The Tools of Predictive Personalization
The premise of predictive personalization in marketing is a simple one to grasp, but more difficult to actually implement…that is, without the right tools. Predictive personalization relies on data and prospect information to gain an understanding about visitors’ behavior; this information is then used to create a relevant experience for the user visiting the website. But truly effective personalization targets the visitor with relevant messaging along all channels of their journey – in real time. The tools needed to accomplish this range from marketing platforms and forms/landing pages to dynamic content blocks and social media integration.
Let’s take a brief look at each:
Effective, optimized predictive personalization marketing platforms perform content targeting automatically, as these programs understand the interests of prospects based on how they interact with inbound and outbound marketing efforts. Based on a prospect’s profile, platforms such as ActiveDEMAND serve up the most relevant content…the result? More conversions, more leads and more sales.
Forms and Landing Pages
Think about this: Five-hundred visitors go to Amazon.com, with each one seeing a different version of the home page. Why is this? It’s personalized. And there’s no secret why Amazon employs this method: Content personalization, especially on home or landing pages, makes money. Wouldn’t it be something to display different content and call-to-actions for different types of visitors…essentially allowing prospects to feel like the page they’re on speaks their language? This is where content personalization really shines – it lets you target different content to different types or groups of visitors based on their behavior or other factors. Here’s a great tip: Use your top three to four organic keywords and personalize landing pages for all of them so that they mention that keyword in the copy.
You see, online predictive personalization uses implicit behavior – what the customer’s website engagement actually implies about their intent – to drive explicit behavior…and explicit behavior can be defined as measureable activities such as the completion of a form, checkout/registration (from, say, a hotel) and process completion.
Dynamic Content Blocks
Email continues to represent the engine that drives online commerce, and is the foundation for building one-on-one relationships throughout the aforementioned customer journey. Drag-and-drop content tools make it easy to create emails that capture your prospects’ attention, and with simple dynamic content blocks for personalization, you can automate relevant messages throughout the customer life cycle.
Social Media Integration
Using social media behavior to drive predictive marketing personalization, marketers can translate their insights to Facebook ad placements in a virtually effortless fashion – including Facebook custom audiences and ‘look-a-like’ audiences. Social media integration also allows marketers to personalize social ads by cluster or likelihood to buy, suppress ads to specific groups (such as current clients) and reach out to prospects that they wish to re-engage.
It’s true that A/B testing and personalization increase conversion rates and will make a difference when it comes to closing a sale. But try connecting it to your clients’ brand sites, as a marketer, and you can leverage it as targeted, data-driven content that delivers on the full power of personalization.
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