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Adapt Or Get Trapped: Making The Future Of Customer Experience Hyper-Personal In 2024 And Beyond

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Chlarizel Dianne H. Pangan-Villa Agustin, Copywriter “Hello, there [Your name]! Yes, YOU. You have just won a special treat — 15% OFF!”“What have you been up to lately [Your name]?” Have your customers or clients ever felt special reading these? Surely, getting such promotional messages with their names is good, but true personalization goes beyond those corridors. It should make them feel the VIP that they are — heard, understood, unique, and recognized — may it be through a chatbot, banner ad, or in-product message, among others. This is where the power of HYPER-PERSONALIZATION emerges. It takes personalization to the next level of customer experience by creating custom and target experiences through AI, data, analytics, and automation. Remember when McKinsey remarked in 2020 that hyper-personalization is “the new proving ground of customer care”? Our fast-paced era today positions it more accurately. Hence, the stark reality we face is: Adapt, or get trapped and left behind? Here, we delve into why hyper-personalization should be at the core of creating Ideal Customer Profiles (ICPs) and how it leads to a much-improved customer experience. Why does Hyper-Personalization matter now more than ever? It has long been a staple in the fields of marketing and customer service to bring personalization into play. However, as our world becomes hyper-connected, customers crave and demand more personalized encounters that resonate with their preferences, needs and wants. In a research study by Epsilon, 80% of customers are more likely to buy when brands offer personalized experiences — from being with them along their journey to spotting their pain points and desires. Its impact is tangible. Take on board the story of Cadbury, wherein they leveraged their customer’s data to create hyper-personalized video ads. Upon utilizing their customer’s demographics and preferences acquired from their social media platforms, they garnered successful results: a 65% increase in click-through rates and a 33.6% boost in conversation rates. Even Starbucks, YES. As part of its Digital Flywheel tactic, it utilizes a data-driven AI algorithm to send and disseminate a staggering 400,000 variants of hyper-personalized food and beverage offer messages to its customers — promoting unique and capturing offers for each. The result? Its marketing campaign effectiveness and revenue have increased not just once or twice — BUT THRICE, with an estimated 25% of the total transactions conducted via its mobile app. Other mammoth businesses, such as Amazon, Netflix, and many more, also boarded the hyper-personal train! It is also essential to put forth the research of McKinsey, stating that a well-implemented hyper-personalization can yield notable upshots — with a 5x-8x increase in returns on investments (ROI) on marketing spend and a 10% or more growth in sales. How can it help businesses? Here are the slowdowns: It Exceeds Customer Expectations A generic strategy, or a one-size-fits-all approach, does not cut it anymore, as customers of the present era opt for a tailored experience on their overall journey. When you hyper-personalize, it acknowledges their unique preferences, elevates their satisfaction, and fosters stronger brand loyalty. Revenue Stream Booster Across various industries, hyper-personalization continues to be a revenue booster, helping businesses rake in their profits and win in the competition. Arms up as a Competitive Differentiator If businesses want to stay competitive, they should remain hyper-personal, not just after closing sales but also up to creating customer connections that enhance engagement and drive conversion. Businesses utilizing hyper-personalization do not just survive — they drive and thrive. Cements Loyalty and Trust In the modern marketplace, trust is non-negotiable. Thus, when hyper-personalization is done just right, it becomes a trust-building tool, enabling businesses to genuinely understand the customers’ needs, wants, and preferences on a uniquely deeper level. To remark, 62% of business leaders have witnessed customer retention as the top benefit of personalization. Steers privacy concerns Privacy is pivotal. And as marketers, striking a balance between the hyper-personalization of brands and the security of data is crucial, more importantly, in building long-term, fruitful trust. How can hyper-personalization work? In an analysis conducted by Deloitte, researchers have laid a nine-step hyper-personalization play guide designed to enhance the entire customer journey. The study underscores that while hyper-personalization approaches are not all the same, they can be used as a general framework. This may sound a bit multiplex and overwhelming, but we have all seen and experienced how simple it is in our day-to-day lives. Such as just a quick search on our favorite shop or browsing through movie apps or streaming services — these can all set off the algorithms that activate tailored recommendations straight to our push notifications, email threads, or inbox. Where can you start? Here are the three (3) key steps to improve customer experience through hyper-personalization, as per the findings from the research done by Deloitte: Understand your Customers First, customer needs should be identified. It’s no longer the demographics alone but rather a deeper stratum of customer data, such as behavioral, psychographic, and geographic, among others. According to a study run by Deloitte, such layers of information to better recognize customer needs could be gathered from first- and third-party data. Analyze the latest state of data and invest in cutting-edge Technology It is important to note that hyper-personalization alone is not enough. It would help if you had the right tools in the arsenal to deliver this at scale. AI, machine learning, appropriate data, and technology shall be the backbone of hyper-personalization. It helps you unleash next-level customer insights, customize offerings, and develop messages that can cut the mustard. Craft the Roadmap to Success It is essential to create a roadmap to decide what specific hyper-personalization element should be used at hand — including its when and how. Demands of customers and organizations vary, and so do the hyper-personalization efforts. It should fit best and suit the brand image, customer connection, and industry. Looking Ahead: Adapt or Get Trapped? In a Garner study, it has been found out that various brands have risked losing 38% of their existing customer slate due to a craptacular

