Did you know that by 2023, the global revenue of customer experience personalization and optimization software is expected to surpass 9 billion US dollars? It’s no surprise.
In today’s world, businesses spend more than half of their marketing budgets on personalization because it has become a critical component in delivering highly relevant customer interactions.
Personalization has been around for many years, but a lot of companies still struggle with going beyond primary forms like name-based marketing messages or segment-level personalization.
The real challenge lies in scaling up personalized strategies across all customer touchpoints while delivering measurable results that engage shoppers throughout the customer journey.
In this article, we’ll show youhow marketerscan achieve personalization at scale. We’ll explore what it means to personalize at scale, why it matters and how you can implement tools and strategies that will help you succeed.
What Is Personalization at Scale?
Personalization at scale involves analyzing large amounts of data about individual users to deliver highly targeted interactions explicitly tailored to their needs, behaviors, and preferences.
Various sectors achieve personalized experiences, such as entertainment, where streaming platforms like Netflix use viewing history data from users’ activities on the platform to recommend new content based on their interests.
While healthcare uses wearable devices’ obtaining information through these devices gives health coaches insights into an individual’s lifestyle choices which aid them in providing personalized nutrition advice and exercise plans.
One form of personalisation exists within e-commerce where cross-channel integration spans anonymous visitors, think first-time buyers.
First-time visitors becoming customers, as well as existing ones, are all personalized towards each visitor behaviourally. This leads them through product identification and discovery, ultimately increasing conversion rates for brands.
The benefits reaped when prioritizing, however, come clear when one understands its significance.
Benefits Of Scaling Your Personalized Marketing Strategy
It’s What Customers Expect
Imagine having your name tagged along message greetings as being less efficient as customers desire more personalized experiences with brands.
According to McKinsey’s Next in Personalization 2021 Report, 76% of consumers are frustrated when they can’t find what they’re looking for, including irrelevant marketing messages that are not aligned with their interests.
Therefore, personalization at scale is essential. It helps companies provide a personalized experience that anticipates customer expectation and needs towards an individual.
This increases engagement frequencies, resulting in satisfaction, translating to ROI benefits for brands.
How Can Marketers Personalize at Scale?
Now let’s focus on how we can achieve the art of personalized marketing:
Unify Your Customer Data
To understand your customers fully, you need one complete view of them, which involves unifying all customer data sources in real-time.
Many organizations try piecing reliable information from different point solutions; however, this results in no accurate data being available, causing scaling challenges when engaging consistently with each customer across multiple touchpoints.
Personalization requires e-commerce collaborations between both product and consumer data, providing targeted audience insights about shoppers’ purchase history preferences, influentially leading to increased conversion rates.
Customer Data Engine
Marketers need tools like Bloomreach powered by its Omni-Channel Orchestrator (OCO) technology.
This enables marketers to create seamless campaigns through unified ecommerce channels while visualizing content omnichannel-wise before publication.
Algorithms analyze customer behavioral patterns, generating unique identifier keys for each visitor’s interaction. This positively impacts changes made, ultimately leading to higher conversion rates experienced over time.
Create An Omnichannel Strategy
With Omnichannel strategy adoption enables cross-channel marketing distribution through robust platforms using AI tools, avoiding repetitive workflows; hence improving productivity within business operations.
Thus, tailoring specific outreach options per channel based on ongoing triggers occasioned by real-time feedback saves time and resources while boosting engagements.
Use AI And Automation To Your Advantage
AI capabilities analyze metrics like lead management retargeting triggering signals across diverse channels, including email, SMS etc., using personalization attributes to generate user interactions optimized towards better engagements.
AI leads in determining the best timing for message-triggering channels, sustaining a unique customer experience resulting in satisfied customers that will keep returning.
Personalization at scale is a powerful tool when used accordingly because of its tremendous benefits in engrossing your brand by connecting with and understanding customers while adding value simultaneously.
Companies can leverage available technology solutions to achieve personalization resulting in increased satisfaction, greater engagement, and ultimately higher conversion rates.