Very soon I will board a plane bound for Orlando with my family — yes, we're headed to Disney World. On the surface there's nothing remarkable about this trip or my planning process: it's a family trip, I made the reservation online, received an email confirmation and now we wait for our departure date. Then, out of the blue, things got exciting. So exciting, in fact, that my experience brought about a glimpse of the future of one-to-one content marketing, and it was beautiful.
Before content personalization was possible, consumers were forced to engage with whatever content businesses provided for them, whether it was relevant or not. Today, this is no longer the case. The fact is, we crave personalized experiences when it comes to engaging with businesses because we want to feel like our interests and preferences are actually taken into account.
A frustrated consumer is never good for business. Three out of four consumers become frustrated when website content isn’t relevant to their interests. The fact is, if your content doesn’t resonate with your target audience, you might as well ask them to ignore you.
Take advantage of all of the digital tools available. Email marketing and content marketing are just two examples of assets marketers have to listen carefully and hone personalized outreach. Don’t skimp on getting personal. Ultimately, 1:1 Marketing will set your business apart from the competition and will leave you with highly qualified leads and lasting business relationships.
Visitor segments allow us to differentiate between the behaviors and intent of individual visitor groups. They are the fuel that drives our marketing analysis, testing, optimization and personalization efforts towards success. These powerful cohorts allow us to see what and who is driving the end-result, and act accordingly. Without them, we end up looking at meaningless, useless numbers.
Executed correctly, content personalization accelerates the process of moving both anonymous and recognized visitors through the sales funnel to become qualified leads and conversions. The beauty of content personalization is that it doesn’t have to be complex.
Today’s consumers are only interested in relevant content. The Internet has given consumers the power to seek out exactly what they need while also giving them the power to avoid anything they don’t. You have to convince consumers to buy somehow. The only way to break through today is by personalizing your content and web experience for the user. If you do this, your users will feel like you care about them and understand their needs, which encourages them to buy, and reflects positively on your business.
Companies across all industries are increasing their online presence. As a result, competition for consumer attention is growing as well. For companies looking to personalize their content, data and analytics are an integral part of the process.
Companies need to beware of the dark side of content personalization. While personalizing content is good because it provides each customer with individualized treatment, there is a fine line between individualized treatment and creepiness.
In today’s world, there is no such thing as an effective one-size-fits-all content marketing approach anymore. Recently, the Content Marketing Institute (CMI) surveyed businesses about the state of their content marketing strategies and found nearly two-thirds reported their organizations had no documented strategy. This statistic is surprising because given the recent rise of inbound marketing, business that have no solidified content marketing strategy are missing out on one of the best ways to attract, intrigue, and convert customers.