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What NOT to do while sending out Browser Push Notifications

Why browser push notifications will outperform other channels in 2017

Online retail purchase is a pastime most people indulge in at some point of time or the other, albeit more often to browse through available products and prices than to make an actual purchase. While users are on the retailer site, they check out the various offers to see if they fit their own product requirements and budget. However, once they are done browsing and leave the site, it becomes the responsibility of the online retailer to get these users back to their website.

Reminding such users of their abandoned cart, or letting them know of any new product launches or price alerts that the site offers for a limited period is an effective solution. But how can this be done? As a marketing manager, it is natural that you remain perplexed as to which digital mode may be more successful in winning and retaining more customers. Emails? SMS?

All fine means of communication, but what if your message is too time-sensitive and needs an immediate call to action? Browser push notification(BPN) is the answer to this problem. In a market full of choices, BPN is an effectual and instant communication tool between the website and the customer.

 

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Until a couple of years back, emails, social media channels, offline advertisements, and SMSs used to rank high among many marketing channels. Studies prove that BPNs result in 50 times higher conversion rates and 2017 might actually see them dominate other marketing channels. Read on to know why.

BPNs vs Emails – BPNs provide timely product updates to existing and potential customers, which is required especially for flash sales or limited-period offers. The website keeps a track of visitor data and their browsing history, which lets you send personalized notifications to users. Imagine yourself scanning through a range of Samsung smartphones on Amazon and leaving the website without making a purchase. As long as your browser is open, Amazon will make it a point to send you a BPN informing you of their best prices and inviting you to revisit their website.

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In the case of email marketing, mass emails are sent to customers, which, despite having a wide reach, may not be read by the recipients on time to avail or even know of a particular offer or product. Per research, the average taken by an email recipient to check a mail is almost 6.5 hours; so, sharing any time-sensitive information through an email may not be prudent. Further, the lack of personalization on emails often results in the receiver treating the mail as a spam. Though a particular mail may talk about 70% discount offers, the reader may just leave it unread, assuming it to be one of the many promotional mass mailers from different websites.In addition, emails are sent to the user’s inbox irrespective of his/her interest in those mails.Although the mails come with an “Unsubscribe” option at the footer, seldom does an individual take the effort to go through the exit process.

On the other hand, BPNs definitely earn a brownie point as they respect the users’ decision and ask them if they want to receive product-related notifications from the website. In addition, from the perspective of coupon redemption, discount coupons are redeemed by only 1% of customers when given in email, against a whopping 30% redemption through BPNs.
BPNs vs social media marketing – Social media platforms, including Facebook and Twitter, do witness several customer engagements, and compared to emails, these have a better response rate, especially when it comes to time-bound offers. This is mainly because people spend substantial time on their social media pages. However, when it comes to actual action, most social media page visitors go through the products, gather information, but do not make a consequent purchase. Making the users reach a particular website’s social media page, and thereafter read the offers, is a Herculean task. They may be more interested in networking with their friends or posting images of their recent trip than checking out website pages.

On the contrary, BPNs are gentle pop-ups on your screen, where you can opt to receive future notifications. There is no way you can miss out on a BPN, whether you are using a laptop or are busy on your smartphone. This is because BPNs appear the same way on mobile web browsers as they appear on desktop browsers. The additional advantage they hold is that you need not be on the website page to get a notification. Just have your browser open and receive or block a notification as per your choice.
BPN vs SMS – Studies reveal that 90% of SMSs are checked by respective phone users within the first three minutes of receiving the message. This is indeed an impressive number, but think again! Most of these messages that are promptly checked are related to one-time passwords (OTPs), confidential bank account information, cab booking status, and online product delivery status. Do you really bother to open or have the time to go through each promotional SMS that you receive daily? The answer, in most cases, is a “No”. Also, if you would like one of the deals to be sent to you as an SMS and plan to act on it within the next week, searching that one message becomes extremely difficult.

Now switch to BPN. The open rate of BPNs also touches 90%, although not in the first three minutes. This mode of marketing is barely interfering as it doesn’t interrupt the ongoing activity of the user. In addition, the costs associated in sending push notifications are very business-friendly as every notification need not be paid for individually (SMSs are highly expensive!!!). To top it all, BPNs can be customized for the users who opt for them, in terms of when and how they want to receive the notifications.

 

BPNs vs display advertising – One of the effective marketing channels today is display advertising. This option is availed of only by companies who have a large marketing budget. They look for a site with high traffic and with a customer base, which is similar to their target market. After paying a sum to that company, they put up their banner on the other site. However, this kind of an investment is not a feasible option for a start-up. That’s where BPNs come in handy. One push message can be customized and sent to the entire user base.
A BPN is not only cost-effective, but it also ensures a low spam rate for the users since they are already aware of the brand and have themselves opted to receive alerts. Moreover, users are not bound to download apps to receive such notifications, which again makes BPN more customer-centric.

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Although the above analysis makes it clear that BPN is the way forward for online marketing, there are obvious rules and practices to follow. The main thing to remember is to not go overboard with it as excess of nothing is good. So, while you analyze and comprehend your users’ habits and tastes, avoid bombarding them with BPNs. After all, blocking notifications is just a click away.

