Amazon, Netflix and Facebook aren’t the only digital platforms that people expect personally relevant content from. In this day and age, consumers expect every digital experience to be individually relevant.
Studies show that 56% of consumers openly admit that their purchase decisions are largely driven by personalized marketing. As a result, 94% of brands admit that personalization is the key to marketing success. However, 75% of consumers complain about irrelevant content, and only 57% of specialized marketing leaders are actually interested in personalization. Even worse, only 14% of marketers have adopted an end-to-end personalization approach to the consumer journey.
If the majority of marketing leaders aren’t even that interested in personalization, then what’s the big deal? Turns out, not having a personalization strategy for your branded content presents more risks for your brand than you might think. We asked 1,500 consumers about their perceptions of the brands that do and don’t take the time to provide personally relevant content experiences. The findings suggest that not having a content personalization strategy isn’t an option for brands anymore.
Less personalization equals less attention for your brand.
The survey reveals that 39% of consumers won’t spend time with publisher or media content if it’s not personally relevant to their interests. The risks are even greater for brand publishers—45% of consumers indicate they won’t spend their time with branded content if it’s not personally relevant.
This emphasizes the fact that relevance is even more critical for brands in the eyes of consumers, and they’ll have to work even harder to capture and maintain people’s attention with individually personalized content experiences.
Less personalization equals less interest in what you’re selling.
This is where personalization really impacts the bottom line. 42% of consumers reported that they’re less interested in a brand’s products and services (and thereby less inclined to buy them) when the brand fails to offer personally relevant content.
This trend is even more prominent among Millennial buyers. More than half (51%) of Millennials (age 18-34) are somewhat or significantly less interested in what a brand has to offer when the content experience isn’t personalized to their interests.
Personalization is an imperative. Here’s how to get started.
Based on the success of technology giants like Amazon and Netflix, it’s clear personalization is no longer just a strategy—it’s an imperative. But if you’re with the 86% of brand marketers who haven’t adopted an end-to-end personalization approach, how will you keep up? To help you get started, we created the complete guide to mastering content marketing personalization, which includes practical guidance for:
- Assessing your current content marketing program, from strategy to metrics, so you can evaluate the maturity of your content marketing practice and where personalization fits in
- Assessing your current personalization efforts so you can select the right strategy and technology for personalizing content marketing
- Aligning your stakeholders so you can get the right people involved in building your personalization strategy from the beginning
- Building the business case for personalization by setting and measuring the right KPIs
- Picking the right technology to help you execute and optimize your personalized content marketing
Download your free copy of the personalization planning guide for more insight.
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