Report • 25.09.2018

Marketing automation: The USP of the online world

How to successfully develop a personalized sales approach almost automatically

Every day, marketers grapple with a mixture of database, web analytics, communication, workflows, and CRM synchronization. Processes today can be summarized, analyzed and optimized with the help of marketing automation - for a personalized sales approach.

Ongoing processes must be automated

Many online, as well as some offline measures for marketing purposes can be automated thanks to smart programming and software. So is handmade marketing a thing of the past? Not quite. Strategies and changes in user behavior must still be continuously monitored and contents adapted.

Steps that are the same in every marketing campaign can be automated without fear of loss. If used correctly, these steps result in a better and more personalized sales approach. This also allows staff members to focus on the essentials again.

The Newsletter – A marketing tool to everyone’s taste

Whether it’s cross-selling efforts, exchange of information or the announcement of an event: an email or newsletter communicates all information to the interested parties.

The more customer information has been collected prior to the marketing campaign, the better. Name and gender are a great starting point. Other options include an analysis of the previously completed and incomplete or abandoned purchases. Cookies make it possible to analyze user behavior.

A specific algorithm can then use this data to create personalized newsletters and mailings. This means that every customer receives recommendations for products, discounts or dates they might be interested in based on the data. Even though it is sent out automatically, the newsletter thus provides a personal benefit and is happily opened and viewed.

Yes, customers often notice that they have just received an automated email. Does it bother them? It’s less likely the case if the mail is well-designed and filled with interesting content.

Website personalization: Customer Retention 4.0

Automated websites feature different displays for different customers, present customer-relevant products or prominently showcase information. More previous available customer data allows the algorithm to be more accurate. Needless to say, this type of automation is especially relevant and important for online stores. That being said, personalization also pays off for other website operators to increase the conversion rate and improve the customer experience.

This is how it works: Automated personalized content

  • Geolocation allows local news, trade fairs or shop openings to be displayed individually for each user. This is made possible by geolocation services, for example by querying the IP address. This query runs in the background. A more exact location determination is possible with an HTML5 Geolocation API. Here the user is asked in the browser whether he wants to reveal his location. If he agrees, he can now be located via GPS or WLAN. 
  • The user’s device type can offer valuable clues about his/her behavior or nature. For example, if the user accesses the website by using a mobile device, it indicates that he or she is likely on the go or is looking for the next store. Meanwhile, if the user uses a PC, one can assume that he or she tends to shop online. This information can be used to create personalized offers for the user, indicate shipping costs, point to the nearest store or suggest offers nearby.
     
  • The homepage is interesting for all marketers. It clearly shows the user’s interests. Is this the user’s first-time visit or is he/she frequently visiting the site? This information determines the content that appears first. Almost everything can be automated, from a general overview and information for the first-time visitor, all the way to customized calls-to-action for the user’s second visit that takes its cue from the previous visit.
     
  • User click behavior on the website can also be analyzed and utilized for marketing automation. Personalization starts the moment the algorithm detects what the user is interested in and how he or she tracks across the page. Similar to how it works with the homepage, the user must already be known in this setting. User-specific interesting content can be displayed in the next step. Personalization is also an option during a first-time visit, although on a much smaller scale and with less accuracy. Corresponding products based on the keyword search that led the user to the website can subsequently be showcased.

This type of automation requires little algorithm maintenance and adaptation. The system is self-learning and uses the data provided by the respective user. An algorithm that is better designed makes the system run more smoothly.

Marketers: Making the difference

Even the best automation fails without marketers and great content. It’s important that customers realize that there are people working in the background and that a company is making an effort. It almost doesn’t matter if customers realize that this is a mass mailing. If it provides an extra benefit, is interesting and personalized, it is still an experience and is likely to please the customer.

Author: Nora Petig, iXtenso.com

related articles:

popular articles:

Thumbnail-Photo: Intertraffic Amsterdam exhibits ITL innovations ideal for the transport...
02.04.2024   #artificial intelligence #cash handling systems

Intertraffic Amsterdam exhibits ITL innovations ideal for the transport sector

Innovative Technology Ltd (ITL) are set to demo their cash handling and AI powered biometric products to the parking ...

