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Personalisation in marketing has come a long way. What was once the preserve of face-to-face sales and basic contact information stored in a database is now based on intelligent, behavioural databases that allow personalised communications to millions of consumers at once.
This means that the ability to provide your customers with a personal experience in the digital sphere rests entirely on your ability to collect and store the right data. You might have the capacity to customise experiences for those who’ve signed up to your mailing lists, visited your site a few times, or made a purchase - but what about those first-time anonymous visitors?
You might think that data-driven personalisation isn’t possible until you’ve had the chance to capture your web visitors’ personal information or ‘observe’ their behaviour, but that’s not the case. Of course, when a visitor arrives on your site for the very first time, you won’t be able to present them with a truly unique experience that serves all their wants and needs – you don’t have that level of insight. But you’d be surprised at what you do have.
As soon as a visitor arrives on site, they bring with them a digital footprint. You know where in the world they are, you know what time they browsed, you know what browser and device they use, and you know the source channel that brought them to your site. That’s five key pieces of information before they’ve even clicked anything – and with a little thought, that’s all you’ll need to create a personal experience for them.
For example, knowing where in the world they are means that you could pre-populate a flight search with their nearest airport, or show them where their nearest physical store is. Is a particular product selling well in their area? Try location-based recommendations.
If they’ve come to your site from a particular digital campaign, they might have automatically been directed to a campaign-specific landing page. If you’re sending people to your homepage instead, you can still personalise that page so that it provides a brand consistent look and feel of your advert and carries any offers or campaign messages across channels.
You could already be doing some of this, although you might not realise it. The ability to recognise browsers and devices is what powers your responsive website. First-time visitors will be served the version of your website that will display best and provide the smoothest user experience for their device.
Once you’ve reached critical mass with your data, you’ll be able to spot trends. People who visit your site at a certain time from a certain location tend to behave in this certain way – so you can create some personalisation based on this, for any new visitors that meet your criteria. You might not have captured these new vistors’ details or any behavioural data on them personally, but thanks to the profile you’ve created you’re already able to use predictive analytics to serve their needs better
If you don’t have a team of analysts and data scientists in place, this can seem like a daunting task. Even if you do, the sheer volume of data generated can be difficult to manage and time-consuming to interrogate. That’s where a Customer Engagement Management platform comes in.
A CEM platform like Intilery can interrogate huge datasets combined from any number of channels and sources in real-time, and report on any metric you need. It’ll also allow you to act on those insights, so you can create intelligent personalisation for every web visitor – from their first visit to their thousandth.
Find out more about Intilery with a free demo.