To accelerate brand awareness, create a customized experience for every market segment.
You want to cut through the noise. You want to elevate the online presence of your premium brand. And you wouldn’t mind if you could consistently achieve this for every one of your portfolios and departments without too much hassle.
We hear you, Marketers. To accelerate brand awareness, we suggest you venture into the world of customized web experiences to create a deeper connection between your brand and its customers. Customized experiences lead to higher conversion rates. Customized experiences lead to lower support costs (and greater customer satisfaction). Customized experiences help your brand stand out from the competition.
Imagine sitting down at a restaurant with friends and the server brings every person in your dinner party their own menu, customized to their individual preferences and dietary restrictions.
You and your friends would be able to make the right decision (for you), faster, leading to greater enjoyment of your meal and overall dining experience. When done well, a customized experience is one customers prefer, first and foremost, because it’s helpful. Customers appreciate being able to find what they need quickly.
Tailoring content and messaging to different audiences (based on their unique needs and interests) means serving up exactly the information they’re searching for when they’re searching for it.
It makes a positive impression when they land on your website and see exactly what they were looking for or receive a perfectly-timed email from your company with products they were just beginning to think about buying. It’s kind of like when a friend totally nails your birthday present. Customized experiences are helpful because customers find what they’re (probably) looking for sooner. To start, price sensitivity will be the starting point for shoppers. In general, consumers will need more convincing to buy products and services they may not have thought twice about purchasing just six months ago.
Interestingly, when customers are offered too many choices they’re actually *less* likely to make a purchase. This is because there is too much information to consider thoroughly enough to feel confident about any decision. It feels safer for customers to simply not make a decision at all.
If your customers have to sift through endless pages of product content to find what they’re looking for, you’re almost certainly converting fewer customers than you could be. Customized experiences are helpful because customers feel more confident about their selection and therefore happy to make a purchase.
Image source: www.aviva.co.uk
Going back to our restaurant analogy…
Research shows when a menu has many options customers order more of the same: a few dishes get ordered significantly more than all the rest. Again, we see that customers struggle to compare options confidently, so they make the safe choice: the usual. On the flip side, when a menu has fewer options customers actually order each of the dishes more equally. They venture into the less usual. They try new dishes. Customized experiences help customers consider products and services they haven’t purchased before but will (probably) be interested in. AI has become an increasingly useful technology for content marketers over the last five years. Text intelligence and analysis, image tagging and categorization and other repetitive processes can be done by AI giving real human resources more time to strategize.
Customized experiences are ultimately emotional experiences. The appreciation customers will feel for being able to easily find and confidently purchase your products and services will translate into more affinity for your brand. Your content will cut through the noise because it will be a direct match for each of your unique market segments. Your content will elevate the online presence of your premium brand because customers will actually feel more positive feelings throughout their journey. Only one point remains: how do you consistently achieve this for all your portfolios and departments without too much hassle?
With a user-friendly audience segmentation tool.
The tool we’ve developed, D6 Engine, allows you to easily build different website experiences for different demographic, psychographic, geographic or other market segments. Your support team can create new pages and pathways on the fly without any special skills or training required.
Our tool makes audience segmentation simple so you can simply create custom experiences. If you want to accelerate brand awareness, creating customized web experiences for every target market segment is a viable and valuable route to take. We can help you get started. With more data and more time, marketers have the opportunity to cut through the noise and connect with a diverse audience more meaningfully than ever before.
