likely to buy. The one-size-fits all marketing approach is a thing of the past and consumers are now expecting personalized experiences while shopping online today.