In today’s world, there are so many options of every single product to choose from, which makes tailored promotions even more important. So, without further ado, let’s look at some of the ways that technology has allowed promotional activities to become more personalized.
Thanks to the rise in data-collecting technologies and automated processing softwares, brands are now able to make their promotions more personalized. When users sign up to a site and make purchases, all behavior can be recorded – with consent, of course – in order to build up a better understanding of who the individual customer is. Then, promotions can be tailored to each consumer personally, which makes them feel more valued by the brand and more likely to convert.
Take online casinos like Betfair for example. They offer a wide range of promotions here: https://casino.betfair.com/promotions, such as a free spins bonus with the first deposit for new customers, daily jackpots, daily cash drops, and weekly giveaways for existing customers.
Others might offer free trials or the first few months of a subscription for free. The platform collects the data from the players’ profiles, and the algorithm will filter out new customers from existing ones, allowing them to offer more tailored and personalized promotions and bonuses.
A similar technique also allows brands to be able to suggest certain products that the consumer might enjoy. This is done by analyzing what products are typically bought together, and what other consumers browsing each product also add to their basket.
This is increasingly important in the modern age, as 91% of consumers say they are more likely to make a purchase from a brand that offers relevant recommendations – and, if you don’t, 47% will turn to Amazon instead. For more statistics showing the power of personalization, check out this article: https://www.forbes.com/sites.
Personalization is not limited to brands’ own sites, though – it can also be leveraged in PPC, Google Ads, and paid social media ads, too. When setting up these campaigns, marketers will be able to target specific demographics and consumers displaying certain behaviors with their ads. These people will typically be those who are more likely to use the product being advertised or have already shown an interest in making a purchase.
In addition, marketers can contain specific keywords and phrases that users might search when looking for the products or services in question, allowing them to target consumers who are actively searching for what the brand is selling.
Another offsite promotion technique affected by technology is word-of-mouth marketing, which has long since been understood as being one of the most powerful advertising techniques. With the rise of technology and social media, influencer marketing has boomed in turn, now valued as a 16.4 billion USD global industry by Statista https://www.statista.com/influence-marketing.
Whereas before, with traditional word-of-mouth marketing, brands had to hope that the listener was interested in the product, now thanks to technology, brands can enlist influencers to promote or review products that their target market has proven to have shown an interest in.
And there you have it – just a few examples of how technology has allowed brands to better personalize both their onsite and external promotions.