Personalized Customer Engagement: One Step at a Time
As marketers, we all know building a one-to-one interaction with our target audience equates to increased response and engagement. Unfortunately, the reality is, very few organizations actually deliver message personalization at a useful level yet. With current technology and a solid strategy, we can dynamically stream website banner advertisements, customize website or landing page layouts, deliver website content, and personalize email and direct marketing campaigns making engagement with our customers more personalized, relevant, and beneficial for both the customer and marketer.
So What Is Holding Back Most Marketers?
According to a recent AberdeenGroup study, the most common challenges include:
- Extracting the full value from the technology they currently use is difficult and time consuming.
- Disparate technologies create challenges that lead to a general inability to translate large amounts of data into actionable, timely insights.
- It’s difficult to automate engagement across online and offline channels.
What Can We Do Now?
- Start with segmentation. Many organizations are overwhelmed by the idea of delivering one-to-one personalized interaction with prospects. Why not walk before you run? Segmenting your customer data is a great first step to moving towards true content personalization.
- Conduct tests of your content. According to the AberdeenGroup study, only 16% of respondents indicated they used A/B testing in their marketing. A/B or split tests help to optimize online content to maximize the impact on conversion.
- Consider web content management technologies. Web Analytics are great at helping organizations report and understand website performance, but rarely deliver the tools to make analysis actionable in a timely manner. New web content management tools have rich capabilities that allow marketers to take action on analytical insight more quickly to deliver a more engaging web experience to customers and prospects.
What is your organization doing to move towards more integrated, personalized customer engagement?
On Twitter? Follow me at @BrianBierbaum. Follow Priority at @PriorityResults.
