The rules of engagement between brands and their customers are changing. We are now living and working in a connected world, in which customers expect their contact with a brand always to be consistent, whether that’s online, via mobile or in person. As connectivity increases, so too will the level to which consumers expect a personal, and personalized, service. Marketers and their organizations that don’t develop personal experiences for their customers could be at risk of losing out to more engaging competitors.
The idea of personalizing marketing campaigns is not a new concept. Brands have been segmenting their own consumer data in order to connect with prospects for a long time.
Personalisation platforms can help to automate the process, where an organization can create a truly engaging and relevant experience to known customers or new prospects.
A/B and Multivariate testing, user profiling, segmentation, and targeting all can be automated, allowing marketers to drill deeply and effectively into their available data without the need for extra staffing resources. Marketing departments now have the ability to create dynamic and engaging content based on information available to them about each user.
Personalisation tools that adapt as users interact with a site, creating ever-more tailored content, draw consumers in, increase conversions and keeps them coming back. With the latest technology being affordable and readily available, personalisation can become something that is within the reach of all organizations regardless of the sector they are operating within.
“Data-driven marketing is changing the face of marketing today, in both the B2C and the B2B space. Personalization, segmentation, and customization of messages designed to suit the customers’ needs, as well as utilization of marketing automation tactics, are critical components of success. And while many marketers understand this on a fundamental level, there are many who aren’t yet adopting these tactics as part of their marketing strategies. “Smart marketers are serving up customized website experiences and remarketing campaigns that rely on browser history, on-site behavior, location, purchase history and so many other things. Email campaigns can be highly personalized based on prior purchase history, segmentation, time of day purchases and so many other things it makes me giddy just to think about it. … Personalization abounds.” [Shelly Kramer, V3 Integrated Marketing, 17 July 2013]
While we can all agree that personalization is important, it’s becoming more and more apparent that different organizations — and even different marketers — can have distinct views of what it actually means, and beyond that, what it takes to be successful. At the center of the back and forth is, unsurprisingly, the role of data and data science in personalization best practices .
Personalisation involves using technology to accommodate the differences between individuals. In the online marketing world, it means creating customer experiences, or interactions, that are relevant, unique, and convenient in order to build a mutually beneficial relationship between customer and business or between businesses.
Consumers have learned a lot about personalization, too. Through their experiences with various ad mediums – and various levels of ad quality – they now understand that personalization delivers value.
In its white paper “The Balancing Act: Getting Personalization Right,” Yahoo says, “Content personalization represents the fulcrum balancing the consumer ‘need to know’ with their ‘want to know.’” Seventy-eight percent of surveyed consumers told Yahoo they want some degree of personalization, with 62 percent preferring a mix of algorithmic and curated content.
The key goals of personalisation are not to overwhelm the customer and the online experience with a dramatically changing site or to remain static and unresponsive to new customer information. Rather, it should complement the customer journey with subtly changing offers or relevant advice (around products or services).
Where information is offered by the customer to the business (implicitly or explicitly), it should be used to promote consistency across channels and convenience via smooth processes, helping to ensure that the most suitable products or services are delivered to the customer at the right time.
Time has come when you have to make each customer experience relevant, unique, and convenient. Go do it. 🙂