The Good End of 2021 raises scenarios that were expected in the near future. Digital acceleration, a profound change in consumer behavior, reflected in the increase in online purchases, for example, anticipate radical changes in the strategic planning of marketing campaigns that seek to maximize opportunities. of the period to serve a new client who values more relevant and coherent messages.
If we take into account data such as that 83% of millennials believe that it is important to support companies that share their values (1), or that 50% of consumers affirm that the pandemic made them reconsider their personal purpose and reevaluate what is important for them in life (2), we can infer that today the purchase decision is moving from being one of price-quality to the sphere of relationship, identification and personal connection with the brand
Considering these and other particularities of 2021, I leave you five essential strategies for the start of this high season:
1. Get Ahead: Interest Starts Weeks Before
Traditionally, consumers' searches to buy during the Good End start from the first days of October. This is a fundamental part of planning high seasons: take advantage of these periods to attract new visitors to the page by preparing previous campaigns ( awareness ) with the aim of being at the top of mind of your target audiences when you go to the next level, that is that is to say, to the campaign already focused on the sale.
Likewise, you should also prepare your retargeting strategies, that is, those that will show personalized messages to users who have already entered your site and who are waiting to buy during the season. It is essential to keep these types of users close, as it will further expand and engage your prospect base, and therefore, increase potential sales.
2. Bet on contextual customization
Ensuring that brand awareness and commitment to our public increases is today a must , but also that this message is shown through formats that offer a different and each time personalized experience, will be essential. The foregoing can be enhanced through new contextual segmentation strategies, where ads are directed from the consumer's online navigation routes.
When the algorithms are created by Artificial Intelligence (AI) indicating the comparer's contexts, a level of personalization never seen before is generated, for example, when personalization and automatic recommendation technologies are linked to the video, these can reach display rates ( viewability ) and completion ( completion rate ) up to 33% and 47%, respectively, according to data from RTB House.
3. Implement advanced segmentation strategies
The need of focusing on the most specific interests of users, instead of focusing consumers' most specific interests rather than their demographic profile (age, gender, and socio-economic position) is critical. Because today's consumers have such diverse and unique profiles, the fact that they can create their own profiles based on their habits and consumption patterns frequently contradicts what is typically expected of them based on their age, gender, and other factors. People-centered marketing is becoming more popular, and it will be reflected in this Good End.
The good news is that advanced AI algorithms can now detect and forecast changes in consumer behavior patterns, even the tiniest ones, with incredible precision and speed, allowing for ultra-precise degrees of customization based only on data.
Today, it is feasible to assess the stage of each user's sales process in real time and offer the best advertising tactics to catch them individually, as well as the content of the ads, based on their unique interests and circumstances, rather than general demographic estimations.
4. You will be rewarded with customer loyalty.
It's fun to go back and re-engage with old clients in addition to seeking for new ones. Potential audiences include both visitors (those who come but never buy) and inactive consumers (those who haven't bought in a long time). According to internal RTB House research, you can achieve up to 50% more CTR (Click Through Rate), which means that consumers are more interested in the advertisements that are being shown, among those who have already been exposed to these ads. Using interactive ads is a smart way to get them back.
5. Give priority to the most popular platforms
According to AppsFlyer in Mexico, app downloads increased 30% in 2020, compared to last year, reaching 1,200 million downloads in the first quarter of 2021, while according to data from RTB House in Latin America, during the Black Friday 2020, a date as intense as Good End, mobile platforms were responsible for 61% of conversions and 65% of retargeting revenue.
This data shows the potential that mobile devices have reached to generate income during the high sales period, attracting audience loyal to the brand, and with a lower inventory cost than that of the conventional web.
The Good End should enhance the creativity of brands to attract and retain customers at the beginning of the high season of this year, it is essential to know the particularities and opportunities of each business so that the planning is effective and translates into sales. for the best start to high season!
Source : www.entrepreneur.com
