Chart of the Day: Time highlighted as the biggest obstacle in the way of marketing personalization
When it comes to customer experience (UX), personalization is an important part of increasing engagement.
Using data to inform content and digital ads can aid in the creation of experiences that are highly relevant, as well as different from that offered by competing brands. Not only can personalization enable marketers to hold the attention of their targeted audience, but it can also, ultimately, inspire brand loyalty.
Despite personalization being a vital aspect of UX, many marketers (59%) are failing to personalize content at scale, with time being cited as the biggest barrier to doing so.
Adobe’s new survey has revealed that under half of respondents would say their company’s personalization is extensive, meaning they are failing to reap the benefits that it offers.
14 ways to segment your target audience for effective e-commerce personalization
As defined by Smart Insights, segmentation shows approaches to grouping prospects and customers to deliver more relevant communications and offers. The result is to give better response rates to these communications.
In the marketing arena, personalization is a term often misused for segmentation. Personalization and segmentation, while both valuable tools for marketers, couldn't be more different.
The personalization v segmentation debate
Segmentation is grouping customers together according to identifiable characteristics. Often, these are demographic characteristics such as age, geography, gender, favourite brand or AOV.
Personalization is the optimizing of experiences and messages to individuals themselves — not the group they belong to.
The introduction of Artificial Intelligence and Machine Learning algorithms means it’s now possible to predict website visitors’ likes of products, categories and brands based on…
A case study of how a retail brand ran a personalisation program to improve engagement
Jack Wills, a retail fashion store, has used personalisation to boost conversions for new and returning customers.
What results have Jack Wills seen since running their personalisation program?
12% increase in conversion rates
8% increase in Add-to-basket
Reduced basket abandonment
Using Monetate, a personalisation software for consumer-facing brands, not only has Jack Wills increased their conversion rates, they have also reduced their basket abandonment.
Personalisation is key
A number of changes were made to their online store - including 'sticky filter' functionality and personalised rules for displaying products to give customers a better and more engaging user experience.
Through personalisation, new customers to the online store are shown product category pages with 'bestseller' products, whilst returning customers are shown 'new arrivals' on the same pages. This is because extensive…
How Personalization, Segmentation, and Optimization work together to create a seamless customer experience
There are three different levels to delivering personalized customer experiences: optimization, segmentation, and 1-to-1 personalization. Many of the ecommerce marketers we speak to are already using one or two of those approaches but haven’t considering how they relate to one another-so we developed a visual we call the Monetate Personalization Pyramid to help visualize the relationships between these three layers.
In this article, we’ll talk you through the Pyramid from the bottom up. If you want to find out more, sign up for Smart Insights and Monetate's Getting Personalisation Right: 10 Best Practices to Improve Conversion webinar.
The base level of the pyramid is optimization. This describes the process of testing different approaches, analyzing the results to identify the top-performing design, and then implementing the winner. You'll know this…
We interviewed Certona's CEO Meyar Sheik about the future of one of marketing hottest trends - personalisation tech.
1. First of all, congratulations on being named top personalisation provider! Can you tell us how Certona uses machine learning and predictive algorithms to predict customer behaviour?
Certona pioneered the use of patented machine learning and predictive algorithms that empower retailers to leverage real-time profiling of individual shoppers across the omnichannel landscape. Certona’s personalisation platform is powered by a sophisticated blend of continuous profiling and real-time targeting that augments behavioural profiles with every interaction. This develops shopper insights that fuel intelligent predictions, letting retailers deliver increasingly individualised experiences as shoppers engage across touchpoints. Within 3-4 clicks on a site, Certona’s personalisation platform ingests real-time shopper data such as location, weather, time of…
Which channels are best for delivering more personalized communications?
Relevance - Relevance - Relevance! should be the mantra of digital marketers since we know that serving more contextual messaging to our prospects and customers will give an improved experience and boost response.
There is certainly no shortage of marketing services to deliver personalization, but it seems from this recent survey from Venturebeat that ability to customise messages to the individual varies a lot by channel.
It's clear that email is 'streets ahead' in its usage for personalisation although, as the report notes this can vary in sophistication from name personalisation to recommendations based on behaviour. It's surprising that web personalisation is relatively rare, although we can expect it's higher in Ecommerce sectors such as financial services, travel and retail.
Venturebeat: Marketing Personalization: Boosting Relevance
Wearable technology trends and the future of digital selling
Until what seems like very recently, wearable technology has remained on the fringes of consumer consciousness, with most people unsure what to make of it. 'What’s the point in moving the user interface two inches from my pocket to my wrist?' people rightly ask. 'But I’m terrible at multitasking, those glasses will just be another distraction…' Although wearables still have yet to gain widespread popularity, interest is stirring and 2015 may just be the year it turns a corner.
According to a recent report from Juniper Research, wearable advertising spend is estimated to reach just $1.5 million this year, but by 2019 is expected to hit a slightly more impressive $68.7 million. That’s a huge new market, and one that online marketers would do well to embrace.
Customers have similar traits but are not all alike and should not be spoken to with a single message in the same manner and tone. This was initially looked at in an earlier article ‘Talk to your customers or talk to your customer?’, but once the need to communicate with and not at all your customers is understood, providing different messages/offer/content using surface level details is a tempting approach, for example splitting the message by gender and/or age group.
This approach assumes that the surface level details represent the best groups of customers which will not always be the case. Looking at the sand in the first image at first glance all the grains seems to be identical with some obvious differences becoming apparent when a more detailed…
Creating more relevant personalised communications
Receiving messages from a company you have never spoken to can be annoying and intrusive at best, often referred to as spam. Therefore, gaining permission to speak is a critical element in building a relationship with your customers, but using this right to broadcast the same communication to all customers will eventually turn your message to “noise”. Having a conversation is not a one way speech, but an interactive communication which listens and speaks to, not at the customer.
Within the travel and tourism industry the need to provide the personal touch is a key differentiator of single and smaller hotel chains, with the service and attention to detail making the experience memorable and distinctive. This unique and distinguishing service is often carried across to the digital world, with some very elegant, evocative images and…
How to use personalised product recommendations to increase Ecommerce sales
The importance of effective product recommendations cannot be ignored. When done correctly they can heavily contribute to the success of a website, both by increasing the quantity and the size of orders being placed.
Studies of personalisation have revealed that, when recommendations are made intelligently, those products being recommended can enjoy conversion rates over 900% higher than sitewide averages. Amazon have famously leveraged this technique to attract a huge customer base and vast revenues - a look at their homepage will reveal a site committed to personalising its shopping experience around the needs of each and every individual customer.
Today, the importance of website personalisation as a method for boosting conversion rates is recognised by most digital professionals. An Econsultancy report recently named website personalisation as 2014's top digital priority by…