In the era of information overload, personalization in marketing is a vital factor for brands to gain their own unique s
Posted: Sun Dec 22, 2024 10:25 am
As its name suggests, this type of filtering seeks to mix the attributes of all the previous ones, to provide a much more complete and personalized experience.
An example is Netflix.
You can see that the content shown to a user in Spain is not the same as that shown to a user in LATAM.
The content of the page may vary depending on the country where you reside, for example, in Colombia, a user is more likely to be shown content produced by Caracol TV.
The same is true in Spain, where a user from that country is more likely to be shown content produced by Antena 3.
That is, it is possible that Netflix will show local content as the first option, as well as it may show mixed content.
It will all depend on the data you absorb, understand and interpret.
But what's really amazing is not the filtering of product recommendation engines, but the way in which the data is analyzed:
Real time: which means that filtering changes occur as the user leaves traces in their behavior.
Batch: An analysis that is performed every so often.
Almost in real time: changes occur every few minutes or even seconds.
What is the benefit of algorithms that work to recommend products?
Customer satisfaction.
Personalized service.
More and better earnings ( 35% of Amazon transactions are due to its beautiful product recommendation algorithm).
Push Notifications
Although push notifications are nothing new, it is worth mentioning them because they are a way to personalize marketing actions.
They are mainly used to keep customers close to the brand or product.
Messages can vary according to the brand's objectives:
Loyalty program: develop messages to promote a product/service.
Transactional: Order confirmation, tracking and order status updates.
Location-based: This is related to proximity marketing , meaning messages are sent via the app when a customer is physically near the store. For example, Starbucks can send you a notification to say, “If you come in now for a coffee, we’ll give you 10% off.”
Of all the strategies aimed at personalization, I certainly believe that push notifications have enormous potential because we all have a close relationship with our mobile phones.
According to an article shared by ABC Spain , 1 in 3 people look at their mobile phone more than 100 times a day.
While 25% of those under 25 can see it on average 150 times a day or what is the same, once every 7 minutes.
So developing strategies that allow us to directly reach the mobile devices of customers and app users is perfect, timely and personalized.
Programmatic advertising
There are different ways to do programmatic advertising , the most common philippines code number mobile of all and the one that has caused a sensation since last year has been the real-time bidding system or RTB.
It works like this:
Advertisers set up a campaign and set a bid to pay for the website impression and a series of characteristics that define their ideal consumer, which can be directly related to demographic location or any other type of signal that demonstrates a purchase intention.
When a user enters the website where the bidding is taking place, software goes to work to determine whether that user meets the requirements to become a customer and, if so, automatically offers the initially agreed bid.
The exciting thing about these bids is that they are in real time, so if advertiser 2 offers a higher bid than advertiser 1, advertiser 1 is eliminated and advertiser 2 gets the impression.
Programmatic advertising is fantastic because not only does the advertiser win, but also the user, because they will always have an ad that fits what they are looking for.
That's why this way of applying marketing personalization is so popular.
However, the trend is not to create programmatic advertising, but rather what comes from the giants of personalization: Google and Amazon, which, according to sources in the United States ( CNET and ADvendio ), are beginning to work on voice advertising.
Heat maps
Heat maps are one of the most popular trends for specialists who want to take marketing personalization to the next level, because they are visual representations of the points
An example is Netflix.
You can see that the content shown to a user in Spain is not the same as that shown to a user in LATAM.
The content of the page may vary depending on the country where you reside, for example, in Colombia, a user is more likely to be shown content produced by Caracol TV.
The same is true in Spain, where a user from that country is more likely to be shown content produced by Antena 3.
That is, it is possible that Netflix will show local content as the first option, as well as it may show mixed content.
It will all depend on the data you absorb, understand and interpret.
But what's really amazing is not the filtering of product recommendation engines, but the way in which the data is analyzed:
Real time: which means that filtering changes occur as the user leaves traces in their behavior.
Batch: An analysis that is performed every so often.
Almost in real time: changes occur every few minutes or even seconds.
What is the benefit of algorithms that work to recommend products?
Customer satisfaction.
Personalized service.
More and better earnings ( 35% of Amazon transactions are due to its beautiful product recommendation algorithm).
Push Notifications
Although push notifications are nothing new, it is worth mentioning them because they are a way to personalize marketing actions.
They are mainly used to keep customers close to the brand or product.
Messages can vary according to the brand's objectives:
Loyalty program: develop messages to promote a product/service.
Transactional: Order confirmation, tracking and order status updates.
Location-based: This is related to proximity marketing , meaning messages are sent via the app when a customer is physically near the store. For example, Starbucks can send you a notification to say, “If you come in now for a coffee, we’ll give you 10% off.”
Of all the strategies aimed at personalization, I certainly believe that push notifications have enormous potential because we all have a close relationship with our mobile phones.
According to an article shared by ABC Spain , 1 in 3 people look at their mobile phone more than 100 times a day.
While 25% of those under 25 can see it on average 150 times a day or what is the same, once every 7 minutes.
So developing strategies that allow us to directly reach the mobile devices of customers and app users is perfect, timely and personalized.
Programmatic advertising
There are different ways to do programmatic advertising , the most common philippines code number mobile of all and the one that has caused a sensation since last year has been the real-time bidding system or RTB.
It works like this:
Advertisers set up a campaign and set a bid to pay for the website impression and a series of characteristics that define their ideal consumer, which can be directly related to demographic location or any other type of signal that demonstrates a purchase intention.
When a user enters the website where the bidding is taking place, software goes to work to determine whether that user meets the requirements to become a customer and, if so, automatically offers the initially agreed bid.
The exciting thing about these bids is that they are in real time, so if advertiser 2 offers a higher bid than advertiser 1, advertiser 1 is eliminated and advertiser 2 gets the impression.
Programmatic advertising is fantastic because not only does the advertiser win, but also the user, because they will always have an ad that fits what they are looking for.
That's why this way of applying marketing personalization is so popular.
However, the trend is not to create programmatic advertising, but rather what comes from the giants of personalization: Google and Amazon, which, according to sources in the United States ( CNET and ADvendio ), are beginning to work on voice advertising.
Heat maps
Heat maps are one of the most popular trends for specialists who want to take marketing personalization to the next level, because they are visual representations of the points