- From Brainsins we see an increasingly intense use of Behavioral Targeting in our clients since it allows them to generate personalized experiences based on specific user behaviors.This is largely due to a greater awareness of the importance of personalizing the shopping experience. Being “ customer centric ” is no longer just a marketing message. But more and more companies want to really put the customer at the center of the strategy and begin offering increasingly personalized experiences.
Smart speakers are going to be a great future channel for many marketing ploys. Now. The advertising on this channel is going to be much more subtle than on other channels, since smart speakers and assistants are something much more personal for users and I don’t think it is seen in such a good light that there is a lot of interference from the advertisers.
The customer is already aware of the personalization of the marketing they receive and is often annoyed by remarketing. How can we change this negative perception?
We need to begin to integrate very well all the activity of our clients and the marketing actions that we carry out on them in a CRM and generate actions that come out of that CRM and take into account the flow of communications with them. The number of impacts, the Omni-Channel shopping, etc.
For example, it doesn’t make sense for us to pursue ads for a product that the user has seen all over the Internet if we are also going to send them a cart recovery email or SMS. We need to start coordinating all these actions and determine priorities (if I send you an email. I wait to do retargeting on the web until the window of opportunity for the email ends, etc.)
You defend personalization as a state of mind. A value that should be within companies. Could you explain this idea to us?
As you point out. For me personalization must be a state of mind for companies that want to be truly Customer Centric .
Companies that embrace personalization as their state Estonia Email List of mind don’t need to turn as much to technology to deliver personalized experiences. They distill their focus on customers in every process they carry out and are capable of making their customers feel unique at all times.
For me. The company paradigm that integrates this concept as something core in its values is a company with as little technology as a coffee shop: Starbucks.
We know that you will be one of the speakers at Smartketing. The new Cyberclick event. Can you give us a preview of what you’ll be talking about?
The truth is that it is a pleasure for me to be able to participate in this great event that is Smarketing and share the stage with so many crack from the world of marketing.
In my case. I will talk about low-intrusive remarketing with a small framework that we use with many of our clients where we determine a series of email communications to re-impact buyers and potential buyers. With this framework we are able to increase our customers’ sales. Improve the shopping experience. And also make our customers feel that we treat them in a personalized and special way. A good way to do remarketing without being heavy 😉
If you liked the interview with José Carlos Cortizo and want TR Numbers to know more about how to improve your marketing strategy. Visit the Smartketing website and see the different ticket options available. It can be in person on May 29 in Barcelona or via streaming. See you!
