New technologies are opening multiple possibilities for content personalization - but businesses must ensure personalization is relevant and adds value.
Digital transformation trends are rapidly altering interactions between customers and corporations. New technologies are opening multiple possibilities for content personalization: from
However, the implementation of personalized interactions will only be effective when based on
In summary, when approaching personalization, you must:
Set up the preconditions for personalization in strategy and back-end alignment
Define an appropriate level of personalization for your approach, according to your marketing classification and the maturity level of your organization.
Define the stages of the customer lifetime at which personalization will add value for your audience.
Build in metrics to define success in the personalization of your digital assets.
Envision personalization as a continuous process which will evolve over time
Preconditions for Personalization
When building the foundations for your personalization strategy, you must first clarify the answers to the following key questions:
- Who is your target audience?
- How will you reach this audience?
- What content are you going to distribute?
- When will you reach them? (i.e. which time of day)
- Where will you reach them? (i.e. which channels will you use, where are they geographically)
By defining how to deliver the right content to the right person at the right time and through the right channel, you can ensure that personalization is always relevant for customers. In order to achieve this, high-quality data about customer behaviors and needs must be available and ready to be leveraged. You might personalize based on clickstream data, location data, transaction data or even third-party data. This requires data alignment and backend integrations, which will inform your personalization. This customer insight will come together with your expertise about the unique value of your offering to build the foundation for your personalization strategy.
The Level of Personalization
Organizations implementing personalization need to define their appropriate level of personalization, relative to resources and technological capabilities. The degree of personalization that’s relevant will also depend on what kind of marketing you’re doing: