As everything else evolves, so does consumer needs. What appealed to them a few years back may not work in this time and age. Many crave to be spoken to directly as opposed to being treated the same, which has been the case for quite some time.
Case in point is this 2012 report by Capgemini in which 60% of shoppers admitted that they find it appealing or extremely appealing when a store recalls their personal information as well as payment method. Come 2016, a whopping 75% of consumers said they are more likely to purchase from a retailer that recognizes them by their name, knows their purchase history, and gives recommendations based on that.
And now, thanks to new marketing technology, this has been made possible. Through content marketing, you can leverage behavioural data to come up with emotionally-engaging content.
Many marketers, unfortunately, have yet to maximize this chance and according to this 2016 survey, it’s not because they don’t want to, but rather because they either lack the technology to do so or lack the resources and data.
Well, whatever your reason is, you are going to learn how personalized content can change your marketing campaign and business, and you will be more motivated than ever to incorporate it into your content strategy.
Initially, users had little control over what content they consumed or how they consumed it. And this is the basis upon which the rising preference for personalized experiences was built on. Our desire for control is what makes us feel great and appreciated when we get something that is tailored to us.
The positive effect this has on the consumer is that they are more likely to engage with whatever you’ve served them and eventually act on it. Besides, the fact that a person is being presented with the exact information they would like to have increases the engagement level.
Data collection has often been the bigger challenge in this process and, in most cases, it calls for interacting with users and building relationships in order to get them to share their information with you through interactive content. According to this report, many consumers are willing to let retailers use their interests and behaviour to offer a better experience to them.
Anyway, once you have the data, it’s a little easier to come up with the content. It could take the form of text or video and this has been enabled through marketing technologies designed to develop personalized content. More important to the marketer is to ensure that the content is served to the appropriate audience at each stage of the sales cycle.
It’s important to note that personalized content doesn’t just work on its own. You have to factor in the audience segment as well as the channel performance.
Targeting & Retargeting
Personalization mostly uses psychographic data, which is in many ways more effective than demographic data. Selecting an audience based on age, location, or gender alone puts you at risk of missing out on the real target as opposed to when you take into consideration their personal information, interests, lifestyle aspects, beliefs, and so on, in addition to the demographic data. That way, it’s easy to pique their interest and engage them further.
However, note that a very small percentage of website visitors and viewers convert during their first visit. The rest who don’t care what we refer to as bounced traffic. Retargeting is a form of marketing that focuses on bounced traffic, with the aim of engaging them further and getting them to convert.
Trying to appeal to all your visitors by displaying the same content without caring what they are looking for or how they got there won’t achieve much, yet this is a mistake plenty of retail businesses continue to make.
But the result is often positive when the content displayed is designed to appeal to different segments of one’s audience. This, of course, comes after you’ve gathered plenty of customer data and used it to build a profile of your ideal customer.
A retargeting campaign will utilize the data available about the visitor, from their personal information, buying history, and keywords they used to other variables such as location, device, visiting frequency, session behaviour, and so on.
Generally, content personalization plays a major role in making retargeting successful because it seeks to make the content more relevant to the buyer, thereby engaging them further than before.
Adapting Your Content Strategy To Personalized Communication
It would be really difficult to achieve access to personalized content if your strategy doesn’t specify or explain why you are providing a specific message to consumer A and another different message to consumer B.
As we saw earlier, personalization can be implemented at different levels of the marketing cycle and so you need a strategy that explores every aspect of these processes, especially if you’ve come up with a heap of market segments.
And as much as this ensures your messaging is implemented correctly, the flip side of it is that you’ll end up with a powerful content strategy that optimizes engagement, conversion, and sales.
Content shared by a business represents its voice. And such content holds the ability to not only engage your customers but also to develop your brand, generate leads, increase conversion rate, among other things. Personalized content largely seeks to raise the engagement level. Besides, the future of marketing continues to revolve around it, with better technologies being developed to make the personalization process more convenient and effective than ever. As a business or marketer, you stand a chance to gain a lot by deciding to join this superior trend.
Robyn Howard is a video enthusiast and content manager over at VideoRemix.io.
She works with a team of techies to help people create, edit, personalize, and publish production-quality video campaigns to engage their audience.
Clients can use personalized video software to create personal videos for prospects on websites, landing pages, video-sharing sites, and Facebook.