Got any thoughts about browser push notifications? Write back to us at marketing@vizury.com or simply drop a comment below

Marketers: In 2017, Use This Passionate Call to Action – ‘PROVE IT’

If you are a marketer at any level reading this, you are probably a little tired! Maybe the New Year brought more target pressure than cheer. I completely empathize with you. 

On one hand, there is now a clear mandate for you to align with revenue – and visibly demonstrate conversions and RoI. On the other, you have this complicated ecosystem of vendors from whom you have to choose trusted lieutenants to join you in battle. And they all claim to have one or all of the following:

  • A magical predictive algorithm 
  • This amazing personalization technology 
  • A super awesome data-driven approach
  • Some complicated omni-channel marketing stack
  • Produces RoI faster than Bolt runs

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It’s confusing. It’s complicated. You know what? It’s maddening. And a little tiring. Oh wait…I need to make my weekly conversions report and share it with management. You resume the daily battle. So it goes…
Been there? Yup. I can see a whole bunch of you nodding your head as vigorously as you shake them after meeting one of these vendors. 

This year, be firm. And use this magical mantra  – “Prove it!”. How does this work?

1. I have a magical alg….PROVE IT!

  • A good algo should find smaller and smaller sets of users who create larger and larger % of all your conversions. So, the 20% – 30% users who produce nearly 100% of your conversions
  • Great algos have an awesome AUC curve. At an AUC of 0.5, an algo is as good as a coin toss. Its just as likely to be right as it is to be wrong. If the AUC is less than 0.7, don’t work with the vendor, they need to improve. If its above 0.8, sit up and take notice, the vendor has a great Data Science team

Ask the sales guy these hard questions – and if they stammer and stall, throw them out. They are wasting your time. 

2. This amazing personali…PROVE IT!

Oh..this one gets my goat every time! 

If there are a million users to your home page, you should be loading at least 250,000 to 500,000 unique versions of the home page. Maybe more. 

  • And no, uploading 20 different creatives and loading them for those million users based on some segmentation criteria is not “segment of one” or “hyper personalization”.
  • There is only one way you can do hyper-personalization until we invent a super fast robot that will upload 250,000 creatives on your website – templates!

So, ask the sales guy this: do you have a template driven approach to personalization? 

If they don’t give you a good answer, throw them out. They are wasting your time. 

3. A super awesome data-dri….PROVE IT!

Data-driven – the largest & most abused term in the marketing tag cloud! 

  • Does the vendor have their own tag to collect data from your website or app?
  • Do they have a tag but charge you separately for the Data Management Platform (DMP)? That’s a crime. Don’t pay for the DMP, that’s just an enabler. And no matter what anyone tells you, the DMP must be free.
  • Do they show use cases that create value using at least one data variable unique to your industry?

If the answer to any of these questions is a no, throw them out. They are wasting your time. 

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4. Some complicated omni…PROVE IT!

This one is my favorite! 

You have an omni-channel stack only if ALL of the conditions below are met: 

  • There’s only one tag that the vendor fires on your website. More than one means another piece of their tech needs to collect data separately.
  • Data must move through the stack seamlessly. If someone talks of “download here – then upload there”, that means the systems are not connected.
  • Data must flow from and between your assets and their marketing channels instantly – within seconds, not minutes or hours. If anyone talks of “delay of X hours” that’s not omni-channel.
  • The (free!) DMP they give you must be able to provide data to all your marketing channels. And you should be able launch all their marketing channels from one hub.

Throw them out if any of the above is not clearly present. 

5. Produces RoI faste…..PROVE IT!

I know many marketers who are waiting for nearly two quarters for their first use case to go live. You have lost half the year, your bonus, promotion and peace of mind. 

If the vendor takes more than four weeks to integrate and launch – and that includes tag implementation, offline data ingestion, channel set-up – everything – chuck them out.  Six weeks tops. 

Not only does it mean their tech is complicated to integrate and use, worse, it means they are not agile. Marketing today is all about rapid iterations and experiments. 

Complicated marketing technology will NOT help you get there. Period!

So there you have it. A way you can convert the logo vomit map that is marketing tech today into a more manageable list of options you can reliably choose from. 

Ready to rock your conversion goals? PROVE IT!

Write back to me at subra.krishnan@vizury.com with your views.

Firefox push notifications : A Beginner's Guide

Firefox push notifications : A Beginner’s Guide

Firefox (version 44+) for Windows, Mac and Linux now lets you choose if you want to receive push notifications from websites if you’ve give them permission. This is similar to Web notifications, except now you can receive notifications for websites even when they’re not loaded in a tab. This is super useful for websites like shopping (ecommerce), online retail business, news, email, weather and social networks which you might check frequently for updates.

This new marketing channel helps re-engage your site visitors without requiring them to submit their email or other contact details. All that the user must do is subscribe to notifications from your brand when prompted. Web Push Notifications already work on over 85% of devices.

