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Simplifying Marketing Segmentation & Personalization for SMBs

We’ve all experienced it— you’re shopping on Amazon or looking through Facebook when you’re presented with an ad or product that aligns perfectly with your needs as a consumer. If you were running an online business or website, the ability to do this would be worth its weight in gold. Unfortunately, until recently this type of personalized experience was not within reach for most small to medium-sized businesses.

September 6, 2020
Jenny Schneider

Answers for the Big Guys or No Answer at All

Historically, personalization for website owners or marketers via automatic and effective customer segmentation or behavioral segmentation had been a complicated process involving extensive coding and a deep bench of in-house tech support. What’s more, even beyond the complex logistics, the costs involved made personalization prohibitive to most businesses. Personalization was attainable only for the Amazons of the world. Smaller companies and enterprises were left with few options.

Various marketing solutions offered some alternatives but little that got close to the bespoke personalization leveraged by bigger companies. Companies that turned to legacy solutions in the marketing cloud could leverage some user segmentation but were left with few actionable tools and nothing that could get close to personalization. Rather than creating a curated experience for end-users, site owners were left with data that they then had to parse for the next step.

 

twik – An answer for SMBs

Technology has caught up, however, and today small to medium-sized businesses have an option when it comes to personalization on a website thanks to new solutions such as twik. twik has perfected a way to automate and run personalization on a website without scads of code and loads of dollars.

How does it work? twik provides a snippet of code that a website owner or marketer can install on a website. Once this is done, twik leverages both AI and BI to gather information about users and provide “advice” on which business action to take with that customer, including:

  • what product to show the user first
  • what currency will be displayed
  • which language to use
  • what price to display
  • and more

twik also provides site owners with a way to customize the user experience, segmenting visitors by demographic, geography, income, so that websites can push out curated content for each user. This highly personalized experience enhances the customer experience which, in turn, promotes customer loyalty to a brand. It also helps guide a consumer more quickly down the customer funnel, triggering purchasing decisions and customer action far earlier than a consumer might do without a curated experience.

Personalization of the customer experience on a website or digital storefront is no longer the exclusive territory of the Amazons of the world. With solutions such as twik, any SMB can take advantage of detailed customer segmentation data to curate a personalized user experience.

Have you had your own journey into the world of personalization? Let us know about it in the comments below. If you want to begin exploring how twik can transform your website, contact us to learn more and see what just a bit of code can do for you and your business.

 

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