I bet as a B2C marketer, you have been seeing articles about successful B2C personalization tactics pop-up everywhere. For good reason, personalization is one of the hottest marketing trend of 2016. Ever since personalization became trendy, this is how your daily life looks:
…Your boss comes in, screams at the top of his lungs for not coming up with sound B2C personalization tactics. He flashes you that yellow card you didn’t expect to see. You shrug your shoulders, let out a deep sigh, walk to the pantry to get a strong shot of espresso.
The worst part, you have no idea where to start. External personalization solutions are way too expensive. You only have limited budget for your marketing strategy. You begin to wonder whether you should pack your stuff and say goodbye to your fellow colleagues…
What can you do?
You are not alone! According to Dynamic Yield, 72% of companies do not know how to carry out personalization tactics. Don’t worry. This article is written to save your butt in the office.
Consider yourself lucky reading this article. This article is going to guide you through the cheapest and the most effective B2C personalization tactics that you can use right away and help you build your reputation as a cutting-edge marketer
But first, let me guess why you are stuck with your B2C personalization tactics. According to Neolane & DMA, below are the reasons that marketers did not use “dynamic personalized content” in their marketing strategies.
Yes, we hear your pain. Let us give you some easy ways to cut these potential hassles and create an effective and successful B2C personalization tactics.
Website personalization can be easy when you have access to locations of anonymous visitors. The website can feature different form to cater to the visitor’s current context
One example is weather. Weather conditions can affect consumer behaviors. For example, ice-cold beer commercial would be most effective when it is featured on places with hot and sweaty summer. On the other hand, in dry, snowy weather, an effective moisturizing cream for skin would be the most effective commercials. Dr. Pepper and Coke are some of the beverages that have nailed in such mechanism.
Another example would be how Chase used contextualization. Instead of using a single background for their website, they alter backgrounds to fit the visitor’s location. The above pictures are different times in Seattle. As the visitor is from Seattle, depending on the time of day, s different background is featured. Even such minor personalization helps connect with the visitor in real-time, make them feel home.
Companies that are selling products that are dependent on contextual condition may need various personalized pages. This would allow visitors to relate to the brand and the website as well as the product.
Behavioral marketing allows marketers to track visitor’s past visited websites and understand his/her preferences. According to Janrain, 74% leads get frustrated when they see irrelevant content. To prevent such tragedy, we must know consumers’ taste and preferences.
Let’s say you are a toy company. You would not want to show barbie dolls in your website or email when the lead has been looking up for LEGO blocks. The taste and preferences are stated in his/her past website visits. In this case, you should track their preferences to display LEGO related items to convert leads to sales.
From above picture, we can see that Amazon offers Daniel recommendations that include a variety of items. This is possible because Amazon tracks Daniel’s behavior on the website. Amazon also tracks his past purchase records to get better sense of his preferences. Daniel is now given a limited number of choices that are catered to match his taste. He does not have to go through millions of other items to find out what he wants.
Fortunately, according to ExactTarget, only 29% of marketers actually make use of behavioral-based data. Your personalization tactic can still look fresh, catering to the right people.
You may think this tactic may creep out a lot of consumers. Fret not. We posted “personalization 101 for dummies” to make sure your personalization tactics are not creepy. Of course, only when used moderately.
Retargeting is known to be one of the most used personalization strategies. Retargeting is an advertising technology allowing marketers to bring visitors back to the site after they left. This may seem cliché but according to CMO.com, retargeting can bring ad response up by 400%. This is by far the most simple and effective personalization solution.
How does it work? A visitor walks into your website, looks up here and there, and bounces off of your website. Retargeting advertisements aim to bring back these bounced leads. Retargeting advertisements are only displayed to users that have visited the website before. The assumption behind such campaigns is that the visitor has had some level of interest in the site so retargeting ads keep reminding the former visitor of that interest.
Above is one example. I recently got obsessed with wristwatches. I visited MVMT’s website to view some of their watches, and left the site. Facebook later displayed their retargeting advertisements to get me back to the site. It definitely caught my attention as the ads fit my interest.
Retargeting is magical when it comes to products that need a long consideration before buying. Visitor may have looked up various solutions for his/her certain problem. By the time they have visited several sites during the research phase, yours might no longer be top-of-mind. The constant retargeting will nudge them with a message: “hey, this might still be the right one you are looking for!”