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.
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/