The evolution of tools that analyze the digital footprint of visitors provides an enormous opportunity for marketers to increase the relevancy of their ads and create more engaging content. In this post series we will introduce the most popular forms of personalization in marketing, and give some practical advice on how to apply them.
The digital advertising market is growing rapidly. Companies are spending around 25 percent of their advertising budget on digital channels globally, and the rate is very likely to increase in the future. No other form of advertisement has been able to match the popularity of web marketing in the recent past.
The vast majority of Fortune 500 companies have an active digital presence and do social media activities nowadays. But they are not the only ones taking advantage of the possibilities provided by the massive amount of the time we spend online.
The growth of internet usage gave a never before seen chance to smaller companies too. With the help of search engine marketing and social media activities they could finally reach exactly those people, who were interested in their services. And more importantly; they could afford to contact them.
The popularity of internet ads grew in pair with the user’s ability to ignore them. According to Janrain 98% of people are feeling disturbed by unwanted, irrelevant promotions on the web these days. The affordability of the new advertising form has also begun to decline. For example, the cost of a click from a text ad increased with 40 percent across 9 major industries in just two years in the US.
Brands are also struggling to reach people organically. More and more content is published by marketers each day to educate buyers, and generate demand which, of course, makes it more difficult to rank well for an informational search query.
It has also become extremely hard, to grab the user’s attention in social media. On Facebook, for example, the growing amount of content and other factors, in many cases lowered the chance of a brand to reach its own fans without paying bellow one percent.
To make things worse, marketers can only hope for a momentary advantage over the competition. Keywords or messages of a text based ad, or a company website can easily be monitored, and in some cases copied by the competition. Brands can also target and try to persuade each other’s fanbase in social media.
Thanks to the constantly changing nature of the web, and the rapid technological advancement, new methods, which make digital marketing more effective can also surface and spread rapidly.
This post series is about one of them. Consider this as your go to guide to get started in the field or use it to get some clarification on which route to take.
Personalization in online marketing is made possible mainly, by the fact that the tools, that capture and analyze the user’s digital footprints have evolved a lot in recent years. Website owners can significantly alter a visitor’s experience now, based on the data collected about his or her location, behavior on a website, or personal preferences.
While it would be a bit of an overstatement to say that all the obstacles to internet marketing described above could be overcome by personalization tactics, they can be particularly helpful in two areas:
– Using them can help to balance the effects of the advertising “noise”. Personalized ads can stick out of the crowd and achieve a higher ROI.
– Personalized messages can increase user engagement. As it’s quite well known, that it’s much easier to persuade existing customers to spend more, then it is to convince new ones, the benefits of a technique, that can keep users happy are obvious.
Of course, there are many other goals personalization can help to achieve, and endless ways the collected information could improve the user’s journey. This is a relatively new method. There’s a lot of room to experiment in this area, and combining the right tools with creativity could lead to great results.
In the next few weeks we will show you the most popular modes of using it and provide some practical advice on how to get started with personalization for those who are new to this field.
Among other things we will write about retargeting visitors, creating personalized content for websites or emails, and using the digital footprints of consumers to improve their shopping experience in brick and mortar stores.