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Using Data: Steps to Implement Personalized Marketing Strategy

Let’s start this one with talking about first dates. 

It’s fairly common in this swipe-ridden world to find yourself lending an ear to a friend or colleague, talking about how their first date with someone went. The emotions are spread across a wide spectrum with “Jeez, an empty chair would have been a better company” on one end to “So yeah, we’re seeing each other again this weekend.”  on the other. The common thread across all these tales is – conversation. A date is likely to move in the general ‘good’ direction if there’s a lot of common interests to talk about – cinema, vacation place, shared love/hatred for an Instagram influencer, etc. 

Well, first dates shall always be a matter of nerve wrecks and anxiety, but they do point out an inherent human trait – if you talk about what interests me, you’ll have my attention. For marketers like us, that sounds like a familiar turf isn’t it? Your brand’s very first interaction with an individual is like a first date – if you manage to strike an interesting conversation with him or her, chances are you are in for the next conversation and have high chances of getting into a relationship. And if you treat me as if I don’t exist or talk to me about things that do not make sense – take that as we’re meeting for the last time. 

Much of the marketing interactions with customers follow the same design. But as marketers, you have certain leverage – you get more than one date with your customers. Your customers are spread across the digital universe and use various touch-points to engage with you. Conversations on every touch-point leave you with some set of data. This data can further be used to talk to your customers the way they like and move along with them through different stages of the relationship. 

In this blog post, let us discuss some of the ways you can use customer data for delivering personalized experiences. The blog is a continuation of our previous post on data collection strategies which will help you get the fundamentals right for your data strategy. 

How to use data for personalized marketing

Before we jump into putting personalization in action, it is important to understand how to proceed on this journey. Planning a clear path ahead will keep you on track and result in effective implementation. Some key points to consider here are:

  • Understand who your customers are: As a first step, you as a marketer need to understand your customers. This is based on the humble understanding that not all customers are equal. Each one of them has different needs, challenges, and goals. To this end, you must digress away from the mass segmentation of your audience basis demographics and firmographic data which tells you about who your customers are. Instead, you must shift focus to what those customers do on your website or app basis their behavioral data – which tells about their preferences and habits and brings them closer to real-life. For example, a segment of 25-year to 35-year-old women doesn’t give away much compared to a first-time mum or a travel enthusiast. Some of the questions which you can answer using behavioral data are:
    • What type of content are my customers viewing/reading?
    • Where do they spend most of their time? Or What interests them the most?
    • How much time do they spend on the website?
    • What actions do they perform on the website?
    • How many visits do they have on the website?
    • From which source do they come to the website?
    • What other pages do they visit on the website?
    • What did they search for? Or What keywords did they use searching for products?

    Interesting read: Why behavior beats demographics when it comes to segmentation

    Customer Journey Flow

  • Visualize journey to conversion: The next step in the line is to combine broad customer groups with transactional data. This would create several small clusters of these groups and set up a solid base for 1:1 personalization. What you need to know here is your customers’ purchase history, style, and considerations leading up to the purchase. For this, you can look at data for cart abandonment, saved/liked products, in-store purchases, customer care queries, downloads, etc. For example, a B2B brand may find that customers who contact customer service or chat with their support team have more chances of conversion.
  • Build and keep trust: The concept of personalization is quite engaging and tricky at the same time. In recent years, the Internet has faced major challenges caused by data scandals. As such, consumers are becoming more and more wary of sharing data with business. As per a Cisco study, 59% of companies report they are meeting all or most of GDPR’s requirements today, with another 29% expecting to get there within a year. Good practice, in this case, would be, to remain honest in your practice, and dispel the fear of data. This can be done by keeping the subtlety in the messaging and not being creepy aside from following the regulations consistently.
  • Prepare an action plan: Once you’re able to translate the signals received from customers, it’s time to prepare a repository of triggered messages. These triggered messages include various formats of content like images, links, copy, and offers – which when combined dynamically will result in personalized triggered responses. For this to work effectively, you require a sound system of analytics and automation which would do the heavy lifting of matching triggered messages to the right situation. For example, a travel company might benefit from suggesting nearby events and activities to consumers who bought a holiday with them. Another good example is how Amazon and Netflix have designed their recommendation engine to tailor user experience as per their past interactions.

    The bottom line is, in order to take full advantage of trigger responses you must use smart systems and prepare well-in-advance. Automation and tech tools bring pace and scale to the overall strategy.

  • Create an empowered team to run personalization: Automated systems ensure that your triggered messaging is being delivered at the right time for the right context. But they quickly turn into “blast machines” without any human brain iterating, and improving the processes. Hence, you must realize that the true value of the personalization exercise can only be brought about by a small group of people who can think creatively, analyze huge set of data, and respond in a relevant manner. At the same time, it is important for marketing leadership to turn this taskforce into an empowered group of people who have the authority to make decisions and experiment without any external approvals. Doing so helps your team make real-time decisions and deliver great customer experiences on the fly.

    User reviews

  • Test, refine and repeat: Fortunately or unfortunately, personalization requires continuous learning and improvements. Your learnings will never be final as data and information about your customers always keep compounding and updating itself. This demands changes at regular level in your strategy which in turn result in improvements and better results.

6 ways to use customer data for personalization

Modern marketers like you aim at creating a frictionless experience at the very least, if not an entirely 360o personalized experience. Various creative strategies can be used to put this into action. Some of which are:

  1. To encourage action completion: Marketing success mostly comes from consistent small wins across various touchpoints in the customer journey. And sometimes, when meeting with your customers on those touchpoints you tend to lose the conversation like drop off on signup and cart abandonment. Does that indicate a lost relationship? Well, we like to count ourselves among the optimistic tribe and take that as an opportunity to reconnect and re-engage. Using data you can identify these users, identify the reasons for the disconnect, and offer relevant solutions to them. For example, cart abandonment due to payment failure, complexity or high shipping fees can be resolved by simplifying checkout and giving offers and coupons.

