3 Reasons to Target Mobile Users Differently: Ultra-Personalization Matters

Personalized content is no longer enough. Today’s most effective marketers have abandoned customer segments to communicate with audiences of one. A recent Forbes article declared “Extreme Personalization Is the New Personalization,” citing benefits of revenue, superior customer engagement and loyalty for marketers who nail ultra-personalization.

Fueled by big data and technologies for real-time customer targeting, consultant Benjamin Mokotoff defines ultra-personalization as the practice of “[combining] curation and personalization to create tailored … experiences based on individual consumer preferences.” Read on to discover three reasons it’s time to start thinking differently about targeting your mobile users today.

1. Incomplete Personalization Is a Risk to Customer Retention

Ninety-eight percent of consumers have been dissuaded from completing a purchase because of incomplete or incorrect content, according to Episerver research, while 32 percent are dissuaded every time. From the modern mobile user’s perspective, inaccurate personalized messages can feel disingenuous or untrustworthy.

2. Consumers Look for Personalization

Over 78 percent of consumers won’t engage with branded offers, including mobile push notifications, if the offer isn’t tailored to their past interactions with the brand. In an era where consumers are drowning in content, one-to-one personalization is likely key to gaining notice and trust among your mobile audiences.

3. Real-Time Personalization Remains a Top Challenge

While 88 percent of marketers report a measurable lift from personalization efforts, per Evergage, technology may be a success barrier. Sixty-eight percent of marketers struggle to create a “real-time view” of their audience, which could indicate that most brands are lacking the tools needed to harness fast-moving big data.

Ultra-personalized communications need to be delivered at the moment of need to capture consumers in a moment of purchase intent. Brands who unlock the secret to real-time, one-to-one content delivery may gain significant advantage.

Conclusion: Ultra-Personalization May Be Simpler Than You Think

If you’ve got Eloqua and Adobe Target, you can offer one-to-one, real-time personalization on web and mobile applications. It’s possible for marketing teams to supercharge Adobe Target with real-time Eloqua data into your customer’s digital behaviors, allowing real-time, hyper-targeted content delivery at the moment of need.

For many brands, the solution to achieve more personalized communications and the benefits of ultra-personalization — including better revenue, customer retention and superior loyalty — doesn’t require costly new technologies or custom MarTech development projects. For Eloqua and Adobe users, the solution to one-to-one communications with your mobile users is the proper integration of technologies that already exist in your stack.

To learn more about how eNautics can enable your brand to achieve hyper-targeted communications with your mobile audiences, click here to start a conversation today.

Sources

  • https://www.forbes.com/sites/briansolis/2017/11/30/extreme-personalization-is-the-new-personalization-how-to-use-ai-to-personalize-consumer-engagement/#4819be1b829a
  • https://www.slalom.com/thinking/hyper-personalization
  • https://www.episerver.com/about/news/press-room/pressreleases/98-percent-of-shoppers-have-been-deterred-from-completing-a-purchase-because-of-incomplete-content/
  • https://www.loyalty360.org/loyalty-today/article/customers-frustrated-with-brands-that-fail-to-pers#sthash.3PDFp438.dpuf
  • http://www.evergage.com/wp-content/uploads/2016/06/2016-Trends-in-Personalization-Survey-Report-Evergage-final.pdf
  • https://www.sheerid.com/10-surprising-stats-about-personalization/
  • https://www.enautics.com/contact-us/

Abandoned Shopping Carts: Get them Back into the Checkout Lane!

Marketing is all about one thing and one thing only – driving sales. Your marketing department has a tougher job than ever, though, because winning customers today is a daunting task.

No matter what you are selling, the competition is fierce. Marketers can’t just throw campaigns and promotions against the wall and hope something sticks. Programs need to be laser-focused, markets accurately targeted.

Fortunately, there are tools available to help. Adobe Analytics, for example, allows you to gauge the impact of a campaign by creating segments.

For this blog post, we’ll deal with a particular segment: consumers who respond to a campaign by visiting your e-Commerce site and selecting a product to purchase. They click through till the very end, selecting size, color, style or whatever appropriate options, but then abandon your cart without clicking the “Buy” icon.

What happened? You can use Adobe Analytics to try to discern the answer by weighing commonalities among the “non-buyers,” and that might do you some good, especially if you can follow up quickly with a customized email to them.

That’s why you’ve enlisted the aid of Eloqua. With a Marketing Automation Program like Eloqua, the follow up becomes much easier to execute. But while Eloqua will generate the emails automatically, it will not give you the required deep insights into the members of the cart abandonment segment.

