3 Tips to Improve Personalization
For digital marketers, it’s time to take things personally—and in a major way. Personalization is one of the most critical aspects for any brand today. In order to stay relevant, you need to be relevant to each and every customer individually. It’s a tall order, but it can be done. Here are three things to keep in mind in order to improve personalization.
Use Loyalty and Customer Data Together
Too often, data has been siloed and, oftentimes, completely unavailable to marketers. Those days are gone since all of the data can actually be placed in one central location now. Perhaps the loyalty program data was separated from other customer data before. Now you can use it all together—and know status along with buying patterns to personalize the perfect message or specific offer for a customer.
Behavioral Data for Content
Can you really look at past behavior to predict the future? In order to develop the right content or offers, behavioral data is key. According to a recent Forrester Research survey, more than 67 percent of senior marketing executives in the U.S. and Europe do “use behavior-based data to develop the right content based on insights and emotions” for content marketing alone. Looking at this data is critical for personalization—whether it’s an article or a campaign.
Cut Through the Noise
According to the American Marketing Association, “studies show that the average consumer is exposed to up to 10,000 brand messages a day.” That is a huge inundation and, of course, personalization will help to cut through all of that noise. But think about personalization beyond just the content—consider where it’s showing up, too. Using data to discover their preferred platforms, whether it’s social, mobile, web, email, or other devices. Your personalization needs to extend beyond just the message and think about how it’s being delivered for ultimate relevance and preferred consumption.