    Offers and Discounts

  2. To target multiple markets: One of the most powerful uses of personalization is to be able to tailor content in a way your audience understands. This results in the audience understanding your brand better, meaning more chances of conversion. Using this capability you can dynamically alter the copy, images, videos, and offers on both your landing pages and ads to cater to a specific individual without disrupting others’ experience. There’s no end to the creativity you can deploy in this case for the data points are limitless. You can use behavioral, firmographic, and product usage data to design experiences.
  3. To drive customer retention and extension: Personalization can drive brand loyalty and consistent revenue. By tailoring your messaging specific to your customer’s success and sharing insights with them, you can hold their attention. Instead of sending out plain and boring renewal messages, you can inform them about the success they have had with your services/product, inform about unused benefits and give tailored discounts.
  4. To make customers feel productive and empowered: Another way to personalize your relationship with customers is to address their needs to be productive and successful. Providing users with relevant information and tools to aid their success enables positive relations with a brand. By making use of product usage, behavioral data, and demographics, you can develop a content library or tools to cater to their needs. Another important consideration here would be to select the right channels among the multi-channel frenzy to deliver the communication. Our suggestion – understand where your customers spend most of their time and deliver content on their preferred channel.
  5. To delight customers: Human beings thrive most in the relationships where they feel valued and understood. Using this knowledge, you can create moments across the user journey to show care and bring a sense of delight to their experience. Several types of data can be used for creating such moments such as – product usage, demographics, behavioral, firmographic, and psychographic data. For inspiration, you can check our post on this topic – 5 examples of delightful moments of personalization in the customer journey.
  6. To fulfill the need of socialization: Personalization on social media relies heavily on how you make your audience feel. Do they feel heard? Do they feel they can talk to you again? Do you treat them as humans? Do they think you know their likes? These are some of the important questions you need to ask when planning your social media strategy. The key here would be to balance the “social” and “marketing” in the strategy and keep at it. Doing so would need both 1:1 manual human engagement and support of automation systems like chatbots, retargeting mechanisms, and personalized content generation products.

Personalization practices are only going to evolve from where you are at this point in time. With the increase in datasets into newer areas, newer ways of using the information for personalisation are emerging. The key is to leverage these ways to improve customer interactions and maximize profits for your business. The ideas in this post will help you catch up to the current time. To learn about how a growth-marketing platform like Smartech can help you drive personalised marketing, get in touch with us today!

Customer Data Platforms vs. Data Management Platforms: A Definitive Guide

Modern brands share a relationship with their customers vastly different from the ones that traditional organizations did. If one were to outline each interaction (both physical and digital) between a brand and its customers, we’d find an extensive map with multiple touch points. With these numerous contact points comes the dilemma of delivering a seamless transition between different channels and a consistent, unified messaging throughout. Though brands have been relying on Data Management Platforms (DMPs) for achieving this goal, the emergence of Customer Data Platforms (CDPs) has presented a compelling alternative to marketers. By the looks of it, the two may seem similar but they hold major differences. However, one cannot necessarily replace the other.

This guide will help you understand each of these platforms and the value they deliver.

What are Customer Data Platforms?

The CDP market is growing rapidly. According to a study conducted by the CDP Institute, the CDP market size grew by more than 50% during the year 2018 alone, to a net worth of around $740 million . And the growth is not merely limited to numbers. A study conducted by Forbes Insights involving 400 marketing leaders found out that 44% of them believed in the power of CDPs in driving customer loyalty. So, what exactly are Customer Data Platforms?

Say, you have been given a 500-piece puzzle which you easily solve. To your surprise, you’re told that it is simply part of a bigger puzzle and you’re given 200 pieces more as a result. You carefully finish that as well though it is relatively time-consuming. But, before you could take a deep sigh of relief, you’re asked to expand the puzzle further with 500 more pieces!

Well, let’s see how a Customer Data Platform (CDP) fits into this puzzle analogy. Consider each piece of the puzzle to be a data point about an individual customer and your “understanding” of this person keeps expanding in varying degrees (with every new puzzle piece). Now, the final puzzle will represent the unified profile for that customer and the board/area on which you’re building the puzzle will depict the CDP database.

In technical terms, a Customer Data Platform or CDP is a marketing system or software that creates a unified and steady customer database accessible to other systems. The purpose of a CDP is to gather all customer data and to stitch them in order to create unified customer profiles that can be used for marketing campaigns and customer service initiatives.

What are Data Management Platforms?

The Data Management Platform (DMP) market size is expected to have a net worth of whopping $3 billion by the year 2023 with a Compound Annual Growth Rate (CAGR) of 15% between the years 2017-2023. Let’s take a slightly different approach to understand the platform with such impressive prospects. Consider the example of a dealer or merchant whose employees wear blindfolds and earplugs full-time. As a result, they are unable to see or hear their customers. All they do throughout the day is punctually stock the shelves with products and take care of the register. There’s no contact whatsoever with the customers. In fact, they don’t even know who they are! Hence, naturally they are clueless regarding their customers’ preferences and likes/dislikes. And after a “good” day’s work, when they sit down to tally the register, all they can figure out is the number of goods sold and at what cost. They have no clue of who bought what and why (was it for self-use or maybe as a gift?). And the worst part is not oblivion but indifference – the dealer doesn’t know and he couldn’t care less. This is exactly what a marketer or business professional that does not use a Data Management Platform (DMP) looks like.

A DMP is more or less like a data warehouse – it is a system or software that gathers, analyzes, stores, and delivers useful customer information to marketers, web publishers, and businesses. The data managed by DMPs is used to generate audience segments which are in turn used to target specific users in online marketing campaigns.

Aren’t they the same?

Well, they do sound the same and a superficial understanding can even give one the impression that they indeed are the same but nothing could be further from the truth. CDPs and DMPs differ on several grounds –

  • Personally identifiable Information (PII)

  • Perhaps, the greatest difference between CDPs and DMPs can be established in terms of their use of customer identities or Personally Identifiable Information (PII). In marketing terms, a PII is a combination of data points used to identify a specific customer. Since CDPs function in a manner that the more data you collect about a specific customer, the more relevant experience you can provide to them; it relies on PII to operate. Whereas, DMPs process data that is anonymous and this makes it more difficult to determine whether or not the data was sourced ethically.

  • Data Sources

  • Another drastic difference between the two platforms can be found in terms of the data used by each. CDPs primarily use first-party data (data collected by your company) and a little of second-party data (first-party data collected and sold to you by a non-competitive partner company). DMPs, on the other hand primarily make use of third-party data (first-party data collected by a data collection company and made available for purchase) and a little of second-party data as well.

  • Use Cases

  • CDPs and DMPs also differ in terms of their use cases. Where, on one hand, Customer Data Platforms are used in gathering customer data in its organic form, powering different marketing systems, cross-device data coordination, and leveraging Artificial Intelligence (AI) for channel marketing. The use cases for DMPs include optimizing acquisition, prospecting and modelling, audience suppression, cross-channel segmentation, and remarketing.

  • Data Retention

  • Another important difference between the two platforms lies in how long each stores customer data. CDPs store customer data for long time periods. Smart CDPs even allow you to set the time limit for which the data must be retained. This is especially useful in cases where, say, a furniture dealer wants to give a discount of 20%to his most valuable customers (CDP database for the previous year can help determine the high-value customers). DMPs are completely the opposite. They function best when data is retained for shorter periods (like 90 days). This is especially useful in cases where an advertiser is seeking to target travel aficionados (there’s no point in targeting people who were interested in travelling five years ago but aren’t right now).

  • Scope of Reach

  • Since CDPs mainly have access to the data of your existing customer base, they cannot help you to create lookalike audience segments to target potential customers in external databases. DMPs, on the other hand, can help you in extending your target group by creating lookalike audience segments.

