Making the personal(ization) choice
By Oren Roth-Eisenberg, VP, Engagement Strategy
Personalization means using data to transform one-size-fits-all marketing into individually tailored experiences. It also means adapting as the brand learns more about its audience. This adds complexity to any project—so how do you know if personalization is worth the investment?
A personal choice
Consider the last time you visited a website or opened an app and saw content tailored “for you.” Now think about the marketer’s intent behind that experience. Maybe it was:
In each of these cases, personalization was employed to encourage you to complete an action tied back to a direct business metric—not a flashy experience for engagement’s sake. To help combat these types of empty strategies, we have identified three questions that will help your brand build a personalization engine driven by business need.
1. How is the customer journey fueling your experience strategy?
A deep understanding of your brand/category context must be matched with an even deeper appreciation for what motivates, troubles, or distinguishes your target audiences. Using rigorous analysis of your customer experience (CX), you can identify critical moments of need throughout the customer journey and craft tailored experiences to address them.
With personalization, embracing a CX mindset ensures the brand centers around the customer completely—activating subtle nuances in knowledge and behavior to craft more impactful experiences.
2. What are your brand's business objectives for the experience?
Many marketers do not have a clear understanding of how engagement metrics such as clicks and opens translate into real business impact.
Smart engagement planning can help you scale personalization in the channels with the most business impact for your brand. Considering the channel role, the point in the brand lifecycle, and the competitive landscape can help illuminate how personalization can better fulfill the channel strategy.
Just starting your journey with personalization? Learn more about how to get started by building your strategic foundation, the Brand Blueprint.
3. What data will you have to move your business forward?
Data is “king” in personalization. A robust Data Discovery can help determine your brand's readiness to leverage the power of data-driven personalization by understanding:
- The variety, quality, and recency of data you have
- The data sources flow and connection points to the larger ecosystem
- The enterprise marketing technology investments that can help optimize the experience over time
If your brand lacks the data sets you seek in-house, consider whether licensing data can help fill your information gaps. Understanding your data potential can heavily influence whether the personalization you deliver will simply be a “nice to have” or whether it truly meets customer needs.
Not sure where to start with your data strategy? Learn more about these steps and how Evoke can help your brand take stock of current data infrastructure to build a forward-looking roadmap for customer experiences.
Experience worth the investment
By anchoring an approach to personalization in customer insight, channel, and data strategy, you can move the brand forward in ways that better anticipate and activate audiences through tailored experiences delivered at key points throughout the ecosystem.
The Evoke Center of Excellence on Personalization helps marketers approach the promises of marketing technology with clear, actionable, and human-centered solutions to tailored customer engagement. For more information, email us at: firstname.lastname@example.org