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In the past few months, e-commerce penetration in Mexico has been 39%, with a year-end growth forecast of 55%. As a result, digital advertising spend will be 12% higher this year than 2019, but we are genuinely ready to perform at our best given the need for more Advertising investment?
When we refer to a successful business model, we think of innovation and the best identification of opportunities, as well as investment plans. However, this can be inadequate, especially if we are talking about managing and using high consumption seasons as they started at the beginning Good end and that will end with the Kings season in the first week of 2021. To make sure every project from E-commerce be sustainable and create new and more connections to survive in the off-season. Without a doubt, a digital marketing strategy that is optimized for each season of the year will be required.
What is the real secret for businesses to get the most out of their product or service in order to get the best return on their advertising investments? The answer is undoubtedly technology.
The first thing to think about is applying intelligent marketing strategies in digital media and using tools methodically and appropriately for each of the sales stages of the commercial funnel. One of the great advances in digital marketing to achieve the above goal is artificial intelligence (AI). Their effectiveness can ensure the full optimization of various digital advertising campaigns.
The emerging technologies and processes of developing a digital marketing strategy leveraged by the leaders in the market have given us three keys to help us maximize campaign performance and generate successful ROI:
Identify the new consumer and their context. For example, if we analyze the last phase of the year, we traditionally know that it is cheaper to acquire new customers because the propensity to buy is greater. So this could be the ideal time to invest in campaigns that will attract consumers to our e-commerce.
Artificial intelligence can provide a deeper understanding of customers and their new buying habits, which, in addition to providing a more accurate and personalized offer, allows them to predict their purchase intent and the development of new points of contact, as well as a collection of customers with much more valuable data that allow us to continue analyzing Learn from our consumers and make better decisions, such as using less intrusive messages and developing more honest content that is tied to the context of our prospects.
It is important to remember that every consumer is unique, dynamic and with a constant development of habits.
Reconnect with the customers who have already bought from us. Having campaigns for buyers who enter the site but haven’t made purchases, or who have bought but haven’t done so (asleep) in months, is usually a good strategy to differentiate yourself from the competition because of technology and consequently through our marketing campaigns we will be able to understand the different contexts in which they may or may not have bought. This understanding enables us to have a more personal approach and a more accurate offer.
The above, known as Retargeting, promotes our brand presence and drives conversions. Instead of generic advertising, visitors are increasingly seeing personalized ads based on their own habits, preferences, shopping experience or individual surfing. This allows campaigns to focus on the most relevant customers, remind them of the brand, and encourage them to buy New with the best option, that’s us.
Artificial intelligence improves the performance of these campaigns and enables you to generate content tailored to the profiles of your potential consumers. The promotional messages using these new methods are up to 50% more effective than campaigns based on traditional automation tools.
Returning to customers you’ve already bought more personally is always an excellent option. Reminding them that we are still there and that we have the most suitable offer according to their context and their new consumption habits is one of the most effective digital marketing solutions as it not only allows us to adapt the message of our products and services to their reality can and make constant changes, but present them at the right time.
A solution based on artificial intelligence not only enables us to take a new, more efficient approach, but it can also analyze our consumers in order to determine their purchase intention, ie “predict” which products our target groups might be interested in in the future. This will help build refined campaigns based on more real data.
The new technologies that are available today can help businesses maintain sustainable growth and more intelligently determine where or when to spend their advertising investments as new advances in digital matter can adapt to learning and with greater amounts of data and more make smarter conclusions at higher speeds.
We know digital customization has been challenging, but today we can conclude that advances like AI, thanks to its effectiveness, will define a new way to accelerate the desired return on advertising investments. Only those who manage to see the above stay online, out of the reach of their competitors and with full development that results in them having a stronger presence throughout the customer journey and therefore certainly more profitable.