Marketing personalisation - Is it friend or foe?
Marketing personalisation is marketing targeted products or services to users based on data you’ve collected about their digital presence. The kind of information you gather (demographic, region, purchasing habits, etc.) determines the level of personalisation that you can use.
Amazon are well known for this approach. Their systems cleverly remember your past interactions and purchases. Amazon are great at targeting products based on activity and interests. You’ve probably seen the phrase “Because you viewed xyz, you may also like xyz.”
What are the benefits of marketing personalisation?
A lot of marketing personalisation, or targeted marketing, relies on marketing automation. This is good news for marketers as it means a lot of the hard work can be done for you. Automation lets marketers streamline their marketing personalisation strategy to improve customer experience. Some of the key benefits include:
- More sales
- Better quality lead generation
- Higher average order values
- Improved conversion rates
- Increased customer retention and brand advocacy
- A more focused marketing strategy
- More engagement
What are the barriers to marketing personalisation?
The catch is that there’s a thin line between targeted marketing and being creepy. When it’s right, your marketing tactics will direct people to products they’d be most interested in. When it’s wrong, people will feel like you’ve violated their privacy and you get marked as junk.
In an Econsultancy survey of in-house marketers of client-side businesses and marketing agencies, there were other notable barriers to improving personalisation. 47% of client-side businesses mentioned ‘IT roadblocks’. Stating either that they used legacy technology or that they didn’t fully understand their technology. For 51% of agencies, a major barrier was an inability to translate data into action. 5% of agencies also admitted that concerns about privacy laws stopped their clients from using marketing personalisation at all.
So how do you overcome these barriers? Firstly, familiarise yourself with privacy laws. Avoid a cyber-scandal and be transparent in your approach. If your barriers are technological, you need to consider your Enterprise website content management system. The Sitecore content management system (CMS) is a rich, extendable platform. Easily integrate marketing automation tools and personalise every aspect of your digital presence.
How Sitecore kicks marketing personalisation into gear
Sitecore makes marketing personalisation easy for marketers. So you’re guiding the customer experience, rather than reacting to it. Sitecore tracks the way customers move through your site and any behaviour patterns. You can be aware of where they might be in the buying cycle or target their interests.
- Sitecore Experience Database – Collect and store customer data from across your Sitecore installation in one place. Sitecore will use the data to personalise every aspect of the user experience and track their interactions.
- Rules-based targeting – Easily create rules in Sitecore concerning campaign, goal achievement, language, IP address, day/time, device, keywords, location, referral source etc. These rules help to automate the personalisation of your customer interactions. The more Sitecore learns the more focused the conversation can become. Customers are effectively guided through your site towards conversion.
- Cross-channel automation – No matter where they’ve previously accessed your site from, Sitecore will keep track of user interactions. If a customer buys your product from their mobile, Sitecore can still make personalised product recommendations to them when they visit from a desktop.
- Anonymous personalisation – Sitecore 9 has brought plenty of developments in marketing personalisation. Notably, the developments in real-time visitor tracking let marketers personalise the customer experience even when they don’t recognise the visitor. Using information about their current browsing session, Sitecore can identify browsing patterns and interests to personalise the user experience. The longer the user stays on the site, the more patterns Sitecore can recognise and respond to in real time.
A friend or foe to marketers?
Our verdict is: friend. Personalisation sets marketers on the road to building great customer experiences. And Sitecore makes this easy with its many extendable features.
Being aware of the risks personalisation poses will help you face them head-on. Sitecore gives you the tools to challenge any foreseeable barriers. With the right Sitecore Implementation and a trusty digital partner, marketing personalisation is a breeze.
Get the best from Sitecore with Kagool
At Kagool, we know that giving a great customer experience is crucial to businesses. Our Sitecore expertise will help you to get the best from Sitecore features. From implementation to personalisation, we’ll be your guide.
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