Campaigns are at the heart of personalization on your web channel, giving you a launching point to create the experience that will resonate with your visitors and help you reach your business goals. Web Campaigns are created by a business user with campaign editor or higher permissions using a web campaign template created by a developer. Templates offer infinite flexibility to developers so they can create a framework for a business user to achieve specific business goals.
Web campaigns render the template into an input form so the business user can make simple modifications (copy, creative) then target specific audiences and individuals with rules (like an audience segment, visitor geolocation, or specific behavior). Each web campaign is built from a template in your dataset. Once you finalize the business goal for the campaign, the audience, and the general approach you'd like to take, you can work with a developer to:
- Decide what may be configured by a campaign creator (this individual does not need specific technical knowledge beyond the average business user)
- Ensure template options meet the needs of your marketing team for the specific campaign (for example, limiting color options to your brand color palette, or offering large enough copy blocks)
- Add helper text in subtitles to provide visual cues to the campaign creator around what is being configured and the best way to use it
Pre-configured templates make it easy for business users to harness the power of Interaction Studio. Using a well-planned template, any member of your team could create, test, and publish a campaign in one day.
There are many terms associated with the Interaction Studio platform for Campaigns and Templates datasets. Here are a few specifically related to web campaigns and templates, but you will find more in the Interaction Studio Glossary.
- Web template—a template offers a developer-built, fully QA'ed, repeatable framework that you can use to create personalization campaigns. Templates define what a campaign can render, such as promotional assets, product recommendations, copy, and images along with what business users can edit such as the algorithms powering the recommendations, message copy, and CTA copy. For example, a developer could create a template for a PDP Recommendations bar so the business user could define the title of the bar and the algorithm driving the recommendations. Or, a developer could create an email capture template so the business user could enter the header and sub-header text, along with various CTA options, then create an A/B test to determine which CTA gets the best result.
- Content zone—this is an area on your site that a developer has configured in the site map to make it eligible for personalization - for example, a homepage hero (personalized offers or recommendation) or PDP product recommendations row (similar items on PDP)
- Web campaign—during the web campaign development process, a business user can modify configurable inputs in a web template to create and deploy 1:1 personalized interactions. When a business user creates a new campaign and selects a template, s/he then completes the inputs available for that template, adds qualification criteria rules, and then publishes the campaign. The published campaign is visible to visitors that qualify based on the testing and targeting logic you set when you create the campaign. For example, suppose you want to create an infobar promoting free shipping and returns. You would create a campaign, add the infobar template, complete the inputs specific to that template, add any qualification rules, and publish the campaign.
- Web campaign experience—an experience is just as it sounds - it is the "experience" a visitor has with a particular web personalization or activation campaign. You can use experiences to create different personalization results within the same campaign. For example, suppose you would like to create a campaign for first time visitors to your site, but you want to show different copy and images to visitors from different geographical regions or different industries. Using one campaign, you could create separate experiences, each targeting a different subset of your website visitors. Then, you’d use rules to control the visibility of each experience.
- Web campaign & experience rules—these control the visibility of a campaign to individuals and audiences. There are many combinations of rules, which are documented in Use Targeting Rules for Web Campaigns, and they can be used regardless of the testing type you use for your campaign
Common Web Campaign Types
Since there are infinite ways you can design and deploy templates and campaigns, it can be challenging to wrap your head around concrete examples of how templates translate to web campaigns. Themost common categories of templates and several examples are shown below:
- Popup – these messages pop-up on a visitor’s screen, which can be effective, but intrusive and should be used sparingly
- Infobar – designed to subtly capture a visitor’s attention, infobars appear within a page header or footer
- Inline Messages – this format seamlessly adds a message or content within the existing structure of your page so most visitors won’t notice a different experience. Inline messages are often used for product or content recommendation campaigns
Inline campaigns replace or add content areas to your website. For example, you can add a content area directed toward visitors from a particular geographic area with messaging and images specific to that area.