Digital Marketing, Google AdWords, Guides, Online Marketing, Search Engine Marketing, Social Media, Social Media Marketing Philippines, Website Optimization

Holiday Haul: Unwrapping Top Retail Advertising Strategies for the Festive Season

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Now that it’s September, this means the Holiday Season is approaching. This is the time for many businesses to take advantage and leverage the most lucrative time of the year.From revamping your landing pages to establishing brand awareness through holiday marketing initiatives, as well as exploring various methods to reach new customers and all the tasks in the middle, the to-do list appears never-ending.Get ready and buckle up as we unwrapped some practical strategies to boost your sales by the end of the year. Holiday Gifts or Exclusive Holiday Items Creating holiday gift bundles or collections is an effective strategy to capitalize on and boost sales. These collections can be a set of existing products assembled into gift sets for the holiday, which can cater to the needs and wants of holiday shoppers.Pro-tip. You can also create content or a blog for gift-giving ideas and showcase your special holiday product bundles to encourage shoppers to consider your offers. You may want to launch a specific online category dedicated to gift ideas to capture the early shopping mindset of consumers.When developing holiday collections for marketing, consider your target audience’s preferences, the holiday’s significance, and how your products or services can provide value during that time. Promote these collections through your website, email marketing, social media, and other relevant channels to maximize their visibility and impact on your holiday sales and marketing efforts. Holiday Theme Ads If you are running PPC advertising campaigns, consider adding a holiday flair to the ads. You can achieve this by incorporating holiday-themed elements into the ad copy and creative assets.You can do this by emphasizing your Holiday Offers. Promote special holiday discounts, gift guides, or limited-time offers in your ads to attract shoppers looking for seasonal deals.Try to use Festive Imagery. Include holiday-related visuals like using colors that signify the holiday, such as green and red, Santa hats, or gift-wrapped products in your ad creatives to capture attention.You can also extend this strategy to your marketing content as well. Consider creating blog posts about the holidays, such as holiday recipes or exciting gift ideas featuring your best-selling products.You may incorporate Interactive Social Media Campaigns as well by engaging your audiences. For example, Emerge is currently running Unwrap You Potential for the Holiday campaign by letting its audiences participate in a survey to determine businesses’ readiness for the season, which creates a sense of excitement. Limited Time Offers Creating limited-time promotions can encourage your customers to tap on the deal and drive a sense of urgency. It may use the fear of missing out (FOMO) phenomenon to convert visitors into buyers, but this has been a proven effective way to boost sales for the season.Moreover, you can use this strategy for clearance sales and building awareness for newly launched products.Other examples include free shipping, limited edition products, and exclusive discounts on the email list or subscribers. Revamp Your Website for the Holiday An easy way to introduce the beginning of your Holiday campaigns is through your website. This can be easily achieved by just adding some festive flair to your landing pages. For example, you can showcase it through Holiday-themed banners or headers to promote any Special Christmas Sale.You can also decorate Your Logo by incorporating elements like Santa hats, holly leaves, snow accents, and more. Wishlist for Search Campaigns Shoppers turn to Google first when searching for products to buy and give. Gift inspirations begin on search results. It’s a good idea to concentrate on timely Google Search campaigns for the Holidays.We suggest using keywords such as “gift ideas for women” or “holiday gift ideas.” Make your gift products visible as much as possible in search results. It is essential to take advantage of the season and ensure your landing page has the same festive theme for better relevance. Ready to Unwrap Success this Holiday Season? Advertising for the holiday can be exciting as there are many strategies to explore that would fit your brand. This involves ramping up promotional activities across marketing platforms to capture customers’ attention and offer them value to increase revenue during the holiday season.As the holiday season approaches, businesses need to harness the full potential of advertising strategies. By implementing holiday retail advertising strategies, you can transform your online presence into a festive and lucrative shopping destination. If you need help to set your retail business for success this holiday season, get a consultation with one of our experts.