Your marketing department will have to do that manually. This would be a slow, tedious and unreliable solution. Anything done manually increases the chance of error. Or, they can use a legacy integration tool, but that can take up to 24 hours to sync.

Neither doing it manually nor using the legacy solution provides you with the immediate follow up that you need to avoid losing the momentum that drives sales.

 

The ideal answer is to have a tool that syncs Adobe Analytics with Eloqua and does it quickly. SegmentSync from Enautics is the ideal solution. Not only does it provide two-way syncing, it does it fast — up to 48 times faster than the most prevalent legacy tools. It also provides the same function for another Oracle product, Responsys.

Effective follow up often depends on velocity. Velocity will help you turn those “almost customers” into buyers. And for the chronically reluctant, Adobe Analytics in sync with Eloqua or Responsys will provide scheduled follow-up to the segment you choose on the schedule that you choose.

Are You Making These 3 Critical Reporting Mistakes?

Most marketers understand that reporting is a vital function of any marketing campaign, but it’s easy to slip into bad habits that undermine your efforts.

These are the top three critical reporting mistakes to avoid.

1. Not Reporting Often Enough

When it comes to marketing reports, “enough” is a very subjective term, dependent on the specifics of individual companies, campaigns and clients. However, if you’ve stuck to a default schedule of once per quarter–or even once per year–for every campaign, it may be time to rethink your habits.

Reporting too little encourages stakeholder apathy, saps the momentum from campaigns and makes it difficult to keep a clear eye on your progress.

In general, you should be reporting as often as you’re able to, and adjusting the content of the written reports to ensure participation and interest from the client or other stakeholders. In many cases, it’s better to report more often with fewer details than to “save up” for a larger exhaustive report a few times per year.

2. Too Many Manual Reporting Procedures

Along with the frequency of your reporting, the methods used to create the report are critical.

Many companies still use outdated manual procedures, and those efforts invariably involve an unnecessary amount of “hands-on” work. If you’re still relying on copy/pasting from spreadsheets and other obsolete methods, it’s time to rework your process.

Focusing on manual report creation costs too much time and money, both of which are better spent on directly improving your marketing campaigns to meet (and exceed) stakeholder expectations.

If you’re unable to speed things up with your current procedures, start exploring how Eloqua and Adobe integration can boost your automated capabilities, in hand with other marketing tools.

3. Not Focusing on KPIs

Today’s marketing tools provide a wealth of data, but don’t make the mistake of failing to curate it. Every marketing report should be tailored to its intended audience, and that nearly always means it needs to focus on KPIs or Key Performance Indicators. Which means, after the campaign or effort is complete, which metric (or metrics) will be most important to determine success?

Remember that to most clients and stakeholders, “diving into the weeds” on marketing results is as irrelevant to them as the technical details of their car’s engine. For stakeholders, marketing is a tool, and they’re primarily interested in what results that tool has achieved.

KPIs are key for a reason and should be treated that way. Instead of trying to prove the depth of your efforts with an encyclopedia of metrics minutia, use your reports to develop a coherent narrative for the KPIs.

With smart use of automated procedures and frequent reporting focused on KPIs, you can avoid the most common mistakes made by marketers.

Sources:

https://databox.com/marketing-agency-reporting-mistakes-that-sabotage-client-relationships

https://lseo.com/5-common-mistakes-client-reporting/

https://designstudio.com/reporting-mistakes-marketing-agencies/

https://www.visiture.com/blogs/biggest-mistakes-reporting-digital-marketing-clients/

Increase Engagement with Drip Campaigns

Nurture email campaigns help you engage with your business’s email subscription list to encourage sales and develop lasting customer relationships. In many cases, it makes the most sense to create nurture email campaigns as autoresponder emails, so the emails go out automatically based on a trigger, such as a subscriber signing up for your email list or when a webinar is scheduled. You don’t want to send out so many emails that people unsubscribe or send out too few that customers don’t know who you are. Here are some delay schedules based on specific triggers to maximize subscriber engagement.

Engagement can be webinar attendance, watching over 50 percent of an online video, clicking emails and visiting high-valued content pages, or downloading PDFs.

