Customizing User Experiences

The first three stages of brand communication in the digital era focus on a customer’s wants and needs. Stage I focuses on building a brand’s online assets and filling those assets with content that resonates with the target audience at hand. Stage II aims to connect the brand with the target audience, ultimately driving traffic to the respective online channels. Stage III is about obtaining, understanding, and analyzing user data to better your business’ performance online. Stage IV, Tailor and Automate, is about optimizing everything you’ve built in the previous stages and producing a dynamic marketing strategy for the long-run. This allows you to customize the experience for users in different ways. Here’s how: 

1. Personalized Advertising
   Contrary to traditional advertising, targeted advertising is a win-win situation for both the advertiser and the target audience. This form of advertising focuses on the specific traits, interests, and preferences of a consumer, enhancing the delivery of adverts to potentially interested consumers. For the brand, this means resources are not gone to waste. Your time, effort, and money will only be spent in areas where conversion rates among consumers seem favorable.
   
   
2. Triggered Emails
   Sometimes consumers spend hours browsing through your website, but never actually make a purchase. If the user visits the site, adds products to their cart, but exits before making a purchase, showing them you care will likely result in a sale. You can send them a reminder, perhaps even an offer, to encourage them to finish the checkout process. This form of targeting allows for a brand to connect, and reconnect, with target users increasing their likelihood of becoming loyal ones.
   
   
3. Website Personalization
   Collecting user data can help you filter out unnecessary information from the website depending on who the user is. By analyzing users’ data, their online activity, and their demographics, you can display items on the site that you believe is of more interest to them, enhancing the overall experience.

The "Tailor and Automate" stage may seem like the last stage of the process, but it does not mean the work has ended. Continuous adaptation and changes must be done within every stage to ensure the continuous growth of your brand. 

Leveraging all your resources to achieve your goals is the most important part of the process. That is what we do at Wick.