Do they have anything in Common?

Well, yes! Now that we’ve looked into the differences between CDPs and DMPs, let’s take a look at the several similarities –

  • Both CDPs and DMPs function by leveraging existing customer data
  • Creation of a Single Customer View (SCV) or a 360-degree view of the customer is the aim of both CDPs and DMPs. By creating a single view of the customer, the platforms aim at helping businesses understand their customers better
  • The data gathered via both platforms is used for Audience Activation. Meaning, the data is used for powerfully engaging with high-value audience segments and for delivering personalized and relevant user experiences
  • Both platforms render the following functionalities – reporting, analysis, and optimization

CDP or DMP: Which one should you choose?

Since CDPs help in engaging and improving relations with existing customers, marketing departments of individual companies will find them the most profitable to manage customer data and to generate personalized messages via different marketing channels.

DMPs are your best bet if you need to manage and process large sets of audience data and wish to extend your target group to external databases. DMPs prove to be the most profitable to web publishers, marketing agencies, media houses, etc.

Furthermore, as mentioned earlier, CDPs and DMPs do not necessarily replace one another but are complementary in nature. Meaning, data collected by CDPs can be enriched for better segmentation using DMPs and CDP data can help in creating better lookalike audience segments when used within DMPs. Hence, depending upon your marketing needs, choose either one or both of these valuable platforms.

How Netcore’s WhatsApp Chatbot Helped Flipkart Deliver Customer Delight at Scale

“Exceptional customer experiences are the only sustainable platform for competitive differentiation.”
– Kerry Bodine

This timeless reality grows in significance in today’s hyper-competitive, mobile-first market where customer retention has emerged as a north star metric. The e-commerce industry is no exception to this cardinal pre-requisite for success. In fact, customer experience leaders outperform other players by almost 26%, in terms of revenue growth.

A trailblazer in the e-commerce space in India, Flipkart has always placed a premium on delivering exceptional customer experiences, ever since its inception in 2007. And, personalised, relevant, and timely customer engagement continues to form the foundation of their differentiated customer experiences. Their data-driven, innovation-first approach has seen them craft highly effective and memorable multi-channel campaigns.

This Big Billion Days sale was no different. Flipkart’s flagship 5-day sale saw them join hands with Netcore Solutions to script a dynamic new chapter in the e-commerce customer engagement playbook.

And, what better channel to break through the marketing clutter than WhatsApp to drive meaningful engagement and conversions?

Enter Netcore’s custom-built Big B WhatsApp chatbot that didn’t just wow customers and industry insiders alike, but went on to become a viral one-of-a-kind campaign at the intersection of marketing and technology.



In fact, 1.3 lakh unique conversations were initiated on the Big B WhatsApp chatbot over the course of the sale! With over 9.3 lakh incoming messages received, we helped Flipkart process over 36 lakh messages while the campaign was live!

What is a WhatsApp Chatbot?

A WhatsApp Chatbot is a software programme which runs on the encrypted WhatsApp for Business platform. Simply put, it allows WhatsApp users to communicate with an intelligent, pre-programmed bot through a chat interface.

What Set the Big B WhatsApp Chatbot Apart?

The runaway success of this unique campaign can be attributed to the following factors:

  1. Ease of access: Netcore helped Flipkart leverage Facebook’s “Click-to-WhatsApp” feature on Facebook Ads by allowing target audiences to engage in real-time by merely clicking on the relevant ad. Through this, Netcore enabled the e-commerce giant to “pull” users on to the chatbot instead of actually sending them “push” marketing campaigns.
  2. Multi-lingual approach: The chatbot was launched in both English and Hindi. This exponentially increased the reach and engagement with target audiences in Tier 2 and Tier 3 cities in India – potential customer segments that are increasingly migrating to online shopping.

    Flipkart's Big Billion Big B WhatsApp Chatbot Welcome Message


  3. Impactful conversational flow: Users could instantly connect and interact in a conversational flow based on one of India’s iconic television quiz shows, Kaun Banega Crorepati (KBC), starring the Bollywood legend, Amitabh Bachchan as the host.

    Play Quiz on Flipkart's Big Billion Big B WhatsApp Chatbot


  4. Easy-to-use interface: With the objective of reducing usage friction and potential drop-offs, Netcore created a chat interface that was extremely simple, extending all the way down to the use of pre-selected emojis.

    By merely sending a single emoji, users received real-time updates on products under that category. This meant that users could directly select the best deals for the product categories that most interested them, instead of the regular website or mobile app buyer journey.

    Get offers via emoji on Flipkart's Big Billion Big B WhatsApp Chatbot



  5. Multi-action engagement: Based on the conversational flow, users could take various actions directly through the chatbot. They could purchase products, apply for shopping loans, or unlock video messages from other celebrities by playing an interactive game.

    This allowed users enough time to explore the options offered by the chatbot and helped Flipkart nudge them towards conversion through the power of engaging entertainment.

    Flipkart's Big Billion Big B WhatsApp Bot Chat Options


  6. Power of virality: Word-of-mouth has a powerful multiplicatory effect. It assumes even greater magnitude and momentum in the digital space. This is precisely what happened with the Big B WhatsApp chatbot.
    With satisfied customers and tech influencers raving about the disruptive innovation across social media, Flipkart was able to reach out to larger audiences that sampled the chatbot based on positive recommendations. This, in turn, drove higher engagement and conversions for Flipkart.


Can WhatsApp for Business Be Used Only for Chatbots?

No!

While Netcore helps you build custom chatbots over WhatsApp for such high-impact campaigns. You can also create chatbots to provide real-time customer support, respond to customer-initiated queries, and offer relevant information on a convenient channel of their preference.

Don’t stop there though! You can even incorporate WhatsApp Business Notifications as another personalised channel of customer engagement, as part of your multi-channel marketing mix. You can learn more about critical industry-specific use cases that you can address through this channel right here.

As a marketer, you need to reach the right customer with the right message at the right time, and through the right channel. WhatsApp and other instant messaging apps allow you to do just that and so much more.

Don’t be a stranger and get in touch today to understand just how Netcore can elevate your customer engagement and retention game through the WhatsApp Business Solution!

Data Collection: Strategies to Identify and Collect Quality Data for Marketing

With the Internet of Things surrounding every bit of our lives, not a single activity of ours in the digital universe goes without leaving its imprints. And the interesting part is it’s growing as you read this post. 

It also moves me into thinking about how you and I are collectively building this universe every second bit by bit (quite literally) by communicating, working and sharing our lives online. As per a study by EMC, the digital universe doubling in its size every two years and by 2020, this universe will reach 44 trillion gigabytes. That sort of scale opens up a lot of opportunities for making improvements in every area of life.

