Too much data often gives marketers a massive headache! Given the amount of information that is available in the digital space, this is almost inevitable. Today, there are multiple databases within divergent fields, functioning on distinct formulas.
This means yielding effective results in all marketing efforts is even a bigger task because customers now yearn for personalization. The point is any marketer, brand or organization can deliver products and services.
But a successful marketer, brand or organization will deliver the right kinds of products and services the way customers want, how they want and when they want. Thanks to personalized digital marketing, that is easily achievable.
The rise of behaviour-based sales triggers
The foundation of personalization is customer data. This makes data acquisition an utmost priority. Despite the abundance of channels, the key is to ask the right questions and getting data-based answers that can give a clear picture on what the customers want.
According to a report by Kissmetrics, the more a customer is engaged with a brand, the better his or her response to the brand will be. Amazon, for instance, is known for sending out emails of recommended items – an observation made solely by the customer’s shopping history with it.
Such triggers witnessed a 125% higher open rate than other types of email marketing. This is just one example of personalization. Content is of prime importance too! Boring content won’t generate the amount of leads marketers desire.
Amazon targets the right person at the right time via product recommendations. Check it out:
A study by Aberdeen Group Research suggests a rise in conversion rates by 10% provided the content is tailored as per the needs and requirements of the customers. Marketers can curate the right kind of content by asking three questions:
- Is my content responding to their interests?
- Is content relevant to them at this moment?
- How am I going to distribute my content?
When it comes to targeting consumers, marketing efforts can never be too customized. That has major brands working hard to uncover new innovations.
The struggle is real
Despite a significant rise in popularity of tailored marketing efforts, marketers still struggle with effective personalization and online targeting. And there is data to prove that such is the case.
According to a study conducted by mobile marketing platform “Kahuna”, 36% of marketers report that personalizing behaviours across channels is still an expected channel in 2016.
46% companies that technology legacy is one of the biggest barriers to their personalization efforts. Majority of brands ranked themselves below average when it came to extracting useful insights from their customer data.
How to give the present scenario an uplift
There are three types of personalized information that marketers can make use of:
It is that kind of data that you have gathered as a part of your business operations. Here, the customers consent to share information. It is easy to learn from customer-browsing patterns, point-of-sale transactions, etc.
This is the kind of data that comes from the competition. Apart from all the benefits of first-party information, the data is received from those partners who are usually connected to the same customers in more ways than a direct transaction.
This refers to the marketing lists that companies buy to identify and understand the target audience better. Unfortunately, this might not always be a wise option.
There are many data vendors who, under the pretext of discounted prices, sell irrelevant or invalid customer data that ultimately hamper the marketing activities of the companies.
So to make the most of third-party information, marketers should be sure of the sources.
Wigzo: A perfect tool for delivering new-age personalization services
Every customer is different and desires to engage with the brand in a different way that is driven by personal preferences and interests. In this time and age, customers are the “king of the market” in the truest sense.
Therefore, it is a challenge for marketers to consider all such individual differences and personalize their communication with the target audience to fit their expectations.
Wigzo, a marketing automation suite, offers solutions that create personalized experiences across all customer touchpoints from a single, integrated digital marketing platform.
It helps brands forge an interactive relationship with the customers based on real–time, bespoke communication, spurring them to convert their purchasing intent into action.
It leverages Big Data Technology to bring relevance to the customer data; and empower it with predictive insights and intelligence to communicate the relevant and the right message to the customers.
Wigzo syncs Prediction Technology and Algorithmic Merchandising to generate content based on customers’ browsing data, app behaviour, purchase behaviour and search behaviour to enable personalized communication across all channels such as Email, Onsite, Push, and Social.
Want to book your first consultation with Wigzo? Click here.
Over to you
48% customers agree they purchase more when marketers leverage their interests and buying behaviour to personalize the experience across channels. In short, customers today expect an individual experience. Personalization is not an option anymore. It is a mandate that all marketers, brands and organizations must take seriously!