Personalization is a key component in digital marketing for enhancing consumer engagement while increasing conversion rates for higher sales. Consumers want to feel heard and valued when dealing with a business for their product needs. Here are some digital marketing tips to personalize and tailor campaigns to attract new and old consumers alike to your E-commerce store.
Why Is Personalization Important in Digital Marketing?
Digital marketers now recognize that personalization is a necessity in virtual marketing campaigns to obtain the utmost success. This tactical approach means targeting a specific consumer audience based on demographics, buying patterns, and other collected data to achieve a more optimized advertising strategy.
Digital marketing personalization benefits businesses by enhancing customer loyalty, converting potential customers to true sales, and refining long-term relationships with these loyal consumers. Customizing sales offers based on buying behaviors and discussing content on the company’s blog that customers want to hear about most can increase consumer engagement and make customers feel more valued during their purchase experience.
Use Consumer Data to Drive Personalization
Personalizing digital marketing campaigns can be built on a strong foundation of data. Utilizing consumer data can help to enhance personalized digital marketing. Evaluating transaction history, interactions on company social media posts, and information about newsletter subscribers can give your marketing personnel insight into how to personalize their digital marketing efforts.
Demographics
Segmenting customers into different consumer audiences is best done by analyzing their demographics. Evaluating gender, income level, education level, and occupation can unlock insights into their budgets while cross-analyzing this information with their buying patterns, which fall under behavioral data. For example, a new multivitamin brand of organic vitamins for kids might appeal to parents, whether male or female, between ages 25 to 40 with an income level of $40,000 or more.
Behavioral Data
How do your customers interact with your website content (i.e. comments on blog posts), email newsletters, and advertisements? Evaluate the pages on your company website that are regularly visited, the types of products viewed the most, and what items are left in abandoned virtual shopping carts. Gathering this behavioral data is essential for digital marketers to understand how consumers interact with their brand so they can predict future actions accordingly.
Psychographic Data
Psychographic data encompasses the lifestyle choices, personality, and overall interests of a company’s consumer base. This goes beyond demographic data by uncovering the underlying motivations and emotional triggers that formulate one’s purchasing behaviors. For example, consumers on a budget may only shop at your establishment when you host online sales whereas individuals above a certain income bracket may visit your website more often to make purchases beyond sale times.
Leverage Artificial Intelligence (AI) for Enhanced Personalization
AI has become the cornerstone of personalization in digital marketing in many ways. Based on a consumer’s browsing and purchase history, AI can suggest product recommendations to the customer to enhance their shopping experience on e-commerce platforms.
AI-driven chatbots can interact with consumers in real time to answer questions about products, shipping, account preferences, and more. Sometimes the chatbots can also make product recommendations when consumers are not in the website browser looking at items for sale.
These AI-driven algorithms also collect historical data to make recommendations to consumers at the right time. For example, a product may go on sale that a customer purchased before and an email will automatically go out to those consumers when it’s discounted.