But it is also worth noting that more data doesn’t necessarily mean it’s useful. In fact, as Seth Godin puts it, the more data we have, the less we know. So, how does one arrive at just the right amount of data? What, in fact, is the right amount of data? How to collect that sort of data?

In this post, we will take you through some of these challenges and discuss how to set the basics right for meaningful insights and collect data through various sources. 

First things first, the most crucial step of a successful data collection strategy begins with some introspection. As a marketer, you need to know:

i) Do I understand what I want to achieve through data? – This question should inform you about the ultimate end goal i.e. drive more purchases/revenue, increase user retention, improve customer lifetime value, etc.

ii) Do I know what information I need to reach those goals? – To identify the information, map what all actions a user must take in his journey to take you to those goals. Basis of this knowledge, identify the important events which lead the user from one step to the next step and finally to the end goal.  

What is good data?

Dilbert’s boss can do away with breaking bad in his comic world. But if you care about your marketing money, stay away from his ways.

It is to be noted that data that is good for one’s business might not help other businesses in the same industry. In fact, there’s no straight and simple definition of good data. However, there are certain fundamentals that ensure

  • Relevance: If it doesn’t fit the purpose, it’s not fit to be collected. Keep what matters and get rid of the fluff.
  • Validation: Good data should answer these questions for you: Does my data confirm my hypothesis in a logical manner? Does it give me enough confidence to make critical decisions? 
  • Compliance: Consent and transparency are the words here. In the wake of GDPR and CCPA, marketers must ensure that their data sources are compliant with local data regulations. Since there’s a risk of facing a Regulatory Agency against your business – take this seriously.
  • Updated: Change is constant and it shows in data too. Outdated data often misleads. Take into account the recency whenever analyzing.
  • Methodology: It’s a fact – marketers are exposed to too many metrics. And it’s quite easy to get lost in the definitions. It should be easy to understand how each of your metrics are being captured and whether they fit the context. 

Honestly, it is very hard to arrive at good data at once. Data collection should rather be considered a process wherein you deal with one issue at a time and use your learnings to refine it further. Surely there’ll be many things which will be new to you, but that’s what the essence of data is – learning something new every time

How to collect data?

Once you have determined what good data means to you, it’s time to build a data repository to refer to for further actions. But it’s more than just placing your pixels in the right place. The following are a couple of factors you must account in to effectively collect data. You can use these pointers to bring marketing, engineering and product teams on the same page and move towards a unified goal. 

i) Define success and prepare a plan: This is the most critical part of the data collection process. It starts with defining your business objective and key questions associated with achieving the end goal. For example, you might want to know what type of articles are most popular among the age group of 18-34 or what type of products do users buy the most on my website, etc. 

ii) Create a tracking plan for your data: Without having a clear direction as to what to record and where to store data, you will feel baffled. To make things easier for everyone in marketing and the developer team, make sure to have a clear plan defining all the events to be captured and the purpose of capturing them. Take a good look at the customer conversion funnel for this step. 

iii) Automate what you can: The customer journey is not a linear path. And it only makes capturing and storing data all the more difficult. Even if you have the continuous support from your engineering and developer team to deploy your tracking strategy, it quickly becomes very complex to handle the bulk of data. Thanks to the existence of marketing automation platforms, marketers can bring robustness to their data collection plan and focus more on the insights. 

iv) Consistency: Data often gets ruined because of inconsistencies in the naming conventions. Prevent this at all costs to create consistency in your data. For example, the following events could be considered the same:

Pagetype

pagetype

Page Type

Page_Type

Page-type

And these issues can further result in inconsistency in reporting, confusion, and wastage of time. Set up guidelines for naming conventions at the very beginning of your data capturing strategy.

v) Decentralize your data: Customers being present on multiple channels, it makes sense to bring data from all touchpoints to one place. This allows disjointed data to communicate with each other and deliver interesting insights about customers. 

vi) Error margin: Data isn’t always right. Many a time, the data that you see on your dashboard is sampled and based on the error margin. The lesser the size of sampling or margin of error in your data, the better it is.

  • Marketing automation platform: Marketing automation tools help you collect deeper level information about customer behavior across the conversion path. It is likely to tell you about the user actions on your ads/content, A/B testing results, keyword research and more. Netcore Smartech also allows you to combine data for both offline and online touchpoints. Let’s say you have a clothing brand with an offline and online presence. It can help you track customer behavior, purchase habits, and trends for both your brick and mortar store and e-commerce website and combine it to create a unified view of the customer journey.

9 ways to collect data for marketing

Now that you have read about the basics of collecting data, the question comes – how to go about collecting data? There are different ways to do so. And again it depends on the kind of data you need and its context. Here are a couple of popular ways to collect data used these days: 

  • Survey: Surveys are one of the most popular methods of data collection. Using surveys you can directly ask the customer for information. You can collect various types of quantitative and qualitative data ranging from demographics to contextual. Surveys can be conducted online, over email or phone, and in person.
  • Marketing automation platform: Marketing automation tools help you collect deeper level information about customer behavior across the conversion path. It is likely to tell you about the user actions on your ads/content, A/B testing results, keyword research and more. Netcore Smartech also allows you to combine data for both offline and online touchpoints. Let’s say you have a clothing brand with an offline and online presence. It can help you track customer behavior, purchase habits, and trends for both your brick and mortar store and e-commerce website and combine it to create a unified view of the customer journey. 
  • Website and app tracking: Your owned channels like website and app are crucial touchpoints to collect customer data. Online data tracking allows you to collect the data points a customer leaves on your website or app during every interaction and reports them back to you. Some of the data points you get are – how many times did the user viewed a certain page, how much time they spent on the page, where did they go after coming on a certain page, etc. While some of this data is collected by your hosting provider, online tracking software tends to provide advanced level data tracking and reporting features.
  • Social media: Social media is another important tool to understand the characteristics of your audience better. This becomes all the more crucial if you allow social login on your website. For example, companies like Spotify and Uber tend to record social data and use this to provide them contextual and personalized content and services. Other than this, social media also inform you about your brand’s mentions and helps you gauge brand perception at a larger scale. 
  • Conferences and exhibitions: Events and conferences tend to help companies build much closer relations with their customers. By collecting data from these sources, you can reach out to improve your lead generation, reach a newer audience, increase brand awareness and understand audience challenges. Data collection is often overlooked at these events but it is extremely valuable specifically for B2B companies. Talk to our experts at Netcore Smartech to understand how we can help you implement tracking to gather actionable data from events. 
  • Transactional data: in-store and online: Recording transactional data is a must for every business. In an online setup, this type of data informs you about products sold, customer purchases, and supplier side data. For offline businesses, it is an important source to know about customer footfall, customer movement patterns across the store (requires sensors), and POS (point of sales) data. Tracking this data can support both your inventory and marketing decisions. 
  • Subscription and signup data: Registration or subscription is the time when users formally shake hands with your business. This is a great opportunity to get to know your customers and collect valuable information about them to optimize your communication with them. A good example of this technique is how B2B businesses collect audience data by offering them something of value i.e. case study, whitepaper, research, infographics, etc. News media, e-commerce, OTTs, blogs also tend to collect this type of data to personalize content. The key at this stage is not to ask too much from the customers. At the same time, you need to maintain a balance to achieve your business goals. Keep it subtle for them and useful for yourself. 
  • Third-party sources: To understand this better, first we must know what third-party data mean. It is the type of data which is collected from outside sources in the data marketplace. These sources do not directly collect this data but rather aggregate from 1st party data sources and sell. Marketers tend to use this type of data to increase the scale of their targeting and reach a new audience. 
  • Customer Feedback: Customer feedback is crucial for nearly every function in an organization. Be it marketing, customer service, product, and engineering team, everyone benefits from collecting it. It provides important insights as to how customers feel about your product or service and overall experience of using it. It also informs marketers about their motivations. Customer feedback can be obtained from multiple channels – social, email, direct, or even chat tools. 

