Written by Fernando Maciá
Kico Pascual takes the microphone to talk to us about how to create audiences and monetize them efficiently.
Have we digitized the audience?
We use marketing automation to establish strategies for an audience segment, personalize the message and send it at the right time.
With marketing automation, we obtain visitor contact data at any point of contact on our website. Using a bait such as a downloadable file, a discount, etc. is interesting to obtain their data. However, it is not advisable to propose the subscription during the purchase process: we do not want to take the user out of this process.
Digitized hearings
We do not have a digitized audience if the data from the different interactions of the company are stored in different places and are not centralized, analyzed and exploited. In marketing automationwe can centralize all the data and segment that audience based on different profiling criteria.
We can then trigger personalized offers to different audiences when they perform certain behaviors: add a product to the shopping cart, register, repeat visit, etc. If at that moment we send a push message, send an email, or present a pop-up, we can improve the conversion rate.
Steps to follow in marketing automation
- We attract the audience
- We segment the audience
- We customize the value proposition
- We deliver it at the right time
Marketing automation tools
We can use software such as Mautic, Marketo, Hubspot, Salesforce or Connectif.
This software helps us to create profiles, segment them, generate personalized messages and send them at the right time when the user does something specific.
Kico shows the analysis of the customer journey of a pregnancy-related website (bebesymas) and how there are messages suitable for only one phase of pregnancy. Timing is essential. There are customized tours for each lead. Every day, a new user becomes a lead and initiates the campaign.
Attract audience, know your users, segment and be irresistible with your value proposition presented at the right time.
