Adobe Marketing Cloud hosts a live Twitter series that encourages marketers to discuss popular trends and topics within the digital marketing industry. One of the hottest topics in today’s marketing landscape—the power of personalization—was the focus of a recent chat. Here’s a look at some of the highlights.
Many marketers agree that true personalization is when you have a complete picture of who your customer is, which enables you to provide them with the right experience at the right time. When marketers master their personalization strategy, they are able to show their customers that they fully understand what they are looking for, which provides more value to the buyer.
Most participants agreed that there is a fine line between being personalized and being just plain creepy. Marketers need to utilize data to provide users with a more helpful experience. You want to show them that you are paying attention to their wants and needs without following them everywhere and demanding their attention—that’s when it starts being perceived as invasive.
Simply put: “Personalization = differentiation.” Everyone wants a unique experience that is personally tailored to their customer journey. And as @Rachelloumiller points out above, everyone wants to be acknowledged and heard. When brands are able to leverage the right technology to create a complete customer profile they are able to not only give a platform to their buyers but they are able to react to the voice of the customer.
There are a lot of brands that are doing it right. Amazon for instance, is one of the most often used examples of a company that understands their customers and consistently delivers a tailored, customized experience. Something all other marketers should note is that by 2018, Gartner predicts that organizations that excel in personalization will outsell companies that don't by 20%.
When jumping into your personalization strategy, it’s best to start small with controlled audience segments and content. This way, you can begin to understand all the nuances of personalization, how technology can help automate it, and where it can be improved and optimized. This allows you to eliminate guesswork and prove that a specific level of personalization does in fact drive more conversions, more engagement, and more ROI.
Data science gets to the heart of predictive modeling, which can dramatically improve and accelerate personalization strategies. Knowing exactly how to use data to model out the best personalized experiences will give marketers an advantage over their competition.
User-generated content helps provide a more personal experience for shoppers. Like Rent the Runway for example. They encourage their customers to provide pictures of themselves wearing the rented dresses, along with a detailed review of how the dress fit them. This helps users eliminate uncertainty in their shopping experience by allowing them to see what the product looks like in the real world.
@KenBurbary makes a great point – IoT provides the opportunity for real-time personalization. Through data and technology, personalization will reach a whole new level and will increase efficiency and productivity in our everyday lives.
The #AdobeChat Twitter series is hosted every Wednesday at 1PM PT | 4PM ET!
Looking to learn more on personalization? Check out our latest whitepaper to discover how to align strategy, tools, and content to create more targeted, data-driven marketing.