Leverage First-Party Data to Boost Personalization

To succeed in today's marketing world, personalization is crucial. Research shows 84 percent of customers say being treated like an individual and not a number is important to winning their business, according to Salesforce.

To treat customers like real people, you need to know who they are. But this isn't always easy. Sure, you might remember a few customers who frequent your business, but it's impossible to know everyone, let alone create marketing messages tailored to each person.

Personalized messages rely on customer data. You need to collect data in every category possible. From collecting email addresses at checkout and tracking order histories to asking customers to fill out forms and surveys, your data collection strategy should be diverse and continuous.

Any data you collect is considered first-party data. Thus, the emails you collect on your website form, the information shared when customers join your social media contest, and the data collected as customers browse your site are all first-party data. You collected it.

To help marketers take personalization to the next level, we'll dive into the data world and explain what first-party data is and how to utilize it.

  • Tips for Using First-Party Data Effectively

Once you have first-party data, it's time to put it to work for you. Here are a few tips:

  • Do a Deep Data Dive

At the beginning, you probably focused on collecting the basics from customers, such as their names, email addresses, and ages. Now, it's time to go deeper. You need behavioral data like past purchases and browsing history to create more detailed messages.

  • Refined, Smaller Segments

As you collect more data, you can create more defined segments. Essentially, you should segment your segments. For instance, if you segmented your customers by sex, take it one step further and segment based on past purchases. So rather than just sending an email to all female customers, you can send an email to all female customers who made two shoe purchases in the last month.

The further you define your segments, the more personal the messages become. An email aimed at your female customers isn't as targeted as an email sent to shoe-loving female customers who have recently made purchases

  • Use Data for Targeting

You can leverage first party data to improve your advertising strategy. Platforms like Facebook, for example, allow you to input data to customize audiences that see your ads. The more data you have, the more likely you are to attract interested customers.  

  • Deploy Retargeting Messages

By monitoring customers' online actions, you can deploy retargeting campaigns that are specific to each user. Let's say a customer comes to your site, searches for shoes, and spends considerable time looking at a pair of black heels, but never makes the purchase. They can then be retargeted via a variety of platforms (social, mobile, desktop, etc) with a tailored message that includes that same pair of shoes.  Retargeting gives you the ability to deliver personalized content to customers who have actually shown interest.

With these tips, you can up your personalization game and start connecting with customers on a deeper, more meaningful level.

Boosting SEM Performance by Leveraging Remarketing    

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Remarketing has been used by online advertisers to great effect in recent years as part of their overall SEM strategy. These ‘reminder ads’ have proven to be an ideal way for advertisers to reconnect with consumers and site visitors, to spur them to have a look at an advertiser’s product or service. Remarketing ads remind website visitors to remember your brand after their initial visit to your site. These efforts can sometimes yield the best results from an SEM campaign. It’s an effective way for advertisers to once again reach out to a user who’s either searched for your products or already visited your site.

Remarketing + Paid Search

Using remarketing along with a paid search campaign can benefit advertisers’ in several ways:

  • Boost brand awareness:remarketing helps to establish your brand as an authoritative voice for the product or service, and can eventually lead the viewer to click to your site for a conversion.
  • Increase data insights:Remarketing can help your business refocus its marketing tactics. The data from a combined SEM/Remarketing campaign can yield insights about what landing pages consumers are coming to, or why consumers are leaving your purchase page, or some other fact.
  • Higher View-throughs:Consumers who get remarketing ads might use that reminder and go straight to your site for a conversion. No PPC payment for the advertiser.

Measuring Remarketing

Advertisers must measure their remarketing efforts as part of a paid search SEM campaign. Measurement will help advertisers know if the campaign is meetings its goals. Here are some of the key metrics for measuring:

ROI: Is you remarketing meeting its overall costs? Are you making a gain from your investment? Or spending over your investment without a return?

CTR: Check your click-through rate, which is how often your ad was clicked.

CPC: This is your cost per click. Divide the campaign dollar spend and divide by the number of clicks.

Conversions: How many conversions are you getting from your click-throughs? Are you able to show a positive ROI on your campaign?

Here are other consideration to keep in mind for remarketing with a paid search campaign:

  • Use RSLAs (Remarketing Lists for Search Ads)Advertisers can create RSLAs based on site visitors who have visited their website or app, and how many pages were viewed. Having this information can impact the ad spending and overall conversion rates.
  • Categorize site visitors - Focus in on users’ online behavior, audience type, and location. Having more details can help work the content of your targeted ads.
  • Make the call to action clear in your remarketing - guiding consumers to make a conversion will help increase the performance of your remarketing efforts.
  • Experiment with different sizes- you’ll be able to see how different sizes, pictures and text copy of remarketing ads can work with different users.
  • Limit your remarketing- Too many SEM campaigns for remarketing overdo the amount of ad impressions in a campaign. It’s best to limit ad impressions to five or fewer attempts at ‘reminding’.