Personalization has drastically changed over the years. In the beginning, personalization was merely using a customer’s name in an email. Now, personalization has evolved to provide people with product recommendations based on their preferences.
Brands have realized that personalized marketing materials are more engaging and get better results. This has caused many marketers to create plans to achieve personalization at scale. This is the process of delivering personalized messages to all potential customers. Years ago, this would have seemed impossible, but now, it’s turning into a reality. By the time 2020 hits, more brands will be delivering personalization at scale. Find out how this will happen.
A Focus on Technology
If you were to analyze the chief marketing officers from some of the biggest brands, you’d notice that many have something in common. Many come from statistics or science backgrounds. They understand the importance of technology in regards to personalization. By the time 2020 arrives, expect to see more businesses launch technology to improve personalization and engagement.
Marketers plan to use the technology to interact with their customers directly, cutting out the middleman. This technology will allow them to personalize the experience for each person they serve. Expect this technology to follow customers as they move throughout the world. From product recommendations inside a store to coupons delivered based on location, technology has the power to take personalization to the next level.
Personalization at Every Touchpoint
The customer journey doesn’t look like it did just a few years ago. Now, people move from various touchpoints, interacting with brands, and conducting research. Many brands offer personalization at one or two of the touchpoints but fail to connect all the dots. Brands have realized they are missing out on a huge opportunity by failing to provide personalization at every touchpoint. Marketers are developing strategies to do this more effectively, and you can expect to see those strategies become a hot trend in 2020. It won’t be long before every touchpoint provides a personalized experience.
Social Media Is the New Big Data
Big data is the driving force behind personalization. Marketers have long used data to build customer personas and deliver the best content for them. Marketers have realized they need to rely on social networks to get the data they need.
For years, marketers used social networks to gain customers. Now, they are more focused on the data followers provide. In 2020 and beyond, marketers will become more adept at combing lists of followers to find their dislikes, likes, and more. They will use this information to provide personalization on a broader scale.
Ads Are a Dying Breed
Marketers have been moving away from traditional ads for quite some time. While they still serve a purpose, many people see right through them. They don’t like feeling as if someone is trying to sell to them without providing value. Expect to see ad revenue go down in the coming year. Instead of running ads, more marketers are going to interact directly with their target market. They will use personalization to influence people instead of selling directly to them. If done correctly, this can make brands appear authentic and boost revenue.
What’s Your Personalization Strategy?
If you’re still using basic buyer personas, your marketing strategy is behind the curve. You need to segment your lists even more so that you can market directly to individuals. Personalization isn’t just the wave of the future. It is providing excellent results today. Develop a plan to improve your personalization strategy. Strive to achieve personalization at scale, so you can increase engagement and sales.