News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Top 3 personalization tips for retailers
Personalization is fast becoming the mantra of retailers across the web. Offering shoppers details on purchases related to recent buys or simply pointing shoppers back to a page once visited but never converted on can improve overall engagement and conversion rates. One platform takes personalization into the social sphere as well.
John Andrews, CEO, Collective Bias: With Social Fabric, retailers are able to utilize this network by targeting and promoting a specific product or brand. For example, we recently worked with Nestle to promote a specific brand of ice cream. We were able to handpick relevant bloggers and social media enthusiasts who created a word-of-mouth marketing campaign that generated a 37% sustained sales lift with specific brands of ice cream.
Kristina: Is this personalized experience a 'nice to have' but not 'necessary for business' option at this point? Or is the personalization option already a necessary addition?
John: I think it's necessary, primarily in the expanded media reach of a retailers' content. For example, a beauty retailer must be able to have continuous fresh content on visual platforms like Instagram. It's where the consumer is looking for inspiration. Social Fabric is extremely effective in providing the necessary content brands need in order to create buzz and generate brand awareness, which ultimately increases sales. Additionally,
Social Fabric in itself creates an entirely new platform that retailers can utilize to provide more personalized shopping. Retailers can handpick members to create a customized focus group. For example, if a certain product isn't selling, pull together a targeted group from our network, than have these members share their experiences and personal preferences on shopping and brands. Ultimately, this feedback allows retailers to reorganize and shift their approach to better suit the needs of consumers.
Kristina: What are your top 3 tips for retailers in creating a more personalized experience?
John: 1. Pay attention to where your audience is engaging. Create engaging content for them where they are. ASK them what types of content is relevant.
2. Work to kill in-efficient media. Print is dead, email is annoying, think engagement.
3. Get involved. Use the tools, participate with your customers don't just talk AT them, aka - 2001 called and wants its media plan back.
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...