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1) Marketing will be (technically) easier in 2017
2) Incentives will become more important
The maturing of marketing technology will affect what it is marketing departments actually do with their time. Instead of focusing on just getting things to work, brands will spend more time on incentives and improve the overall customer experience.
3) Marketers will use artificial intelligence (AI) to personalize the customer journey
Companies which do understand their customers' various journeys will use artificial intelligence (AI) to 'improve communication' with and 'deliver personalization' to their customers in 2017.
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"Laying the foundation for a scalable personalization engine
1. DEFINE ACTIONABLE AUDIENCE GROUPS
A good place to start with segmentation is within the customer journey. Even if you have the luxury of a perfectly homogenous customer base, user needs vary based on where they are in the adoption process. Content that is relevant to a visitor who has just learned about your product is not likely to be helpful to them once they become your customer and are considering an upgrade.
2) IDENTIFY DATA SOURCES
Once you’ve figured out your customer journey and audience segments, you should look at what kind of data you need to track. During the data collection stage, try to take a channel-agnostic approach and focus on identifying your data sources.
3) EXPLORE DATA ENRICHMENT OPTIONS
Third party data has traditionally been of limited use to marketers because it’s typically anonymized and not available in real-time. But that’s changing. Today, services have emerged that allow you to enrich your customer profile for the specific purposes of reducing friction in your sales funnel and delivering more personalized messages."
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Marketers today have more data and many technology options for personalizing the customer experience and communications. Check out the benefits and challenges of personalization.
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We know that personalization can deliver five to eight times the ROI on marketing spend, and can lift sales by 10% or more. Although the marketing industry has been promising personalization at scale for the past 20 years, expecting a machine to generate the perfect personalized experience is a fool’s errand. Rather, we’ve found the best way to achieve meaningful personalization is by systematically testing ideas with real customers, then rapidly iterating. Until recently, however, the tools and capabilities to execute this operation—delivering truly relevant personalized offers and content to millions of customers and prospects, across channels, content formats and touchpoints–have not existed.
That’s finally changing. Marketing technology, automation, and advanced analytics techniques have now reached the level where effective personalization at scale is possible. And yet getting this “test and learn” engine to run properly requires a fundamental re-architecting of a company’s marketing analytics processes. The goal is to create a learning ecosystem, one that connects insights to outcomes as part of a continuous, self-improving cycle.
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Is email personalization in your email campaign? Campaign Monitor shows how to authentically connect with your subscribers while sending targeted emails.
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Email personalization multiplies the efficiency of your efforts. This advanced guide shows you 2 ways of personalization with dynamic contents. Start now!
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"Conditional text when someone fills out a lead form or answers a question, conditional text allows you to pull in the information they’ve submitted and distribute it throughout the rest of the experience. Conditional content: conditional content means you can present different content to the user based on their behavior during the experience and their interactions with it. Custom download: offer your audience a custom download (usually a type of document), providing them with a tangible takeaway from the experience."
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Passero highlighted four steps to formulating a personalization strategy:
- Make sure you have account resolution by understanding your high-value targets;
- Segment based on known targets and known clients. This can be by industry, company size and more;
- Align your products and services with these segments; and
- Use external intent data to enrich what you know about specific targets and accounts.
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Stage one: Recognition. The magic of prepopulated forms, remembered sites, relevant offers.
Stage two: Approximation. Amazon in its early days - for many of us, our first known encounter with an algorithm.
Stage three: Precision. The point reached by the current market leaders in online retail, and it is so dull and unhelpful.
Stage four: Customisation. Don’t give me Seville, give me mid-sized European cities. Recognise which of my purchases are one-offs and which are consumables, for which I might welcome more information and deals. If you don’t know, ask me – I’ll happily tick boxes to get information about similar or related stuff, if it lets me opt out of more of the same. Use your brain, and surprise me.
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Roughly 75% of executives surveyed agree that recognition - the ability of a company to identity individual customers across media and under different circumstances - and its attendant benefits are essential for growth.
A successful personalization strategy helps meet corporate goals and customer expectations, but before that can happen, data management vendors and marketers must absorb a few realities.
Single customer view, or SCV, is an advanced capability. It means tying together a set of data sources that truly offer a complete picture of a customer, past and present.
That sets a high bar, and yet over 40% of respondents suggested that their organizations took advantage of an SCV. That figure is somewhat higher than observed in previous studies, but of greater concern is that when compared to what companies have actually achieved, there’s a huge disparity.
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In particular, although the use of personalization in search engine marketing is quite sparse (18% of company respondents), almost half (48%) of company respondents have experienced a major uplift in search marketing conversion rates since implementing personalization. Moreover, another 43% report a minor uplift in search marketing conversion rates after having implemented personalization.
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With 62% of millennials feeling that online content drives their loyalty to a brand, and 46% of U.S. consumers admitting that they’re more likely to switch providers than they were 10 years ago -- it's clear that fostering loyalty through personalization should be a priority.
It may seem like a big undertaking, but by observing, understanding, and investing in the behavior of your customers, you can help to ensure that they'll stay customers. So start getting personal -- and building loyalty.