Notifications from websites are indistinguishable from native notifications, and Vizury’s demo ecommerce site showcases a live demo where you can see this for yourself.

Much like with geolocation or webcam access, Web Push requires explicit, revocable permission before a website can show notifications to a user.

asking permission to send you firefox push notifications - vizury

 

Why should you use Firefox Push Notifications?

This is what David Bryant, Vice President of Platform Engineering and Interim CTO at Mozilla has to say about web push notifications.

As part of Mozilla’s mission to promote openness, innovation and opportunity on the Web we not only make our own products, like Firefox, but work on technologies that will benefit the entire Web ecosystem. We do this because we want the Web to reach its full potential and grow with interoperable and consistent experiences for both users and developers. This includes experimenting with Service Workers and other technologies that enable a new design pattern known as Progressive Web Apps -a key next step in the Web Apps story”

Push notifications are one of the most valuable capabilities of native apps, and this experience is now available on the web. To get the most out of Web Push Notifications, it needs to be timely, precise, and relevant at a user level.

Why should you use firefox push notifications - google -vizury -mozilla

Timely— I feel I need it and it matters right now

A timely notification is one that appears when users want it and when it matters to them the most.

Precise— It has specific information that’s good to know or act upon  

A precise notification is one that has specific information that can be acted on immediately.

Relevant— It’s from people or sources that matter to me, which make it personal

A relevant message is one about people or subjects the user cares about.

How to use firefox push notifications for your business!

Go mobile but without an app:

Firefox web push notifications saves you from all the efforts & cash that you’d otherwise need to invest in building an app & more importantly get it installed.

This means you can connect to your audience at any point of time with asking for personal information and still enjoy the instant nature of this channel.

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Drive more sales:

It reduces your cart-abandonment rate by sending immediate offers & notifications to customers who left one or several items in their cart. Lot of business still use emails to reduce cart-abandonment, but these easily go unopened. Web push actually solves this problem by ensuring that people get notifications even if they are visiting other websites.

For example- Make the user complete the purchase as soon as he drops from the cart or at any other time that you may chose Eg : 15 min , 30 min , 1 hour , 4 hours , 12 hours

reduce cart abondenment using firefox push notifications

Re-engage your users like never before:

It is difficult to increase engagement on email or any other free channel. You usually choose to go a paid channel to increase engagement. But with web push you scale re-engagement and touch base with your inactive users by notifying them with personalized notifications. You can send notifications with deals, or offer updates basis their interest & on-site behaviour. Build relationships & improve your earnings.

For example, Re-engage with the users who have not visited your website in the past week. Share unique coupon codes, product details or visited categories to get them back!

re-target your visitors on web push notifications with zero ad spend

Timely updates:

Need to send a time-limited deal or announce a sale? You can use firefox push notifications and instantly reach your users on their desktop, mobile or tablet with push notifications, even when they are not on your website. The instant nature of this channel will turn the timely offer to an immediate conversion.

send timely updates to your visitors using web push notifications

How to get firefox push push notifications for your business!

Consider using a saas product like us (vizury.com). It is an easy three step process.

  • Start your free trial and get the code on your website
  • Start collecting subscriber
  • Start your campaign and more sales.

3 step process to start web push notifications

 

 

How does Firefox Push work?

Here is simple 5 steps process to understand and send firefox push notifications:

1. Requesting permission

You start with asking your visitors for permission to send web notifications.

2. Registering a service worker and subscribing to push

Then you register a service worker (It is a small JavaScript program with super powers like intercepting network requests or running even when their parent website is closed.) to control the website. You basically identify your visitors here and get their device token id.

Here, you can get your visitors to subscribe for web push notifications.

It returns a promise that resolves with a Push Subscription object.The subscription object exposes metadata about the subscription, including a unique endpoint URL on your browser vendor’s Push Service.

3. Push servers, and sending push messages

You need a server component to send push notifications. These server should be able to handle secure request/ response and data encryption.

Whenever the website POSTs to that endpoint, the Push Service routes the message to your browser, where the appropriate Service Worker receives a push event. The Service Worker can then show a notification or take other actions.

4. The service worker, and responding to push messages

The website uses the pushManager to either get an existing subscription or create a new one. So, you will also need to set up a responder to respond to push messages being received.

5. Handling premature subscription expiration

Sometimes push subscriptions expire prematurely, without unsubscribe() being called. This can happen when the server gets overloaded, or if you are offline for a long time. This is highly server-dependent, so the exact behavior is difficult to predict.

What about privacy?

Web Push works by maintaining a persistent connection to a Push Service that acts like a central relay for messages. Each browser vendor runs their own Push Service, and it’s been designed to safeguard your privacy:
1. To prevent cross-site correlations, every website receives a different, anonymous Web Push identifier for your browser.
2. To thwart eavesdropping, payloads are encrypted to a public / private keypair held only by your browser.
3. Firefox only connects to the Push Service if you have an active Web Push subscription. This could be to a website, or to a browser feature like Firefox Hello or Firefox Sync.

You’re always in control: Push notifications are opt-in, and you can revoke permission from any website at any time, either from the page info panel or from the “Notifications” section in Preferences → Content.

