Get Personal or Get Lost

customer experience

When was the last time you received a letter in the mail specifically for you? A birthday card? A thank-you note? A letter?

We like receiving things that were made exclusively for us. It makes us feel good because it’s personal.

Netflix and Amazon are known for their personalization, and they thrive on the algorithms that offer the right suggestions based on their customers’ behaviors.

Customers love it too (probably more than a handwritten birthday card). It’s why they are loyal Netflix subscribers and why they can’t tell you which comes first, Memorial Day or Labor Day, but have Prime Day circled on their calendar.

Unfortunately, for every other company out there, they are being compared to these two behemoths as well as other companies that nail the customer experience such as Starbucks, Google, and Apple.

Take content marketing, for example. Organizations are realizing the monetary benefits of investing in content marketing for lead generation, sales team support, and thought leadership within the respective industry to enhance their clients’ and customers’ experience. With these changes, there is a need to alter how the message is presented.

80% of marketers say personalized content is more effective than “unpersonalized” content, a Demand Metric study cited, so it’s no secret that personalization works.

On top of that, those with personalized marketing strategies were expected to outsell the competition by 20%.

Why wouldn’t a company want to invest in a marketing strategy that is increasingly becoming the norm and more expected by both B2B and B2C customers?

While the need for personalization increases, so do the challenges in implementation. According to a Content Personalization Benchmark Study Report by Demand Metric, the top three reasons companies are not personalizing are:

• They don’t have the technology
• They don’t have bandwidth/resources
• They don’t have the needed data

Most companies understand the need for personalization but struggle to find a solution that is viable for their company. Those who have tried and failed find it difficult or too time-consuming to start up again, or can’t recognize the full potential.

Approximately 61% of businesses have worked with personalized content in some capacity. Even in the minor cases when companies compare “personalized” versus “unpersonalized” content, the clear winner has always been the former.

Paula Tompkins

CEO and Founder at ChannelNet
Paula Tompkins

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