Let’s dive into what Data-driven personalization actually is and why it’s significant for your 2020 marketing strategy.
What is data-driven personalization?
At it’s simplest, we can define data-driven personalization as delivering value to someone that too at the right moment. It happens when you know enough about someone and instead of putting out random blasts and generalization, which obviously doesn’t work now, deliver the personal, specific and strategic content, demonstrating your dedicated marketing efforts.
Here are the key findings that ensures that data-driven personalization in your 2020 marketing strategy can revolutionize customer experience and add to your ROI:
Better Customer-Experience with Data-Driven personalization
Currently, the most critical challenge for the data-driven personalization strategy is improving customer experience. And after that comes the increase in visitor engagement and conversion rates.
So, how do you improve your customer experience?
- KYC (Know your customer) – In order to know your customer, you must collect enough data about them and have a streamlined process to use it. Do take the time to fix your data issues and get a wealth of insight into the prospect.
- Introduce Self- service facility –
‘Make your customers, your king’. User preferences, self-service lines, FAQ on your website, etc will all help in making your customers happy and satisfied leading to level up the customer experience.
- Social Media Engagement– Don’t forget to take advantage of any opportunity leading to customer engagement. Social media can be useful in developing a better understanding of your customer’s preferences. Also, through responding over social media you tend to build more loyalty and credibility.
- Developing Customer-Centric Culture- Strive to revolve your company around the customers. From leadership to the frontline employees, keep all their needs and requirements above the need of the company.
Tackling Data Issues – Critical to your success with Data-Driven Personalization
When taken a deep dive into the Data, one can find a number of Data Issues. Thus, Improving the quality of user data is also a critical challenge of Data-Driven Personalization. Data quality is a common task for different types of marketing tactics: content, email, search, lead generation, social, etc.
So, don’t forget to ask these questions from you-
- When you took a deep dive into your data the last time?
- Do you have data silos?
- Are you collecting the Right Data?
- Are you using the collected data from your website to improve the customer experience?
Don’t be frightened to confront your data issues, as it is crucial to your success.
Collecting the Right Data- Critical to Data-Driven Personalization
In the current time, the type of data collected for marketing usage covers the distance far beyond traditional name, company, and title.
According to the survey, more than half percent of the marketing professionals exclaimed that the website activity is the most crucial type pf marketing data which is utilized for the personalization efforts. The Transaction activity also tops this list of important data, according to 47% of the marketing professionals.
The following findings can ultimately help your marketing team with the allocation of budget and resources for personalization-
- What marketing data are you collecting?
- What data are you not collecting?
Assessment of your data and finding an answer to such questions will automatically open your door to Data-Driven Personalization success.
Effective Data-Driven Personalization — Good Time to Leverage It
Data-Driven personalization is quite effective. According to a recent survey, one quarter (25%) of marketing professionals reported that the effectiveness of data-driven personalization strategy is increasing substantially, while 67% say that the strategy is increasing marginally.
It is a high time to leverage this dynamic personalization process for the improvement in one’s business as they contribute to a great extent in the following ways-
- Getting a sharper focus of your Audience– Re-evaluating the fundamental information about your audience usually drives your marketing to succeed. By knowing who your potential customers are, what are their desire and how to get them, you get a clearer picture of the way of expanding your business.
- Identifying more meaningful leads- With the data collected at one place, It becomes easier to analyze your customer’s behavior. This ultimately helps in creating an accurate customer journey, that opens up opportunities for your marketing messages to make an evident difference.
- Creating relevant experiences- The database collected is also crucial in providing a good experience to the regular customer so that every time they visit your site, they get to see what they were interested in. For example- If someone looks out for an article on your blog, your marketing should “remember” what research they were doing.
- Setting purposeful Goals- Identifying the signals and creating the experience are both just a process that should be leading to fulfilling the main goal. The goal is to convert the lead into a customer. Each experience is designed in a way that is specific to future purchases leading to both measurability and relevance in mind.
Marketers Allocating More of Their Budget – to Drive Data-Driven Personalization
It is evident that the marketers see value in dedicating the time, resources, as well as expenses for personalization in their marketing efforts as incorporating data-driven personalization into the overall strategy has been found as a significant step in making a good business.
Currently, there is no better way of delivering a superior customer experience than personalization. The balance of power has shifted towards the customer in a profound way making personalization as a critical differentiator in the business lane.
Make sure you are using the right platform that empowers you leading to a great impact over your business.
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