Recommended ReadUsing Data: Steps to Implement Personalized Marketing Strategy

It can be hard to know where to start data collection for marketing, especially if you don’t have a data science team, researchers or marketing analysts in your organization. However, following the advice mentioned in this post, you should be able to have a good start on this process. Do let us know if you want to know how we can help you in tracking your customer data for marketing. To schedule a demo, get in touch with us today!

The Smartech Web Message Module: 3 Powerful Customer Success Stories

As a marketer, your eternal challenge is to get the 4Rs spot on; i.e. delivering the right content to the right customer through the right channel, at just the right time.

This challenge assumes even greater magnitude for digital marketers like you, looking to maximise the traffic coming to your websites. Set in this backdrop, web messages can be a powerful onsite marketing channel to increase subscribers, shorten paths to conversion, and drive higher revenues.

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How to do Personalized Marketing in the Travel Industry?

Imagine you enter a barista, the server knows you and gives you a perfectly brewed cup of coffee that you love. It’ll be a day-made moment, right? This is, basically, an oversimplified version of the way personalization experience impacts a person. And no one understands this better than the travel industry.

Travel businesses have always been one of the early adopters of digital transformation trends – personalization being one. It is also quoted as one of the reasons for the huge success of many travel businesses in recent times. Being early adopters also puts travel businesses in an enviable space wherein they can iterate their personalization game and move beyond the conceptual level implementation.

Moreover, the overall evolution of the travel and hospitality industry requires personalization v2.0. Customers, these days, seek more from travel businesses. Hotels are no longer merely accommodation providers; they got to be experience providers. Airlines and trains are no longer merely expected to be transport services; they need to be entertainment and information providers.
Customers expect hotels and transport services to suggest unique activities, offers, and nearby attractions tuned to their interests and location. Creating tailored opportunities to immerse in the local culture is the key.

According to a study by Epsilon, 87% of consumers are more likely to do business with travel brands offering personalized experiences. Interestingly, the study also revealed that only 64% of consumers are satisfied with the personalized experiences currently offered by travel brands.

The objective of travel businesses has evolved from merely providing comfortable accommodation/transport to delivering a highly customized travel experience on every single trip.

To execute this is as well not an easy feat. It requires building a strong mechanism from top to bottom to deal with huge amounts of data and equally varied offerings. As a first step, travel marketers need to break away from targeting blanket segments to a more precise approach. There’s also a need to effectively use data in a way you can reach out to the customer with the right offering at the right time.

This blog post will take you through how some travel brands are doing it right. You can use these examples as an inspiration to amp up your personalization strategy.

Airbnb

Category: OTA

OTA

If there’s one travel brand who has completely nailed personalization at all fronts so far, it has to be Airbnb. Airbnb has done a great job of decoding the intent and preferences of its users on the website. Airbnb’s marketplace has more than 6 million listings, each one diverse in its own way. On top of it, they got an equally diverse set of users with varying travel budgets, styles, and goals. But when you search for a property on the website, it shows you all the right things. It personalizes all search results on the basis of user preferences, pricing, and availability. How do they do it? The answer is some really amazing talent working for them, strong architecture and great use of technology.

The interesting thing about their personalization approach is it is two-sided. It is empathetic to both its customers and hosts and balances the concerns of both parties pretty well. For hosts, it takes into account that some of them make living out of it and others use it as a supplemental income. It has built a system that allows hosts to set minimum and maximum pricing, allowing them to get a fair deal every time. For users, it takes into account seasonality trends, local events, and travel history and makes the best recommendations in terms of price and facilities.

This effort shows quite visibly in their other email marketing as well. The strength of their email marketing lies in their consistency around beautiful visuals that tell stories, intent to help customers, and subtle selling.



Other than getting the time and content right for their audience, they have mastered the art of practicing empathy along with personalization – wherein the customer feels they’re being helped out first. And this is communicated in every channel of their business.

Suggested ReadEaseMyTrip Boosts ROI by 275X with Smartech Contributing to 4.5% of Flight Business

KLM Airlines

Category: Airlines

KLM is the oldest airline in the world still in operation (That’s a wow!). The company is turning 100 this year in October. It’s a great achievement on their part and positions them strongly in the industry which is under immense pressure ever since 2008. Honestly, the airline industry is not an easy space to be in. The competition is extremely stiff in terms of pricing and service. This is coupled with operational challenges that make survival all the more difficult.

With the aggressive competition from low-cost airlines like easyJet and Ryanair, KLM’s challenges were increasing in the past few years. To deal with this, KLM focused on the pain-points of its customers and on making air travel stress-free. This has been their core intent of personalization on every digital marketing channel, consistently. For example, they send personalized cart abandonment emails to allow users to pick up from where they left. Second, instead of bombarding users with information on every channel they allow users to choose the channel they want to use for communication. Third, the messaging is triggered on the basis of certain actions and user behavior and relies largely on data collected from one unified view of the customer journey.

Moreover, they value the human touch a lot in marketing. And it shows in their killer content strategy. Some of the fine examples of their content are – iFly magazine (an interactive magazine for travel inspiration) and their much popular YouTube video series on Bluey’s Big Adventures (a fun way to engage with kids). Another interesting example is the implementation of smart assistant – BB (a short name for Blue Bot). From flight booking to packing – it holds the user’s hand throughout the journey (quite literally!). Check the video below to see how it functions. Impressive – that’s the word for it.




Suggested Read: How GoAir achieved an 8X increase in ROI by implementing a unified view of the customer journey

Virgin Hotels

Category: Hotels

The hotel industry is based on high-touch culture. A steward engaging the customer in a lively customer about their interests or surprising them (in a pleasing way) is considered as a great experience. Considering this, apathy towards personalization is something unforgiving for them. It’s a must!

