Stronger engagement and better responsiveness lead to higher revenue. Through personalization, you can prompt visitors to engage so that you can convert them into customers.
- Getting Rid of the Cookie-Cutter
- Why personalization is fundamental
- Content as the standard for personalization
- Crafting a content strategy
Getting Rid of the Cookie-Cutter
Marketers and data scientists are not always in agreement when it comes to best meeting the needs of users and optimizing marketing efforts. However, there is almost unanimous support of one tactic: personalization. An incredible 47 out of every 50 executives from a broad spectrum of industries called personalization “extremely important,” “very important,” or “important,” according to a survey highlighted in CMO.
Why Personalized Content is Fundamental
There are many reasons why marketers are so enamored with this strategy. Here are the top five reasons it’s effective, according to a June 2015 survey by the CMO Council:
- Better engagement and responsiveness – 56%
- More meaningful and current customer relationships – 47%
- Boosting of referrals and brand perception – 44%
- Higher conversion rate – 43%
- More refined and coherent interaction – 43%.
Figuring out how to personalize your content is not exactly simple, although the rise of automated buying or programmatic buying is ramping up adoption of this tactic.
One success story is Sears Canada, which has broad and sophisticated means to optimize the way it markets to each shopper. When you target users with products that fit their interests or that they had previously considered, it creates a more convenient path for purchase, explains the company’s UX director, Nurullo Makhmudov. “Or, it’s an invitation to come back and finalize your purchase,” he says. “In that sense, it becomes a highly personalized and individualized execution.”
Content as a Standard for Personalization
Personalization isn’t just for abandoned shopping carts, though. Customizing online content for a stronger user experience is widely considered fundamental to business success. Marketing pros have said in survey after survey that content is their top priority, with 7 in 10 businesses creating more content in 2014 than they did in 2013 – a trend that holds true today.
Crafting a Personalized Content Strategy
Effective personalization starts with stellar content – especially newsworthy content that discusses late-breaking developments and evergreen content that retains its value for years to come.
With global information at our fingertips, a business has to show off its authority through content. Is your content strategy as powerful as possible – crafted to optimize search and built for individual personalization?
With our personalized content marketing services at Cyberlicious®, we create and promote digital content that provides an entertaining and personal learning experience for your visitors.