On November 3, I went to the Digital Marketing Symposium 2015 organized by Adobe. Like every year, the greatest marketing specialists gathered to tell us about the trends of tomorrow. During the day, dedicated to Inbound Markerting, professionals were able to answer the following questions: how to create and distribute effective content? How to improve the performance of your teams? How to offer personalized customer experiences?
I was fortunate to participate in a workshop on ” The challenges of personalizing the digital experience ” with testimony from the Nissan auto company. For almost an hour, the Nissan company presented us with an in-house case study. These 2 speakers explained to us how they took themselves to carry out this project? Where did they start? What were the key steps to improve the efficiency of the customer journey?
“We are in the era of Inbound Marketing”
According to Nissan, ” We are in the era of inbound marketing “. This therefore implies responding in a personalized manner to the multiple and varied expectations of visitors. For the brand, it is both about planning its content and increasing its ability to surprise. Also, how do you give the customer content that speaks to them? How to personalize the content for each visitor?
During its intervention, Nissan suggested 3 axes:
- Target : determine the consumers you want to reach;
- The contents : make it attractive and in line with the visitor’s needs;
- The context : it must be linked to previous actions.
Once these 3 axes defined, set clear and constant objectives in order to analyze, optimize, design and deliver the right content.
According to Nissan, ” personalization is a way to enter into conversation with the customer “. The customer journey or “customer journey” is today complex to study, the acquisition channels are numerous and require an in-depth analysis to reach a single customer. It is therefore important to involve different trades and to appoint a leader to carry out the project. But where to start ? How to define the key stages of the project? What are the constraints to the project?
Personalization in 3 steps
Through a business case developed by Nissan with the “Nissan Leaf” electric vehicle, launched in 2010, Nissan has demonstrated how effective content personalization is and above all how it can significantly increase your sales.
It all starts with the phase “Discovery” of the vehicle, which is 99% done online. Therefore, it is essential to offer the visitor a fluid, inspiring navigation and to take care of their purchasing journey.
In the first place :
- Analyze user behavior and choose priority segments;
- Develop scenarios to:
- Identify the right content to push for each segment;
- Define where the content should be displayed. Look where these visits come from (search engine? Direct connection to the site? Etc.), take an interest in the most visited pages, etc. – Nissan has noticed that rich visits, where several pages are consulted, have a relatively good conversion rate.
- Create your banners, they must be different from a generic banner.
Obviously the maturity of the product is to be taken into account here as well as the country, the scenarios being different from one country to another.
Second, work on personalizing the content in several stages:
- Identify the segment groups according to the criteria that you have pre-established;
- Push the personalization of the visit;
- Push conversion customization.
So, these different actions will allow develop a client in their digital experience, to make it move from one segment to another thanks to content correlated with its purchasing journey.
Finally, work on the customizable areas such as:
- The visibility and hierarchy of information;
- Explicit messages understood by the visitor;
- A simplified purchasing process;
Thanks to these actions, the Sales turnover non-media Nissan increased 10%. Although the exploitation of the data was purely site-centric, the use of DMP could not be done, the process used here proved to be effective. Please note, the methodology is unique to each product and country.
Nissan’s example illustrates the importance of content and the importance of personalization. Customers are more and more demanding vis-à-vis brands, they seek to benefit from a homogeneous and personalized experience that instantly adapts to their needs wherever they are. It is therefore necessary to establish a communication and create scenarios according to the segment. But also to combine digital creation, data and analysis by benefiting from a complete vision of your customers on all physical and digital points of contact. All these actions will offer relevant and tailor-made content to your customers. Obviously, the use of suitable tools such as Adobe Target seems essential to best meet the “challenges of personalization”.