Personalization - Socital 21 Personalization is the future of ecommerce B. Target with Smart Ads...

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Transcript of Personalization - Socital 21 Personalization is the future of ecommerce B. Target with Smart Ads...

  • Personalization is the future of ecommerce by Socital

    https://www.socital.com

  • Personalization is the future of ecommerce2

    Table of Contents

    1. Why personalization? ..................................................................................................... pg 3 2. The Challenge .................................................................................................................. pg 8 3. The Solution ..................................................................................................................... pg 13 a. Collect ........................................................................................................................... pg 15 b. Analyze ......................................................................................................................... pg 17 c. Act ................................................................................................................................. pg 18 i. Personalized Emails .............................................................................................. pg 19 ii. Targeted Smart Ads ............................................................................................. pg 21 iii. Personalize your website ................................................................................... pg 22 4. About Socital .................................................................................................................. pg 25

    https://www.socital.com

  • Why personalization? A shift in Customer Behavior.

  • Personalization is the future of ecommerce4

    Customers nowadays have more power than ever before. With smartphones in every hand, customers expect access to information about products and services in real time.

    This is the age where the customer is king in the e-commerce game. Truly, eCommerce businesses are battling each other for customers’ loyalty.

    As one would expect, this new shift in consumer choice has made consumers more and more demanding in terms of how companies should interact with them. ECommerce is no longer about the sale you can provide but the personalized experience.

    “ The new frontiers for CMOs in the coming yearswill be data science, identity and behavioral insights, which then drive optimization

    and personalization.” Ajay Agarwal - Managing director, Bain Capital Ventures

    https://www.socital.com

  • Personalization is the future of ecommerce5

    Barista recommends everyone who walks in to buy their limited-edition (aka more expensive),

    seasonal drink.

    Barista greets you by name when you walk in and recommends a new blend

    of coffee based on your “usual”.

    Coffee Shop

    A

    You are deciding where to get coffee... which one do you pick?

    Coffee Shop

    B

    https://www.socital.com

  • Personalization is the future of ecommerce6

    Personalization Works

    them as unique customers, understand their needs, and are able to provide products and content that fulfills them.

    Personalization tools are the key to creating that magical experience your customers expect. As an e-commerce marketer, adjusting to these changes may be difficult but it’s necessary. Look how Macy’s has made a pop-up with a redirect to “Printed Dresses” with a coupon. This was created to target a visitor with past searches related to printed dresses, based on search tracking, and to make it easier for them to navigate there. This simple addition to the user experience leads customers to finding their dream products and making immediate purchases. And you don’t have to be as big as Macy’s to add this on your own website. See how here.

    Though the sales arena has moved from in-store to the digital space, customers still want the individual service that makes them feel just as an in-person experience would. They want web stores that treat

    “It’s safe to say, you would probably pick Coffee Shop B” Even if their recommendation was their limited-edition seasonal drink, you could trust that they recommended it based on their past experience with you. This is why many people pick the brands that make them feel remembered and cared about over others who are very generic.

    https://www.socital.com/resources/6-ways-to-use-exit-pop-ups-for-lead-acquisition/ https://www.socital.com

  • Having the tools that can leverage these changes in the marketplace can be game changing for your

    marketing efforts by making your campaigns and user experience stand out from the crowd and keeping you

    one step ahead of your customers’ needs.

  • Finding out who your customers are. The right way.

    The Challenge

  • The most popular way marketers acquire new audiences and create new customer leads is through social media.

    In fact, marketers spend on average 60% of their lead generation budget on Facebook ads.

    But this is what their acquired leads typically look like:

    smurf73@ gmail.com

  • Personalization is the future of ecommerce10

    Smurf73@gmail.com

    Name: unknown

    Gender: unknown

    Age: unknown

    Location: unknown

    Interests: smurfs?

    https://www.socital.com

  • Personalization is the future of ecommerce11

    While the number of leads you get in return of that 60% maybe satisfying, quantity does not necessarily translate to sales. A plain email merely provides a communication path with your customer, and tells you nothing about who that person is and what she likes. How will this help you create the personalized experience we know customers are looking for?

    Some business have already noticed this, and tried to tackle this problem by encouraging people to create accounts with their sites. But this goes only as deep as collecting gender and product purchase history. And frankly, people don’t always enjoy making yet another account in order to get perks. Now you are stuck sending generic, forgettable emails in order to mildly relate to everyone on your email list.

    You have no way of knowing, let alone separating, the male subscribers you have from the females. Try sending this to your whole email list and see what happens.

    Even if you wanted to make an email geared towards men like this:

    https://www.socital.com

  • Personalization is the future of ecommerce12

    How do you go even further? Why not utilize, say, a platform that billions actively use and have their whole lives uploaded on?

    Imagine what you could craft for your customers if you knew not only their name and email, but their gender, interests, location, brand affiliations. All are a mystery with just an email, but from collecting gender alone, this could increase your sales by 6x with gender targeted recommendations. Emails are no longer enough for leads; you must go further to be able to create these personalized messages the people want.

    Facts About Personalization

    48% of consumers spend

    more when their experience is personalized

    90% of marketers believe

    personaliza�on is the future

    74% of consumers get frustrated when

    content has nothing to do with them

    Source: Janrain.com

    https://www.socital.com

  • The personalization toolbox.

    The Solution

  • Collect, Analyze and Act.

  • Personalization is the future of ecommerce15

    Step 1: Collect Customer Identities

    There are numerous points on your website where your customers can connect with you. There are the traditional sign up forms, newsletter subscription fields, contact boxes. But you’re here because you want to know how to get ahead of the game.

    Customers want the path of least resistance. This can be achieved by allowing customers to sign up with their Facebook or Google credentials. If a process has too many steps, they will stop trying and move on.

    Using social media plugins offers benefits for both you and your customers. Your customers get connect with you without even having to touch their keyboard, and you get data-rich information on them.

    If you were shopping on asos.com while on the train on your way to work, which registration method would you choose?

    The answer is pretty obvious, unless you have some time to kill and are willing to strain your eyes. In fact, 42% of users would make more purchases via mobile, if registration was easier!

    https://www.socital.com

  • Personalization is the future of ecommerce16

    What you get in return, is much more information about your customers. WAY MORE:

    Name: Clumsy Smurf

    Age: 20

    Email: smurf73@gmail.com (verified)

    Gender: male

    Interests: Hiking, Dandy’s Candy Shop, Dr. Freem’s Eye Exams, Shoe Polishing Gel, Disco nights

    Location: Smurfville

    The list goes on and on: from interests and likes, to spending capacity and social media influence. Put all this data together and you get unique profiles for each and every one of your customers that perfectly describes who they are and what they like. Not bad for one click!

    https://www.socital.com

  • Personalization is the future of ecommerce17

    Step 2: Segment Your Audience

    The point of collecting rich customer data is to understand your customers on a deeper level so you can ta