Is your business delivering a personalised customer experience?

personalised content
Adam KemloAdam Kemlo
Marketing Automation Consultant

13/12/2018

Did you know that…

  • Marketers see an average increase of 20% in sales when using personalised web experiences

  • 77% of email ROI comes from segmented, targeted and triggered campaigns

  • 72% of consumers delete emails that are not relevant to them and 66% unsubscribe from irrelevant email communications

  • Personalised emails deliver 6 times higher transaction rates*

Reading through the stats above it becomes clear, that in today’s market, a relevant targeted content strategy is essential to every successful business. Sending a generic message to mass audiences has become a thing of the past and it just doesn’t work anymore, with more and more organisations becoming extremely skilled at delivering personalised communications.

New research has shown that consumers are now expecting, even demanding, highly personalised experiences. The good news for those businesses that can deliver is that normally, the buyers are more likely to purchase and willing to spend more when they receive such customised services. Just think about how Amazon is recommending books based on the genres you’ve bought in the past, or about how Airbnb is showing new destinations based on previous searches and saved locations.

These are just a few examples of how organisations use dynamic content to provide custom-tailored services and this is where Marketo can help your company gain a competitive edge in today’s fast-paced business environment. Take advantage of the customer data you’ve collected over the years, as well as inferred behavioural patterns, and use dynamic content to personalise your emails, landing pages and website, creating a seamless multi-channel experience.

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And it’s simple! Many companies do not use customised content as they assume it’s an extremely complex project to undertake and it would take ages to implement and see a ROI. However they could not be further away from the truth. You can have dynamic content on your website or email communications up and running within a month and see the results straight away! Basically, all you have to do is define your audiences, have the content for each target group ready and Marketo will do the rest.

In a nutshell, Marketo allows you to categorise your audience into multiple subgroups based on a variety of existing and inferred information, including:

  • Demographics and firmographics: characteristics of the individuals and organisations, including name, company name, job title, phone, email address, location, industry, annual revenue, etc.
  • Behavioural criteria: action taken on your website, emails and Social Media platforms can help determine a person’s interests and their place in the buying cycle. Moreover, understanding the actions, interests and preferences of other stakeholders involved in the buying process might be critical in a purchase that has multiple members involved in the decision-making process.
  • Past purchases: Using information about past purchases can help you up-sell or cross-sell relevant products or services.

Tip of the day: Having worked with dynamic content for a number of years, we always recommend to our clients, that when using personalised content, start simple and build up gradually.

* Social Media Today. “50+ Email Marketing Stats to Guide Your 2019 Strategy “. www.socialmediatoday.com/news/50-email-marketing-stats-to-guide-your-2019-strategy-infographic/540640/

If you’d like to have a quick chat with a certified Marketo expert about how your company might benefit from using personalised communications, please get in touch. We’d love to hear from you!

JTF Marketing

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