You’ve undoubtedly read the reports that personalization increases conversions and the average dollar amount spent. And you’ve probably experienced the power of personalization as a consumer. But many companies still haven’t moved beyond personalizing email with the customer’s name.
In fact, personalization is one of the most under-utilized strategies in marketing.
But it shouldn’t be – it should be one of the most important tools in your digital engagement toolkit. So how can you take your personalization efforts to the next level?
It starts with data – information that you are probably already collecting in some way about your prospects and customers. The data includes interest level, keywords used, preferences, behaviors, needs, wants, patterns of usage, and more.
Then you need to model scenarios for what content or offer to present next in the customer lifecycle that would be most relevant based on this data. Technology that can sense and adapt to site visitors’ behaviors can help you automate your scenarios to personalize the experience and deepen the engagement.
In fact, personalization is one of the most under-utilized strategies in marketing.
But it shouldn’t be – it should be one of the most important tools in your digital engagement toolkit. So how can you take your personalization efforts to the next level?
It starts with data – information that you are probably already collecting in some way about your prospects and customers. The data includes interest level, keywords used, preferences, behaviors, needs, wants, patterns of usage, and more.
Then you need to model scenarios for what content or offer to present next in the customer lifecycle that would be most relevant based on this data. Technology that can sense and adapt to site visitors’ behaviors can help you automate your scenarios to personalize the experience and deepen the engagement.
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