Content Weapons Primer: Personalized Content
Any Marketer worth their pay understands that personalization is an aspect that they need to keep at the fore constantly. However, and even though they are making an effort to make this so, the truth is that it’s still not enough for consumers. A Pure360 study back from 2016 showed this reality. Even though marketers are trying to add more personalization to their messages, according to consumers, they are still lacking in terms of engagement.
But why do marketers need to make the extra effort in personalization? The truth is that personalized content has a ginormous, yes, a sizably significant impact on the results hoped to for. 61% of Consumers buying decisions are influenced by custom content. That same 61% also said they feel better about and are more likely to buy from a company that delivers custom content.
Why is Personalization So Important?
#1: Consumers Want To Be Engaged
As I already mentioned above, even though marketers are adding some basic personalization to their messages, it is still not enough to engage with customers. At the levels they would like. According to an Infosys research, more than 30% of consumers would like to have a more personalized shopping experience. However, it is also important to note that some companies and marketers are already putting in the necessary effort. After all, and according to Segment’s 2017 State of Personalization Report, about 22% of consumers said they were happy with the level of personalization they are currently privy to from a few key brands.
#2: Consumers Are Willing To Give You Important Data
While it may seem a bit strange, the reality is that most consumers are willing to share their data to get personalized discounts and offers. Anyone with an Android or Apple Phone knows and accepts this without thought. In fact, SalesForce research confirmed that this was the case for more than 50% of consumers. According to a different Deloitte study, consumers aren’t simply for personalized messages they expect more. The truth is that almost 50% of consumers said they would be willing to wait longer if they received personalized services or products.
#3: Use Personalization In Different Channels
As you can imagine, email is one of the first channels that are personalized by marketers. According to an Econsultancy’s CRO 2017 report, more than 90% of marketers said they personalized the emails. The sad part is that this has been happening since pre-2010. Why would this be a point of interest is beyond me. This is akin to telling everyone you have a driver’s license 10 years later. The reason it was added it to highlight the pervasive mindset of “me too” instead of getting out in front.
Content Weapons like this are further explained in the book #contentweapons by Michael Stattelman
Learn how to lead “Next Practices” initiatives like this in Meta Leadership also by Michael Stattelman
However, while email personalization should have long been a part of your strategy, you should start integrating other channels that can work even better when you add personalization. A few I will list now and go into later are, Voice assistants, Progressive Web Applications notifications, Text messages (including MMS), Geofencing and even headline writing. What the hell, Headline personalization, yup you read that right. We will get to that soon enough. According to a Hubspot study, one of the main points that you should consider when you are adding personalization to your messages is to include it in the call to action. Once again, leave no room for ambiguity or doubt with your message and intended ask.
#4: Brands Need To Be Professional
With all the major leaks of people’s information in so many companies, it is normal that customers are demanding more information about a company before they send them their information. This only tends to happen when the consumer just can’t clearly see what the upside is for a given organization to have this depth of data and what’s the exchange value for it. We already know and are comfortable with (For the most part) Companies the likes of Google, Facebook, Uber and Amazon having this but who are you and what am I getting for it?
Based on a survey by YouGov, about 30% of consumers don’t like personalized messages because they see them as an invasion of their privacy. In addition, almost 30% of consumers also state that they don’t like when a company uses their information without having provided it to them in the first place. Simple rule of thumb, provide value, ask for the information and then continuously deliver value.
#5: Personalization Can Improve Your Sales And Returning Customers
When you have crossed all of your I’s and dotted your T’s, did you catch that or is my attack on your attention still at the necessary level required? You are clear about the benefits and how you use the person’s information, you can be sure that personalization will help you grow your reach and impact. Segment’s research again, almost 50% of consumers stated that they bought a product they weren’t even considering after getting a personalized recommendation. What’s even better is that with each personal interaction or engagement more and more trust in your brand, products or offerings is built up. (Tangent benefit: This is one of the keys to increasing Switching Costs and extending the Customer Lifetime Value.) That’s Meta Leadership level thinking, getting 3X reward on a single initiative. #metaleadership at its finest.
