The marketing guru and best-selling author Seth Godin once said
that “Marketing is a contest for people’s attention.” In
today’s digital world, our attention spans can be as short as
five seconds, leaving a tiny window for marketers to engage and
establish value and relevance. The answer is personalization,
according to Michael Gentleman of Fresh Relevance, a
personalization platform for digital marketers.
Speaking at Meet Magento New
York, Gentleman said: “We have to leverage what we know
about our customers and develop their profiles based on what we
can put together over time. Agility is challenging in
marketing. Don’t get stuck trying to do ‘spot on’ marketing.
Marketers tend to be two steps behind consumers – so stay
focused on getting ahead of the next channel, and don’t just
adapt [after the fact].”
Gentleman revealed these six simple tactics to help you think
big and start small with personalization:
1. Personalize to Unknown Visitors: People who
have not yet shopped with you or shared their data still
require a good experience. In fact they require an even greater
search behaviors and deliver an appropriate mix of personalized
content, so you’re not starting from scratch.
2. Personalize to Existing Shoppers: Those who
have shopped with your brand offer a wealth of data to help you
build customer profiles, including wish list and previous
purchase info, that you can leverage to improve the path to
purchase with cross and up sell opportunities.
3. Connect Devices to Mitigate Cart
Abandonment: According to Barclays Research, 43
percent of consumers abandon their cart in search of better
deals, while the second most common reason for abandonment is
forgetfulness. To combat this, connect various shopping devices
by rebuilding shopping carts that shoppers can seamlessly
recover, regardless of their fragmented searching and shopping
4. Use Countdowns to Create Urgency: Create
deadlines for sales and promotions, or providing reminders to
personalize products with enough time for shipping gifts.
Countdown-based marketing builds excitement, drives traffic,
and creates sales.
5. Ratings and Reviews: Peer feedback is a
great way to validate product quality or experiences. It also
enhances enthusiasm around a purchase decision. For example,
show how many other shoppers are viewing similar products at
6. Time and Weather-Based Personalization:
Send information that is relevant to customers’ surroundings:
For example, an email with a special discount for “Shopping
Snowed In” is not a pertinent offer to a customer in Miami.
Learn how to personalize for customer behavior. Download the
What Your Magento Store Should Look Like in 2018 webinar with
Magento Partners, Nosto and dotmailer.