Virgin Hotels not only understands this but also improved upon the idea. Other than the in-hotel experience, Virgin Hotels uses technology to delight its customers with personalization throughout their stay. How they do this? The answer – by getting to know their customers. The company launched a program called – The Know. It’s available both on their website and app.

Virgin-Hotels
Virgin-Hotels-2

By filling in a questionnaire form, users can tell the hotel about their allergies, dietary and travel preferences, make special arrangements for kids or pets, choose the contents in the mini-fridge, select the drink on arrival, and many more such things. The hotel would, in turn, provide them with relevant services and recommendations. This kind of personalization builds a 1:1 connection with the user. And Virgin Hotels has got its systems in place for it.

Key Takeaways

  • Define your objective: Personalization can be used in multiple ways from driving revenue and sales to delighting customers. As a first step towards your personalization journey, reflect on the needs of the business and move accordingly.
  • Build on a strong foundation: Before setting out to implement your personalization ideas, be sure to think about the scale you want to operate on. Taking into account the company roadmap would help you identify the kind of architecture you need to collect, store, and access your data.
  • A unified view of customer journey: Disjointed data is very tough to stitch together for meaningful use. Instead of struggling with the scattered information, implement technology which helps you collate data from all sources and provides a single view of the user journey. It is easy to understand behavioral data and map user journey this way.
  • Human touch: Brands that personalize technology with human touch are sure to score marketing wins. The human touch will always remain relevant for the personalized experience.
  • Never assume user personas: Let the user tell you what they want, and what they are looking for when they interact with you. Use data science and algorithms to arrive at meaningful insights.

With the power of technology and the right marketing tools, it can become easy to make sense of the mountain of data available in the travel industry. And by being able to translate the data, you can understand your customers better and provide them with meaningful outreach. We hope these takeaways help you take the next steps in your personalization strategy. If you have more such interesting ideas, do share them in the comments section. To learn more about how Smartech can play a role in your personalisation journey, get in touch with us today!

Permission Marketing – How Can Your Brand Benefit From It?

For a very long time, marketing has been construed as something intrusive and interruptive, be it a TV commercial, an ad on the radio, a telemarketing call or a pre-roll ad that plays before the video content. The traditional way of marketing is actually called Interruption marketing in which people have to stop what they’re doing to pay attention to the marketing message. But with marketing technology evolving, the old ways are making way for newer techniques and practices.

Have you ever signed up for a newsletter or subscribed for notifications from the brand you love? Your answer might be ‘yes’ and that’s how you said ‘yes’ to Permission Marketing.

What is Permission Marketing?

Permission marketing isn’t a new concept. It was coined and popularised by Seth Godin in 1999. In his book, Permission Marketing: Turning Strangers into Friends, and Friends into Customers, Godin explains that consumers should have the power to choose how they’re marketed to.

He explains the term as “the privilege (not the right) of delivering anticipated, personal, and relevant messages to people who actually want them.”

The concept of permission based marketing is based on the belief that customers must have the control over the brand-customer relationship. They must have the freedom to ask for more or choose the messages to stop.

Why is Permission Marketing Relevant Today?

It was way back in 2012 when The Marketoonist mentioned Yankelovich Consumer Research findings about marketing clutter in this post. It said, “We’ve gone from being exposed to about 500 marketing messages a day back in the 1970s to as many as 5,000 a day today.”

Marketing Clutter by Marketoonist

It is quite difficult to imagine the amount of marketing clutter we are in today. Customers are bombarded with marketing content day in day out. In such times, permission marketing has been hailed as a way to sustained success.

The Importance of Permission Marketing And How You Should Leverage It

Today, customers are more willing than ever to share their personal information with brands to avail benefits and rewards. They also leave digital footprints across the internet. Although receiving permission from customers to send marketing messages to them fulfils a company’s legal obligations, but treating this permission as a license to send customers overwhelming amounts of content over a long period is a mistake too many brands make. Excessive marketing puts the brand’s reputation and customer relationships at risk.

Permission Marketing is a great way to build strong relationships with the customers and upgrade the brand trust within them. But how do you leverage it? Let’s read ahead:

Permission Marketing can be bifurcated into:

  • Explicit: The “Explicit” form of permission marketing is used for building new relationships with potential customers. For instance, consumers may sign up for your newsletters to willingly know more about your organization or with the intent of consuming more content. This type of permission marketing helps in understanding your customer psyche and what exactly are they looking for.
  • Implied: Implied permission marketing helps you enhance the existing relationship with a customer and engage them throughout their journey as a customer of your brand. For instance, sharing rewards or special offers with them, makes them feel privileged and hence leads to return purchases.

How Does Permission Marketing Function in a Digital World?

Marketers who practise permission marketing send marketing messages based on the degree up to which customer allows/solicits information from the marketer. This is called ‘permission intensity’. It may vary from customer to customer, and may change within the same customer-marketer relationship at different times.

When a customer is actively shopping for a product or service, than permission intensity is the highest.

In essence, permission marketing is also a two-way communication.

It is most effective with those customers (generation Y and Z) who have grown up with the internet and mobile marketing and are active on various social media. So, permission marketers should target the young population who are ready to share their personal information in order to get better services and more shopping opportunities.

How Worthy Is Permission Marketing For Your Brand?

Permission Marketing can play a vital role in building your brand’s image and brand recall in a healthy and sustainable way, by engaging your consumers and keeping them informed about what will benefit them. Some of the important examples include email newsletters, SMS notifications, event notifications, etc.

Today, permission marketing is increasingly being adopted across industries. In Facebook, software’s like Facebook Connect take the user’s permission and allows other applications and websites to share information about the user. This saves time of the user as he/she does not have to register the same information every time with a different application. When a Facebook user adds a new app on Facebook, a window pop up notifies the user that the app requests your permission to access your information. Marketers, get opportunities for permission marketing, when customers subscribe to an SMS, newsletter, or blog or go for loyalty cards.

For example, when customers apply and get a membership card, they can check their reward points earned on their card or get a replacement if the card is lost. When they become members, customer details are collected like their birthdays, wedding anniversaries etc. In turn, companies like Reliance can send greetings through SMS or email campaigns on their birthdays or anniversaries, and can also offer them exclusive discounts too. Hence, in permission marketing, the customer does not get continuously unsolicited email camapigns or SMS.

