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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/

Electrical Engineer
Facebook Advertising, How To's, Our Blog, Search Engine Marketing, Search Engine Optimization

How To Set Up Facebook Ads Custom Conversions

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Have you needed to measure and track the performance of the specific pages on your website? Welcome to the 21st century, where every penny spent on advertising on Facebook can be measured – at least for Facebook Ads and Google Ads (we will only tackle Facebook Ads in this blog post). Now this is a great thing to hear if you are a business owner taking advantage of the Facebook advertising platform. It can all be done with a piece of code. So what are Custom Conversions? Custom Conversions allow us to track and optimize actions on specific web pages. It is the simplest form of conversion tracking, requiring no modification of the Facebook pixel code on your website. This tracking method is contained within the Facebook Ads Manager and uses the URLs of the pages you want to track. Here’s how to set it up. Place Standard Event First thing you need to do is to place the standard event on all thank-you pages you want to use to track a specific event: Here are the nine standard events: View Content Search AddToCart AddToWishlist InitiateCheckout AddPaymentInfo Purchase Lead CompleteRegistration Once you have placed the event on the pages you want, you should see the event show up as active on your pixel page. You’ll see something like this… Set Up Custom Conversions To start, determine all specific thank-you page URLs for each brand and then start creating custom conversions. Think about the online goals (macro and micro) you want to track after people visit your site. Here are few of them: Submitting a request a quote form Scheduling an appointment Registering for a product demo Downloading an eBook Adding an item to a shopping cart Initiating a check out Completing a purchase In the screenshot below, you can choose one rule option: URL Contains, URL Equals, or Event. Let’s say the thank you page is www.emergelocal.com/thank-you, this is how you implement it: URL Contains: thank-you, ORURL Equals: www.emergelocal.com/thank-you The Event option is applicable when you place the standard events. It needs technical skill. If you want to find out how, you can contact us. Next, you choose a category. Choose the category based on the standard event that was placed earlier. Once you’re done choosing a category name, hit “Next”. Protip: Name it based on the specific page you are tracking because this will be how you see the conversions in reporting. The conversion value is optional but I highly suggest to put a value – think of how much you are willing to pay for a lead or any online goal. That’s your conversion value. Track Custom Conversions This is the final step of the entire process. In reporting columns, your conversion will show up under the name you labeled your custom conversion. ​ Conclusions You can now start tracking! If you’re looking to track and optimize your Facebook Ads according to your online goals — you’ve got to be using the Custom Conversions tracking in your campaigns. What do you think? Have you installed Custom Conversions on your website? Please share your thoughts in the comments below.

paid media advertising
Our Blog, Search Engine Marketing

Paid Media: What is It and Why Does Your Business Need It?

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Is your Facebook business page not getting enough likes and engagements? Have you tried a lot of tricks to grow your business page but are not getting enough results? If you want to grow your online presence, you’ll need to invest in paid media. Yes, you heard it right, that’s the hard truth on social media marketing. As a social media manager at EmergeLocal, it’s my responsibility to grow the page of the Facebook business page that I handle. I noticed that if you aim for organic growth, it takes time to gain engagements. The great thing about organic growth is you don’t have pay. But what if you have a number of engagements or likes and a deadline to meet, are you going to wait for your organic efforts come to fruition? If you haven’t tried paid ads, you’re falling behind. And with the risk of organic reach and referral traffic plummeting down, the need to invest for paid media has never been stronger. First of all, what is Paid Media? Maybe you’re more adept at traditional advertising but not on paid media. These are billboards, magazines, newspapers, TV commercials, and radio ads. On the other hand, paid media is digital advertising. The sponsored ads you see on YouTube, Instagram and Facebook posts are paid media. It’s a good way to promote content to drive organic reach and engagements, and direct traffic to your website or social media accounts. This way you can get the ball rolling and create more exposure for your business. Tapping micro-influencers to share your content with their audience, paying them in return, is another way of paid media. It’s one of the latest tactics to increase exposure that can provide a big impact on the reach and recognition your business will receive. But organic media is free, why should I invest in paid media? Like I said earlier, the organic reach in Facebook and other social media sites have plummeted down due to their change in algorithms, to show you posts from friends and family first in the news feed. And I understand that you’re more drawn to organic media because it’s free and cost-effective. But what could cost your business more is the time and knowledge needed, if you do it on your own. Using paid media allows you to find, target, and reach your audience as much as possible. You can set your objectives according to your business goals. Here are some examples: Brand awareness Lead generation Drive website traffic Increase the number of downloads Engagements Subscriber list You can even see how your ads are performing with tools like Facebook Insights and Google Analytics so you can optimize them. So what are the benefits of Paid Media for my business? I guess it’s safe to say you’re considering it already, eh? You need a little push I assume. Well, let me tell you the benefits of using Paid Media for your business. Reach escalation Posts from your friends and family on Facebook is now a priority to show on your feed resulting in the declines of a brand’s organic reach. However, using Paid Media on social media gives your business instant brand visibility. With sponsored ads, it guarantees you a place in a social media user’s feed which can give you a direct opening to drive leads, website traffic, and sales. But don’t sit back just yet, you have to be strategic here. For starters, you should know your audience’s behavior like when and where most of your fans are online. Increased brand awareness Probably, this is the most obvious benefit. The use of paid media allows you to create better exposure for your brand. When your content is constantly seen on your users’ feed, people will start to recognize your brand. Recognition then will lead to enhanced credibility, make them more engaged and affect their purchasing behavior. The challenge here though is how you can hook your audience. Therefore, you should create ads that are both informative and memorable. Visual contents and clever writing will start to come into play here so you can secure your users’ impressions and retain user attention for your next set of ads. Enhanced targeting Posting thru paid ads on social media lets you take control on who’s going to see your ad. The most basic targeting would be demographics, you can set which gender or age can see your ad. In addition, there’s also the psychographic factors such as interests, hobbies, music, and movies they’ve liked that can help you narrow down your audience. You can also retarget users who’ve already visited your website. These previous visitors will start seeing ads from your brand in their news feed when you install the Facebook retargeting pixel. Read more about that here. No fixed budget required Investing in paid media is a more cost-effective way to promote your business compared to traditional advertising. The most notable example would be the pay-per-click (PPC) model where you pay only if the user takes the action that you want. You don’t need to invest a lot in the first run, as a lot of audience testing and ad cycles must be done first. That’s why when determining your ad budget, you should start small and invest where there are better results. You’ll get to know them better What was the best performing post of the month? Which demographics is the most engaging? You can answer these questions with the help of Google Analytics and Facebook Insights. You can assess the performance and determine which performed well and those that didn’t work too. Set your own Key Performance Indicators (KPIs) such as engagements (likes, comments, shares) reach, link clicks and others that you feel would be useful in assessing your ads’ performance. My personal favorite is Facebook Insight as it gives you all the information it needs for a campaign review. You can see the actual number of fans from a particular area, age ratios, engagement rates, even the

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