 

Conlusion:

Web push notifications are one of the best communication channels in entire spectrum. Chrome, Safari, and Firefox cover almost 75% of the total browser stack. Firefox push notifications are unique in terms of technology and deliverability. They are prompt, relevant and very specific. With little advancement in the technology they can be personalized; for example you can insert individual specific information to make good use of it.

Firefox push notifications, in short, are the game changing medium of communication.

Facebook : The untapped gold mine of digital marketing?

Facebook : The untapped gold mine of digital marketing?

With a population of 1.8 billion and growing, Facebook has gradually evolved into a major channel for marketers to interact with customers, both existing and potential ones. It’s no surprise that the top brands are already on board the bandwagon, investing time and money into coming up with social media strategies that align closely and fit in seamlessly within their overall marketing campaigns.

Here are some relevant numbers to back this claim up.

  • With 1.79 billion active users, Facebook’s population has gone up nearly 16% from last year.
  • The numbers are truly staggering, with a recorded daily active login of 1.18 billion different people on the social media site.
  • 1.66 billion people use the Facebook app on their mobile phones, making social media, and particularly Facebook, retargeting a strategy that marketers just cannot afford to gloss over

These are just the broad statistics, and more filtering and categorization is required to gain finer insight into the activity of billions of Facebook users that brands are looking to appeal to. In an age that has seen the advent of digital profiles and personas on an unprecedented level, it is no surprise that the best marketers are picking up the trails to map a detailed segmentation strategy that groups users neatly based on their browsing behavior, including purchases, interests and general traits.

Data and statistics, in general, comprise of a huge bucket of random numbers, and there’s no way they’re going to make sense unless they’re carefully sorted into comparable piles. This practice lends clarity and context to an otherwise assorted set of numbers.

 

 

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We at Vizury are in the midst of putting together a comprehensive report that will talk about the key things marketers need to keep in mind to stay ahead of the pack, so keep an eye out for that one. Here’s a glimpse at some of the key areas the report will talk about,

Display and remarket : Widen the net

In many ways, Facebook is a double barrelled gun when it comes to user retargeting. Not only is it a great place to mine useful data owing to its enormous user base, it is also a great medium to serve ads based on the aforementioned data, combined with useful information collected from your own eCommerce website, to retarget your website drop offs and remarket your products.

While data collected from your website may be limited in terms of relative product preferences etc, tracking the same user on Facebook widens the net in terms of his/her absolute likes, traits and preferences.

These parameters may range from hours spent online to something as straightforward as likes and shares, each one being a vital cog in building a complete custom profile. This helps prioritize users who are most likely to react to your ad, as well as identify others with similar characteristics.

User Personas

This key to building custom audiences is using these parameters map out accurate user personas, aiding you when it comes to personalizing the user’s shopping experience on your website. An ideal ad will come complete with a crisp and concise message, and a relevant CTA button that’s placed in a strategically noticeable way on the page. Deep linked images are a must to make sure the ad charts out a quick workflow when the user clicks on it.

In addition to this, it is necessary to determine the timing and placement of the final ad, making sure it resonates with the user and integrates seamlessly into his routine browsing activity.

Placing relevant ads in an integrated leisure browsing news feed not only makes the user experience pleasant and non intrusive, but maximizes the chances of the user acting on the intended CTA, the ultimate goal of any marketing campaign.

Watch out for Vizury’s complete report on ‘Facebook Retargeting‘ which will talk about all these in greater detail .

Got any thoughts? Drop a comment below or send us a mail at marketing@vizury.com

Nine tips to get your e-commerce marketing up and running in 2017

It’s the time of the year when we see the Internet flooded with trends and crystal ball predictions on what the future of e-commerce marketing will look like in the coming year. While there is a lot of excitement and anticipation, most of us forget to follow up on these market predictions.

With this in mind, we thought of giving e-commerce marketers a tried and working list of tips that will help them stay ahead of the changing trends, and more importantly, interact better with their audiences and have a great marketing year in 2017.  

  • Personalized brand experience – If you’re an online retail brand, your website and your mobile app are your most important assets. Almost all of your customer transactions will happen out there. Beginning right after a visitor lands on your website, till the time the customer receives the product and even after that create a positive experience. Convert the “virtual” into the new “real” by adding a personal touch to your products and services. For example, sending a one-line written note with each delivered product is a pleasant gesture and makes your customers feel really special. Using a recyclable branded packaging to deliver goodies may encourage the customer to preserve the package. Even your ads and marketing communication must be super-personal (we mean beyond the first name). Include relevant offers and recommendations and connect better with your users across touch points. Here’s an example of super-personalized Push Notifications sent to a user across desktop and mobile.

 

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        From website load times, to product images CIO gives you 12 ways to enrich user experience on your website.

