Marketing Personalization is perhaps one of the most important cruxes facing marketers these days. In an increasingly multifaceted competitive environment, where the war to gain consumer attention is increasingly complex, success often comes through the ability to deliver unique and engaging experiences that bring real value to our target audience.
ne only has to think of how central personalization plays in the success of entities such as Amazon or Netflix to understand how it is a pivotal element in completing one’s marketing strategy and winning the game against the competition.
But does personalized marketing improve my results?
Personalization of experience has become something truly pervasive and has characterized some of the most successful marketing campaigns in recent years.
Many may have wondered: but do these operations serve a purpose? Do they bring effective results?
The answer is definitely positive and is made explicit to us by the following graphic, extracted from research conducted by Venture Beat.
This research shows that, back in 2015, evidence of personalization results for conversion purposes, understood as both sales and subscriptions-for example, in the case of a lead generation site-was critical.
The personalization of the user experience
In a context like this, it is therefore crucial to ask how we can succeed in personalizing the experience consumers have with our brand through our website and all the other touchpoints available to us.
It is a fact that the ability to personalize in a 1-to-1 way the user experience is a fairly recent issue, and so when we envisioned the information architecture of the different touchpoints, we did not consider how it would be possible to personalize them.
It is a fact that the ability to personalize in a 1-to-1 way the user experience is a fairly recent issue, and so when we envisioned the information architecture of the different touchpoints, we did not consider how it would be possible to personalize them.
If you want to learn more about how content can be put at the service of marketing personalization, don’t miss this article.
Customizing the homepage is not enough!
Homepage personalization is definitely important, especially for sites that have very large catalogs and that, without user profiling and personalization, would not know what to show relevant to customers. The risk that they will not find what they are looking for is high, so it is necessary to be able to profile them appropriately by offering them correct recommendations and products with respect to their needs.
However, we also think about how to customize the internal pages of the site, messages, pop-ups etc.
Or how to customize pages that might turn out to be “lost,” such as 404 pages-where product recommendations can be included-or the thank you page, a page that guarantees very high yields.
We then think about user reengagement on the other touchpoints: what communications do I send them? when do I send them? do I use the channels that the individual customer prefers or do I send mass messages?
Concluding
As time goes on, the challenge for marketing managers is certainly not getting easier, but is getting more complicated. In fact, the competition is no longer just on the level of product and ability to communicate it, but on the engagement you can create with your customer and how much value we can transfer to them by keeping them engaged.
The only way to do this is to be able to give them only relevant communications, to process which requires in-depth knowledge of their tastes, preferences, and contact patterns so as to improve customer engagement.
Everything else only risks and will increasingly risk harming our relationship with customers and consumers-
