Marketing has evolved from a specific broadcast message to a segment of users or customers; Detailed, personalized messages for a specific type of customer and even for a single user.
Personalization is central to modern marketing. Consumers demand a personalized experience, accustomed to flipping through their Instagram feeds, and seeing intimate conversation messages from their favorite influencers. They now also crave personal involvement with brands.
This drive for 1: 1 communication has increased personalization efforts; However, according to Gartner, most marketers will abandon their privatization efforts in 2025 due to continued ROI shortages. According to Gartner’s research, marketers begin their privatization efforts with great pomp but eventually abandon privatization without burning out and seeing the results.
Lack of results can come from many sources, but the main culprit is the lack of real customer data and marketers’ inability to evaluate their personalization strategy. If marketers do not know their efforts, their chances of success are slim.
Marketing has evolved from a specific broadcast message to a segment of users or customers; Detailed, personalized messages for a specific type of customer and even for a single user. This drive for 1: 1 customer communication has increased personalization efforts; However, according to Gartner, most marketers…
Marketing Personalization in 2021
Most marketers use personalization mechanisms to enforce rules relevant to individual users, providing periodic content, offers, and other criteria for digital channels to support both sales and the overall customer experience.
Yet almost no company is implementing privatization outside of digital channels in a multichannel fashion. For example, according to McKinsey research, offline personalization and personal experience may be the next frontier for personalization.
When asked about privatization in 2021, John Moran, Product Marketing Manager at SAS in Cary, North Carolina, believes that feedback on historical data combined with current or session data, potential marketing activities, and control is controlled by privatization Will go. The customer declares by perception. “
This opens up tremendous opportunities for marketers in the post-epidemic era. AI-driven personalization, location recognition, and advances in biometric tools will drive business growth in all areas, whether software or e-commerce.
These advances in artificial intelligence and machine learning mean that marketers will have to redesign the shopping journey for both home and consumer shoppers to present the same story at different events, allowing consumers online and online Benefit both ways. Offline.
Here are some of the major factors that will drive marketing personalization in 2021 and beyond:
- Digitization of brick-and-mortar stores
- Automated assistants like Alexa will make shopping easy.
- Ecosystem-based customer journey combining various services
- Improving machine learning algorithms to understand social signals
- The purchase decision will become a conversation between users and products.
Getting Personalization Right
Personalization has become one of the pillars of marketing, but more than an end (i.e., converting visitors for customers), it will be a central part of your strategy to strengthen the relationship between product or brand and your customers.
However, marketers should not overdo it to ensure that these personalization efforts seem genuine. Amanda Goodwin, Head of Design Experience in St. Louis, Missouri, Amanda elaborated that “many marketers use personalization to cover a wide range of meaning, so it is important to break it down further because there is a clear difference in what brands are. ” “Personalize their communication with customers” Creating a “personalized” experience for customers.
Thus, achieving the right personalization becomes a must; otherwise, marketers risk losing customers due to purely planned personalization strategies. Moran states that “the best personalization strategies are impeccable and not tied to time frames – they provide context, advice, and content at just the right time along the journey to purchase, without feeling imposed by the brand or on the consumer. “
Furthermore, marketers need to be at the center of their strategy to understand what privatization means in their specific context rather than merely implementing strategy and improvement.
Here are some of the first steps marketers can take to personalize appropriately:
- Leverage a Pilot or proof of concept with a vendor before investing in personalization equipment or tool.
- Build a cross-functional team of sales, marketing, and customer support to assess your strategy’s effectiveness.
- Localize experiences according to your community of customers
- Rethink strategies for a more comprehensive set of channels
- Think of hidden, inter-usable ways of communicating with customers that don’t sound like an invasion of your customer’s privacy.
Assessing Your Personalization Marketing Strategy
Assessing the effectiveness of your personalization strategy can be challenging. Average research shows that 86% of marketers surveyed feel less comfortable with their current personalization strategies, and only 1% feel incredibly confident.
Respondents cited issues such as lack of data integration and lack of omnichannel strategies as significant personalization barriers. Also, he cited issues with his technology stack as other issues that prevent an adequate evaluation of his personalization strategies.
To consider whether your personalization strategy is working, we suggest that you do the following:
Define your goals
Since your goals will vary depending on your business, industry, and development stage, you should not follow the cookie-cutter principle here. For example, your goals might be:
- Improve sales efficiency
- Increase Customer Life Value
- Drive traffic that leads to conversions
- Raise Average Order Price
- Or increase brand awareness.
Define Your Key KPIs
Once you have goals, you must define a matrix to show progress towards those goals.
Remember, everything you define as a KPI must be quantitative, and you will need a system to measure it.
Think of metrics like:
- Conversion rate
- Returning vs. New Visitors
- Bounce rate
- Main traffic source
- CTR
Measure and analyze
Once you have metrics to monitor, you will need to set a benchmark to see if you are progressing or failing to reach your goals.
Also, make sure that you integrate all your metrics into the system you create. Send all information to a centralized hub for a bird’s eye view of what’s happening with your personalization.
Finally, be careful not to label yourself to see only one segment. Instead, view all your data sequentially and overtime to extract as much information as possible.