Brand experiences are stronger when they work together. Each touchpoint a potential customer has with your brand should build off the previous interaction, and guide customers to the next.
That’s why it’s important for your digital advertising and website personalization strategies to align. With the ability to alter your website experience based on a customer’s specific level of familiarity with your brand—and personal preferences—you can connect them to the most relevant content you have to offer, faster.
Below are three ways to integrate your digital advertising and personalization strategies.
1. Share Data
Today’s personalization solutions allow you to segment site visitors based on a variety of characteristics—from referral source, to location, device type and more. But there are still limitations when it comes to connecting the dots between a user and their general demographic data. Sure you can personalize based on previous interactions on your website (ex. site visitors who view pages about certain topics), but personalization tools lack the ability to define things like age, relationship status and general interests. But there’s hope. Tools like Facebook do allow you to target visitors based on these characteristics. Create a group using Facebook’s sophisticated targeting capabilities, serve them an ad, then segment your website visitors based on anyone who comes to your website from that ad. Using that specific referral source as your segment criteria in your personalization platform, you can serve personalized content to this group of visitors. Linking the two platforms in this way, you’ll essentially be able to pass all of those targeting parameters from Facebook to your new website visitor segment.
2. Create Consistency
Once you’ve connected website visitors to the advertising campaign that brought them to your website, you can build a more consistent brand experience. Say you have three different types of ads running featuring dining experiences, art museums and sporting events. Your personalization platform will allow you to segment visitors based on which piece of creative they clicked. Then, instead of just driving these website visitors to a specific campaign landing page with information about their topic of interest (then leaving them roam your website freely), you can actually personalize their whole experience on the website. Perhaps the site visitors who clicked on the “sporting events” ad creative receive a fly-in on the next page they visit with live score updates. Or maybe the “art museum” set receives a coupon code for a discounted museum entry. Personalization allows you to extend the ad experience through your whole website.
3. Add Context Based on the Funnel
With personalization, you can also customize the website experience based on where a visitor sits in your funnel. Your advertising strategy will include a mix of placements—some high funnel brand awareness ads, and some lower funnel ads that aim to convert interested buyers. If we segment visitors based on which ad they are seeing, we can personalize the website experience accordingly. For example, high funnel visitors may see more inspirational content, whereas low funnel visitors see more CTAs and conversion opportunities.