Personalized advertising means showing better services/products based on one's needs. Thanks to personalization, which is an indispensable part of the marketing field, special offers can be offered to customers. By customizing, you can increase existing customer satisfaction, acquire new customers and increase the value of your website quickly.
Before the concept of digital marketing came into our lives, a similar attitude was applied to each customer in sales. But with digital marketing, we can communicate with customers more and faster. Personalized experiences can be offered more easily today, where customer feedback is immediately received and we can create a comprehensive customer profile. The products that everyone needs are selected and advertising and marketing campaigns are prepared accordingly. In this generation, where customers are not only considered as income, companies aim to offer their customers the best experience and buy the products they need.
Keys to Successful Personalization in E-Commerce
While determining a strategy in the field of e-commerce, special attention should be paid to personalization. It is seen that the e-commerce plans tried without personalization are insufficient. The interest in sites and marketplaces that do not offer a personalized customer experience is decreasing day by day.
Thanks to the data collected from the user, personalization can be made using important information. Thanks to this, it is possible to predict future purchases by taking into account the interests of the user and offer a product recommendation accordingly.
We can get information on how to personalize by looking at the items called 4Rs on how to personalize in the e-commerce field.
· Recognition
It is important that you analyze the customers who are constantly shopping from your site or who are new to your site. A good customer profile can be drawn using data from CRM, social networks and other sources.
· Recall
It is not enough to examine the products your customer buys and the pages he visits. You also need to understand why the customer is browsing those pages and why they bought that product. You need to accurately monitor the decisions your customers make. This is key to delivering a personalized experience.
· Recommendation
After completing your analysis, you should give your clients personalized recommendations. It is possible to create recommendations based on your customers' preferences and actions. You can get good sales engagement when you can present the right content and offers to customers.
· Relevance
The advice you offer your customers is important as long as they are linked. Otherwise, if the products you recommend do not have any connection with each other, it is not possible to create an environment for sales. You have to establish the right communication with your customers at the right time. For example, if you put a winter coat in front of your customer in the summer, it will be impossible to sell.
The Challenges of Personalization
Although personalization has a very important place in the field of e-commerce, it is also a laborious task. People who want to offer personalization must first have a suitable infrastructure. Offers for customization need to be carefully studied and a detailed strategy created.
Personalization Methods
There are many ways to personalize. We can say that companies use some of these methods, sometimes all of them together. Some commonly used methods are:
Personalized Videos
Videos most used today are one of the ways to communicate with your customers. You can attract more people to your site thanks to the videos that will be shot to provide a better experience to the customer. At the same time, you can make a short introduction of the products/services you sell in the videos and give information about their prices.
Special Offers
Thanks to the data you collect from customers, preparing special campaigns for the products/services they are interested in increases the probability of sales. For example, when you show a person who is looking for a coat, different coats and special offers for him, it increases the probability that that person will make the purchase.