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What Is Personalization in Digital Marketing and How Should It Be Done?
by Eclick Softwares Web Design & Development CompanyPersonalization is among the hot trend in marketing and is even involved in digital marketing. Then, what is personalization in digital marketing? Well, personalization is the process of knowing the current and prospective customer base's needs, preferences and interests, so they can be provided with the exact needs while searching for it. So, getting it done rightly, personalization helps in engaging customers better by means of relevant communications, offering exceptional customer experiences, boosting both loyalty and retention, and for sure increasing sales.
Here is how the renowned digital marketing agency Eclick Softwares and Solutions imply personalization in digital marketing. Let us know about it in some detail.
1. Creating Smart ContentsSmart content is adaptive or dynamic content, referring to an email’s aspects, ads, website and landing page which can be changed according to the previous users’ behaviours and interests. Smart content is tailor-made, particularly for the audiences checking it out.From Hubspot, smart contents are created for audiences based on their demographics, location, device type, language and referral source as criteria. Cookies stored in the visitor's browser are used here.When a person is visiting your website for the first time, then HubSpot makes an analysis of their device type, location, language, etc, and when these have met all the stated smart rules, they are shown their relevant contents. HubSpot makes use of their stored cookies when the audiences subsequently visit, and retrieve the information and display relevant to the set up smart rules.All these features are available currently to HubSpot Marketing Hub Enterprise and Professional customers. Smart forms, rich text modules in emails, CTAs, landing pages and websites can be created.2. Creating Personalized VideosNow the videos are the popular content forms among all age group users. People are spending an averagely of 6 hours and 48 minutes per week watching online videos. The average time given to watching videos has increased more than 59% since 2016. The reason why people are interested in watching videos is owing to the highly interactive nature of the videos and personalized videos stand out as interactive marketing forms. Video-imparted messages are better retained. Hence, videos are the better and related option to learn about new products and services, when compared with texts, ebooks, presentations and infographics.Thus, videos being the highly engaging media forms are leveraged for achieving personalization goals. While personalized videos are sent to customers and prospects, they develop a special feeling and are encouraged to share them online that further creating a viral campaign.3. AI ChatbotsChatbots are automated programs designed for residing on applications and web pages, thus allowing visitors to get access to useful information and getting instant support. AI-powered chatbots are great to engage leads, providing them with the necessary highly personalised experience.4. Exiting the Intent Pop-UpsSometimes just 1% of your first–time website visitors intend making a first time purchase, while the other visitors need information about the products and services, and their prices and exit once they are done with their motive.The digital marketing experts of digital marketing agencies attempt to capture a few of these leads using the personalized exit intent pop-up. These pop-ups appear on the user's screen whenever they take an attempt in leaving the website. According to studies, pop-ups are helpful in re-engaging 35% of lost visitors.
Personalization is the hottest trend now, and so the experts of digital marketing agency take start from the scratch, whenever they need to, despite being experts in the field.
How Ready Are the Customers?
Knowing the customer base or the target market well enough is the first step, and note down the important sides. How happy are they with your services? What are their expectations from you to improve? Answers to these questions are a great start to understanding whether they are prepared for personalizations. The tools helpful in advancing are Qualaroo and SurveyAnyPlace for conducting these surveys and gathering insights.
Considering the Costs and BenefitsStrategic thinking about what problems do personalization help in resolving is another phase in digital marketing. Here, personalization involves a lot of data collection, analysis and targeting meaning, there is likely to be some serious complexities.A whole system is used for managing the data and additional costs will be involved for managing customized contents and experiences. So, careful thought procedure is a must regarding whether the personalization benefits outweigh all these additional costs or not.B2B vs B2C PersonalizationsB2B personalizations are more complicated compared to B2C since several decision-makers are involved in the B2B sales process, and that the customers' journey is fragmented. Nevertheless, it is not impossible. Each stakeholder has to be provided with personalized information and content they find more interesting.
Effective personalization offers huge benefits, that include better customer engagement and greater Returns on Investment. A rigorous testing program should be in place, before starting. Smart content, personalized videos, chatbots, exit-intent popups are useful tools in the technique, but these are effective and productive when both the business owner and customers are ready for them.
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About Eclick Softwares 
Web Design & Development Company
30 connections, 0 recommendations, 119 honor points.Joined APSense since, November 29th, 2018, From Highgate, Perth, Western Australia, Australia.
Created on Oct 20th 2021 04:27. Viewed 292 times.
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