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Omni-Channel Personalization in an Agile World: Building Behavioral Marketing Campaigns Quickly

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The need to feel understood is a part of human nature. If someone spends time with a person or brand, there’s an expectation that their specific behaviors will be recognized. For instance, if someone is a regular at their local coffee shop and purchases the same drink each time they visit, they anticipate the baristas will remember their go-to order. This connection creates a sense of trust between patron and business, which results in a valued relationship. The same merit rings true within the digital marketing space. 

Consumers want to see content that aligns with their own needs and desires. Someone who is a health-enthusiast and prides themselves on a dairy-free diet won’t want to see dairy-based ice cream products in the marketing they receive. If targeted with this content, they are much more likely to opt out of communications with the ice cream brand altogether. 

In fact, Movable Ink and Lewis Research’s Audience of One: Consumer Expectations and the Power of Personalization report found that nearly half of consumers receive inaccurate personalization from a brand or content that does not fit their needs. The same report discovered that this faulty messaging heightens the risks of customers unsubscribing (26%) or taking their business elsewhere (15%).

What does this mean for marketers? Behavior-centric communication is critical to brand success. According to McKinsey & Company, organizations that use consumer data outperform their competitors by 85% in sales growth and more than 25% in gross margins. 

Brands that want to create a sophisticated omni-channel personalization strategy have an inevitable concern that time and resources will be at stake. Enter the behavioral marketing dynamic duo: A simple-to-use automation tool and customer data. These two work together to make 1:1, personalized campaigns quick and easy to achieve.

Set your sights on omni-channel personalization.

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The digital world moves rapidly. It’s no secret that brands must keep up or they’ll be left behind. Behavioral targeting and automation are mandatory in creating a streamlined and relevant marketing strategy across email and mobile channels. Automation saves marketers time, increases productivity, and efficiently personalizes the customer journey. When combined with behavioral marketing, automation increases ROI, engagement, and customer loyalty. A Harvard Business Review experiment showed that when shoppers knew marketing content was based on their activity on a brand’s site, their click-through rates increased by 11% and revenue from the product grew by 38%

Identifying the best ways to quickly build behavioral campaigns is the first step to success.

Evergreen Campaigns - Email

Creating a campaign that produces successful results is a beautiful thing, and why fix something that’s not broken? Evergreen modules allow marketers to set up a single campaign that can be recycled and remain relevant with each send. From an abandoned cart banner to a behaviorally-targeted product grid, just about anything can be turned evergreen.

For example, Inkredible Outdoors runs a successful campaign that targets a banner to all active shoppers who have recently browsed, purchased, or abandoned an item. This module successfully increases ROI and conversion rates, so the brand decides to use it in every email moving forward and collapses the module if the recipient is not an active shopper. This is done through automation alone, with no extra help needed from IT or creative teams. A reusable module that looks like it took hours of time and energy, took almost none at all.

Triggered Push Notifications - Mobile

To continue with the “set it and forget it” mindset, creating behavioral triggers within a mobile marketing platform (MMP) allows marketers to target customers quickly and effectively when used alongside an automation tool. Marketers that automate in channels like email can simply translate their strategy to mobile for a consistent brand experience.

If a customer has the Inkredible Retail app on their phone and abandons an item on a web browser or within the app, the MMP and automation tool work in tandem to send an image-based push notification to remind the customer of the product left in their cart. This notification can also be paired with social proof messaging that displays the inventory of the product to create urgency with limited availability. 

With 42% of mobile users choosing to keep push notifications enabled on their device, the alerts play a crucial role in driving ROI.

In the fast-paced landscape of omni-channel personalization, customer behavior should always stay top of mind. It’s important that data is used in a way that is best suited for the customer and motivates them to come back for more. 

Interested in seeing how Movable Ink can automate your brand’s behavioral campaigns? Request a demo today.

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