The 6 Marketing Channels You Should Be Personalizing

By Katie Sweet

It isn’t enough to master your marketing communications through one channel if your current or prospective customers engage with you in many different channels. And for most companies, it is pretty safe to assume that they are. The typical digital consumer now owns 3.64 connected devices. Forrester predicts that by 2021, 40% of in-store sales will be influenced by the internet. And even in financial services, 47% of bank customers engaged in at least one cross-channel interaction in the past 90 days.

At Evergage, when we talk about cross-channel marketing, we don’t mean mass communication across channels. We mean personalized communication. Why? Consumers expect personalized experiences. Forrester found that 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience. And Infosys uncovered that 74% of customers feel frustrated when website content is not personalized.

And when we talk about cross-channel personalization, we mean the ability to provide a consistent and relevant experience across website, web app, mobile app, search, email and human channels. In this blog post, let’s briefly explore each of these areas.

1. Website

Many digital marketers view their website as their most important channel. Whether your goal is to drive online sales, generate leads or maximize page views, there is typically some action you want a visitor to take while on your site. As a result, many of your online marketing activities are focused on driving traffic there. Given its importance, it’s critical to show each person exactly what they are looking for on your site to drive those conversions or page views. Personalization – whether using rule-based targeting to segments or machine-learning algorithms at the one-to-one level – allows you to do that.

Squaw Valley Alpine Meadows personalizes its main homepage experience to several of its main customer segments, such as visitors from target cities, families and season pass holders. By showing each group of visitors something relevant to them, these experiences have improved conversions and revenue per user.

web attribute segment

This example just scratches the surface of website personalization. For some other easy to deploy ideas, check out this blog post.

2. Web App

For subscription-based businesses like SaaS, financial services, publishers and many retailers, the logged-in environment (also called web applications) is often the primary interface for engaging with customers. There is a huge opportunity to personalize the logged-in environment to identify when users need help and direct them to most relevant resources, drive users to leverage features that can help them get the most value out of the product, identify churn risks and upsell opportunities, and more.

Endurance International Group (EIG) leverages in-app personalization to communicate and engage with its customers “in the moment” at different stages of their lifecycles. For instance, while providing web hosting services to customers, …read more

Read more here:: B2CMarketingInsider

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