Email personalization doesn't need to be insanely complicated to resonate with recipients. To see what I mean, check out these 12 great email examples that cleverly use personalization.
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With a personalized video, you can insert an individual’s name within the content, but you can also go so much further: you could make reference to their job title, or to the city where they live; you might even include a review of their bidding history with relevant tutorials for better future investments. As you imagine those possibilities, you can start to see how quickly this type of content could transform your approach to binary options marketing. Here is your chance to really engage with potential customers.
Does this style of marketing automation deliver results, or is it simply a passing fad? Is there a danger that we convince ourselves, as marketers, that personalized videos look great, without really monitoring the impact? Understanding the metrics is vital to any marketing campaign and it’s no different in this case.
We’ve run our own experiments, providing a direct comparison between personalized videos and generic video marketing campaigns. The results that we have seen have been little short of extraordinary. We discovered that an individual receiving an email that includes a personalized video was 4.5 times more likely to click on the provided link. More than this, our analysis demonstrated that they were an incredible 16.5 times more likely to click to open. By any measure, those results are impressive.
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How Can You Use All that Data?
On-Site Personalization
- Dynamic, Triggered Pop Ups
- Retargeting Banners
Email
- Dynamic Content
- Transactional Emails
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Web personalization platforms give organizations the ability to personalize beyond the referring source. Most platforms personalize based on behavioral attributes, such as content interacted with, pages visited, time on page or site, or previous activity in the marketing automation platforms. Furthermore, some platforms can personalize an experience using an organization's own first-party data, or third-party data that is accessible within the platform itself or through an integration with a data provider. Personalization could be as basic as by name or account, or more advanced such as by industry or even persona. Web personalization platforms also typically allow for A/B or multivariate testing, and some platforms generate predictive recommendations for the best-performing content and actions.
If you're running digital advertising and are not measuring beyond the click, you could potentially be leaving a lot of money on the table in the form of missed conversions. Measuring beyond the click is the only true way to measure the success of your digital advertising. If you are measuring beyond the click and looking to optimize your Web performance to drive deeper experiences with your buyers beyond the initial click, Web personalization might be for you. Visit the SiriusDecisions Marketplace to explore some Web personalization vendors
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Email is perceived to be the most effective digital tactic available to marketers today, and marketers are confident in the relative success of their strategies. However, according to a new study from Ascend2 and its Research Partners, some strategic goals are easier to achieve than others.
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Marketing technology can be useful for marketers looking to strengthen their digital personalization efforts. According to June research, well over half of senior business-to-consumer (B2C) marketers globally rely on web analytics software, customer relationship management (CRM) and content management systems to ramp up their digital personalization efforts.
According to the data, 68% of respondents said they deploy web analytics software, followed by CRM (61%) and content management systems (55%) to support digital personalization efforts. In contrast, 5% said they had not yet invested in a technology to facilitate this type of work.
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Web Sites - Marketers are increasingly turning to Web personalization to engage audiences on their websites. Are you? If not, check out these reasons to consider personalization.
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Email marketing: Most (if not all) B2B marketers are leveraging it. But are they doing it right? It depends on who you ask. When done properly, email is still a very strong channel for engaging with B2B buyers. Companies such as Uberflip, with email open rates that range from 34% to 53%, can attest to it.
According to Salesforce’s 2016 State Of Marketing Report, 80% of marketers agree that email is core to their business; and nearly half (49%) of those marketers say email is directly linked to their business’ primary revenue source.
Yet while marketers may believe they are leveraging email to its fullest potential, the customer thinks otherwise.
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Dynamic, personalized content is making email a more relevant channel
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Customer data management provider Lytics this week introduced a new platform that promises to bring both greater simplicity and sophistication to personalization efforts across channels and devices. The pitch is “personalized marketing right out of the box.”
Lytics Personalization, as the product is called, uses an intuitive UI and machine learning to deliver more segmented experiences and messaging on customer websites. While the company is starting with website personalization, it will ultimately extend it to most marketing channels over time.
Lytics customer data management has for some time been integrated into third party tools such as Marketo and Adobe, among others. Indeed, it began as a data platform to feed audience data into third party marketing tools. However, Lytics Personalization is now available directly to marketers. The company says it developed the product based on customer demand.
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After patiently waiting for the results to come in, it became clear to us that the homepage had not brought our conversion rates crashing down, a relief to everyone on the team. We waited one month for the results to reach >99% statistical significance on each goal we measured, though some had such drastic improvements that we knew much earlier. Here are the results from the personalized homepage:
- 1.5% increase in engagement
- 113% increase in conversions to Solutions page
- 117% increase in conversions on “Test it Out” CTA to start account creation process
- Lead conversion rate remained the same
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![How Marketers Can Use Technology to Excel at Personalization [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it](https://img.scoop.it/gsoaiXnjxKRCuySujN2tSvL6dadsvGA8m9WNoVsbzkY=)
![Why Creating a Personal Online Experience for Your Visitors Is Critical [Infographic] - Profs | The MarTech Digest | Scoop.it](https://img.scoop.it/Fz_jhQpolDxlyqTpRQcNdPL6dadsvGA8m9WNoVsbzkY=)
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