Welcome to zner,
Imagine reading your name on this blog instead of the regular welcome message. Wouldn’t it be nice if the websites intuitively know what you want and show you results based on your previous data? For instance, if you are a startup entrepreneur, you visit a website for advice and it shows you only advice related to startups, sidelining all other articles, you would save a lot of time in searching through the articles. This is personalization.
Progressive e-commerce companies apply personalization to their website, marketing campaigns, emails as well as PPC ads and social media campaigns. Here are a few examples of how you can personalize to give your e-commerce business an edge over competitors.
Dynamic PPC ads
Dynamic ads based on behavior geo-filtering and search help you get targeted audience. Dynamic display ads take personalization to the next level through retargeting. Google Adwords, Twitter as well as Facebook allow you to run personalized ads.
Adobe has one of the most sophisticated programmatic ad platforms that allows advertisers to take advantage of search, display and social media across ad and media networks like Google, Facebook, Rubicon Project and many more. This gives you a 360-degree view of the customer, so you can personalize your ads like never before.
- Personalized emails
We have long come past the personalized email subject lines era of – Hey <name>.
Personalized emails go beyond your name and examine your past behavior on a site, abandoned art history and prior purchases recommend new products. For instance, most of my time is spent searching for furniture and home décor items, so maximum of their mails show deals on furniture and home décor.
A lot of websites offer white label services which allow you to use your own brand identity on their software. Be it a SaaS invoice tool or a SEO tool, you can replace image with your own logo to make your content / services look more professional. This customization feature has been available for years and a lot of businesses are ready to pay happily for this feature.
From Nike to Adidas, from Zazzle to Etsy, a lot of e-commerce sites allow customers to customize their product going that one extra mile to make them happier. It is not only customized shoes and apparels, people are also asking for customized toys, cars, bikes and much more.
If you are thinking that customization and personalization are just passing fads, consider this – 25-30% online shoppers lean towards customized options. That might seem like a small number on its own but if you calculate the 30% of 120,000,000 shoes (these are the number of shoes Nike sells each year), the number goes significantly higher. And we are only counting Nike here!
Also over 70% consumers prefer to do business with brands that use personalization to make their shopping experiences more relevant. So both, personalization and customization, are here to stay. Have you included them in your marketing strategy yet?