Example New Email Subscriber Schedule

Any time that a new email subscriber signs up for your email subscription list, they should be sent a nurture campaign that delivers relevant education, value and offers. Here’s a sample delay schedule that you can use:

  • Day 0: Thank email subscribers for signing up and deliver lead magnet, if any.
  • Day 1: Provide background on your company.
  • Day 4: Send out information that’s valuable to your subscriber in terms of free content or relevant articles.
  • Day 7: Make an Engagement Offer. i.e. Free Consultation or Webinar.

Example Webinar Offer Email Schedule

When you schedule a webinar, you should create an email campaign to encourage your existing list to sign up for the upcoming webinar, show up to the webinar and take any desired follow-up steps. You might want to send an email at the following intervals to maximize how people engage:

  • Day 0: You announce your webinar and why people would want to attend.
  • Day 1: Personally invite subscribers to sign up.
  • Day 4: Remind subscribers of the webinar.
  • Day 7: Let subscribers know that they’ll miss out by not signing up.

How to Quantify Engagement

You’ll want to think about how to evaluate if people are engaged with your content. This could include if people ended up attending your webinar, watching more than 50 percent of an online video or clicking on the content you want them to read. You’ll need to determine what engagement metrics are important to you so you’ll know what to track.

Choosing an effective delay schedule in your nurture campaigns can make a difference in engagement. If your nurture campaign emails suffer from a lack of engagement insights, consider partnering with Enautics. We can help you get the data you need through appropriate integrations and expertise.

Additional Resources

E-commerce: Speed up cart recovery for increased sales and revenue

As an e-commerce retailer, it’s always disconcerting to see potential customers with items in their carts just leave the online store without making a purchase. However, instead of looking at these as losses, you can look at each one as an opportunity to contact the lead with encouragement to finalize the purchase. Let’s take a look at how you can speed up your cart recovery in order to achieve increased sales and revenue.

Make it fast

The goal with cart recovery is to make it happen fast. The longer a customer waits to consider an order, the less likely that person is to purchase the item. You want to strike while the iron is hot. Carts can stay abandoned for hours, days and weeks, never to be returned to again. Think about the way that you make purchases — maybe you see something online or at a store and take a few minutes to decide whether you like it; then you start to second-guess it and turn away. If you get far enough away, chances are you’re not going to about-face and head back to purchase it.

Remarketing

That’s where remarketing comes in. Enautics helps clients who have Adobe Analytics and Eloqua or Responsys to develop a cart abandonment strategy. This includes remarketing, which is a smart way to target visitors who haven’t made an immediate purchase. You can position targeted ads in front of those who have just left items in their carts within the first 40 minutes of leaving your site. This greatly increases the chances of luring them back to make the purchase. Most companies will wait 24 hours to respond, but with faster remarketing, you can up the odds of making the sale.

Increasing confidence on your site

Some customers just get weary of entering all their personal info into new or unfamiliar sites. You can get around this by establishing trust in your transaction forms. Include trust signals such as security logos, and make sure they are recognizable, such as Norton and McAfee. Also, keep your forms short, and don’t ask for unnecessary information that could alienate potential customers.

Getting a handle on cart abandonment is a great way to take advantage of available opportunities for sales. With a few small tweaks, you can speed up cart recovery to increase your sales and revenue.

Sources:

https://www.wordstream.com/blog/ws/2016/03/17/shopping-cart-abandonment

https://www.shopify.com/enterprise/44272899-how-to-reduce-shopping-cart-abandonment-by-optimizing-the-checkout

Gain Clear Insights on How Your Campaigns Are Performing

Marketing isn’t just about coming up with killer campaigns. In order to get the most out of your marketing dollars, you need to make sure you are accurately measuring them so you can continuously evolve your marketing strategies. But data and analytics can sometimes be overwhelming, especially if you aren’t sure where to get the data and how to analyze the results. Let’s take a closer look at how you can gain clear insights on how your campaigns are performing.

Sync OMC Email Metrics Into Adobe Analytics

In order to get more clarity on your campaign performance, your platforms need to be seamlessly integrated together. Syncing OMC email metrics with Adobe Analytics will let you clearly see Eloqua and Responsys campaign performance, allowing you to build better campaign models going forward.

Run Reports on Mobile

When tracking campaign performance, many companies often overlook the importance of mobile. The marketing world has changed completely over the past few decades and mobile marketing should be at the core of your strategy right now. Tracking mobile helps you build an effective strategy, measure the types of engagement that lead to sales and optimize your mobile campaigns. It can also help you better understand the role of mobile in your customer journey so that you can provide the best possible customer experience.

