Personalisation & Experience management

In order to build a good relationship with your customers, you should aim for an excellent user experience. Customers are keen to see relevant content tailored to their specific needs and interests. For example, those who bought a new smartphone, no longer require promotions for this product.

For marketers, personalization offers many challenges:

  • inspire instead of creating tunnel vision.
  • being relevant not too personal.
  • respecting the privacy of every customer.

The means for this personal approach are fully integrated into Sitecore’s Experience Management platform. It’s very easy and safe to personalize content, segment newsletters, optimize forms, create targeted calls to action, …

When preparing for this personalization it is possible to: (1) develop relevant profiles and personas, (2) elaborate personalized scenarios (3) test the whole lot.

1) Creating profiles

The possibilities to create profiles, are virtually unlimited. For example, you can personalize by:

  • surf behavior: new vs. recurrent visitors, visited pages,...
  • buying behavior: popular brands, price range, associated products, ...
  • geographic data.
  • demographics: age and gender
  • sociological data: family status, occupation, interests, ...
  • ...

The creation of such profiles differs greatly from sector to sector. You should always wonder what is relevant to your customers, the functional possibilities and what is feasible.

2) Developing scenarios

Profile creation is one thing, creating relevant scenarios another. The user experience of your clients must always come first, without losing your goals (KPIs) out of sight. It’s obvious that you start by thoughtfully considering thee scenarios before you getting started.

3) Testing scenarios

Your scenarios for specific profiles are ready? Then carefully testing is the next important thing. Using Sitecore Experience Optimizer, it’s easy to do some A / B testing based on a persona.

Filtered on Digital marketing All blog posts

Read our blogposts on Digital Marketing

Blog Digital marketing
Sitecore Personalization: the What, How and Why

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Let’s be honest… showing the same content to every website visitor is a bit like serving the same meal for dinner every day. And for breakfast and lunch. Today’s digital marketing is all about context. The more you know about the context of your visitor, the more relevant you can make the experience. But how do you make this happen?
Blog Digital marketing
Increase your keyword coverage with Dynamic Search Ads

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Every second 63.000 searches pass through Google Search. That translates to an unfathomable amount of keywords, which companies can use in their targeting when selling products and services through search ads. This means that it would be extremely labour-intensive  – not to say impossible – to manually implement and maintain all the keywords that people use on a daily basis and that are  - on top of that - relevant to your business in your search campaigns. However, the fact that you target a specific set of  keywords in your standard search campaigns, doesn’t mean that you should miss out on the huge untapped potential of relevant traffic that falls outside of your targeting. This is where Dynamic Search Ads can bring salvation!
Blog Digital marketing
Automating Google Ads anno 2019 - where are we?

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Letting Google handle bid calculations & campaign creation used to be a daunting idea, but since Google’s algorithms have become smarter over time, adopting these automation tactics offer a huge competitive advantage.

2019 therefore promises to be a challenging year for digital advertising experts as they need to focus even more on strategic decisions while relying on Google’s automation technologies such as smart bidding & smart campaigns

We will zoom into these two topics in the upcoming blog posts, kicking off with smart bidding. 

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