It’s 2019, and customer expectations from brands have never been higher. Marketers still relying on segmentation-based personalization are making noble efforts to deepen customer engagement, but today’s customer demands that brands take an even more personalized approach. Customers expect content experiences that are individually relevant, valuing their uniqueness. The only way to avoid content irrelevance and ensure a relevant experience that inspires ongoing engagement is to individualize the delivery of content to every visitor and subscriber through an individualization strategy. This requires marketers to throw out the segmentation handbook and begin delivering content experiences that treat individuals as a segment of one.
You’re focused on developing a relationship with your audience. You’re spending energy creating content aimed at educating and influencing consumers, and budget driving consumers to owned properties where this content is housed. But, what happens when they get there? Are you seeing the meaningful engagement that leads to a stronger relationship? On average, 8 out of 10 visitors to any blog will bounce after just 1 page view, and 63% of consumers say they’d consider ending a relationship with a brand that served up content which was not personally relevant to them. Content irrelevance is costing you customers every day and the only way to ensure a relevant experience that inspires ongoing engagement is to individualize the delivery of content to every visitor and subscriber.
Businesses ready to pivot from segmentation-based personalization to true individualization will need to rely on artificial intelligence and machine learning to get the right content in front of the right person, in the most efficient way possible. The most effective individualization tools will provide several ways to improve the content experience across key channels, and deepen your brand’s relationship with its audience.
Create Customer Profiles
Critical to stepping up your personalization strategy is gaining a better and more complete picture of who each individual consumer is and what they care about. Gathering this data is imperative if you truly want to connect with your audience on a one-to-one basis. You must know and understand who they are and their interests, but you need data to paint the picture.
Last year marketers were already doubling down on data to better understand their customers—Forrester reports 94% of marketers focused on priming their data and analytics capabilities in 2018 to deliver more personalized customer experiences. Using your business’ data repositories as well as individualization tools, you can build a robust view of each individual, and then deliver content experiences to a segment of one, in real time, based on each individual’s actions and content consumption history.
Deliver Individualized Content Across Email, Web, and More
With robust customer profiles in place, you can step up your personalization efforts by identifying the most relevant piece of content that is unique to an individual’s interests, behavior and current trends. Then, you can leverage individualization tools that automatically analyze and deliver the most relevant content to each unique web or mobile visitor and to email subscribers..
Campbell’s is one brand upleveling personalization to individualization for omnichannel marketing. The brand used OneSpot’s Individualization Platform to deliver highly personalized experiences to more than 20 million visitors a year, from recipe recommendations and product discovery on its website to individualized emails based on customer website engagement.
Measure Active Content Consumption
Our final recommendation for upleveling your personalization strategy in 2019 is through content intelligence. Rather than tracking traditional content metrics like page views and shares, we recommend tracking which content influences customer action. It starts by uncovering the ingredients that make up a piece of content the drives customers or prospects to consume it and then take a valuable next step.
By understanding which assets, or “active” content, embody these engaging characteristics, you can fine-tune the content experience for each customer by delivering only the most relevant and high-performing pieces to the customers who are likely to engage with them most.
Bring People Closer to the Content That Matters
When you uplevel your personalization strategy through individualization, you have the ability to ensure every interaction customers have with your brand delivers a moment of relevant discovery. Learn more about how you can deepen your brand’s relationship with consumers in 2019. Click here for a closer look at how individualization technology works to create one-to-one content experiences for customers.
Marissa leads marketing at OneSpot.