Welcome to the era of personalized marketing! Every day, different companies of global recognition give us one or another class on how to carry out this type of “rope”. For example, the Coca-Cola brand when he decided to print the names of people in their cans.
Definitely, the market changes without notice and Marketing professionals must be alert and in a constant bustle to quickly adjust to the demands of the environment. And it is the least we can do in a scenario in which the consumer is being bombarded and constantly experiences the saturation of information.
The personalization of strategies, services, and products is the only thing that can help us get a small segment of the market to flirt with our brands. We can look at great examples such as Netflix, a fast-growing company that, among many things, has understood that personalization is key in these times.
In fact, so much so that according to a report published by the Abu Dhabi nursery, the number of Americans who subscribe to cable TV is equal to the number of subscribers on Netflix. A report that, without a doubt, makes us think about how to create a Personalized Marketing plan in which personalization reigns and the consumer feels with exclusive attention.
Netflix shows you content related to what you’ve already seen and that simple action gives a sense of comfort to the inexplicable user.
For years (rather, decades) the user was misunderstood and in the end, he ended up buying what the brands offered. And all this was because previously the principle was to create needs and not meet them.
Another case that is worth mentioning is that of Spotify. If you like to listen to music, probably at some point you registered on Spotify. Despite its short life in the market, we believe that its success has been due to the way in which they personalize their service.
Spotify analyzes the music you have heard in the past and from those songs you make new recommendations. But not only that, when you advance a song a lot, you understand that it is not to your liking and the next recommendations are automatically modified.
The same thing happens with YouTube and its automatic playback, in its playlist, it shows a compilation of songs that is composed, mostly, by the songs you’ve been listening to previously.
In short, personalization is a basic aspect to do Personalized Marketing today. If you are thinking of making some adjustments in your business to capture the most leads, we recommend you to be aware of these trends:
Trends in personalized marketing
Product recommendation engines
The best example to explain what the product recommendation engines are about are the ones mentioned above. This great feature makes life easier for consumers and users and leads them directly to loyalty for providing an incredible user experience.
Recommendation engines have different ways of working, but in order to not become very technical, they basically work through collaborative filtering to collect, analyze and process high volumes of information about user behavior, preferences or activities.
However, the filtering to recommend content is based on the keyword of the content that the user selected the first time. So, if you are interested in “personalized marketing”, it is likely that at the end of the reading you will get a couple of posts that will teach you how to generate personalized experiences for the user/client, or things like that.
The idea of this algorithm is that it can predict what you like to the user and offer it to provide a personalized experience.
If you are a user of some of the platforms mentioned above, you know what I’m talking about.
Programmatic advertising
The goal of any publicity is to reach the right person, at the right time and cause the effect we want, but we both know that getting everything to be perfect is an almost impossible task.
However, with programmatic advertising, it is possible to do personalized Marketing and touch those we want to touch.
Programmatic advertising is nothing more than the use of software to buy advertising space in real time, you can take it as an extended form or improved version of the classic display system to advertise on the Internet. Only this time the bid is made at the time when the user enters the website.
The procedure for programmatic advertising, from the advertiser’s point of view, goes something like this:
The advertiser uploads a series of advertisements and videos to a platform sets a bid to pay for the printing on the website and a series of characteristics that define its ideal user (this may include demographic characteristics, some signs indicating an intention to purchase, etc).
Then, when a user enters a website, which makes the advertiser version for the advertiser, immediately a software is put to work to determine if that user fits the profile described by the advertiser, and if it conforms to what is Initially established, the software automatically bid as offered by the advertiser.
The problem here is that, as the auction is done in real time, we must be aware that if the bid initially offered by the advertiser 1 is exceeded by the advertiser 2, the bid suggested by the advertiser 1 is without effect.
Programmatic advertising, like the classic display system, is a more personalized way of reaching who we are interested in reaching. But in addition, it allows generating a timely presence, because the ads are offered to those who have all the characteristics of making a purchase.
You win as an advertiser because you invest money in a user who intends to buy and the user wins because he is being offered what, perhaps, he wants to buy.
Websites with dynamic content
This, more than a trend in personalized marketing, is one of the requirements that Google is suggesting to classify. Yes, same as you read.
The dynamic content became important since the mobile user became a majority. And as of this year, Google is recommending it to start offering personalized user experiences.
Dynamic content refers to the website that automatically adapts to various predefined conditions. For example one content for the mobile user and another for the desktop user.
And what happens with this is that you can make your website presents a customized version for each type of user. Remember that until recently, the mobile user had to settle for browsing on a website with the desktop version and this was actually very complicated because the design did not fit the screen of the smartphone.
But now it’s different, and that you should already know. What you probably did not know, is that Google is considering those websites with dynamic content to classify. So be careful with this.
Marketing automation
Indeed, the automation of marketing is nothing new and innovative, surely you already know what its benefits are and how it can help you get qualified leads.
However, poor practice and interpretation of processes can cause your email marketing technique to go to waste.
Fortunately, with cookies and other automatic learning software, we can determine certain features that bring us closer to the user and, in this case, the subscriber. With that data in hand, we start generating transactional emails or they activate the behavior of the subscriber to push it down in the sales funnel.
The idea is to cause the subscriber to react to the sent content and activate the behavior we expect. Either register for an event, buy, download an eBook, etc.
All this based on the user’s behavior on the website. But for everything to be clearer. Observe it in an example:
Undoubtedly, this newsletter is looking to activate a behavior and is that besides encouraging you to register in the webinars to talk about chatbots, suggest that you do so to follow the 3 webinars.
That, without a doubt, is the way in which your business can activate a behavior. It is to make email marketing with the intention of conversion and not just send a series of nonsense emails.
