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Gather location, demographic, and behavioral data to understand targets.

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Use data to make individualized profiles ever more precise.

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Leverage Personalization Trends to Speak More Knowledgeably to Your Customers

As it becomes increasingly difficult to gain the attention of customers and prospects, personalization marketing looms more and more essential to success. Seventy-five percent of B2B survey respondents said they expect to receive personalized offers from marketers; 70 percent of them feel it’s critical to very important companies provide them personalized experiences.

THE BETTER DATA ASSEMBLED, THE MORE PRECISE THE PERSONALIZATION

To personalize digital marketing, begin with deep, insightful data. Trend #1: Be aware of the growing abundance of data from both customer interactions and external sources, which can make personalization much more detailed. Trend #2: There’s an increased recognition that marketing personalization needs to give customers new insights about themselves they didn’t previously know, which can help build engagement and keep customers coming back to the same brands.

We get up close and personal with the concept of personalization in digital marketing, exploring three leading trends and spotlighting success stories.

Some 65 percent of B2B respondents report being likely to move away from a brand if it fails to make an effort to personalize marketing messages directly to them.

Read One-to-One Personalization in the Age of Machine Learning: Harnessing Data to Power Great Customer Experiences, by Karl Wirth and Katie Sweet.

Advanced tech platforms like Personyze, Unbxed and Smart Content from Hubspot can enable marketers to personalize web pages, based on other pages the visitor viewed most recently, or on the search terms they used to arrive at the site.

Email or call us at 708-246-4211 to discuss how the latest personalization trends can help boost your digital marketing efforts.

YOUR PERSONALIZATION SHOULD BECOME MORE PRECISE OVER TIME

Trend #3: View personalization in digital marketing as an ongoing process that should yield increasingly greater precision. Construct individualized profiles that grow better informed and data rich with every brand interaction, enabling marketing messages to steadily become more personally relevant to patrons. Additional fine-tuning can be achieved by measuring impact of personalized marketing messages across mobile and social channels, then using those results to tweak data collection and marketing message creation accordingly.

To take advantage of leading personalization trends, incorporate these best practices into your digital marketing strategy.

• Capturing real-time location data leads to success in personalization. That’s because customers’ activities and locations are ever changing. Walgreens’ use of such data targets customers with different messages, based on recent shopping and purchase behavior.
• Effective use of data, automation and artificial intelligence can permit marketers to deliver incentive offers like two-for-ones and free shipping to the right customer at the right time and place, tailored to purchase history and interests.
• Personalization campaigns can be designed based on different aspects of the target, from web-browsing history to answers provided on surveys or questionnaires. B2B cloud-based IT services provider Brainshark created content personalized to each recipient’s position in the sales funnel, which boosted engagement and trial.