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自定义操作：个性化的力量Marketing automation for Christmas: start with a good analysis of your audience Knowing your interests, wishes, buying habits and segmenting your audience based on this information is essential for the success of any marketing campaign, even a Christmas one. It may sound strange, since we are talking about using email marketing campaigns to provide gift purchase recommendations, but it is not. After all, the gift should first of all be liked by the buyer. However , the information we usually have in the system may not be enough for an effective analysis. Therefore, in the days before sending the newsletter, it may also be interesting to enrich this data with the potential recipients of the gift, perhaps by sending an invitation to complete a short survey in exchange for personalized recommendations or special promotions. And what about users who have not yet registered in the store? An eye-catching behavioral message on the homepage can welcome them, inviting them to complete a short survey to get a personalized gift recommendation. And what about Christmas 2023? You will definitely have an excellent audience! Good strategy! Clicking on a specific CTA, selecting a specific section of a page or menu, filling or selecting various fields in a form, starting a video: when we browse the pages of a website, we release a lot of information, expressing our interests, preferences and needs. Tracking browsing and purchasing behavior in detail and collecting data and insights is essential to gain a deep understanding of users. Imagine, for example, within an e-commerce website, we were able to personalize the browsing experience of users, recommending them products through a simple click on a banner or an option displayed in a form drop-down list, or in the same way, in the B2B field, let us imagine that we were able to attract users who had already started to fill out a quote request form without actually completing it, by offering them services and solutions based on the small amount of information released. In both cases, these are personalized activities that rely on behavioral targeting, i.e. the analysis and segmentation of users based on their behavior. Custom Actions: Advanced Analysis and Segmentation Thanks to the advanced action and event tracking system (which involves the use of custom actions, i.e. the insertion of a specific string of code in the action you want to map), it is possible to track the smallest details of user behavior on Blendee. Common practices include: Select a filter Insert a field in a form Click a CTA to start watching a video Once the behavior is tracked and relevant information is collected, it can be used as a database to create particularly effective behavioral filters for profiling and segmenting users. All of this means creating an effective personalized marketing strategy that includes ringbacks and follow-up activities after users take actions. |
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