Personalization is much more than simply adding your customer’s name to the top of an email, it’s about finding out and utilising many different metrics such as age, location, gender, location and interests; all of which, with new technology, can be collected in a multitude of ways. Being able to understand and interpret this information to develop successfully targeted customer communications will always work better than a generic campaign.
It’s really quite simple – listen to your customers and then reward them by offering them a personalized service that exceeds their expectations. Below are our 4 tips on how to boost your content engagement via personalization.
1. Importance of Punctuality
When it comes to making a great first impression and converting leads, your website is where the magic happens. Just like a salesman gathers information from customers through conversation, your website gathers information through visitor actions and behaviors. If you understand more about your potential customers, you can fine-tune your responses, engage, and better educate them on the offerings that are relevant to each individual person, real-time personalization helps.
So what does real-time personalization really mean to marketers? Three-quarters of respondents qualify real-time marketing as “personalizing content or creative in response to customer interactions” and “responding to customers in the context of their web interaction.” Are marketers seeing tangible benefits from real-time marketing? Over one-third (36%) of marketers track ROI of real-time marketing; one-quarter of that number see returns of more than 50%, and almost as many see a 75% ROI. (The Real-time Report)
2. More devices mean more data
As consumers’ digital lifestyles become filled with more multi-device experiences, personalization will play a larger role when it comes to relevant and timely content experiences in 2016. For example, brands are tracking data from various digital devices via which you can access and share digital content to refine the recommendations for their prospective customers. Making suggestions as relevant as possible, helps you to simplify brand communications and contain only the type of content your customer want to see. This could include details of new releases, promotions on products you use, or information on upcoming events in your area.
3. Social Media Strategy
For modern brands, having a social presence and building awareness is not just enough. They need to engage with customers just the way they want. Start by segmenting your audience based on the subjects that interest them and then ensure you push your content out at the time it suits them. If content is personalized, it immediately becomes more relevant and memorable. A recent Yahoo study found that most consumers are not only aware of online personalization but that they believe that it provides added relevance – with 78% of those surveyed expressing a desire for some type of personalized content.
How can brands reach this new generation of agile and discerning consumers? The answer is simple – meet them on their terms. As technology moves forwards, there are more and more options for brands to choose from when setting up campaigns designed to provide personalized material to customers. This is only set to continue as the use of automation increases. (Weclick)
4. Engaging existing customers
Understanding what the customer has bought and providing them with the appropriate information they might need after the sale keeps them engaged and encourages them to come back. For example, if someone has just purchased their first electric car, how can they be supported in the first few months? Up-to-date advice on where to charge cars on longer journeys, how to connect with other electric car users, or information on charging stations within a 10 miles radius comprises welcome and relevant content. Supporting and educating the customer in the post-purchase phase greatly enhances the brand experience and encourages customer loyalty.
For example, Starbucks plots real-time personalisation to boost loyalty. “Personalization enables us to provide relevant suggestions and recommendations and, when appropriate, incentivised offers to delight our customers,”says COO Kevin Johnson. It also helps Starbucks manage its offers and deals “more economically”.
Our Knexus platform provides fully personalized experiences delivered into chosen digital touch points, ensuring high relevance, timely content that matches customer needs and exceeds expectations, resulting in maximized engagement ROI.