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Boosting e-Commerce Strategy with Personalized Marketing

Brandon Ramirez, Manager, Email and Push Marketing, Target

Brandon Ramirez, Manager, Email and Push Marketing, TargetBrandon Ramirez, Manager, Email and Push Marketing, Target

Personalized marketing can help with enhancing customer experience, improving brand loyalty, creating consistency on all channels, and driving revenue.

Personalization is more essential than ever, as consumers have access to content from multiple channels. Sometimes, a user can be overloaded with information and won't bother to give it full attention, but when people see their own name, this personalized content can attract a consumers' attention. Personalized content talks directly to the consumer. It also unlocks tactics for retailers to form personal relationships with their customers during their online experience, to nurture leads, and drive more sales from digital marketing.

Customers are always filling out online forms, downloading whitepapers, or participating in surveys. The reason they tend to do this is for a discount or special offers. Customers are always more comfortable in engaging with a brand if they get something in return. When brands collect this personal data in exchange for a discount code or special offer, brands have just received personal customer data. The advantage is that they can now use this information to provide a more personalized experience when they come back.

When consumers offer information and data, they expect to be treated as a unique individual. Brands that dedicate the time and resources to deploy successful personalized marketing strategies will significantly benefit from brand loyalty and consumer satisfaction. By identifying and responding to the customer, companies can increase ROI. With the right automation technology, marketers can find which channels customers engage with most, and then this automatically follows up across other channels. This also aids create consistency on all channels.

Launching a personalized marketing strategy is no cakewalk. There is a lot of research to be done and factors to take into account. Brands must compare different personalization platforms to find the right one. Once they find the right one, they will need to deploy some things into the back end of their website to capture data, which comprises the number of clicks, how much time is spent on the website on particular pages, abandoned shopping carts, purchase history and many more. With the use of data collection, analysis, and automation technology, brands that offer individualized content to recipients will benefit in the long run through excellent customer experience, consistency on platforms, brand loyalty, and increasing revenue.

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