Geofencing is a technology that determines the location of the client and sends him a push or SMS message with a personalized offer. The purpose of the technology is to track and lure customers located in a certain territory. You choose the delivery radius of the message, usually up to 50 meters. When a client enters this smart zone, for example, passes by a store in a shopping center, the system picks up the signal from his smartphone and sends a request to the CDP platform.
CDP receives the request “there is a customer who is X meters from the store. What can you offer him?” The system automatically checks the customer’s purchase history and generates a special offer for him. In a few seconds, while a person is near the store, he receives the message “You have a 15% discount on the entire range in the YY store.”
The experience of experts suggests that geofencing technology works and becomes a trend. According to research, location-based notifications are 10 times more effective than standard push notifications. Moreover, people are willing to fulfill preconditions, for example, if you need to download an application to receive a personal discount, then most likely they will download it.
Hyper-personalization of content
Digital marketing works much better if it is personalized to the target audience. Research says this – For example, 80% of consumers are more likely to shop from brands that use personalization in their marketing strategy. For instance, you must do hyper-personalized content on YouTube. Buy YouTube views from JayNike, get a proper content plan and start executing.
Luckily, in 2022, it doesn’t take much effort to personalize content, ads, or email — most marketing tools automate this process: Google Ads gives you information about the gender, age, and interests of users. Add to this the information that you yourself have collected: the person’s birthday, the presence of children, pets, etc. Based on this data, you can create a hyper-personalized ad that encourages the user to make a purchase. Email marketing services have the ability to quickly insert personalized data and a menu from which you can select the desired word/name to add to the email. When working on an email marketing strategy, don’t forget to segment your users, for example, by gender, age, interests. With the help of advanced tools, you can create various subscription pop-ups that will meet the needs of a particular client. Targeted advertising on social networks also provides all the tools for personalizing advertising.
Content segmentation is also personalization. If you have your own website, divide the content into topics/sections. So you will allow the client to quickly find the answer to his question. For example, if you run a website for a candy store, you can create navigation for events: wedding cake, desserts, cakes, and so on.
