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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, 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.

Digital Marketing, Facebook Advertising, Online Marketing, Our Blog, Search Engine Optimization, Social Media

‘Tis the Season to Prep Your Website For The Holidays In October

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Q4 is finally here! Businesses are getting busy in prepping their holiday activities. Whether it’s a new promotion, brand activation, or new offers, the goal is to increase sales. Now that we’ve hit October, and the holidays are fast approaching, I’ve got five ways you can start implementing them to your business. Google Analytics Google Analytics is one of the important tracking tools you should implement on your website. Even though you have a pretty brand new website, I always suggest having it installed. If your website is created long ago, it should be there by now. Google Analytics is a great resource to utilize in Q4. I suggest you monitor the A-B-C (Acquisition, Behavior, and Conversion). These are the questions you need to ask yourself when you are inside the Google Analytics: What pages are frequently visited and yielding the highest time on site? Where are you seeing the largest bounce rates? Where are people dropping out of the conversion process? What is the comparison of Google Analytics reporting to your channel reporting Google Analytics will help you determine which channels are performing the best. Seeing the data on Google Analytics will help you decide what to products or services to push this holidays season. Google Trends There are products or services that are selling based on seasonality. Using Google Trends, a fantastic tool to look at the trending information during the holidays, you can see the things people are looking for. Below is a screenshot of Google Trends for the keyword “makeup”. You’ll see the related topics around the keyword “make up”. It will also show you the locations who are searching it the most. Remarketing As an agency providing PPC services, we are a fan of Remarketing. If you want to learn more about the power of Remarketing, this article is worth reading. Remarketing during holidays is crucial! People are seeing a lot of ads these days and if you don’t have a strategy in place to keep reminding them of what you offer, it’s a total waste of potential sales. If you’re doing remarketing, you can create the following lists: People who visited a website but did not purchase People who have added to their cart but did not purchase People who purchased and you want to offer a related product People who visited a specific product and view the same product after leaving your website Once you set up the lists, you can create a strategy to the people inside the list. Here are few ideas: Show discount ads Show related ads Show high yielding ads Messenger Today is a mobile-first economy where people can shop easily online using their smartphones. Brands are also launching mobile apps to support their current marketing strategy because they believe that it will bring them more sales. In the rise of messenger bots, people can connect with businesses or brands without leaving the Facebook. Here are the ways you can leverage Facebook Messenger: Setup and customize an auto-reply message Create an intelligent reply using Messenger bot (Manychat is by far the most popular bot app) These will help you get in touch with your target customers and make them feel that you always around and willing to serve them. Customer Service Using Online Chat During the holidays, we are expecting the surge of customers and after-sales. In the business, customer service or after-sale is very important. An online chat on your website is a huge help to take your customer service to the next level. An online chat is useful to eCommerce site or any B2C businesses. It builds trust and credibility to your business. I recommend tawk.to for your customer service which we are using right now for an eCommerce client. Below is a screenshot of the tawk.to dashboard. You’re Next What are you working on to boost your holiday sales? Have you implemented any of the ways mentioned above? What were the results? We’d love to hear your thoughts. Please share in the comment below.

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