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What is Personalisation and Why You Should Care? .
Simply: What is Personalisation?
Personalisation is a tool that most marketers aspire to deliver, but research shows that very few actually do. With 38% more companies planning to increase investments in personalisation in the next 12-18 months, we look at how you can keep up with the latest digital trend.
Personalisation lets you keep up with evolving customer demands delivering targeted content in real time and then making contextual decisions based on results that you trust.
It is essentially the method for displaying targeted, relevant content to your sites visitors based on their characteristics and behaviour, such as location, goals triggered, or previous visits. With personalisation, you can ensure that the right content reaches the right contacts, for example, by showing, hiding, or adjusting content.
In Content: What should this look like?
It’s about the small changes, let’s take a look at the below example - an online clothes shop delivery both clothing for men and women.
- Visit 1 - The user is asked to Log In or Register or directed to either Women’s or Men’s clothing.
- Visit 2 - The user has now identified themselves as a female, so you can deliver targeted content
- . Visit 3 - The aim is to get a user to sign up, therefore we can personalise cross device. Top Tip - Push users to register or sign in with Social Connect. You are much more likely to update your Social profile with new names and statuses!
- Visit 4 - Personalising the experience for the user with the location and weather as well pairing this with their interest in female clothes.
- Visit 5 - The user has added an item to their basket, so you can now offer discounts to encourage them to convert.
As you can see, personalisation should not be anything drastic (like a navigation change) but small content changes to help push users through the funnel to get them to convert.
Let’s not forget: Personalisation is everywhere
The importance of personalisation throughout the customer journey isn’t a new idea.
In 1993, Don Peppers and Martha Rogers published a book called The One to One Future, with a clear call to marketers to embrace personalisation.
What’s changed since 1993 is that companies are now digitally turning that theory into reality. We are moving in a direction where personalisation is accepted and understood and with technology like Sitecore it has made it so much simpler to deliver.
We need to remember that Personalisation is everywhere, and it’s not something to be scared of. Let’s take a look:
When searching on Google for ‘Restaurants near you’ it will pick restaurants based on your search history. Serving you more relevant and targeted information.
Apple Music works out the ‘type’ and ‘genre’ of music you like to come up with suggestions. In addition this is personalised further by day of the week and time of day.
We have all heard the expression that we have never seen the real Amazon because there are so many A/B tests going on. This is an example of the difference you can experience from an anonymous and logged in user. By identifying your customer you can server relevant and targeted content to help the user convert - shortening the purchase funnel.
In practice: How does it work?
The challenge is orchestrating the customer experience across all channels so that it is seamless, integrated and consistent.
Real time is the only time that counts and to stay relevant you must stay ahead. It is any marketer's challenge to provide relevant information at the right time, in the right place to the right person.
‘Context Marketing’ is an approach that delivers measurable, relevant experiences that improve performance, build loyalty, and drive real results across each of your customer engagement channels. It empowers businesses to know every customer and shape their experiences in real time and at scale.
The ability to deliver tailored content wherever your customer may be, on whatever device, in an automatic way so that certain pre-defined audience actions automatically trigger the delivery of the content.
Implicit and Explicit measurement and personalisation
With Sitecore we can personalise based on implicit and explicit behaviour.
Explicit user behaviour is where a user identifies what their interests are by downloading a data sheet, searching on a keyword or voting in a poll. It might also be what device they are on, the goals they have achieved or their locations.
Implicit user behaviour is where we deduce what users want by tracking which pages they’re viewing, what links they’re clicking and what path they’re following on the site and mapped against their digital maturity.
Assessing where you are: What is your Digital Maturity
As your organisation evolves to higher levels in the Maturity Model, the strategic value of your marketing increases. Understanding your sectors digital maturity is key to helping you bench mark where you should be, and how much effort it will take to really stand out from the crowd and shine away from your competition.
Sitecore provide an online tool to help you work out your digital maturity, this assessment can be taken at ‘www.connecttheexperience.com’. This gives you an idea of how to build the people, processes, and technology you need for digital marketing success.
So Why BOTHER?
I don’t think you are reading this blog to be convinced by personalisation. But perhaps you need to understand why should you go to the effort? It’s simple really:
- Better Return on Investment - Make the most of a premium product (Sitecore)
- More meaningful engagement - Personalisation has moved away from ‘Hello Ruth’ in an email. It is about segmenting the audience to help them find what they are looking for quicker and easier.
- Stronger relationships with your customers - How do you get customers to return? The more you are engagement the more revenue you are likely to make.
- Improve Conversion Rate - With personalisation we often see an average uplift on Conversions of around of 19%, however with Sitecore we often see more than this.
Want to know more?
Check out my latest Sitecore webinar on the Path to Personalisation below or give me a call on 01233 467800 or email firstname.lastname@example.org, Id love to hear from you!