 

  • Create how-to videos of products to increase customer interest levels – Video consumption has been on the rise since the last couple of years. We expect this trend to catch up and take new shapes this year. Nobody’s got time to read up lengthy manuals. But a nicely created and interactive video will do this job well. Include embed product videos to describe key features, usability and storing instructions. This will simplify purchase decisions for shoppers and will encourage repeat customers to your website or app.  Here’s one such video. For more examples, check out this list by Big Commerce

 

 

 

 

  • Develop an effective content marketing strategy – It is important to keep your audiences engaged and especially for e-commerce brands it makes total sense to stay in touch with drop-offs, new visitors and buyers. Focus on creating engaging content for your users. Pick the right channels that gives you access to high-intent users, this could include offline channels as well. Pick the right online channels to help you target wider audiences while they are light on your budget. Emails, Push notificationsfor website and apps, display ads, Facebook are some ways to do this. Constantly update your website and app content. Make your home page interactive and super-fresh.  Simply put, your website and app should be be able to meet your customers’ needs. A well-thought content strategy can bring in 3X more leads at 62% lesser costs says Lemonstand.

 

  • Localize – When you are a part of the e-commerce business, it essentially means you will be virtually interacting with people across the globe. Therefore, it is a great idea to be able to make your website and push notifications translate product descriptions into different languages, so that customers who may not be comfortable in English will also be able to learn about the products and buy them. Moreover, this will leave a positive impact in the minds of customers, who will rate your website very highly for being customer-centric. This also ensures your marketing channels, such as browser push notifications, guarantee maximum reach and impact by resonating well with your customers.

 

  • Keep updating your product line – User interests are constantly changing and to keep pace with that, e-commerce businesses must refresh their product lines frequently. Use the data that’s gathered on your website and app to understand trends in user interests, shopping patterns, price points and so on. For example, your online sale of smartphones might have been a big hit in 2016, but doe that mean that 2017 will generate the similar or greater revenue on smartphones? A customer who bought three smartphones in 2016 may be looking forward to get a good deal on smart TVs in 2017. Understanding these trends will help you stay ahead of competition all through 2017. This article by Entreprenuer talks about how a good e-commerce platform could help you achieve this.

 

  • Increase discussions and social media engagement – 
    Writing blogs on age-old traditional topics of retail business, or creating ad campaigns to promote your products and services might be too mundane for customers to spend time on. If you want to catch their attention, you need to think out of the box. For example, you could start an online discussion about the positive impacts of protectionist policies on e-commerce within a particular country or talk about what you think will be top selling products during the next holiday sale. Sharing not selling s the key to a successful social media strategy says Magento.

 

  • Reward your loyal customers – It’s always cheaper to drive repeat purchases rather than new users. Remember that customers that are loyal to you are there for a reason. They probably like your products, the convenience of buying, timely delivery, your exchange policy. It is important to understand why users love you so much and continue to perform well on that. You must also surprise loyal customers with complementary products, additional discounts and festive gifts. A hand-written note thanking them for being a repeat customer can really melt some hearts. Retain users that love you and bring more users into that group.

  • When it comes to social media, be omnipresent – To grow your customer base, you must concentrate on building your valuable presence on all social media platforms. Do not be indifferent to any medium since you never know which customer of yours uses which  facet ofsocial media. When you are sharing a post on Facebook, let the same message be shared on Instagram, Twitter, Pinterest and so on, though it may change from text to a graphic to an image etc. This way you can ensure none of your social media-savvy customers lose out on any information. 

 

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This article by Volusion tells you more about using different social channels to grow your ecommerce business.

  • Maintain an SEO-optimized webpageSEO is easier said than done. Most companies push SEO activities to the backburner and try to focus on direct revenue-generating actions. But like we all know, ranking among the top five websites for your category of e-commerce business on any search engine page is a constant challenge for e-commerce retailers, especially when there are new e-commerce companies mushrooming everyday. Follow ethical SEO practices diligently and keep updating your Google AdWords account regularly to drive relevant users to your website and consequently grow your website sales. Similarly focus on App Store Optimization and ratings that will help user spot your app easily. SEO for apps are something you cannot ignore if you are looking at growing your mobile user-pool. PracticalECommerce has some useful advice for this.

Got any more tips you would like to share? Drop us a mail at marketing@vizury.com or leave a comment below

Growth Marketing Platform 101

Growth Marketing Platform 101

Data management platforms (DMPs) are to digital advertising what engines are to cars. They run your ad tech and mar tech programs, but they need a critical element to work: data (like fuel in cars). When a DMP runs well, it displays personalized content on websites, emails, mobile apps and informs call centres about their incoming leads. It can target advertising for both your customers as well as look-alikes, segments of people with particular demographic or behavioural attributes. That’s the beauty of the DMP: it not only nurtures your existing customers, but finds new ones.

In the eyes of marketers and advertisers, first-party data is considered the most valuable because it is collected from people who have a direct relationship with the brand (i.e. customers or potential customers who have had a certain level of interaction with the brand). An example of first-party data would be analytics collected from a brand’s website. First-party data can come from online and offline sources. Brands and advertisers use this type of data to upsell products and services to existing customers and convert users into customers.