Digital Marketing, Google AdWords, Search Engine Marketing, Search Engine Optimization

Google Ads Not Delivering? Reasons and Tips to Get on Track

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Have you experienced a situation after publishing your ads, you come back to it only to find out your ads are not generating results? Most probably, your ads may not even show at all.This scenario may be a concern, but there is no need to fret as this can happen at times. Common reasons and basic troubleshooting guides are laid out to help you find the cause and fix it. Reasons why your Google Ads are not working Ads are Paused or Disapproved Sometimes when setting up your ads, you tend to pause before posting them from the drafts. On another occasion, the campaign running the ad has been paused. All you have to do is keep it enabled and check if the settings from your campaign, ad group, keywords, and ads are enabled to get it performing.Alternatively, your ads may have been disapproved, making it ineligible for users to see. Most of the time, the headlines and descriptions use heavy punctuation for Google, or your ad’s destination is not working.The good thing is Google lets you know which ads have been disapproved, and you can make changes and appeal once done. Be careful, however, from happening this frequently and appealing without making changes otherwise, your account may be affected in the long run. Before running ads, check Google Ads policies to avoid these situations to get your ads. Ad Group is Not Organized The performance of your ads depends on how relevant it is to the term users are searching. It is important to check how relevant your keywords are to your headlines, descriptions, and landing page. The more relevant your ad is, the higher it can show on search results.If you want to ensure an ad is significant to users’ queries, organize the ad groups to closely related keywords. Take account of the campaign and ad group structure to guarantee your place in the ad auction. Below Average Landing Page Experience Google ads also measure landing page experience to gauge how relevant the website destination is to the users clicking your ad. The higher rate means your keywords are well organized and related to your landing page’s content. These are some of the factors that will help your ads perform better within search results.If your landing page experience status is “above average” or “average,” there are no significant problems with the keywords you are using in relation to how useful landing pages are and how relevant it is to your ad. However, if it is “below average,” you might want to look into your ad setup further. Make sure the keywords, your ads, and your website page are focused and connected. Low Click-Through Rate Click-Through Rate or CTR determines how appealing or engaging your ads are to your target audience. If your CTR is high enough or surpasses your benchmarks, your messaging resonates with your audiences. If it is low, you may need to make adjustments to have a better chance of delivering the desired results.To increase your CTR, try to make a compelling ad copy. The same could be said with the keywords you are using; think about users searching for the terms and tackle the pain point that needs to be addressed. Low search volume This can happen if you use keywords with little to no traffic or search history. Unless the search traffic increases, it will be inactive and may prevent your ads from appearing.When troubleshooting for low search volume, check if your keywords are too specific or niche. Try to use broad matches or look for ideas to broaden search terms. You can find keyword ideas using Keyword Planner on Google Ads Manager. From there, you can create a plan or find forecast results for each keyword. Targeting is quite specific Another possible reason your Google ads may not be showing is that there’s no traffic with your targeting, or it’s too narrow.Some helpful advice if you want to see how specific audience segments perform in your ads, you can use the Observation setting instead of the targeting setting. This setting enables you to track how your ads deliver for certain topics, placements, or audiences while the campaign runs. Remember that this setting can show further criteria if they are taken into account of your current targeting. You are bidding too high When setting up ads, you are prompted to set a daily budget for your campaigns. To prevent conflict, make sure the Max. CPC for keywords within the campaign would not exceed your daily budget spending. Alternatively, if it can improve the performance further based on the current data, you must try to set a higher daily budget to balance it out. Your bidding may not be enough Sometimes your keywords bids may be too low compared to your competitors. If so, your ads may not show as much as you like because others have higher ad ranks than yours.To fix this, you can adjust by increasing your keyword bids. To make sure how your budget will be spent, use a bid simulator to project the results when trying to increase your bidding. Key Takeaways Sometimes it can be daunting to check your ads, and it’s not running or giving results as expected. As marketers, we can all relate to that, but there’s always an explanation and fix for these issues.You may need to check specifically your settings on the account, how the ad was set up, and your campaign structure to get your ads to show up to your target audience. You may also have to be creative with your messaging and plan your bids to get your ads a place on search rankings. If you need help getting started or setting up Google ads to get the best results and help achieve your business goals, book a consultation with an expert by clicking here: https://digital.emerge.com.ph/lp/digital-marketing/