Although permission-marketing is one of the best ways to target your audience on a personalized level, it is important to keep in mind the following while exploring this channel of marketing:

  • Make sure the customer grants permission
  • State clearly that the consumer’s information is private
  • Make unsubscription an easy-to-find option in the footer of emails
  • Choose a content that incentives the subscriber to continue coming back for more

Permission based marketing offers multiple benefits to marketers. Even though it is expensive, in the long term it offers the following benefits:-

  • Lowers marketing costs – Permission marketing makes use of low cost online tools like social media, emails, search engines etc. This is one of the major benefits of permission marketing. Also, by targeting the interested customers only, the marketing cost can also be brought down considerably.
  • High conversion rate – as the targeted customers have shown an interest in the product, chances of converting leads into sales is higher.
  • Personal messages – marketers can send personalized messages to their customers and target them specifically according to age, gender, location etc.
  • Can establish long-term customer relationships – by using social media and email marketing, marketers can interact more and establish long-term relationships with their customers.
  • Maintains reputations in the market – in interruption marketing, customers are bombarded with too much information which can damage a marketer’s reputation in the market. On the contrary, permission marketers engage only with willing customers, there by maintain a good brand reputation.

Every brand’s goal is to develop a customer relationship that will lead to evangelism. Today, the world is overloaded with information, with identical marketers selling identical products and services leading to an overload of advertisements and spam. In such scenarios, permission marketing is a welcome shift. Also, brands are extra-careful is guarding the customer information. They are now removing third-party widgets and other technologies that sell user data without the user’s permission.

Nevertheless, permission marketing also has many challenges to overcome. We would discuss them in our further posts on the subject. To understand how a growth marketing platform can like Smartech can be in a partner in helping you adopt permission marketing, get in touch with us today!

The 32 Point E-Commerce Flash Sale Checklist for Black Friday 2019

With less than two months to go for the big showdown in e-commerce aka Black Friday and Cyber Monday, it’s time for marketers to pull up their socks for the biggest consumer shopping season.

Usually, the retailers start gearing up for the holiday season during September and push announcements for the holiday season. Some brands also like to start early in the year in January. This is because they usually have a lot of data from the previous year. It allows them time to process it, take out insights and use it for further optimization.

Nevertheless, it always pays to have some time in hand to lay the strategy and plan execution. Here’s a checklist that will come in handy for you to review what’s already done, what you need to do, and other ideas for what you can do.

A Guide on Black Friday and Cyber Monday Marketing

Preparatory Work

    1. Assess your website/app for handling load: Expect that there will be a massive inflow of traffic during the shopping season. You won’t want your website/app to crash or slow down when the customers reach your website. It would be a loss of potential revenue and customers. It sounds like a nightmare, right? Amazon, J.Crew, Lululemon are among the many who have experienced it! And we are sure they won’t like this to repeat. To ensure it doesn’t happen to you, have a good hosting platform in place, secure enough servers, compress images and run it through several load tests. Prevention is better than cure, as they say.
    2. Prepare a contingency plan: You can’t predict the future. Anything can happen. There might be unforeseen reasons for your website to fail last minute even when you run through every checklist and do several load tests. The only thing that can save you is to have a plan B, in this case. It is best to talk to your IT team on this and chalk out a plan of action if or when things fall down. Here’s a useful read which might help you.
    3. Optimize user buying journey: Test and retest the user journey to check how the website fares when a user browses your catalog, navigates the website, compares a product, adds it to the cart, makes the payment, etc. Every inch of your website should be optimized to the best for smooth user experience. It is best to review the user experience to remove the possibility of any technical glitch beforehand.
    4. Flexible payment options: Your checkout page is where you’ll convert your website visitors into paying customers. As such, make it easy for your customers to make the transaction by having multiple and easy payment options.
    5. User-generated content: Your website and social profiles may already have some amount of user-generated content in terms of reviews and comments. Take some time to collect positive feedback, and address any complaints and open issues.
    6. Personalization: You will sell as much as you’re able to understand your customers and tune your website to their needs. For this to happen, you need to segment your audience properly and lay down an automation system that tracks their behavior, and offers personalized content, product recommendations, offers, and user experience. The starting point would be to have a system like Netcore Smartech in place.
    7. Keep an eye on the inventory: Use last year’s financial and sales data to predict the stock required for this season and order well in time. Prepare your staff for any situations arising out of traffic influx, product shortage or aggressive buying. Make sure that inventory visibility remains transparent to you and your staff throughout.
    8. Set up minimum stock alerts: To avoid delays and last-minute rush, take time to set a minimum stock threshold for every product in your inventory and create alerts. Take into account the demand trends while setting this up.
    9. Set up analytics tools to measure success: You can’t improve what you can’t measure, as they say. Having a strong analytics system onboard is crucial to your success in the present and future both. Set up dashboards and metrics to capture the right kind of information.
    10. Real-time tracking: Black Friday sales can be extremely unpredictable. It is best to be able to see through your user’s journey and optimize your product showcase and offers on the fly for better sales. Real-time tracking can also help you in making relevant product recommendations on your website. Talk to your data team or analytics partner to set up a mechanism for real-time tracking.
    11. Dynamic Pricing: Many retailers these days use dynamic pricing software to win customers. The one price theory no longer exists. Tough competition is one factor. According to a Digiday article, prices are mostly influenced by demand, customer intent, and competition. Hence, marketers must consider deploying dynamic pricing software.
    12. Optimize logistics: 43% of mid-market e-retailers deliver an order within two days, as per a report by Digital Commerce 360. Also, it is worth noting that consumers are interested in free shipping and on-time delivery. These expectations would stay the same despite the huge influx of orders that you might receive. Our recommendations?
        1. Talk to your logistics team or partner and prepare them for the work-load. Line up multiple delivery options like – 2-day delivery, buy-online-pick-up-in-store, personalized delivery, consolidated delivery, etc.
        2. Have a system in place which lets your customer track orders, contact the delivery agent, and share feedback or contact you anytime.
        3. Check the return and cancellation process and prepare your system for these eventualities.

      Suggested read: How consumers view online delivery options.

    13. Customer service: Handling customer issues may become quite a tough challenge amidst the shopping frenzy. Prepare self-service options like FAQs, user guides, and interactive chatbots.

