To date, Ecommerce businesses have not required further testing that customization it is the right way to go. But a new study by Adobe, suggests that there are more reasons to delve into the personalized marketing or tailor-made marketing.
Why is personalized marketing important in your Ecommerce?
According to this research by Adobe Digital Insights, a correlation has been found between the growth of web traffic and the different forms of personalized marketing. The study reveals that European websites with increased traffic are experiencing 2.6 times more web traffic thanks to practices such as advertising on social networks and 1.2 times more paid searches than websites with a decrease in traffic.
Despite this, both advertisers and marketers in Europe lag behind their North American counterparts when it comes to targeted or personalized advertising tactics geared towards targeting. traffic to web pages.
For example, European websites that increased their traffic in the last 3 years, they've had 8% more traffic coming from personalized ad channels compared to low-traffic sites. For their part, growing websites in the United States experience 36% more traffic from personalized channels.
In general terms, digital advertising channels are essential to direct traffic to brand pages, which represent 68% of visits, according to this same study. Mobile advertising in particular is experiencing significant growth, with two out of three visits to the web coming from smartphones.
The study also suggests that the Internet traffic is near saturation in Europe and elsewhere. It is mentioned that the growth of organic traffic sites is coming to an end, so now the strategy will be focused on finding a way to capitalize on the user experience.