Marketing practices, tools, and technologies are evolving at a blistering pace in the last few years, a few such examples are: artificial intelligence-powered customer profiling and segmentation, chat-bots, multi-channel marketing, and attribution models, email and marketing automation, video and voice search marketing, augmented reality supported tools and platforms. While the value and dominance of such tools, platforms, and practices cannot be ignored in today’s marketing world, appropriate and effective content marketing can still set businesses apart from their competitors. For every successful brand, there is relevant content (e.g., branded or user-generated) that could connect brands with their audiences at the highest level.
A recent study reported 71% consumers to prefer personalized ads (link). In a recently published report from 2019, 80% of frequent self-reported shoppers shop with only brands that personalize their experience and 72% of consumers engage with marketing responses customized to their specific interests (link).Over the past few years, there has been a tremendous focus toward personalization and content that support personalizing efforts in terms of the customer journey and best-in-class experience.
Modern content management systems allow to test and improve their personalization capabilities such as analytics-based personalization, scheduled content tracking, notification management, CMS activities, and associated administration (link).
Content Personalization Mechanisms
Prescriptive Personalization
It is rule-based and features explicit personalization, where a visitors’ profile determines the content they will be displayed. It is also an implicit personalization, i.e., how visitors navigate a website are monitored and tracked, and content is presented based on business logic that interprets their clicking pattern into the most appropriate delivery of content. These personalization mechanisms are traditionally designed based on business rules.
Adaptive Personalization
Adaptive personalization focuses on predicting the content and experience a visitor is looking for before and during an interaction. Adaptive personalization uses self-managed set of rule-based features. An example of adaptive personalization would be an online newsroom, where content is displayed based on a self-evolving and managed set of rules (where prediction and forecast will take place in real-time with precision).
Personalization and Testing
Optimizing websites and conversion for content personalization is equally as important as optimizing their advertisements. Content personalization is perfected using “measure, test, analyze, rinse, and repeat framework. To improve accurate personalization A/B testing and multivariate testing in combination with is often the primary vehicle.
Video Based Content
Video content can help increase the quality and visibility of products, improve a brand’s credibility, help them show more personality, and engage with their consumers. Because of this, the use of video in brand storytelling—when done correctly—can aid in increasing the conversion rate.
Optimized Unified Perspective
The lines between home, work-life, and consumer purchasing habits are becoming increasingly overlapping. The demand for mobile home-based apps suggests there is a market for this, and it is simply a matter of making it essential—a transition that will occur purely by improved experience design.
Content Optimization— 4 Pillars of Success (Often Overlooked)
Greater Emphasis—Analyzing Millennial Shopping Behavior
Millennial customers have a lot of purchasing power; hence, it is important to analyze their shopping behavior and create targeted content that will engage them. In addition, having an Omni-channel view is essential, because we know all millennial audiences are not the same.
Social Media— as a Discovery Tool
Social media is used as a product discovery tool. Understanding how consumers discover products through social media and whether their discovery leads to conversion will be critical for brands. Social media content that pushes product awareness will increasingly be visual.
Digital Data Security
Consumers and companies are paying more attention to digital data security. Building and maintaining consumer trust, as we move into an era of a cross-platform, fully integrated experience will help businesses stand out from the competition and show customers whom to trust when it comes to security. With the European Union added GDPR compliance, companies are more inclined to pay attention to digital content and associated data collection mechanisms to ensure digital data security is protected for their consumers.
Understand and Emphasis—Multi-Channel Attribution
Marketers are using multi-channel attribution techniques along to measure the impact of personalization; visitors will use social media and mobile phones to explore products but are likely to purchase using desktop computers. Understanding the cross-platform customer journey is essential.
At Insight Que Solutions, we provide and emphasis on creating refreshing content and using analytics to informed decision making.
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