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