Successful marketing today is all about providing engaging and relevant content. A recent study by PWC’s Digital Services group found that a huge 94% of senior level executives believe that delivering personalisation is critical to reaching and retaining customers. As marketers, we know what we need to do but this doesn't make the challenge any easier.
Organisations are producing vast amounts of content online and as personalisation becomes more popular, it’s also going to become more competitive.
Driving personalisation successfully means talking directly to your target audience using the data acquired across all the social channels. In parallel, investing in the right marketing technology is essential to access relevant insights needed for data-driven decision making.
According to a report from Gartner, organisations that have fully invested in all types of online personalisation will outsell companies that have not by more than 30% in 2018 - statistics like this can't be ignored!
This fabulous infographic "Personalized Marketing is More Than Just a Name" published by Social Media Today provides a great snapshot to help you formulate your approach to personalised marketing.
According to Salesforce’s Fourth Annual State of Marketing Report, 52% of consumers, and 65% of business buyers, will switch brands if the vendor doesn’t personalize communications. But personalization now goes well beyond being able to dynamically insert the customer’s name in a marketing email. Personalization can involve cookies, IP addresses, platforms, and other metrics about consumers to better provide more accurate information. In the infographic below, the team from Salesforce outline some of ways in which personalized marketing can create a better experience for the user.