Is Personalization Dead?

Digital marketing is changing and evolving at a faster pace than ever before. As consumers gain more knowledge about the web, their expectations increase. In order to satisfy these expectations, marketers must always be on top of the changing trends in order to keep their customers wanting more, engaging more, and ultimately coming back for more.

Not only are consumers expectations increasing, their attention spans are decreasing. Irrespective of brand, company or industry, their attention spans are getting poorer than a goldfish’s.

So, how do we solve this issue, I hear you ask? Through personalization!

Some skeptics are proclaiming personalization to be dead...but from our research personalization is far from dead; in fact, it is thriving! Albeit evolved and more advanced than the simple algorithmic product recommendations you remember from the past. Personalization is now more about the personalization of the buyer journey, using both behavioral and transactional data. Personalisation is far from a thing of the past. It is the future, and here's why.

Consumers are asking for personalization more and more in their brand interactions, and it can lead to positive experiences that, in turn, lead to more engagement and purchases.

  • 59% of customers say that personalization influences their shopping decision [Infosys].
  • 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience [Forrester].
  • Over 78% of consumers will only engage offers if they have been personalized to their previous engagements with the brand [Marketo].

According to AgilOne, “More than 70% of consumers in the US and UK expect some type of personalization from the brands they interact with”. The same survey found that the highest anticipated customized efforts to be ‘remembering how long a person has been a customer’ and ‘remembering past purchases’. This kind of information can allow you to send long-term customers special, personalized offers and can recommend products more accurately.

Platforms like Fresh Relevance allow marketers across all eCommerce industries to easily personalize email, mobile and web experiences for individual shoppers, in real-time. Companies that have already adopted a personalized approach are seeing big results, and more and more marketers are expected to incorporate this into their marketing strategies to achieve the same success. Request a demo with one of our team to find out how you could start seeing results!

Want to learn more about email and website personalization?

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03/03/2017 Product Info