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Data collection is the first phase of DMP implementation and it is done in a few different ways depending on where your data is stored. Probably the simplest way for a DMP to collect first-party data from your websites is by adding tags, which are snippets of code inserted into a website’s pages, usually between the elements. Using a tag manager will help you easily create, deploy, and manage all your tags across all your websites.

Cookie syncing is the process of mapping one user ID from one technology platform to another (e.g. from a DMP to a DSP). Most ad-tech platforms use the cookie-syncing process to share and collect information, including data-management platforms (DMPs), demand-side platforms (DSPs), ad networks, ad exchanges, supply-side platforms (SSPs), and many more.

If a company collects both offline and online data, they can use first-party data on-boarding for integration. The general process involves a company uploading offline data with an on-boarding platform, putting it through a process known as hashing to anonymize the data and remove any Personally Identifiable Information (PII) (e.g. email addresses, names, etc.), and matching the offline data with the company’s online data.

What can you achieve after collecting 1st Party audience data – New Customers, Prospects & Existing Customers?

  • Retargeting – easily implement customized re-targeting campaigns based on specific activities and behaviours taken on the website
  • Website optimization – use first party data to determine customized content for different audiences – New Customers, Prospects & Existing Customers when they come to your website. For e.g. Banks can provide Pre-approved & Pre-qualified loans for their existing customers when they visit the bank website.
  • Prospecting – seamlessly integrate with third-party audience data source to acquire anonymous data to achieve higher precision and scale with targeting campaigns
  • Audience Intelligence – contrast your site audience against third-party data sources to learn more about specific audience attributes to target more likely converters
  • Better ROI – Use centralized media performance analytics to determine which audience performed and where to double down

Growth marketing platforms are the glue that hold all of a marketer’s key advertising data together, providing one comprehensive platform to help marketing organizations take control and make sense of their private first-party data, achieve world class audience segmentation, reach targets everywhere and create a closed-loop feedback for optimized omni-channel marketing and media planning.

Look forward to hearing your views on this. Don’t hesitate to write back to me at prasenjit.dg@vizury.com.

11 things to do after you drive traffic to your e-commerce website

“Hey, Ashford are having a holiday sale . Do you want to go see if there’s a discount on that watch you wanted to get?.”

This is the sort of commonplace line you’re bound to hear on the streets during holiday season. This is hardly surprising, considering how online retail has grown in leaps and bounds over the last few years.

However, there’s a catch. Almost 98% of users that visit an online retail website drop off without buying anything. A significant part of an Ecommerce marketer’s budget and efforts are focussed on bringing back high-intent drop-offs and encouraging them to complete the purchase.

While you keep those efforts going, here are 11 effective tips that can help you engage your website users and eventually grow your sales.

 

  • Build online trustWith online sites mushrooming in every category of products and services, customers remain wary of virtual brands. They might have a lingering doubt about which brands to trust and the ones to avoid. Be transparent and let users know that they can trust you. Remember to include information about your company, contact details, warranty conditions, security certificates, customer care numbers, and so on. While asking users to sign up, always tell them how you intend to use the contact information. Use this rule while requesting opt-ins for push notifications and emails as well.

 

  • Tell them how different you are – Often new products that are available on your website could be hidden deep within your product pages. Make sure that your home page talks about new products, exclusive features or offers that might  interest the user. For instance, a person that loves collecting hand crafted products, might be excited to know that you have in stock a pocket notebook made of handmade paper, dried leaves, and pressed flowers. Not just that, the notebook can be customized with her name or a sketch of her picking.

 

  • Encourage website visitors to share their email IDsIt is a good idea to have the sign-up link for new customers on every page of the website. This usually results in more number of visitors registering themselves for the site, who may consequently turn into customers. Ensure you notify them about the confidentiality of the information shared by them. Throw in a deal. As a welcome offer, share some first-time coupons or discounts, which will tempt them to buy products they like.

 

  • Remind registered customers about their wish lists and carted products – Statistics show that almost two-thirds of visitors to any e-commerce website scan through the products, shortlist a few, and add them to the cart, but log out of the site before making a purchase. But there’s something you can do about this. Sending personalized reminders to such users and drive them back into the purchase cycle.Push Notifications on website and apps can help you reach your audience faster without having to wait for them to access their emails or a third party website. Offering some good deals or coupon codes or providing free shipping may also help close the deal.

 

  • Personalize – Break away from the marketing clutter. Send highly personalized and relevant messages to your users. Use different channels like Browser Push Notifications, Display ads, Facebook, emails and connect with your website users on a platform of their choice. For instance, a welcome email to a customer who has just registered, Facebook ads sharing offers and discounts on products that the customer has carted, push notifications to send price drop alerts for products that the user had checked out earlier, emails with birthday wishes and special bargains for those special occasions.

 

  • Focus on website experience – Make your website user-friendly and include enough breadcrumbs to allow easy navigation through the product categories. Simplify search, include persona-based recommendations and enhance your user’s website experience. Also make sure that your website is visually appealing with the right balance of text and visuals. Include a live help or chat option to connect with website visitors immediately and help them discover relevant products.

