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. [si_guide_block id="140972" title="Segmentation and targeting workbook template" description="Review techniques to increase relevance and response across paid, earned, and owned media with our easy-to-use segmentation and targeting template."]

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…

Personalization stats for 2018 and 2019 show that brands can stay competitive only through a personalized approach to every customer

Today more than ever before, customers are critical of the experiences they get. They want brands to treat them as personalities both online and offline. They no longer accept average offerings and consider customer service as a part of the product they purchase. The Salesforce State of Marketing research showed that in 2018 84% of customers required a personalized approach. [si_guide_block id="57383" title="Download our Individual Member Resource – Website and e-commerce personalization guide" description="This guide is aimed at marketing managers involved with making the business case for personalization, looking to plan a personalization implementation or extend their use of personalization."/] Behind the vague concept of personalization stand efforts of multiple departments and considerable investments. So how do you approach personalization the right way? How much to invest and in…

"There is nothing more important than understanding the customer journey and delivering personalized experiences to your customer" Michal Szaniecki, Managing Director SEAT and CUPRA, Volkswagen Group

The future of marketing is personal. Brands are looking to create an in-depth understanding of the customer journey and how they can offer personalized interactions. Knowing your customer and their journey is down to effective use of data, and with more touchpoints and levers available to marketers than ever before the opportunities to engage are ample. As we get ready for the Brand Marketing Summit Europe, we spoke with three leaders and summit speakers to discuss how to successfully engage your customers and the innovations that will shake the way you work up. Incite Group has brought together key figures from Aon, Volkswagen and Spark Networks to discuss the key issues affecting brands marketing strategies and where they see the big, exciting opportunities…

Chart of the Week: 39% of marketers believe that optimizing the customer experience is the biggest opportunity for businesses in 2019

The importance of good customer experience is hard to deny. Offering good CX helps to increase traffic and conversions, as well as the number of customers who return to your brand and talk positively about it.

Putting the customer first

With there being so many benefits to improving customer experience, it’s no wonder that it is seen by marketers as a great opportunity. In fact, it is the single most exciting opportunity for organizations in 2019, according to the latest Digital Trends report from Econsultancy and Adobe. A total of 39% of survey respondents cited ‘optimizing customer experience’ as the biggest opportunity for their organization this year. When broken down, customer experience is seen as…

Chart of the Week: Changing customer behaviours driven by technological developments are seen as offering the biggest opportunities and challenges to marketers

The change in customer behaviour driven by technological developments is the biggest trend that marketers believe will offer the biggest opportunities and challenges in digital marketing. A new survey from ClickZ found that over half (50.7%) of US marketers believe that new tech leading to changes in behaviour is the marketing trend that people need to pay attention to over the next 12 to 18 months. Technology like voice assistants, as well as continuous changes to social media, offer a range of opportunities to target new audiences or offer easier ways to shop. However, each technological advance brings with it a unique set of challenges that marketers also need to deal…

Take a look at some of the best personalization examples to help shape your web personalization strategy

In our last few posts we discussed that despite personalization being demanded by consumers, brands are facing some significant blockers when it comes to implementing full-scale personalization campaigns. We also discussed how the solution to the problem was to start with ‘essential personalizations’, which work around the blockers rather than try to solve them outright, but still deliver significant value.

In order to achieve the above, essential personalizations:

Require only the simplest integration with current systems, often just requiring the addition of one line of code. Are tried and tested by businesses in many sectors and have already proven their value. Enable the quickest return on investment, helping validate personalization for business and secure further investment. Require a minimal skill set to implement and present a simple and structured way for a team to gain…

Take a moment to recall the last time you received truly exceptional customer service

It’s probably not that easy to remember, right? Most businesses strive to give good customer service, but very few stand out above the rest for providing great customer service. If you do happen to remember such an occasion, the thing that probably makes it so memorable is the very fact it stood out as being extraordinary (i.e. not the norm). That check-in staff member who remembered your name. That shop assistant who went above and beyond to help you find the best product for your needs. That hotel manager who took the time to ask for your feedback and then gave you a voucher for your trouble (this one happened to me just months ago, and I now talk about it often). …

6 months on from the GDPR deadline… have you started to prioritize retention? 

For many marketers, 2018 will be remembered as the year of the GDPR. Despite the long lead up time, plenty of businesses found themselves scrambling to get their house in order ahead of the 25th May deadline. Consumer inboxes were flooded with re-permission campaigns from brands seeking to retain their marketing lists. And when the dust had settled, many marketers found themselves faced with smaller lists. But the threat of mass unsubscription didn’t end after 25th May 2018 passed - it just started. The new rules mean customers now have an ongoing ‘right to erasure’. They can access their details at any time and wave goodbye. And this means you’re going to have to put more effort into customer retention from now on. In the following blog post, we take a look at the…

62.26% of customers feel happy and excited to respond to a specially tailored message from the retailer

The personalization of emails is not just limited to sending emails to your customers addressing them by their first names - it’s so much more than that.  You can use personal information like their date of birth, full name and past purchases to create personalized customer experiences. This can be incredibly beneficial as personalized emails are known to increase conversions and retention rates. In fact, 62.27% of customers feel happy and excited to respond to a specially tailored message from the retailer. This shows that you need to send tailored notifications to your customers based on their preferences. Let’s take a look at some examples and the infographic by Post Funnel. This will give you an idea of how to effectively use personalization in…

Personalizing on a B2B level is more important than ever

Personalization for B2Bs is staggeringly more effective than giving visitors a flat, generic experience. 80% of B2B businesses surveyed said that personalizing their website was more effective when it came to reaching their company’s objectives than unpersonalized content. But personalization for B2Bs has not been a widely adopted strategy. Businesses say they don’t have the technology, the required data, or even the resources to personalize for their customers on a one-to-one level. However, just like regular customers, B2B buyers are beginning to expect and even demand relevance at every point in their buying cycle. Mass marketing is no longer applicable. It is no longer the aim to find the message that will resonate with a large number of your customers: you’re looking to find the most important message for each individual buyer. B2B…

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Digital marketing strategy?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments