Marketing Personalization: 4 Keys to a Successful Foundation
Personalization is all the rage right now but it’s a strategy that can be quite insulting if it’s done incorrectly. Let’s take the most common example – how does it feel when you get an email message where it opens up, Dear %%FirstName%%… isn’t that the worst? While that’s an obvious example, the less obvious is sending irrelevant offers and content to your community. That requires a foundation that’s in place.
Rich, dynamic, hyper-specific targeted experiences make life easier for consumers and increase the effectiveness of marketing spend for companies. That’s truly a win-win for everyone.
This infographic from MDG Advertising walks through data from Adobe, Aberdeen Group, Adlucent and several other studies that sums up 4 key foundations for success.
- Smart vs. dumb tactics: Personalization means much more than simply including a name. Basic personalization has minimal impact on engagement; however, messages based on specific user actions have a 2X open rate and 3X click rate compared with standard emails. Learn how dynamic targeting is the real key to effective engagement.
- Single view of the customer: Consumers say the top benefits of personalization are fewer irrelevant ads/messages, quicker discovery of new products/services, and higher-quality shopping interactions. To deliver these experiences and harness the power of targeting you need rich, constantly updating consumer profiles. Discover why having a single view of the customer is the foundation for success.
- Data and systems: Personalization and data/systems aren’t just linked, they’re fundamentally intertwined. Of those marketers who say they don’t personalize content, 59% say a major barrier is technology and 53% say they lack the right data. Explore how investing in the right platforms and people can pay off immensely.
- Transparency and security: People remain wary of personalization because they aren’t sure how data is being used and stored. That’s why control and security are so important. Some 60% of online users want to know how a website selects content personalized for them and 88% of consumers prefer to determine how their personal data will be used. Understand how to best address these concerns.
To find out how to make the most of these tactics for your brand, check out 4 Steps to Unlocking the Real Power of Marketing Personalization.
