With the widespread crisis brought by the pandemic, businesses are facing several challenges in order to serve their audience rightly. Hence, personalization is increasingly becoming a marketers’ priority.
The “customer-centric” marketing approach can be complicated – however, it is helping in
improving revenue as consumers respond positively to it. A majority of consumers, nearly
73% – have reported that they expect a personalized buying journey when they indulge with brands digitally – claims a study from Kameleoon. Even more people expect personalized emails from their preferred brands. Marketers need to understand that an effective personalization method does not always require substantial identifiable information for operating effectively. As per experts, algorithms can be trained in order to predict -especially after around customer 2,500 conversions.
Thus, digital marketers need to focus more on their personalization strategy and implement
that to design a measurable and well-argued business case. With clarity on business
objectives along with other proven tactics, brands can stay ahead of their peers in this
According to Accenture, about 83% of consumers agree to share their data provided they
get a personalized experience – as long as brands are transparent on how they are using
customer data and people have authority over it. For businesses that want to combine
existing cold data from their CRM into the personalization platforms, it is very essential to
operate with a merchant who is aware of all relevant legislation. It could also ensure brands to remain compliant.
In times of pandemic, data breaches are inevitable – however, the risk depends on how
brands can tackle them. For instance, deploying different tools that can utilize cross-domain local storage can help in retaining data. This can also be used to control ongoing
personalization for the site visitors. Undoubtedly, delivering real-time personalization at
scale is tricky and demands a robust technological architecture. The system needs to be
designed for real-time insights and with AI to predict the intent of conversions based on
behavioral data analysis.