benefits of seo
Google AdWords, Our Blog, Search Engine Marketing

5 Benefits SEO and PPC are Better When Used Together

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Are you torn between using search engine optimization (SEO) and pay-per-click (PPC)? Did you know they can complement one another for the success of the whole business? Each has multiple benefits when used separately. However, some experts do recommend using both together to multiply certain effects. Here are top benefits why you should consider using both SEO and PPC in synergy. 5 Benefits to Use SEO and PPC Together Dominate the search engine result page Both SEO and PPC are used to target search engine result pages or SERPs. When we use search engines like Google, two kinds of results show up: Google AdWords ads (PPC) and organic search results driven by SEO. Below is the screenshot of the Google search engine result when you typed the keyword “coffee machines”. If you will notice, AdWords (PPC) ads are shown on the top and bottom of the result page while the organic list is placed in the middle. The screenshot also shows that Lazada is on both organic and paid spots. By combining both SEO and PPC, your business dominates the SERP by allocating less room for competitors and established an authoritative position in your particular industry. Get intelligence data from PPC It has been known that keywords are important for both SEO and PPC. When you launch PPC ads, you’ll instantly know far what keywords are working for your potential customers and what they’re really looking for to find your business. These data will help you with content strategy. You can improve the meta descriptions, title tags, and page content to influence your lead generation and sales conversion strategy. Instead of waiting for an organic search strategy to take effect, paid content will give you an insight that you can quickly apply the same for SEO to double the effect. Social media Social media websites like Facebook, LinkedIn, and YouTube allow opportunities for a great ad campaign. PPC and social media targeting are pretty sophisticated. You can target a specific section of your market. For example, you can show certain content only to people between 30 to 40 years old. This will give you accurate information that can also be applied to your SEO strategy. A dual channel strategy Generating traffic from your SEO (organic) efforts is difficult. It’s not also instant. Even social media websites have paid advertising services that they promote over organic traffic. It’s also not new that people who visit your website through organic effort may fail in taking any actual action such as subscriptions, inquiries, or purchases. What you can do is to continue to use PPC drive traffic to your website, show them what you do and what you offer. Then, you can chase these people and recapture their attention through compelling PPC ad campaigns. Uncover impactful keywords One of the benefits of SEO is that it naturally reveals keywords that weren’t in your original strategy. You’ll find that your preferred keywords are not the ones your potential customers are using to find your business. These keywords can be added to your PPC strategy to yield more positive results. As a result, you ensure your website appears on the search engine result and provides your potential customers a good experience when they are on your website. Wrapping Up Businesses nowadays combine SEO and PPC to achieve better performance metrics and greater success. However, this may require the help of your best experts, time and the effective use of your marketing budget. Are you looking to run SEO and PPC campaigns together? Have you done this type of strategy before? What were the results? Share your experience in the comment. Work with the SEO and PPC specialists at EmergeLocal to start seeing better conversion rates and performance. Contact us today to see how we can help you.

Google Adwords green outlined ad label
Google AdWords, Our Blog

Google AdWords Green Outlined Ad Label Replacing Solid Green Version

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​This week, I’ve noticed a change in the new Google ad label. Instead of a solid green background, now it has a green outline and white background. Google appears to be testing a green outlined label. According to the statement of Google to Search Engine Land, “We routinely test potential improvements to the look and feel of our search results page. After experimenting with a new search ad label with a green outline, we’ve decided to roll it out. The new ad label is more legible and continues to make our results page easier to read for our users with clear indication of our ad labeling.“ Here’s another statement from Sundeep Jain, Google’s director of product management for search ads, at SMX Advanced last June, ”We want to make it easier for users to digest information on the page, so we’re gradually trying to reduce the number of variations of colors and patterns on the page and bring a little bit more harmony to the page, which is why we reduced one of the color elements on the page.” It’s not the first we’ve witnessed Google’s move in making changes in the ad label – from yellow to green. Maybe, Google is bored with the green now. Is this already available in the Philippine? Yes, definitely. The change rolled out to the Philippines but in mobile device only. The desktop search results are still using the old label maybe because there are more mobile searches that in desktop. Filipinos also spend more time on mobile than desktop. Mobile Device Google Ad Search Result Desktop Device Google Ad Search Result We just have to wait for few weeks to roll out this to any device completely. Do you think it will increase the CTR’s? Or reduce the invalid clicks from fraudulent search bots? A double win for PPC marketers and their clients. Let us know if you spot the new Google ad label the impact of it to your ads. Share your experience in the comment section below

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