On Personalization and Generating ROI Online

According to the recent Salesforce “State of Marketing” report that surveyed 4 000 marketing leaders worldwide, by 2021, around 75% of marketing budgets will be spent on digital marketing efforts.

So what kind of marketing efforts are the most effective when it comes to online marketing?

This, of course, depends on the customer segments you reach out to, and the desired return of investment of each channel. Mobile is becoming increasingly important, of course. But I will give a few pointers more.

It is a well-known fact that standard display ads are not actually viewed by anyone online in around 50% of the cases. According to many sources, the average click-through rate of a standard banner ad is around 0.12-0.14 %. As the use of ad blockers is on the rise, it is gradually becoming even more difficult to deliver relevant ads to potential and returning customers online. This is one reason why the app industry is so big now.

Around 30% of all Finnish people currently use this kind of software, with the same figure now being over 50% among Finnish youth. I use this kind of software myself, only occasionally turning it off for any site.

According to Contently, however, data-driven marketing efforts lead to revenue increases for over 50% of the marketers, and over 75% of marketers generated positive returns from content marketing.

As often cited, content is still king, and in the online kingdom, it seems that context is queen.

Creating original content that will be displayed in the relevant context matters, and so it will in the future too. This is where search engine marketing and optimization via keywords and metadata come in.

In case your team still has no segmented content strategy, I think you should definitely create one soon.

Personalizing online content drives revenue, and this is evident based on this year’s Salesforce report.

The Salesforce “State of Marketing” report breaks the marketing teams surveyed to three categories: underperformers, that are “slightly” or “not at all” satisfied with their current marketing outcomes, moderate performers, that are “very” or “moderately” satisfied, and high-performers, that are “extremely” satisfied with their marketing outcomes. Of the 4000 teams surveyed, only 18% fall into the last category.

According to this year’s report, 83% of the high-performing marketing teams worldwide use customer data to segment or target ads. 79% of these teams currently employ some form of predictive intelligence in their marketing, with 49% of these marketing teams reporting extensive usage of online personalization.

This is what high-performance inbound online marketing now and in the very near future is all about.

Asking to subscribe an email newsletter or registering in order to download original content makes all the difference. An easy-to-find, easy-to-fill, concise contact form with questions on some basic demographic information is needed, of course, in order to get a segmented, up-to-date customer register together.

I find the increasingly common pop-ups asking to supply any information really annoying, and would thereby recommend that the contact information or registration form is included at the very front page of your company, or alternatively, appearing right next to your most popular pieces of content.

A/B testing different landing pages with a contact form is a very useful technique to ensure, that the bounce rate and churn rates are kept to a minimum, and you are getting people to sign up and stay.

It is paramount to collect behaviour-based data as well.

Google Analytics will deliver detailed reports on website visitors, as long as the Tag Manager is utilized to its full potential, and aligned with the selected attribution models of monitoring the customer journey.

When optimizing and personalizing, it is good to keep in mind that the majority of any first-time website visitors, especially those that are browsing the site mobile, are unlikely ready to be your customers – and it is likewise unlikely that they will ever convert, if the initial call-to-action is missing. So there must be something easy-going for these visitors to do besides making a purchase. Liking or sharing website content in social media are examples of such actions.

And naturally, returning visitors are likely be more satisfied, if you can target them with some form of optimized content. If and when the conversion happens, this should, of course, also be acknowledged – for example by a simple “Thank you” note and by simultaneously giving the customers a chance to give immediate feedback on their experience. In the ideal situation, after the initial conversion happens, the customers are also offered some relevant, personalized content in the newsletter and at the website.

I found this infographic on the online marketing environment below in a SlideShare presentation – the size of each circle is representative of the approximate ROI of each channel. This image was created in 2014. I firmly believe we will observe a significant increase in the SEM and SEO & Content ROI over a few years.

digitalmarketingbw

Read the article “Your Content Is Outstanding But Is It Standing Out?” by Sanjeev Nambudiri:

https://www.linkedin.com/pulse/your-content-outstanding-standing-out-sanjeev-nambudiri

With BuzzSumo, you can find out about today’s content trends and see how your content is performing: http://buzzsumo.com/

Website Grader, powered by HubSpot, is a nice, free tool for rating your website’s overall performance: https://website.grader.com/

Author: Iiris Konttinen

I am a digital service design and digital marketing professional based in Helsinki, Finland.