We often hear that the most effective marketing reaches the right people, with the right messaging, at the right time. Relevant messaging is transformational for brands and leads to more conversions, sales and customer engagement.
Discovering the right messaging to share with your target audience is challenging, but it can be done. Especially when data is used to deliver personalized experiences to your audience.
What Barriers Block Personalization?
One of the biggest barriers to true customer personalization is that it can’t be done manually, especially for growing companies. A manual approach to personalization is impossible to scale because, for one, enabling dynamic personalization is extremely time consuming. However, what makes personalization even more challenging is curating recommendations and dynamic content for thousands of prospective consumers.
Many marketers struggle to fully understand their consumers’ needs because they don’t have access to the right data. This issue can create confusion around where to target consumers and which content to use for the biggest impact. For these reasons, it’s crucial for companies to invest in solutions powered by artificial intelligence that can automatically collect, organize and pull actionable insights from your data.
How to Get Better Data
Data makes it possible to understand your consumers better than they may understand themselves. Consumer preferences are constantly changing and depend on factors that are often forgotten like their moods, weather, location, time and so much more.
To implement a data strategy that helps you understand your consumers on a deeper level, here are some best practices for your marketing team to follow:
- Create a digital transformation plan
- Invest in data collection and analysis
- Scale dynamic content and audience segmentation
Looking for more context on how to get better data? Learn more about these three best practices in my article for MyCustomer, Contextual Data Delivers Personalized Experiences.
Looking to learn more about predictive personalization and how it can improve the digital consumer experience? Contact us today to get started!