Think of an auditorium filled with your customers. Thousands of people in one room. Some are customers from years past, others have a current relationship with your brand, and the rest are future buyers.
Would you talk to them all the same way?
No, of course not. Each group would have a different message, a different tone. But most of us are guilty of marketing standardization online. Whether an old friend or a first-time buyer, we have the tendency to show them the same ads and website content with the same messaging.
That changes in 2017. This year at Digital Dealer we kill standardized messaging in favor of personalization that nurtures sales, builds loyalty, and makes for very happy marketers.
Meet Google Optimize
Google gave marketers an exciting new A/B testing and personalization tool in 2016 with the release of Optimize, part of the Analytics 360 suite. It is a freemium tool, and while the enterprise product is not realistic for everyone’s budget, the free version packs a huge punch that should be exciting to digital marketers, especially those on tight budgets.
For those who do have some money set aside for conversion optimization, just read this from Google:
“Native integration with Analytics 360 means you can use your Analytics 360 audiences in real time to create memorable customer experiences,” boasts the website. That should jump off the page to digital marketers. The idea of creating personalized messaging from ad impression through thank-you page makes my mind melt.
Thinking about an auditorium of your customers is intimidating. But perhaps a sports stadium is more realistic because the Internet is a big place. My session “The Rise of DIY Audience Marketing” at Digital Dealer 22 will help you segment them into unique, manageable groups using Google Optimize (and its native integrations with Google Analytics), increasing our efficiency and efficacy as marketers.
Specifically, attend this session to learn:
- What questions to ask when designing audience segments
- Why your current tools are underutilized and how to change that
- How to perform complex audience research with your existing ad platforms and analytics suites
Author: Andrew Garberson
Andrew Garberson is the Manager of Search at LunaMetrics, a Google Analytics consultancy and search marketing firm in Pittsburgh, Pa. He has led digital marketing efforts in a variety of settings, including agency, entrepreneurial and nonprofit environments, and has master’s degrees in business administration and mass communications. Andrew is a GAIQ certified analytics junkie with a special interest in marketing attribution. He has spoken at advanced SEO/SEM events, including SMX Advanced, as well as SMX East, SMX West, and SMX London. EMAIL: firstname.lastname@example.org