Customizing the user experience

Personalization makes it possible to increase the effectiveness of your digital marketing campaigns by adapting your message for your different types of consumers. For example, you can personalize your customers' shopping experience based on their behavior on your website, their location, their device type, or their preferences.

Thanks to the data that you can collect in real time on the behaviors and interests of your customers, you can offer products or services in a personalized way. For example, if you see that a consumer has visited the product X page three times, it is this product that will be included in the newsletter that will be sent to them. The product put forward can automatically vary from one consumer to another in order to offer elements that interest them.

As suggested by the Cefrio, we can also customize and automate the logistics behind your company's e-commerce site. Each business is unique and operations vary even within the same industry. Customizing and automating e-commerce operations for your business needs, from order taking to product delivery has become the norm. This makes it possible to avoid the costs associated with low productivity and to reduce delivery times in order to remain competitive in this industry where speed matters. Get ready by pre-packaging items or pre-packaging promotional items or automate custom label printing.

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Automating a marketing operation

In addition to customizing your operations and messages for your customers or your target audience, you can save a lot of time and gain efficiency by automating certain marketing operations.

Among other things, you can automate an entire email flow to ensure that all emails are sent to the right people at the right time. For example, you could: Send a welcome email to new users, send a reminder email x day after if the person didn't take action, send an email for abandoned carts x days after the cart was abandoned, send people's birthday discounts, etc.

Several marketing actions can thus be automated to ensure good personalization and close follow-ups without consuming too much resource time within your company.

Build an effective email marketing strategy

Even today, the newsletter is one of the communication channels that convert the best. In addition to converting well, the valid email address you have will remain one of the most valuable digital assets in your business. You have full control over it unlike a Facebook “fan” on your page.

In order to increase the number of subscribers, several tactics can be put in place. Here are a few examples:

• Competition for new subscribers
• Offer a discount after registering
• Demonstrate the usefulness of the information sent by the newsletter to your consumers
• Addition of newsletter subscription on all pages of your website and in all forms
• Interesting material to download\

It is also very useful to add a questionnaire to your newsletter subscription process to be able to segment your subscribers and thus take advantage of the personalization we were talking about earlier.

Enhance your mobile experience

According to Les Affaires, online purchases made on a mobile device, by Quebecers only, represented 8.5 billion dollars in 2016. Experts believe that this figure could double by 2020, as laptop use is in steady decline, at the same rate as the rise in mobile device use.

So the mobile experience is essential. It is no longer possible to settle for a load time of 5 seconds per page. You need fast and effective sites in order not to lose sales. It is important to update your website monthly and to opt for a high-performance server.

Having a site designed for mobile devices and setting up advertising campaigns with texts and images optimized for them is a key element to stand out on search engines and be attractive in the eyes of consumers.

Increase your organic traffic through content marketing

Having a website optimized for mobile is vital for the user experience, but also for increasing your “ranking” in Google. Being well positioned on search engines allows you to effectively reach people who are looking for your products or services.

As it is increasingly difficult and expensive to reach potential consumers only with paid advertising campaigns and to have a strong social media presence, integrating an SEO strategy into your online marketing plan can be very profitable. What's more, if you stand out on Google or another search engine, it's because the potential consumer is looking for something. It is therefore at a more favourable place in the buying journey to generate a conversion. When you are on the first page in the search results for a specific subject according to the buying journey of your target, it pays off very much.

Page load time is a key factor for effective SEO.

You also need to produce content around your products and services. The content creation exercise for your website will further educate you about your target audience and their journey.

The real answer is that you need a mix in your digital channels. Simply doing Google Adwords is no longer enough. Doing content marketing will allow you to increase the quality of your site through the intelligence and authenticity that you will bring to it by creating quality content. Quality content marketing will serve as the fuel for your other channels. You can then use it on your social networks, in your newsletters and in your advertisements, so everywhere in your customers' buying cycle. Doing SEO will increase the engagement of your other channels!

To find out more on the subject, we recommend this Smart Insights article.

Embark on the artificial intelligence wave

The big companies are already there. The small ones start. We should think of artificial intelligence as an engine in a car. Artificial intelligence makes it possible to automate actions and make decisions, all based on your data. Today's biggest challenge? Have quality and not erroneous data. In order to collect quality data, you must have a tracking plan installed on your website or platform in order to collect this valuable information. You don't have to start an AI project right away. When the time comes, you can rely on your clean, cleaned data and you will thank Walter for giving you this valuable advice.

In conclusion

In summary, the 2019 opportunities lie in refining and optimizing all channels. Whether it's your internal processes, the buying journey you offer your customers or the personalization of your marketing content and campaigns, it's by displaying the right information to the right person in a short period of time that you can stand out.

We also suggest varying your display channels in order to ensure your visibility to customers who share their time on a wide variety of platforms. Being visible to your potential consumers is also something to consider, test and optimize throughout the year.

It seems colossal, but do the exercise of becoming your own customer and have the experience of researching and buying and you will already get your finger on several key elements. Do not hesitate to ask trusted people to test your online experience, they can help you see possible optimizations.