Today, when consumers visit their favorite sites or log into social media profiles, they can quickly find past purchases, reward points accrued, and receive suggested products they may like based on likes, clicks, or reviews performed in the past.
Personalization tools allow businesses to provide website visitors with these targeted, individual experiences, even before users sign up or provide personal information.
Marketers utilize data stored in their marketing automation software, figures compiled from previous purchase records, and predictive analytics to give customers the most relevant and unique experience. Because consumers jump seamlessly between channels, all digital and non-digital channels should provide an element of personalization. When built around specific wants, needs, personalities, and actions, campaigns affect consumers in more meaningful ways—delivering exactly what they need when they need it. Consider this example; a potential buyer comes to your website from the healthcare sector. You know that she is a healthcare provider because you can look up her IP address.
Using a personalization tool you can serve her specialized content, such as a video addressing her needs and some customer logos to show her that you work with her peers. From there, she navigates off of your site and goes to Facebook. Using a tool like Marketo Ad Bridge, you can serve her personalized healthcare ads based on what you know about her industry. She then goes to another website, and she sees the same, relevant ads. Now she can’t keep you off of her mind and she goes back to your site to consume more content.,
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