An exceptional customer experience greatly influences the buyer’s journey. Hence, brands should incorporate personalization practices and keep up with the latest trends to boost customer retention.
Today’s customers have become much more critical while opting for the product or service. With brands constantly creating more avenues that promise better experiences, they are much more spoiled and picker than ever before. With more brands constantly battling to get the attention of their target customers, today’s customers have a lot of options to choose from. The question arises for CMOs and B2B marketers on how to hook their target audience’s attention and influence them to invest in the brand.
While the personalization concept has been there for a long time, most B2B brands have recently begun to acknowledge its impact. As per some industry experts, providing personalized communications to the target audience that make their customers remain loyal. Hence, it is critical for CMOs and B2B marketers to explore the advancements happening in this space. Here are four personalization trends that brands should watch out for in 2022.
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As third-party cookies sunset, marketers must build trust.
Today’s customers have become much more privacy-sensitive, it is crucial that brands empower their customers to take charge of their data and their personal information is gathered, stored and utilized. From there, brands should build a strong foundation using that data.
“Technology must capture, unify, and activate omnichannel strategies that morph marketing outreach into personalized experiences based on each customer’s unique wants and needs,” says Paige O’Neill, CMO of Sitecore. “Of course, without third-party cookies or other surreptitious data sources, marketers will need to make a compelling case – and be prepared to provide real value – for access to ‘want’ data like past purchases, favorite brands, color preferences, and sizes.”
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Personalized experiences will keep customers from abandoning purchases.
Supply chain issues may result in frustrated shoppers who go somewhere else when the gift they want isn’t available, believes Paige O’Neill. “Retailers can battle abandoned purchases by personalizing a shopper’s experience using browsing histories and AI-pattern matching to recommend the next best fit available product,” she adds. “Depending on the item, it may be a different color, have a few various features, or come from another manufacturer. Still, it’s far better in the retailer/customer relationship than a “sorry, that’s out of stock” message.”
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“Data-driven personalization also provides an opportunity for retailers, especially those with a brick-and-mortar presence, to offer a more bespoke, hybrid experience that feels more like personal shopping and aims the consumer at what is in stock and readily available,” explains Paige O’Neill.
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The next level of personalization is customizing engaging content that feels 1:1.
There are numerous interactive channels that pop-up every day to feed customers voracious appetites for instant gratification as well as their desire to customize what they want and how to get it. Paige O’ Neill states rapid change is turning brands into anticipators of need. “The challenge is being part of the conversation as customers can block out noise from brands they don’t like or find irrelevant,” she adds.*
“Personalization requires a lot of content, which consumers will then configure based on individual interests. Typically, customers see 3% of the content a brand puts out. They define how much is too much. Thoughtful brands realize this. Customized information drives loyalty, repurchasing, and retention. We’ve seen this with subscription services. You can get your favorite razor delivered every month without ever contacting the vendor. The next phase may be a “Buy Now” box popping up on a TV ad, and with one click, an order is complete, “adds Paige O’ Neill.
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