Executing personalized marketing effectively
Understanding why personalization is important is just the first — and the easiest — step to implementing it. The truly daunting prospect for many marketers is figuring out how to get started with it in their organizations. Based on our experience in developing and implementing personalization for many of our clients, we have some suggestions for when the time comes for you to develop your own personalization program.
Build your strategy and plan.
Before you do anything else, you need to be able to answer some key questions:
- What goals are you trying to accomplish and measure?
- Who are your target audiences?
- What customer-facing platforms and/or technologies do you currently use?
- What content within those platforms would be good candidates for personalization?
- How do you plan to collect and track your customer data?
- How will you address any applicable data protection requirements for the data you collect?
- How will you phase your approach and stay effective?
Start simple and then move to more complex solutions.
Personalizing your digital marketing does not have to be an all-or-nothing endeavor. You can start small with a single project, product line, business unit, or other test case that makes sense for your business. Then, scale up based on your experience and lessons learned to make future personalization efforts less of a heavy lift.
Gather and use data to make informed decisions.
Collecting data is important but a wasted effort if you don’t use it to drive decisions. Depending on what data you track, it can be used to segment your users, understand their interactions, and cater both content and the experience to them.
Call upon teams across your company to assist.
You will need input from many teams not only in the design and planning phases, but also as you start implementing personalization, in order to make sure everything is working to plan. Qualitative as well as quantitative data will be critical to determining the success of your efforts and identifying opportunities for improvement.
Be prepared to shift direction as needed.
Users change their habits often, based on their needs and expectations as well as market conditions. Keep this in mind, and make sure to always be on the lookout for when trends in your data indicate that change may be needed.
Continue to understand your customers and anticipate their needs.
Keep things fresh to keep your customers' attention. Providing new offers, promotions, products, and other personalized content for your customers builds strong relationships.