Thumbnail-Photo: Ask the Bot: generative AI in retail
02.01.2024   #Tech in Retail #food retail

Ask the Bot: generative AI in retail

Revolution in retail: the era of generative AI and AI bots

They are able to analyse data, write product descriptions, answer shoppers’ questions or write codes...

Thumbnail-Photo: Smart working in retail: are headsets the solution?...
27.03.2024   #brick and mortar retail #video surveillance

Smart working in retail: are headsets the solution?

Internal communication technology and its potential

Retailers are often faced with the dilemma of combining customer service with operational efficiency. In this intersection ...

Thumbnail-Photo: ‘Problem-solving mission’ with updated Modern Store Framework...
16.02.2024   #Tech in Retail #personnel management

‘Problem-solving mission’ with updated Modern Store Framework

Zebra Technologies will be looking to address challenges with expertise and new solutions at EuroCIS

Zebra Technologies Corporation (NASDAQ: ZBRA), a leading digital solution provider enabling businesses to intelligently connect data, assets, and people, today announced it’s taking the newly enhanced Modern Store framework on a ‘problem ...

Thumbnail-Photo: Wayfair Announces Decorify App for Apple Vision Pro...
15.02.2024   #Tech in Retail #virtual reality

Wayfair Announces Decorify App for Apple Vision Pro

Wayfair's virtual room styler and 3D imaging tools enable Apple Vision Pro users to reimagine their living spaces and experience the future of shopping in their home

With the Wayfair Decorify app on Apple Vision Pro, users have a variety of options to see their spaces redesigned. They can upload a photo of their space ...

Thumbnail-Photo: Record numbers for ITL at EuroCIS retail show in Düsseldorf...
07.03.2024   #self-checkout systems #POS software

Record numbers for ITL at EuroCIS retail show in Düsseldorf

Innovative Technology (ITL) reported a successful EuroCIS in Düsseldorf last week, where the organisers announced record visitor numbers. EuroCIS provides an exclusive hotspot for Retail Technology in Europe, ...

Thumbnail-Photo: First of its kind accessible checkout unveild by Woolworths, creating...
03.01.2024   #Tech in Retail #cashpoints

First of its kind accessible checkout unveild by Woolworths, creating new employment opportunities

Breaking Barriers in Retail: Woolworths' New Checkout Design for Wheelchair Users

In what is believed to be a world first, Woolworths has unveiled an accessible checkout, designed specifically for team members living with a physical disability, including people who use wheelchairs and other mobility aids such as walkers.The first ...

Thumbnail-Photo: Trigo and Netto Announce Autonomous Supermarket with Real-Time Receipt...
24.01.2024   #Tech in Retail #artificial intelligence

Trigo and Netto Announce Autonomous Supermarket with Real-Time Receipt Capability.

‘Final step’ in frictionless shopping drives trust by enabling consumers to view their receipts BEFORE leaving the store
Full size 800m2 grocery supermarket powered by computer vision AI is Europe’s largest retrofitted frictionless store

Trigo, a leading provider of AI computer vision technology that transforms traditional brick-and-mortar retail outlets into digital smart stores, and discount supermarket chain Netto Marken-Discount (also known as Netto), have partnered to launch ...

Thumbnail-Photo: SES-imagotag becomes VusionGroup
29.01.2024   #software applications #artificial intelligence

SES-imagotag becomes VusionGroup

A new identity highlighting the broader portfolio of innovative solutions
developed by the Group to solve the major challenges of physical commerce

SES-imagotag (Euronext: SESL, FR0010282822), the global leader in digital solutions for physical commerce, today announced that it has changed its name to VusionGroup. This new name embodies the various product lines and solutions that have enhanced ...

Thumbnail-Photo: Payment as a success factor: more than just paying...
15.01.2024   #Tech in Retail #payment systems

Payment as a success factor: more than just paying

Flashback to 1994: databases and ERP systems, first commercial websites, mobile phones with colour displays, CD-ROMs, Java as a programming language ...

Supplier

Innovative Technology Ltd.
Innovative Technology Ltd.
Innovative Business Park
OL1 4EQ Oldham
Zebra Technologies Germany GmbH
Zebra Technologies Germany GmbH
Ernst-Dietrich-Platz 2
40882 Ratingen
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
VusionGroup SA
VusionGroup SA
55 place Nelson Mandela
90000 Nanterre