Personalization is a crucial concept in marketing. Today, brands collect vital information about their clients to offer them personalized products and services. Since every person likes to feel like their needs are being given special attention, personalization can realize increased conversions. The rates of customer retention also rise because of increased customer satisfaction. This article shall highlight how brands can personalize their content using their customer's geolocation and browsing history.
Personalizing Content Based on Browsing History
Browsing history is one of the most precise indicators that can give you valuable insight into what an individual likes. If you happen to take a person's phone, tablet, or smartphone device, their browsing history will reveal a lot. If you are an avid car lover, the chances are that your browsing history will be dominated by searches related to things such as the newest Toyota models of 2021. The browsing and download history can highlight certain tendencies and patterns that characterize a person's behaviour. Brands can then use this information to improve an audience's future engagement rates with their products.
How do brands get this browsing history? By using third-party Cookies. These are tiny pieces of information that allow brand advertisers to collect as much data about you as possible. This tactic is used by placing small files called “cookies” onto your website and then onto the prospect's computers. Cookies then track other behaviours like the types of content we click on often or how long it takes until we exit out from specific pages—all with the intent to present more personalized advertisements. This is the data that is used to display ads relevant to you and not others.
Personalizing Content Based on Geolocation
With geolocation, brands have mastered the art of tailoring their content to a particular target audience based on their geographic location. Here, they leverage data such as zip codes, a town's boundaries, and GPS signals to achieve this. These business brands can collect information about the geographical location of their potential customers through the smartphone devices that these potential clients use.
Using geolocation to target audiences is a strategy that many brands in the automobile industry have leveraged for a while now. A customer's sales history is key data that allows these brands to achieve this. Here, the brands can tailor their content to target the areas where their customers are primarily located. For example, if most of your car sales arise from regions that are just adjacent to your car dealership, you may want to come up with suitable content that caters to people residing in these areas. For example, Subaru shares User-Generated Content on its social media platforms to create a sense of rapport with its customers and create interest in its brand. Subaru's, therefore, posts its local customer pictures on social media, encouraging clients to Share and Tag Subaru. This geolocation strategy works well to grow their brand awareness and be top of mind.
When done correctly, personalized, relevant, and targeted marketing and advertising campaigns can really help brands grow. Through it, they will establish lasting customer loyalty, generate more revenue and see higher Return On Investments for their targeted marketing efforts.
Automobile brands may use location-specific keywords in their paid search ads. Here, establishing the intent of the clients is vital. This can be “read” from the search queries that they perform. Now here is the best part. Here, after getting to understand the behavior and tendencies of their potential customer better, they can use location-specific landing pages to offer their target audience content that is most relevant to them. One innovative way I have seen is displaying ads that take prospects to landing pages that cater to their financial capabilities. People who reside in lower-income neighborhoods are directed to “economy” vehicles. However, those from higher-income communities are shown a different collection of luxury vehicles.
In conclusion, personalization of content has been the “go-to” for many brands because the strategy is based on facts. Third-party cookies can track the browsing process, collect and provide essential information that can help a brand to effectively personalize its content. The geolocation data also offers another great tool that automobile brands and other businesses can use to personalize their content and reach more customers.