What are the differences between Campaign Types?

What are the differences between Campaign Types?

When setting up a campaign in the Dynamic Messaging Flow, you will have the option to choose between different campaign types. But what are the differences between these? 

This is step 2 of the Dynamic Messaging Flow, and what you see here depends on the step that you've chosen in step 1 and your product package. If you'd like to read more about the whole flow, check out the guide here

Message Badging

Message Badges are best used on the product listing page to decrease choice overload. The effect of these badges is further improved when they are also present on the product detail page. These “sticky” badges ensure consistency in the product message and increase credibility. 

Message Badges are fast-acting nudges with a short-form copy and they are tied to a product. Their aim is to make products stand out against others based on individual shopping goals. In short, you want to appeal to your customers’ automatic decision-making and nudge them through to the PDP.

When they get to the PDP, shoppers generally interact more with the product. This is the place where you want to provide the most detailed, clear, and concise information. Notifications and USPs should offer this information in a way that doesn’t interrupt the product experience, and instead, serve to boost it.

Key Features

  • Text-only
  • Short Messages
  • Product-dependent
  • Pages: PLP, PDP


Image Badging

Similar to message badges, Image Badges show in association with a product, usually on PLP and/or PDP. The goal of these is also to make an individual product stand out against others. The difference is that an Image Badge can show an image/icon and text, or just an image or icon. 

Key Features

  • Image+text or Image-only
  • Product-dependent
  • Pages: PLP, PDP

Notifications

Notifications appear somewhere on the screen, usually a certain amount of time. When used on the PDP these are almost always product-dependent. When used on different page types, they are product-independent.

Notifications are bigger than badges and can contain more information. They can contain images+text or just text and instead of being in-line, they usually appear on top of website content (sticky to the screen) in the corners of a page. Because they are on top of other content, they usually contain a close button. However it is also possible to use and apply notifications embedded into the page.

These can be to inform the customer that they only have a limited time for a sale, or to call out something special about a product. 

Key Features

  • Image+text or Image-only
  • Larger than badges
  • Can contain longer text, animations (appear/disappear/etc), and/or a close button
  • Pages: All pages (product-independent) or PDP (product dependent)

Interactive Overlay

Interactive Overlays include banners at the top or bottom of your screen, countdown timers, links, or even exit-intent pop-ups. They generally contain a lot of information and can either show immediately or show after a certain amount of time. Larger Overlays will always show a close button for the user (countdown timers would be the only interactive overlays that would potentially not have a close button).

Interactive Overlays contain form fields for users to fill in, or buttons to click to see more information. They are designed to call out a particular part of the website (such as the sale page) or to get the customer to take a certain action. 

Key Features

  • Designed to not be ignored by the customer, larger than notifications and badges
  • Include countdown timers, other interactive banners, visual filters, email grabbers, or notifications with links. 
  • Product-independent
  • Pages: All pages

Product Stories

Product Stories allow you to draw more attention to specific products by autoplaying a video that replaces the product image.  Product Stories can also be used for showcasing additional product capabilities when users hover a specific product. This is a good way to utilize your product-specific video to call attention to key products. 

Key Features

  • Video that autoplays, or plays when a person is hovering over a product tile
  • Product Dependent
  • Pages: PLP, PDP

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