On-site Personalization Strategies
A digital advertising campaign works if it converts.
If profiling and segmentation activities are crucial to define the user clusters that will determine the target (think of the different remarketing campaigns rather than the possibility of generating user clusters to use as targets from those created in our CDP ), the activity of personalizing the online customer experience is no less so!
Content personalization , dynamic product recommendations and behavioral messages arejust some of the features of on-site personalization : it is always important to offer the user who lands on our site/eCommerce a browsing austria mobile database experience, and therefore a purchasing experience, consistent with the path taken with the campaign.
For example, let's say you want to thank all the users who visited the point of sale page of the site but didn't fill out the appointment booking form. It might be interesting to offer them a banner that invites them to download a promo code to take advantage of a free consultation at the point of sale to receive, perhaps by email.
Or imagine we could personalize users' browsing experience within our store, for example, by displaying a personalized banner on the landing page of a search campaign based on the search keyword (e.g., "motocross gloves" versus "bike helmet").
All this allows marketers and digital strategists to change their perspective and assess the importance of focusing personalization activities even after the click. Only in this way is it possible to create omnichannel customer experiences and optimize the budget invested in your campaigns .