Run Breakdown Reports

When dealing with campaign performance, you want to be able to break down each aspect of the campaign as specifically as possible. This will help you dive deeper into the data and learn which parts are successful and which parts could use improvement. It’s one of the best ways to identify hidden opportunities and drive KPIs, boosting the success of your business.

These are just a few of the ways you can improve your Eloqua and Adobe integration in order to better understand the performance of your campaigns. The more insight you have into how your campaigns are doing, the better you will be able to execute your marketing strategies in the future.

Sources

https://www.linkedin.com/pulse/why-mobile-analytics-so-important-panos-virvilios/

https://business.linkedin.com/marketing-solutions/best-practices/ad-tips/analyze-your-performance

Why Late Holiday Buyers Are a Revenue Multiplier

Consumers are only human. They might have the best intentions, but when it comes to getting all their holiday shopping out of the way well in advance … well, they don’t always meet that goal. This is great news for e-commerce businesses, however. These shoppers need to make purchases fast in order to have their gifts ready in time for the holiday — so it’s the perfect time to entice them with great deals and coupons. Take a look at some of the reasons that late holiday buyers are a revenue multiplier and how you can best target them.

They Are Looking for Ideas

One of the reasons why people wait to shop is because they just don’t know what to buy! You can take advantage of this need by sending out personalized holiday greetings to previous or potential customers in your mailing list that feature gift ideas based on items they have purchased or browsed through.

They Respond Well to Gift Guides

If customers come to your store, they may know the general sense of what they are looking for, but offering them product ideas and gift guides will give them the extra nudge they need to make the purchase. Pick some of the best-selling products of the year, and make sure they are easy to find and in stock. Create gift guides based on top sellers or crafted around your target audiences, i.e., Gifts for Dad or Gifts for Runners.

They Just Need an Extra Nudge

Retargeting is one of the best ways to entice shoppers who are on the verge of purchasing but have slipped away and left items in their cart. It uses predictive optimization to show these users ads and even coupons for the products they had nearly purchased. It’s a great way to give them another reason to consider making the purchase because they stand to gain from the lowered price.

They Are Waiting for Deals

Some people simply won’t make the holiday deadline or are just interested in taking advantage of sales after the holiday has passed. You can maximize holiday sales by setting up a last minute holiday sales of excess items you have — extended sales like these are a great way to reignite sales late into or after the holiday season.

Eloqua and Adobe Connect allow you to set up analytics integration and personalization so you can take advantage of the revenue that comes from late holiday buyers.

Sources:

https://beeketing.com/blog/holiday-marketing/

https://landing.adobe.com/en/na/solutions/digital-index/ctir-2840-holiday-predictions-2017/

How Shopping Cart Recovery Solutions Impact Conversion Rates

Shopping cart recovery solutions keep items customers choose in their virtual shopping carts, even after they’ve left your e-commerce site and decided not to purchase something. It is an integral part of any successful and high-quality e-commerce site’s strategy because it streamlines the buying process and gently encourages sales. It enables more customers to follow through and make a purchase. This is how shopping cart recovery solutions impact conversion rates from prospective to paying customers.

Why Shopping Cart Recovery Solutions Work

Some customers take longer than others to make a purchase. Your job as an e-commerce site is to make that process easier. If a customer loses their internet connection, for example, you don’t want them to have to go to your website again to add everything back into their shopping cart. The odds are good that they won’t.

Additionally, for slow shoppers that need more time to think about their purchases, having a shopping cart recovery solution in place means that they can come back to make their purchase without having to put too much thought into it. With the average shopping cart abandonment rate at nearly 70 percent, online retailers need to do what they can to secure the sales they need.

Key Performance Metrics to Monitor

Before and after you install a shopping cart recovery solution, you should measure key performance metrics to know how your site is performing. You need to know your conversion rate for how many people put items in their shopping cart and followed through with purchasing it. You should see how many people abandoned their shopping cart and at what point they abandoned it. You should also be able to compare your sales volume before and after the implementation.

What to Do If Your Shopping Cart Abandonment Rate Remains High

If your shopping cart abandonment rate remains high after you’ve implemented a shopping cart recovery solution on your website, it’s time to evaluate the rest of your online sales funnel. For instance, if shoppers always abandon their cart at the payment page, it’s possible that they felt that there were hidden costs your site didn’t properly disclose or that some aspect of the payment process was difficult. If shoppers leave before they get to the payment page, is there something about your website’s content that’s leaving them unfulfilled?

