Content personalization instead of promotion

Value is changing from the product-oriented approach to the personalized customer approach.

Today’s people prefer searching, curating, and interacting with content rather than being pushed to see it.

Today, even building a brand requires you to deliver content relevant to your customers’ needs. The Zero Moment of Truth is an excellent example of how mobile and internet devices can drive purchase decisions.

Creating value is only possible when there is a dialogue between companies and consumers.

Delivering a personalized experience

The beauty of the internet is its ability to cater to every person’s needs. Every person is unique, and it is crucial to provide the best experience possible with what they love.

Netflix aims to create a seamless experience that delivers the right content at the right moment to the right people. It boasts over 1,000 hours of content and promises to provide content tailored to the engaged audience’s needs.

Mindshare’s 2017 trends report highlights the rise of the personalized economy. Brands can engage customers with devices like Amazon Echo or Google Home based on their needs. Content that caters to individualistic needs, whether it’s a recipe or trip advice, will be the best.

Personalization strategies for content

Four out of five consumers want content personalization. This is a ‘The Balance Act: Getting Personalization Right.’

A well-executed personalization strategy can result in a positive ROI. McKinsey’s analysis shows that personalization can increase sales by up to 10% and have a five- to eight-fold ROI on marketing spending.

Let’s take a look at some personalization strategies.

1 In-line messaging

The question is: What and where? Personalization can be maximized by creating a messaging strategy and mapping it to audience needs.

The description of the web page should be consistent with the content. It should also reflect the keywords and value it addresses. It is essential to convey what the page is about consistently.

2 Demographic Targeting

First, you must determine basic demographic information such as gender, age, and location. Some people don’t want to see an education program, as it is useless.

The best way to find the right customers is to identify them. Think about the message and value you want to communicate with your product. It is essential to test it to ensure your target audience finds it valuable and attractive enough to click through.

3) Retargeting

Customers leave websites within minutes and then forget about them quickly. Retargeting can be used to remind customers about the products they left out. Site visitors who are retargeted are 70% more likely to convert.

Target customers who have visited the product page multiple times or added a product to their cart. You can also send them email reminders to encourage them to take action.

4) On-site personalization

This is where automation comes in to save the day. They present each customer with the most relevant content, making the buying journey more enjoyable.

Customers who return to the site are reminded about products they’ve previously explored and offered other products that might interest them. Amazon.com is an example of personalization on-site. It suggests products you may like promoting as you browse the other items.

5) Analytics

To gain deep customer insights, data is crucial. Data can help identify patterns and gaps that can be used to deliver personalized content to customers. Service providers are assisting companies in reaping the benefits of the data-backed approach. Nelson’s partnership with Rich Relevance data provides personalized shopping data. Retailers would be better able to meet their customers’ needs with improved analytics and product recommendation.