With consumers now actively engaging across multiple channels (82% primarily interact via smartphones, while 63% use computers), effective personalization depends on an omnichannel approach that meets consumers where they are, not where brands expect them to be.
Privacy is paramount
While three-quarters of customers surveyed said they had never had an “invasive” experience with brand personalization, 64% of those who encountered job function email list this issue pointed to the problem of brands having information about them that they do not knowingly or willingly provide. In a market where personalization is king, privacy is paramount.
Strategic investment is essential
It’s easy to overspend on personalization efforts—after all, the more brands learn about their customers, the better, right? Not always.
Here’s why: Not all approaches pay the same dividends. While a massive investment in social media marketing can help generate interest, businesses will quickly tracing apps focus on the contact lose customers if websites can’t offer the same level of personalization. The upshot? Start where customers are by personalizing your mobile and desktop websites and go from there.
Context is key
Customers want personalization to change based on the context of their interaction with your brand. In practice, this means that how they connect and what they search for should inform the nature of the personalization.
For example, a potential customer who clicks on a product ad from your social media site wants specific information about the item in question, how they can order it, and how long it will take to arrive. Those who click through to your website from a search engine, meanwhile, are often looking for more generalized context about what you do, where you’re located, and what you can offer.
Limits are beneficial
Not all personalization works as intended. As Accenture america email list noted, consumers called text messages or geo-notifications on their mobile devices triggered by their proximity to retail locations “creepy” — not a word you want to hear from potential shoppers.
As a result, it is critical to conduct market research and determine where your customers draw the line.
Anonymity is actionable
In some cases, anonymity is the path to personalization. Here’s why: While customers are often hesitant to provide personal information to brands if it’s used to create identifiable profiles of them within the company’s databases, they’re usually willing to share personal data if companies promise to remain anonymous.
