Generate Personalized Content With Customer Data
Each customer experience is a complex, multi-dimensional, multi-variate path that first leads to conversion, then continues on into the after-sale unknown. Major online retailers work hard to acquire new customers by understanding how each unique customer journeys intersects with each unique on-site experience. After conversion, they work even harder to keep customers engaged and connected to brand content and products. Enter PMG, our Personalized Message Generatoin™ technology. PMG enables product marketers to produce, on demand, personalized product descriptions, product page versions, social media posts, promotional emails, and other customer-facing product content.
For online retailers with long product assortments, product page content (text and images) is the most critical function of both customer conversion and after-sale engagement. Customers remember informative and well-written product pages that iniquely speak to them. For human writers, understanding all of the dimensions of user profile and engagement data is challenging enough; but applying interpreted user data in a personalized content production workflow is a next to impossible, particularly for online retailers with long assortments.
Customers want to be informed and romanced in a their own unique way. Some are knowledge-oriented, while others are emotion-oriented. To implement an effective personalized messaging strategy, product marketers must first understand how different types of customers respond to different types of language and messaging. PMG is built on a neural network, powered by machine learning. Unique brand-tuned machines learn, from user data, what types of language and messaging to use with individual users or user groups. The processing is executed semi-autonomously, whereby the system makes language choices based on probabilites of message resonance and engagement with the user.
Keeping customers connected to a brand’s content and products is a critical function of developing a fan base of influencers – customers that write reviews, post questions, and mention your brand on social media. Online retailers that invest in personalizing the customer experience are positioning their brands more effectively to a more broadly diversified audience. Brands should communicate in a personalized manner to customers, before the sale, during the sale, and after the sale.
A customer’s experience with a product page impacts how the customer will engage with the brand after the sale -reviews, social media posts, opened emails, etc. Product page content is the best opportunity to create emotional connections with customers, each page having a potential to develop customer trust and loyalty. The product page is so often the beginning of the customer relationship. It is the first impression. It also reinforces product experience and value after the sale. It is a communication vehicle that helps determine how the customer will feel after unboxing. Product pages produce sales, reviews, relationships, and brand engagment. Every potential future action by the customer starts on this page. Personalized messaging is a way for markters to control how they communicate to a diversified audience, which determines customer engagement, response, and feedback.
Customers that find value in product page content will remember it and come back to consume more of it. Effective personalized messaging is, therefore, not only a function of conversion, but it is also an opporutnity to build your customer base with stickier and more engaged customer relationships. Even if a customer does not buy from you (e.g., based on price), they are more likely to remember your brand as a trusted source for quality content and come back to your site.
Functions of Personalized Product Messaging
Message Quality → Brand Trust → Customer Relationship → User Content → Brand Reputation → Market Position / Visibility
To change customer perception, you must first communicate according to customer perspective. Each product page message is an opportunity to make connections with users and build customer relationships that last. Personalized messaging is an opportunity to win new fans and boost your brand’s content footprint, both brand content and user content. When customers enjoy the conversation, they are more likely to remember it and more likely to engage, respond, come back, and share with others.
Customer perception about a product is largely shaped by communications, from brand reputation, to social media, to product pages. Once a user lands on a product page, the online retailer has an opportunity to influence a consumer’s perception through images, product descriptions, and user-generated content. On a typical product page, product description text typically represents the greatest number of communication variables. There are exceptions, such as when shoppers read through a dozen customer reviews, or Q&A. But all of those reviews and Q&A content resulted from having a good product description to start with. Each pixel of a screen is a communication variable, from white space, to navigation, to product image slideshows. Only the pixels that a customer engages with, consciously or subconsciously, offers communication value to the customer. When customers find high value content, they are more likely to engage, buy, leave a review, share, open emails, and come back to the site.
Step one of the customer relationship – shoppers must click the buy button. By increasing the quality of product page communications, you will convert more customers, many of which with an opportunity to build relationships after the sale. Content that speaks to your customers with understanding of their attitudes and interests is far more likely to create customers that engage and come back and purchase again.
Building a fan base of loyal customers is the best path to building a base of brand influencers. User-generated brand content is acquired through product communications. Customers that like your products must also like your content. They must feel a connection before they will leave a review. The same is true for user-generated social media content. Every mention of your brand by customers has value. Personalized product messaging enables you to create the type of customer relationships that generate this type of value.
