How to optimize customer acquisition?

How to optimize the results of acquiring new customers with more accurate look-alike and retargeting campaigns.

Predictive Marketing allows us to combine customer acquisition and remarketing campaigns with customer clustering to create more relevant campaigns and turn visits into sales.

Customer intelligence enables us to personalize remarketing campaigns and improve sales conversion

Remarketing or retargeting campaigns allow marketers to re-engage with people who have previously shown interest in a brand, product, or service by interacting with the website or any of the emails sent. When you target someone who has already interacted with you, you have more information to personalize the experience.

Remarketing campaigns work over short time periods, from hours to days, as their goal is to increase conversions within a specific context created earlier by the potential customer.

The trigger for retargeting campaigns should not be limited to people who have visited your website. We should include interactions with sent emails, store visits, or customer service calls. Remarketing campaigns must leverage all available channels to be more effective.

Using visitor data allows you to personalize remarketing

When someone has visited our website or even purchased from us in the past, we have a wealth of information to personalize messages. Here are some examples of the information we can collect:

• Channels, traffic sources, and the first page viewed.
• Number, duration, and frequency of visits to the website.
• Specific pages visited and products viewed.
• Internal product searches.
• Products added to the cart and abandoned carts.

How to apply Predictive Marketing strategy in remarketing campaigns and achieve new purchases based on interest and intent

As you already know, the goal of Predictive Marketing is to increase the Customer Lifetime Value of all your customers and, in doing so, increase the overall value of the company. Using remarketing campaigns helps us reach and convert users who have already interacted with us. It’s essential that the Predictive Marketing strategy also includes a remarketing strategy based on customer clusters according to behavior.

In the previous section, we saw how we can use current customer data to personalize remarketing campaigns. Behavioral data is crucial to identifying purchase propensity and guiding personalization. Now, we can make an initial prediction of the customer’s CLV based on purchase propensity, calculated with behavioral data and clustered with existing customers.

Here are some examples of remarketing or retargeting campaigns using Predictive Marketing techniques:

• Campaigns to recover abandoned carts.
• Campaigns to recover abandoned searches.
• Campaigns to recover incomplete navigation on product pages.
• Campaigns to recover incomplete navigation on the website.

You can only retarget potential customers if you can identify them

You can identify a user based on personal identification, such as email, or by using cookies. A cookie is a small text file that stores information on your hard drive and allows advertising platforms to track your browsing.

The more data you connect about a customer, the greater the personalization you can offer and the more channels you can use.

Learn to run look-alike campaigns to improve the profitability of your investment in acquiring new customers

To achieve the goal of increasing the overall value of the company by increasing each customer’s CLV, we also need to acquire, at the very least, the same number of new customers as those we will lose during the year. Remarketing campaigns only work for identified visitors. Remarketing will help you turn visitors into buyers or encourage past buyers to return to your eCommerce. However, remarketing will not help you acquire new visitors.

Look-alike campaigns offered by ad platforms allow you to target people who resemble a seed audience. With Predictive Marketing, we can choose clusters of the best customers to find similar audiences. We will also use preferences and tastes to personalize the content.

Currently, Facebook has become the most popular platform for creating look-alike campaigns. However, it’s not the only platform offering this type of campaign. Twitter and Google Display Network also provide look-alike audience targeting capabilities.

Look-alike campaigns are a powerful tool for targeting potential customers with behaviors very similar to existing customers or website visitors. Platforms typically require a list of 100 customers or visitors to use as a seed. In the Artificial Intelligence Marketing Course, you’ll learn to define and design more profitable look-alike campaigns.