Personalization is a must. It is known that marketers that use personalized web experiences are getting higher returns in performance and responses. Personalization increases revenue, sales, conversion and ensures exceptional customer experience (source). It is proven that 70% of companies that use advanced personalization see 200% ROI or more, or even more than 300% if used across the customer journey (source). Customers would like their content to be accurate and tailored to their needs and preferences. In the times of going digital, we are getting impatient. Here personalization plays an important role, as it helps to catch their attention and focus.
It is not enough to display a general message “welcome to our website, sign up for our newsletter to not miss out on new content” for all visitors. It is far much more effective to target the right audience. For example, send messages to new users: “welcome to our website, sign up for our newsletter to not miss out on new content.” For the ones that are already signed (and you know it thanks to Meiro CDP), maybe select the thank you message: “thank you for coming back to us, check out our newest article in the blog.” In this way, you can display the right message to the right audience. That counts, especially if you pay for the ad, then precision matters even more.
Displaying a newsletter web banner for every customer may be overwhelming.
How can Meiro help with personalization?
First of all, Meiro connects customer data from various data sources (be it online or offline). It holds a complete view of customers, their actions, and preferences. Hence, it is easier to predict how they may behave.
Now is possible within Meiro not only to:
- segment audience you wish to show web banner to,
- build and manage the web banner itself,
- measure and report on its impact,
- view it in the activity of individual customers,
- segment customers based on their behaviour towards web banners.
How does it work practically?
Imagine your customer ordered baby products, and you get to know the baby’s date of birth. As the little one grows, promote products specific for baby’s age (growing teeth, starting to walk, learning to speak). On the other hand, you do not want to send a pregnant woman promo for a product suitable for teenagers by mistake. With Meiro, it is simple, segment the audience that you know the baby’s age for and choose precisely the web banner you wish to display with the exact product.
What does marketing precision have to do with it?
Well, exact segmentation & personalization increases chances for better precision marketing (retail, upsell, cross-sell).
Retail: segment customers that abandoned shopping cards, send them a message with a promotion code that will display on the website to them;
Upsell/ cross-sell: Segment customers who bought a particular product and saw what other higher-end purchases they may be interested in or related products. Personalize web banners and promote similar products to them.
There are various types of web banners worth considering. Let’s look at some examples:
- promotions/ discounts/ vouchers targeting a specific audience,
- product recommendations, content promotion, promotions of clubs or memberships
- assisted conversion,
- newsletter sign up
Learn more about web banners with hands-on tutorials.