Remember the first time you visited a website as. A returning customer and saw your first name “magically” appear on the login page?
Back then, personalization in the consumer market involve. Little more than inserting a first name into a login page or email. But with the advent of big data and real-time technologies. Personalization has transitioned from static elements to contextual engagement.
Consumers feel increasingly comfortable making considered purchases online. And, as a result, marketers must seize any opportunity to personalize cross-channel content. Today’s personalization technology makes this possible. Delivering customized web, email, mobile, and ad experiences to new and existing customers to help reinforce their loyalty.
The New Personalization Is All About Providing Value
In the past, personalization was mainly used to identify visitors by name or location and lacked a specific context or relevancy. Apart from not offering value, in the absence of real-time technology, marketing responses were often delayed and required waiting for visitors to return to the website or targeting them days later via email or ads.
Fast forward to the present. Personalization tools now analyze user behavior in real-time and immediately deliver targeted content across multiple user channels. Let’s take a look at an example from the hospitality industry to see how this works in action.
If you’re promoting travel packages, and you know the consumer’s age and income bracket, this data can easily be leverage to customize the visuals and offers depending on the channel. For example, college students on spring break are looking for the best parties in town, whereas seniors are more likely to be intereste in luxury vacations that are cruise or resort-base.
Also, while seniors may prefer receiving an email with the latest holiday deals, young students are accustome to receiving push notifications on their phones. Knowing these types of particular preferences is extremely valuable to marketers and Uganda Phone Number List can be used to select images, construct messaging, and offer packages that best fit an individual customer’s needs.
Personalizing Content at Every Step of the Customer Journey
Targeting an existing customer whose details you have is one thing, but what happens in the case of anonymous visitors?
If we return to the hospitality example, personalization works based on the web visitor’s behavior. This might be a search term the moment that senior citizen searches for. Golf package holidays” or actual behavior she shows on the website, like pages viewed and number of clicks. Based on behavior, real-time personalization tools can change the website’s content to be relevant for the visitor. Instead of showing the general picture of the hotel resort, marketers can personalize the webpage to show images of the resort’s golf courses that would appeal to this specific visitor based on their search term behavior.
Left image: regular website
Right image: personalized website for individual visitor who is searching for golf packages in particular
Once an anonymous visitor turns into a known buyer. Past purchasing history or any data that the known buyer has provide can be use for. Personalization which works great for cross-selling or up-selling opportunities.