Customized insights on your marketing journey.
Understanding how various fields interact with each other matter more than what any single entity does on its own. Below, we share insights into the relationship between marketers, consumers, and personalization.
Marketing is no longer a one way-street. Everything about marketing today is fluid now that consumers set the tone for the conversation. The most effective strategies are those that consider and meet change. The fluid state of technology only highlights the constantly changing relationship between people, brands, technology, and culture. Increasingly, marketers give internet users the gift of customization. People gravitate towards content that allows them to put their own touch on it. In a sea of over-saturated content, people appreciate being able to make something their own.
Consumers have always known what they wanted. It’s just now that marketers are listening. In fact, consumers only want to engage with brands that listen to them - 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. Here are four characteristics of a successful piece of content:
- Attention Grabbing: if it’s boring, expect an audience’s eyes to glaze over and move on
- Viral Worthy: a viral piece of content is equivalent to a “best-seller!” Viral is hyper-sharing
- Adds Value: builds a consumer’s trust in your brand when they see you care about giving them helpful, relevant content
- Warms Up The Wallet: Great content immediately makes your audience want to be part of your brand culture and your “Why”
During our time of covering the weekly theme of C.U.S.T.O.M.I.Z.A.T.I.O.N.S., we have learned the huge difference between personalization and customization. On one hand, changes made through personalization are decided through artificially intelligent systems. Customization on the other hand is manually placed in the hands of the user, natural intelligence.
Insights into personalization go to show that consumers are truly invested in content created for them. By 2020, 51% of consumers will have the expectation that a company will anticipate and provide their needs before they even make first contact with the company.
Marketing is more fluid and in-flux than it ever has been thanks to consumers calling the shots according to their wishes, whims, and wants. And thanks to personalization, marketers can provide their audience with their needs. And armed with customization, consumers will take it from there.