Personalization increases the effectiveness of your digital marketing campaigns by tailoring 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 geo-location, their device type or their preferences.
Thanks to the data 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 page of product X three times, this product will be put in the newsletter that will be sent to him. The product put forward can automatically vary from one consumer to another in order to propose elements that interest them.
As suggested by Cefrio, we can also customize and automate the logistics behind your company's e-commerce site. Every business is unique and operations vary even within the same industry. Customizing and automating e-commerce operations for your company's needs, from order taking to product delivery, has become the norm. This avoids the costs associated with low productivity and reduces delivery times to stay competitive in this speed-sensitive industry. Prepare yourself by pre-packaging items or pre-wrapping promotional items or automate the printing of custom labels.
In addition to personalizing your operations and messages for your customers or your target, you can save a lot of time and gain in efficiency by automating certain marketing operations.
Among other things, you can automate an entire email stream to ensure that all emails are sent to the right people at the right time. You could, for example: send a welcome email to new users, send a reminder email x days after if the person hasn't taken action, send an email for abandoned carts x days after the cart was abandoned, send discounts for people's birthdays, etc.
Many marketing actions can be automated to ensure good personalization and close follow-ups without consuming too much resource time within your company.
The newsletter is still one of the best converting communication channels. 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 implemented. Here are some examples:
- Contest for new subscribers
- Offer a discount following registration
- Demonstrate the usefulness of the information that is transmitted through the newsletter to your consumers
- Adding the 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 sign-up process to be able to segment your subscribers and thus take advantage of the personalization we talked about earlier. For more tips on email marketing, please refer to our article on the subject.
According to Les Affaires, online purchases made on a mobile device, by Quebecers alone, represented $8.5 billion in 2016. Specialists believe that this figure could double by 2020, as the use of laptops is steadily declining, at the same pace as the increase in the use of mobile devices.
The mobile experience is therefore paramount. It is no longer possible to be satisfied with a 5 second loading time per page. We need fast and efficient sites to avoid losing sales. It is important to update your website on a monthly basis and to opt for a high-performance server.
Having a site designed for mobile devices and implementing advertising campaigns with text and images optimized for them is a key element to stand out on search engines and be attractive to consumers.
Having a mobile optimized website is vital for the user experience, but also to increase 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 becomes increasingly difficult and expensive to reach potential consumers with paid ad campaigns alone and to have a strong presence on social networks, integrating an SEO strategy into your online marketing plan can pay off handsomely. What's more, if you show up on Google or another search engine, it's because the potential consumer is looking for something. It is therefore at a more favorable place in the buying journey to generate a conversion. When you are on the first page in the search results for a specific topic in your target's buying journey, it pays off.
Page load time is a key factor for effective SEO.
You also need to produce content around your products and services. The exercise of creating content for your website will educate you more about your target and its 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 you bring to it by creating quality content. Quality content marketing will serve as the essence for your other channels. You will then be able to use it on your social networks, in your newsletters and in your advertisements, therefore everywhere in the buying cycle of your customers. Doing SEO will increase the engagement of your other channels!
To learn more about the subject, we recommend this article from Smart Insights .
The big companies are already there. The small ones are just starting. Artificial intelligence should be seen as an engine in a car. Artificial intelligence allows you to automate actions, make decisions, all based on your data. The biggest challenge today? Having quality data and not erroneous. In order to collect quality data, you must have a tracking plan installed on your website or platform to collect this valuable information. You don't have to start an AI project immediately. When the time comes, you can rely on your clean data and thank Walter for giving you this valuable advice.
In summary, the opportunities for 2019 lie in the refinement and optimization of all channels. Whether it's your internal processes, the buying journey you offer your customers or the personalization of your content and marketing 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 to ensure your visibility to a clientele that shares its time on a wide variety of platforms. Being visible to your potential consumers is also an element to consider, test and optimize throughout the year.
It sounds like a lot, but do the exercise of becoming your own customer and live the search and purchase experience and you'll already be able to see several key elements. Don't hesitate to ask people you trust to test your online experience, they will be able to help you see the possible optimizations.