Automated Personalization – the New Focus for Marketers

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    Automated Personalization - the New Focus for Marketers

    Marketers are skeptical about automation as they are scared that automation might kill the required creativity and personalization.

    The truth is that automation doesn’t make a firm less personable. In fact, automation can provide an advanced personalized experience from the very first interaction, if it is done I conjunction with a human touch. But, with so many options available in the market, the marketing departments of firms are confused about how to prioritize making the right investments. There are some steps marketers can take to make sure that companies can get the advantage of this value to add when the human connect drives automated efficiencies.

    Marketers Fail to Utilize the Full Potential of their Martech Stack

    Every marketer and sales decision-maker knows that all leads are not equal. Bucketing all leads according to their expected place and value in the pipeline doesn’t always deliver the expected customer experience. A marketing automation software or CRM helps to segment leads effectively. And what helps more is if they use a personalized e-mail tool, which fulfills the target audiences’ expectations of a far more “personalized” email.

    This is beyond the strategy of a  one-size-fits-all content concept- beyond the salutation. In fact, E-mail personalization is the most relevant part of marketing that can be automated. The best example of this is how Adidas customizes emails based on color defined by the recipient’s gender. Spotify shares “time capsules,” or nostalgic reminders of the songs played in the past. It is important to do personalized marketing based on different customer data collected: age, occupation, gender, location, and more.

    Sometimes, the simplest automation is the most valuable especially for companies that have multiple services or products. Firms are now moving to dynamic content optimization to set social media ads and digital marketing strategies according to weather conditions, festivals, and other external factors. For example, many firms focus on Christmas themed ads all through December. But one fact overrides every other strategy.

    How Digital Interactions Have Evolved with Personalization Tools

    It’s that more than 50% of the marketers confirm that just after email campaigns, the homepage of websites provides the maximum opportunity for automated personalization. Very often, the first interaction of leads with the brand is through the website. The best automation tools don’t ever take away the control of an entrepreneur; in fact, they put them in control. With automation tools, marketers can possibly create a custom experience for each lead on their company’s radar who visit the website.

    Even if firms had the budget to hire a hundred marketers, they probably would still miss out on the level of personalization required, especially in case the leads to follow are too many. Automation technology simplifies the process of lead management creating more targeted and personalized marketing experiences.