Amazon has changed the game in e-commerce marketing. It’s time for small stores to catch up with the times.
The rules have changed, and the days of having one marketing message that you desperately try to make everyone respond to are quickly coming to an end.
This is the old way of doing marketing. Amazon has changed the game completely, and hyper-personalized shopping experiences are becoming the norm. As a small business, you may not have the resources to personalise on the same scale as Amazon (and to be honest, you probably don’t need to, either).
But what you can and should be doing at the very least is using “dynamic messaging” campaigns, rather than old school “batch and blast”.
|Batch and blast||Dynamic messaging|
|Messages are indentical to every shopper||Each shopper gets personalized messages|
|Every shopper gets every message||Different messages sent to different shoppers, depending on how they behave|
|Messages sent out all together, on whims of the business||Messages are timed perfectly for each shopper|
|Generic, "one size fits all" messaging strategy||Personal, relevant messaging strategy|
|Low engagement and ROI||High engagement and ROI|
The idea behind dynamic messaging is simple:
Instead of sending everybody the same series of messages, dynamic messaging campaigns track what each person is doing and respond to their actions accordingly.
Whereas a “batch and blast” strategy is like a steamroller, continuing on the same course no matter what, a dynamic messaging strategy is more of a chameleon. These campaigns actually adapt to each person based on how they are reacting to the campaign, rather than treat everyone the same way. All in all, dynamic messaging is a cooler, more personal way of getting your message across.
Batch and blast is the marketing equivalent of talking at your shoppers. Dynamic messaging campaigns are more like a two-way conversation, where your marketing listens and responds and adapts.
Time for an example, and we’ll start with email. Here’s a dynamic messaging campaign designed by Pathfinder. Notice how the core campaign path in blue is supplemented by triggered emails in red that react to how the prospect has responded to the campaign.
Additionally, the copy and contents of each email in that campaign will be personalized depending on each shopper’s interest levels, trigger points, and previous buying history to create more relevant and personal messaging: