Four lessons I learned about Marketing Automation
It's been roughly a year when I started getting my hands on Marketing Automation with Adobe Target after a few experiments with Google Optimize the previous years.
These Marketing Automation Products act on the front-end and inside the customer's browser injecting "Experiences" to selected "Audiences" on selected pages.
I'd like to share with you four lessons I've learned while delivering Marketing Automation experiences.
ONE
The actual audience you target is significantly smaller than your total Audience. For example, if you create an A/B test balanced 50/50 and the default experience does not have any modification. Way more than half of you audience will see the default.
This happens because your Marketing Automation works only for those who accept cookies and don't block tracking on the browser (all others are invisibile to Target). So if your total audience is of 100 and 30 don't accept cookies, you are actually balancing 35/65. Taking this into account, if you really want a 50/50 A/B test, you need to set it up so that 85% of your audience sees the modification and only 15% the default.
TWO
Focus on what is significant. Marketing Automation is a fascinating technology so you might be tempted to do do some very sophisticated experience targeting but you might find out you are addressing an extremely small audience and even if you double a conversion rate it doesn't influence your results.
Do your math first, run a few reports on Analytics to understand if your audience is big enough to bring tangible results.
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THREE
Be careful with overlapping campaigns. Once you start using Marketing Automation extensively you might risk having overlapping experiences. Especially when you are using popups, ribbons and other invasive contraptions, you must prioritize and exclude potentially overlapping experiences from your target audience.
You don't want your customer to see two popups, don't you?
FOUR
Target Human audiences, exclude bots. Experience targeting can affect one of Google factors for ranking, Cumulative Layout Shift?(CLS) is a Core Web Vital that measures the cumulative score of all unexpected layout shifts within the viewport that occur during a page's lifecycle (exactly what we are doing with Target).
Since this can affect you ranking, you can exclude know search engine bots (or just GoogleBot) who have distinctive user-agents, from your targeted audiences. Do this with attention, we don't want to fool Google, we just want to deliver better and relevant experiences to our Customers.
Conclusion
Whatever?type of online business you run, the core digital marketing principles don’t change. If you focus on your Customer's experience, you will probably do well, if you focus on your tool's features, you will probably fail.
I want to hear from you now. What is your number one takeaway from these 4 lessons? I encourage you to share your own lessons in the comments below.
Originally published on my blog: https://www.canepa.net/2021/12/02/four-things-i-learned-about-marketing-automation/
All are very interesting conclusions Alessandro. I take the number 4 because all your efforts in digital marketing should be focused to attract humans, so bot ?? detection and blocking and avoiding audience hijacking will let you convert your marketing investment into better experience and more sales.