If you have Oracle Eloqua or Responsys and Adobe Analytics and want to gain clear insights on how to implement a comprehensive shopping cart recovery. Check out Enautics’ shopping cart recovery solution to help you increase conversions and revenue.

Sources

https://baymard.com/lists/cart-abandonment-rate

The Top 3 Metrics You Should Be Reporting On

Improving your performance should be the number one focus of your marketing strategy — and you can’t improve without measurement. You have to know how your campaigns are performing in order to ensure they perform better next time. For marketers who are looking to take their marketing strategy to the next level, it’s time to start focusing on the most important metrics and getting the most out of these reports.

There are so many metrics to measure that it can be a headache to decipher which ones have the most value. Many companies take a stab in the dark and end up with numbers they don’t really know what to do with. But there are three tried and true metric types that can benefit pretty much any business, no matter what size.

1. Conversion Rates

Conversion rates are one of the most obvious and most important metrics that marketers can report on. The number of conversions you get measures how many customers have taken a desired action on your website — these actions should be unique based on your business objectives. For example, if you are sales-driven, purchases will be your conversion metric. If you are building a thought leadership position in your industry, downloading an e-book might be your top conversion metric.

2. Engagement Metrics

In addition to tracking how many people are performing the desired actions on your site, it’s also crucial to track their general engagement so you know how your campaigns are performing. Sometimes a campaign can be considered successful if users are actively engaging with your brand and your content. That means that your content is getting shared and talked about among the right audiences. It’s easy to measure how many shares and likes your content is getting using tools like BuzzSumo.

3. Website Traffic

Traffic to your website and blog is also a critical metric for marketing success. This metric helps you make sure that your inbound marketing efforts — blogging, connecting with influencers, social media activity, etc. — are giving you a good return on investment. You want them to result in more Unique Page Views so that you know your content is getting in front of new eyes. Be sure to isolate your website pages and your blog page so you can determine which one is driving more traffic and where to place your best content moving forward.

Follow these three top metrics and start gaining the insights you need into your marketing campaign performance.

Sources:

http://contentmarketinginstitute.com/2012/10/measuring-marketing-effectiveness-metrics/

https://digitalmarketinginstitute.com/blog/3-must-measure-inbound-marketing-metrics-that-matter-to-every-business

Marketers: don't write off the "nearly-converted."

The nearly-converted. That’s a great way to describe shoppers who visit your Website and almost make the purchase. You utilized your cloud-based Marketing Automation Program to conduct a great email campaign, and it got them to round third base. But to your chagrin, they stopped and headed back before reaching home plate.

But you don’t want to write them off, by any means. And, if you’re using Adobe Analytics and Oracle Eloqua or Responsys, there’s a great way to make sure you’re not. It’s a tool called SegmentSync, and it provides a bi-directional sync between Adobe Analytics and the Oracle programs.

Adobe Analytics and Oracle Eloqua and Responsys

Adobe Analytics allows you to build marketing segments; that is, highly-filtered groups within your target market database. For example, one segment might be the aforementioned visitors to your e-Commerce site who, for some reason, just didn’t pull the trigger. Eloqua and Responsys allow you to conduct the email marketing campaigns directly to that segment. Generally, to make this process smoother, you’ll want to sync the data between Adobe Analytics and Oracle Eloqua or Responsys.

Traditionally, this, would take twenty-four hours. That’s less than optimal performance, as it gives the nearly-converted an entire day to find another solution or abandon the search altogether. But imagine if you could have automation syncing software that provides bi-directional data syncing every 30 minutes. It’s almost as if Adobe Analytics and Eloqua or Responsys were having a conversation in real time.

Conclusion: nearly-converted to “newly-converted”

That’s a horse of a different color. Now, your visitor receives a targeted email with a call to action in well under an hour from the time he or she was one click away. As a matter of fact, they may still be on your site when the email is sent. It’s a chance to add immediacy to the issue, to regain the momentum before it’s lost.

Because SegmentSync is bi-directional, it can also make your future campaigns more effective. Automatically syncing your Eloqua or Responsys email campaign metrics into Adobe Analytics can give you the information you need to make the targets of subsequent email marketing campaigns more granular, more precise and more accurate.

When you consider the fact that convincing “window shoppers” to become actual buyers often takes multiple emails, the quicker you can start the process the better. That’s why SegmentSync from Enautics should be considered a must-have for customers of Adobe Analytics and Oracle Eloqua or Responsys. With SegmentSync, you can increase your response velocity and thereby maximize your chances to convert the nearly-converted into the newly-converted.