 

  • Avoid hidden costs – Whether we’re shopping at a brick and mortar store or buying goodies online, none of us like to see a last-minute spike in price just when we’re about to pay. Keep this customer emotion in mind and avoid adding extra costs to the transaction at the time of checkout. Include taxes, shipping charges or any other costs right on the product page. This prevents cart abandonment and helps users with a quicker buying decision.

 

  • Simplify the checkout process – When you’re serving ads to your users, make sure the push notifications are deep linked to the exact page/product it was referring to, making the notification relevant and value-adding. Have a checkout procedure that is short and simple, instead of interrupting a smooth flow with random and irrelevant forms to fill out and such. Neither let unnecessary advertisements pop up in between nor ask the customer for information such as anniversary dates, which may not be relevant to the transaction. You can request such information later through emails. A lengthy check-out and buying process will discourage users from coming back for a repeat purchase as well.

 

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  • Boost testimonials and customer feedback – Great feedback and testimonials can play a very important role in influencing buying decisions. Encourage customers to provide their reviews on products that they have just bought . In addition, find out if they’ve had a great experience with your brand right from the website, shipping and the quality of the product delivered. Use Social networks to promote such posts and let the word spread which brings us to the next point.

 

  • Work towards better social media engagement – Put in consistent efforts to launch and maintain your social media pages on Facebook, Twitter, LinkedIn, and Instagram. Regularly upload blog posts, images, product and service updates, offers, and any other useful information on these pages. Link your social media pages to your website for easy access. This will help you advertise your brand better and will also help you stay connected with your audience.

 

  • Mobile-optimized website– Our lives are almost dictated by technology today. Keeping the assortment of devices that a user might pick to access your website, your eCommerce website must be built in a way that is accessible through any device, be it a smartphone, a tablet, a notebook, or a laptop. It may rarely happen that a customer who visits your site for the first time using his laptop will continue to log in to the site from the same device. Also, with Google shifting to a mobile-first index, engaging mobile website users is going to be critical. Switch on notifications to be sent out from your mobile website and stay in constant touch with your users.

The success of your e-commerce website, and consequently your business, does not depend just on the volume of traffic that is directed to your website. You have to keep track of, and implement marketing practices that would convert this traffic into happy customers. That, more than anything, will be the true measure of success for your brand.

Got any more tips or thoughts you’d like to share? Write to us at marketing@vizury.com or simply leave a comment below

3 Tips for Effective Facebook eCommerce Re-targeting

3 Proven Ways for Amazing Facebook Remarketing – [eCommerce]

It wouldn’t be hyperbole at all to suggest that social media in general, and facebook in particular, has well and truly taken over a large chunk of our active lives. Whether it’s for news or bits of information, or staying in touch with friends and family, facebook plays a huge part and the numbers back it up.

Right now, there are 1.79 billion monthly active users on Facebook, a 16% increase from the previous year, and the numbers are only going to go up. With such a dense population, it was only going to be a matter of time before companies and brands started using facebook, and by extension social media, as a popular medium of advertising and information exchange.

E-commerce companies are gradually catching onto the idea of using viral facebook campaigns, that align with their overall marketing strategy, as an effective method of reaching out to users and selling their products.

Take a user who’s dropped off the purchase cycle, for example. All it takes is a couple of well placed, relevant ads to get him to complete his purchase, so why not make that part of his daily news-feed browsing instead of bombarding him with mails or isolated push notifications? This not only makes the user experience pleasant, but also increases the chances of the served ad resulting in the desired outcome i.e getting the user back to your website/app and buying from you.

The sheer reach on offer though advertising on social media simply cannot be understated. No wonder most eCommerce brands are jumping on the facebook bandwagon.

The like and share button, the most common form of acknowledgment and approval on facebook, are viewed across almost 10 million websites/apps daily.  and a total of 4.5 billion likes are generated everyday. This highlights the constant presence and activity of a huge population of facebook, potential audience for advertising and marketing campaigns.

Facebook re-targeting definitely works, but what marketers need before venturing into these relatively untested shores is a strategy. Numerous options need to be explored and experimented with before landing on a clear, well defined strategy.

When thought out and executed right, Facebook ads should result in 30% increased CTR for eCommerce companies at a 40% lower CPC.  Here are three things that will guarantee that you do it right

 

Segment your users

Facebook data is like this huge bucket of mess that you’re diving into, and there’s no way it will make sense without proper segmentation that will divide the data into separate piles based on clear parameters. This instantly makes the whole thing much simpler, and helps you find parallels and patterns that make predictive advertising really easy.

But what are these parameters? Well, users on any website or app display various traits that can be documented, such as repeat visits, number of products visited, time spent browsing etc. These can be used to neatly divide these users into various piles of similar characteristics, who will be served ads of a similar nature reflecting their shared traits or tastes. Not only does this eliminate the sense of randomness, it also increases the chances of retargeting your users since it results in more personalized and relevant ads.

 

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Complement your database with Facebook’s

Facebook’s powerful algorithms generate intricate data about their users. Although this is primarily done to make sure they gather the chief interests and likes of the enormous user base to make sure they’re shown relevant content on their news feed, brands can make use of this data and use it in combination with their own intelligence to hone their marketing campaigns.

