Personalized content

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System Administrator Developer

In this article, you’ll learn more about what a Personalized content campaign is, where you can add it, and how it ties in with day-to-day activities in your team.

What is a Personalized content campaign?

Personalized content is the ideal campaign type to get started with personalization on your website, enabling merchandising and marketing teams, as the owners of a digital storefront, to reach visitors and customers with the right personalized messaging at the right point in their journey.

personalized-content

Importantly, you can add personalized content to your website without relying on a dev team to implement your ideas for you. Indeed, Coveo designed the Merchandising Hub precisely to enable teams like yours to take control and own personalization.

You are the owner and driver of your personalization efforts.

How will I use it?

You’ll use personalized content to deliver on the action points from your weekly trade meetings and sales reports and to align with any in-store promotions and marketing campaigns you are running and wider business objectives.

Equally, you’ll use it to explore ideas you have about how best to promote new products, encourage your customers to discover new and related products, and reverse disappointing sales results.

How do I add a campaign to my website?

In the same way you add Product Recommendations (PR) and Product badging campaigns to your website, personalized content campaigns consist of the same simple building blocks, whatever the complexity and goal.

Here are the points you need to know:

  • Personalized content exists within a campaign. The campaign is essentially just a wrapper.

  • You’ll decide where on your site to add your campaigns, like your home page, PDPs, or PLPs. The place where you add the campaign is called a Placement.

  • Once you’ve decided where to place your campaign, you’ll choose who to show it to and what to show them–taken together, the who and the what make up an experience.

  • You can have more than one experience in a campaign and even show different customers different experiences in a campaign.

  • You might not want to go live straight away with your campaign–perhaps you are looking to go live at the same time as a promotion you are running or an event such as Black Friday. You can use scheduling to decide when to go live with a campaign and when to end it.

  • Before going live, you’ll be given the chance to review it and preview it. Previewing is a great way to see how a campaign will look through the eyes of your customers.

  • Once live, but only for campaigns with 50% and 95% visibility, you can use key performance metrics to compare your campaign against your default content, using A/B testing.

  • Once you’ve got enough data to be sure of a result, Coveo Merchandising Hub (CMH) suggests the next steps to take, like extending the visibility to more of your customers or pausing it.

Where can I add it?

You can add personalized content to several places on your website, and the Coveo team is also working on a solution to enable you to also go live with campaigns on mobile app.

Importantly, no matter where you add it to your website and for what reason, you build campaigns in the same simple and straightforward way.

Each time you create a campaign, you’ll need to decide:

  • Where - like your home page or a PDP

  • Who - you might decide to show the content to visitors in a specific location, but you can equally opt for something altogether more complex such as frequent but low-value converters

  • What - this includes an image, message, and link

You’ll cover these steps in more detail in the next article, Add personalized content.

How can it be used in my team?

Adding personalized content is straightforward and intuitive. CMH will guide you through each step and provide the information you need at each point in the build flow. As mentioned, there’s no need to wait for your dev team to implement anything or push live.

So, whether your goal is something straightforward like:

"using a custom message to promote a product line or brand to coincide with an in-store promotion or trading results."

Or something more complex like:

"targeting customers viewing a particular product category who make frequent but low-value purchases,"

You can add personalized content without having to worry about how it’s delivered on your site and without fear of breaking something.

With this new way of working, you can focus on building fantastic campaigns that create relationships, excite your customers, and get you the results you need to drive success.