There once was a time when inserting a first name into an email subject line was considered revolutionary. But now, personalization as a tactic and as a marketing concept has evolved much further. In today’s day and age, personalization is an imperative - one driven by skyrocketing consumer expectations and advances in technology.
What do we mean by personalization? It is a method by which a marketer can meet the individual needs of a consumer effectively and efficiently, with the goal of making business to consumer interactions faster, easier, and more meaningful. The more a marketer can accomplish this the greater the consumer’s likelihood of repeat visits, purchases or engagements. A brand that doesn’t prioritize seamless personalization is a brand you can forget – because they won’t be around long.
I’ve had the privilege of working with many leading brands in the pursuit of personalized perfection, and realized that the most successful brands are the ones that understand that the way forward isn’t with a single “big-bang” implementation moment, but rather a series of minimal enhancements, analyses, and ongoing optimization.
And that’s because they understand that the pursuit of perfection never ends, because your consumer is ever changing and the market is constantly evolving. By adopting a philosophy of taking small, measured, and exploratory steps - your marketing team will be able to not only make your numbers, but experiment with new strategies as well.
Based on these years of experience, here are a few simple tips I can share with you for personalized perfection:
Think from the POV of your consumer, not from your company objectives
Identify key consumer personas – to more accurately understand each of their ideal experiences
Prioritize easy projects and then leverage these to gain momentum for larger ones (low effort, high impact)
Launch it, look at it, then decide whether to continue to invest or kill strategies that didn’t work, rather than spend time in long planning cycles with limited execution
Change your team’s work philosophy and culture by periodically scheduling meetings to consider the consumer experience you are delivering. If your team always puts the consumer first, then you ought to be able to identify at least one enhancement that can be accomplished before the next meeting
By developing a strong, consumer-focused, nimble work style, and taking consistent steps forward, you can prove to consumers that your brand can go the distance - and inevitably supercharge your bottom line.
Prezi is such a brand. Listen to our webinar "Optimizing the Customer Lifecycle" and learn from Marketing Operations Manager Bonnie Coombs about how she steered Prezi into the customer-focused company it is today. Hear how they implemented simple changes like standardizing their templates and inserting automation in key moments to deliver unique experiences with limited production resources. Learn where they started, where they are today, and where they are headed next.