The two sets of data can offer a greater layer of distinction to the traditional segmentation criteria discussed above, further increasing the chances of the served ads having a successful impact on the users being targeted.

 
Personalize in real time

Segmenting users and mapping out accurate user persona is all well and good, but ultimately meaningless, if the actual personalization is not on point. Each notification should be customized in real time, with a crisp and concise message, and flamboyant images wherever necessary. Each ad that is served to your users’ new feeds needs to include a specific call to action button, and needs to be monitored and updated frequently.

Standard A/B testing can help you determine which ads are performing well and need to be persisted with, while the others are discarded or reiterated upon. The reach and virality of the ad is greatly dependent on the actual content and aesthetics more than anything else, so it is important to make sure it is designed and curated well.

Each ad needs to come complete with a customized landing page for the users who click on the ad. There is no universal consensus on its type, and it is upto the marketer to decide that kind of landing page would work best for a specific scenario. The final performance should not be measured in isolation, but rather by taking all the channels and their performances into account to add objectivity to the analysis.

So there you have it. A perfectly executed Facebook campaign is well timed, takes into account every single metric and ensures the final output merges seamlessly with the users’ social media experience without being intrusive. Of course, it goes without saying that constant analysis and tweaks are imperative to the prolonged success of the campaign.

Got any more tips for us? Just send us your thoughts at marketing@vizury.com or simply leave a comment below

Why You Should Not Wait Any Longer to Invest in Digital Marketing Technology

Buying and implementing a digital marketing ecosystem is an overwhelming process, one that involves multiple iterations of learning, application, comparison and negotiation to be completed in a finite time period.

Basis my interactions with enterprises striving to scale up their business through digital, I am putting together a 5 point journey. This will help quicker and more accurate decision making for digital practitioners in their buying process.

Check 1: What are you trying to achieve through this digital marketing ecosystem?

Identify and make a list of business use cases that you would want to execute through desired digital marketing technology to drive incremental business online. This is not about filling up unplugged areas in your existing ecosystem, you must be open to disruptive and innovative means to accomplish growth objectives for your business from digital.

Tips:

  1. Asking the technology provider to present their own set of use cases is a good way to begin the conversation
  2. Understanding how each use case brings incremental business from digital will help assign exact dollar value to each one
  3. Identifying features that will play a crucial role in getting desired business results helps understand key value creation areas of the platform for your business

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Check 2: How does the technology help you achieve your objectives?

Compare and weigh each of the digital technologies for their readiness to execute and bring results basis your business use case list.

Tips:

  1. Look at it as simple as this – “my online user takes less than 15 days to make a purchase, I expect a similar turnaround for a digital marketing technology to start bringing me results”
  2. The technology that is likely to bring the best average “dollar value” and least average “time to execute” across my business use cases will be the best contender
  3. Add to ‘Point 2’ a scalability factor to include features and capabilities for futuristic use cases

Check 3: Are you missing something on Pricing?

Every pricing parameter has to be under your operational control when you begin executing with this technology.

Tips:

  1. Are you being charged basis parameters that you can’t have direct control over?
  2. Such parameters are often too technical for the business buyer to get a thorough understanding of – choose simpler and straight forward pricing models
  3. Win-Win is the best way forward

Check 4: Personal and Personnel Expert accessibility

You need support, you need to talk to and work with people because you are going to run your online business with this technology. You can use business consulting guidance on the technology so that you do your best right from day one.

Tips:

  1. How quickly and effectively did you get a response from the technology provider on your queries?
  2. Did you speak with a digital marketing expert from the technology provider’s organization? Were those conversations helpful to build a better case?
  3. Did their story resonate with your objectives? Could they demonstrate ROI?
  4. How well did they enable you to present a case to your upper management?

Check 5: Ground Zero References

Reference check in the strictest context of information you are looking for is extremely critical. Before the actual reference check – it will help firmly decide on whether the reference is needed for technology credibility or for business performance or for people/support OR for all of this and other aspects. Align and validate the reference audiences accordingly.

Tips:

  1. References from major branding initiatives are a good start – to begin working with a digital marketing technology it should be basis their ground zero execution at another similar environment.
  2. This may not always be available considering the number of start-ups in this area, in such cases, having absolute clarity on all “How to” questions will help build a case.

Trial with a specific expected output in a set time period is a smart exercise before making the buying decision.

These 5 checks will enable you to acquire a complete and matured digital marketing ecosystem – one that will help you bring incremental business from digital channels rapidly.

Write to me at vishal.c@vizury.com with your thoughts and questions.

2016 roundup : The 16 best E-commerce articles of the year

2016 roundup : The 16 best E-commerce blogs of the year

As the year draws to a close, we thought we’ll roll up our sleeves and take a break from making hollow resolutions to put out our last blog of the year. In the spirit of the holiday season, we’ve decided to keep it concise and useful, so sit back and delve through our picks for the best E commerce articles on the internet this year.

So there you go. We hope you find the list useful, and we’ll back back with our first blog of 2017 pretty soon. Happy Holidays!