Advertising and Marketing Action Plan

    1. Identify relevant keywords and optimize for SEO: Run intensive keyword research for your products. Make your search location and demographics specific. Do pay attention to the competition and plan a content creation activity around the relevant keywords. The more the competition, the harder it is. But at the end of the day, it’s the quality that matters. But having a good SEO strategy is a must.
    2. Prepare for voice search: It is a common sight these days to see people around you saying “Hey Alexa”, “Ok, Google”, or “Hey Siri”. People are getting more comfortable with the idea of voice search. As such, your SEO strategy needs to include this perspective too. Voice search behavior is different from that of text search, e.g. “best TV brands” and “What are the best TV brands?”. In this example, people will tend to the former for text search and the latter would be a natural response in voice search. You would need to think on these lines and prepare.
    3. Optimize showcase for best deals: Your homepage is like a store-front. Showcase the best of products and offers here. Take your customers on a lucrative journey of discounts and interesting deals from here. Add a countdown clock, and place promotional banners with crisp and clear copy. Highlight products and categories with the heaviest discounts on top.
    4. Early bird offers and pre-sale: Launch early bird offers and presale leading up to Black Friday and Cyber Monday. Neither retailers wait for the actual Black Friday and Cyber Monday nor the customer. Start promotions early using social channels, email campaigns, and display marketing.
    5. Special launches and high-value deals: Many brands like to offer exclusive launches and discounts. These can be used to create buzz around the sale and also boost conversion. You can also create dedicated landing pages for these offers for SEO benefit.
    6. Real-time and last minute deals: Line up some surprise elements for your customers. Give them a heads up about the surprise though. Win them with those too-good-to-be-true super irresistible deals.
    7. In-store experiential events: If your online store has a brick and mortar space, you can very well use it to engage 1:1 with your customers. Exclusive events with a mix of the right audience can end up building brand loyalty for you. Also, integrating all your channels may result in added wins for you because of the ROPO effect (Research Online, Purchase Offline).
    8. Create exclusive landing pages for Black Friday and Cyber Monday offers: One – it is good for SEO. Second, you can communicate clearly and highlight offers without changing much on other pages of your website.
    9. Check last year’s trends: Here are a couple of resources which we think will help you:
    10. Set automation workflows: Email marketing serves as the most effective and important communication tool in e-commerce. Consider it as the strongest weapon in your artillery. It only becomes even more powerful with automation workflows. According to RetailDive, cart abandonment workflows were the highest performing automation workflows of the shopping holiday, counting a 2.13% order rate in 2018. Other than this, workflows like onboarding, offers, reviews, return, and cancellation, etc. will impact your sales highly. Get in touch with us to know how we can help you set this up.
    11. Create buyer’s guides for different personas: Curate deals and products for different segments of the audience, turn them into useful guides and share. It will be a value add for customers to make a decision regarding their purchases.
    12. Email marketing: Take this very seriously – Email marketing will be the most important marketing tool for you this shopping season. Segment your audience and prepare themes aligned to their interests, browsing history and demographics. Prepare a email marketing calendar so as to time them well. Start pushing email campaigns early for the buzz. You can send a variety of email campaigns – product recommendations, FOMO emails, early bird offers, special launches, coupon codes, etc. A/B test email campaigns and optimize the email send time and email marketing copy.
    13. Paid display advertising: As per Google Think, more than 8 in 10 undecided CPG shoppers say they’re considering multiple brands or don’t have any brands in mind at all. This means the customer is undecided and there’s a big opportunity here for brands to create a win. A good idea is to prepare a list of in-market segments and life events and target them. Also, be ready to adjust your CPC and budgets as there’s going to be a war in the PPC market. Make sure to set return on ad spend thresholds (ROAS) to not burn your budgets.
    14. Personalized video marketing: Video marketing technology has gone highly personalized this year. Marketers can use it multiple ways to engage with the customer, e.g. related product recommendations, time and weather relevant product pitching, buying behavior based videos, etc. Creativity has no end! One good example we found recently was that of PlayStation with Spirable:
    15. SMS and Push Notification Marketing: While email marketing remains the king of marketing tools when it comes to e-commerce, SMS and push notifications are not far behind. According to researchers, around 99% of SMSs are read within the first 15 minutes of receiving them. Combined with email marketing, SMS and push notification can certainly have a positive impact on your ROI. Forbes predicts a heavy usage of messaging and push notifications by brands this year.
    16. Breathe! This shopping season can be extremely stressful. No matter the size or scale of your e-commerce brand. Do not burn the candle at both ends. Take up only as much you can handle. Be mindful of your capacity and limits. And make marketing decisions accordingly.

Post Black Friday and Cyber Monday Stage

    1. Collect data and dive deep: Phew! Now that the shopping season is over, we can sit back and relax a bit, no? Well, some more time before you blow off the heat. Right after the end of the shopping season is the best time to collect data and analyze it. Because the campaign strategy and execution would still be fresh in your head, you can use this time to analyze data more effectively and take out insights for improvements next season. So, dive right in!
    2. Use the data to continue offering personalized recommendations: The massive shopping influx will not only bring in revenue on the table but also some precious insights into your customer preferences. Turn these learnings into future campaigns to communicate with your audience.
    3. Stay in touch: Keep the communication going with your customers. Send them a thank-you note, check with them on their purchases, or wish them a great holiday season. Show them that you’re human and that you care.Black Friday and Cyber Monday are almost around the corner. Start preparing for them as soon as you can. Technology trends like dynamic pricing, marketing automation, and personalization will impact revenues. We hope the suggestions we shared will help you implement great strategies.We wish you a great Black Friday and Cyber Monday ever!

How does RFM Analysis Help Customer Segmentation in E-commerce

I remember that until a few years ago, there were only a handful of reliable e-commerce platforms from where I used to buy only some products- mostly books. And today, there is hardly anything that cannot be bought online, and there are n number of platforms to choose from.

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Personalization lessons from award-winning digital marketing campaigns

Personalization has been a buzzword in the marketing world for the last few years. Every marketer dreams of executing that perfect personalized campaign which hits all the right notes. By now, we all know that it is about reaching the right person at the right time with the right message. And technology has also supported marketers in realising this dream through marketing automation.

Using marketing automation, marketers can have a deep view into the customer journey, track user behaviour, release trigger based messaging, deliver contextual content and maximise reach with multi-channel campaigns. But is that all they have to do? We believe they have to go one step further.

The one area where personalisation fails the most is understanding the actual needs and pains of the customer. It starts with the knowledge that generalized marketing doesn’t work and that all your customers have varying needs and challenges.

To this end, we have prepared a list of the brands with award-winning personalized marketing campaigns. It may help you make the most of your marketing automation.

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The Ultimate Guide to Email Marketing for your Media OTT Brands

The days of Cable TV are over, the time of streaming has begun! Torn between which show to binge watch while you are commuting every day to work or having a lazy weekend on the couch? OTT services are here to stay and are replacing your old way of watching TV.

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How to Convert, Engage and Retain your Productivity App Users

We live in a world which is full of interruptions, and we practice distraction so much that we have nearly forgotten the art of concentration. This impacts our personal productivity catastrophically.

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Is Your Marketing Automation Platform Just a Glorified Campaign Launcher?

As marketing automation has become more mainstream, the barriers that businesses experience are also clearer.

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Mobile Marketing Automation: Embrace the Blistering Power of Smartech’s SDK v3.0

At Smartech, it has been our constant endeavour to embrace the spirit of innovation and improvement so brands across industries can deliver highly personalised customer experiences at scale.

To help brands further bridge the gap between advanced behavioural analytics and effective multi-channel customer engagement – seamlessly – we are ready to release our newest and latest SDK, SDK v3.0.
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Mobile Marketing: In-App Messaging Best Practices to Boost Engagement & Retention Rates

Mobile Marketing is no cakewalk. With the ever-increasing competition across app stores, to rise above the clutter to drive app user engagement & retention is a challenge app marketers like you face every day.

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