Marketers have been personalizing content for years in the form of segmentation. But today consumers crave much more from brands—they demand truly individualized content experiences delivered whenever and wherever they expect it.
In order for personalization to work in a way that aligns with specific consumer expectations, content experiences need to be personalized to a segment of one, be refreshed in real time based on the individual’s behaviors and preferences. That’s why we call this level of personalization “individualization.”
With the right marketing technology, organizations have the ability to deeply understand their customers and prospects, including their unique preferences and behaviors, which in turn enables marketers to deliver individually relevant content experiences.
Here are three additional ways marketing organizations can benefit from individualization.
1. Driving customer engagement and content consumption at scale
When content is tailored to the specific interests of each individual, the result is deeper engagement between the individual and the brand. Once website visitors were exposed to individualized content recommendations, Avocados From Mexico tracked a 20% lift in overall page views and a 26% increase in engaged page views (visitors viewing content for at least 30 seconds and scrolling at least 25% down the page). The brand also saw that visitors who interacted with the content recommendations were 32% more likely to consume 3+ pieces of content per session, growing the number of highly engaged readers for the site. Highly engaged content consumers are the holy grail for marketers because they more content they consume, the more time they are spending with your brand, and the more likely they are to convert to an important action.
2. Reducing time and effort
Ironically, the more individualized your efforts become, the less time and effort they take. Individualization also reduces manual campaign management and segmentation tasks, such as setting up workflows, customer journeys and project management.
Traditionally, content and email marketers use a variety of time-intensive methods to personalize content with low levels of automation. And the more content and digital assets they create, the more difficult and time-consuming it becomes to manually segment and optimize content for individualization efforts.
Marketing technology that enables individualization relies on automation via artificial intelligence (AI) and machine learning to match content to individuals, enabling operational efficiency and freeing up staff to focus on content strategy and other high-value efforts. That means the machines replace the manual efforts around content decisioning and labor.
3. Making strategic decisions
Individualization requires robust and inexpensive tools built upon AI and machine learning. These sophisticated tools give marketers access to real-time consumer analytics so they can understand which types of content audiences are engaging with, when they are engaging with those assets and on which channels.
Content strategy will move from a static plan to one that is much more dynamic. Content creation can be informed by the knowledge thrown off by the individualization efforts. And marketers will deepen their understanding of their content themes and topics that are most effective. This can then be used to inform content decisions in other paid media channels, like search and display media.
Get a demo of OneSpot’s individualization platform to explore how you can personalize content-driven experiences across digital channels.
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