Marketing in the digital space is tough to master and understanding your target audience goes far beyond having an exceptional customer persona profile.
Just like you wouldn’t trust your plumber if he asked you for tools upon arrival, marketers should instil trust in their customers by leveraging essential tools to make the customers tap into and connect with the brand. So, the question is: what are the right tools?
Data collection
By far the most important and beneficial tool you can implement into your marketing strategy to stay ahead of competition is one that helps you collect the right data from the right place.
Understanding why you collect the data you do and how to use it to optimise your customers’ experience is the difference between making the next sale and losing the customer.
Digitally native brands only get to know their customers through data and social channels, hence, implementing tools like Beauty Matching Engine™ which personalise the user experience through data using AI, helps brands and retailers retarget their efforts towards their most relevant audiences, helping them catch onto trends and leverage data to increase conversion rates early on.
Marketing Automation
Automating your marketing is all about being prepared. To utilise your time more effectively and keep your team on their toes, it’s important to automate the mundane marketing tasks, like data collections and analysis using tools like Mailchimp and Hubspot.
Recommendations
According to data collected by SalesCycles this year, 18% of online retail-customers will abandon their shopping carts because of the lack of price comparison access.
A successful example of leveraging recommendation technology to boost conversion rates has been a beauty product recommendation and price comparison website, My Beauty Matches.
MBM has leveraged their recommendation technology based on the Beauty Matching Engine ™ software, which uses machine learning to create personalised recommendations for customers with similar customer profiles, hence allowing brands to retarget their customers improving the chances of them going through to check-out and returning again.
Content Personalisation
Lastly, the most important and most significant indicator of whether your customers will follow through to checkout and will continue following your brand afterwards is the amount of attention the brand will pay to them throughout their shopping experience.
Personalising content from emails to landing pages for your customer is essential in today’s e-commerce to differentiate yourself from competitors and make a lasting impression on your customers.
Tools that help you personalise content and target customers by hitting their personal sore spots are a necessity when developing your marketing strategy and are bound to show long-term improvement to engagement and sales.
If you’d like to find out more about how beauty-specific personalisation software Beauty Matching Engine ™ has helped brands improve their sales through personalisation you can book a demo right here!