At its best, personalized messaging can cut through the noise by making an individual feel seen, heard and understood. From product recommendations to personalized offers, these interactions can provide real value by solving a problem, filling a need or providing enjoyment.
However, there’s a disconnect.
Advancements in technology allow marketers to collect more customer data than ever, which can translate to hyper-precise targeting. There's just one catch: You need the right tools and systems in place to effectively manage—and mine—a massive volume of data.
Unfortunately, customer data often comes from disconnected sources. The only way personalization can work is if there is a single, unified source of accurate customer information. Targeting based on incorrect information or assumptions can do more harm than good. At best, mistargeted communication will be ignored. At worst, it could cause a customer to turn away from a brand.
Creating a complete, accurate picture of any given customer is challenging. Practical personalization takes ongoing effort and continuous refinement. This involves both coordination and integration, along with the all-important human component. For personalization, understanding the customers is essential. And that requires you to have a unified view of the customer. With data coming from different disconnected channels, applications, and systems, it is quite a challenge to assemble a single source of truth.
Further, scalability is one of the biggest challenges in implementing organization-wide personalization strategy. Delivering one-to-one unique experience to each user means taking the time and effort to craft, assemble, and deliver the huge amounts of personalized content variations tailored for different individuals and user journeys. Also, as digital business becomes more and more sophisticated, the traffic is only going to increase calling for scalability. Marketers are using personalization to build brand, increase demand, and improve customer acquisition as well as to drive revenue through upsell, retention, and of course, turning customers into lifelong fans.
We present to you, “Top 10 Personalization Solutions Providers - 2022.”
