Personalize the Customer Experience Google’s Display Benchmark Tool reveals that 99.4% of online ads are ignored these days; in other words, marketing can seem like a big distraction to your buyers. The only way to fix this? Personalization! Dr. Volker Hildebrand, Global Vice President of Strategy, Customer Engagement, and Commerce at SAP Hybris, discussed how we can rethink personalization. He’s been passionate about this topic for years and stressed that personalization, when done right, should not look like marketing, but rather feel like a great experience.
It should leverage rich customer information in real-time and deliver messages consistently across channels. Marketers must pivot away from segmentation, since often (2 out of 3) customers are pulled into an incorrect segment. A move towards individualization is needed to become more targeted and relevant. Unfortunately, this can be harder than it sounds. A 2015 study by Forrester Research, “The Contextual Marketing Italy Phone Number List Imperative,” revealed large gaps in delivering personalization. The survey results showed that while 66% of marketers rate their personalization efforts “very good” or “excellent,” only 31% of customers believe that companies are consistently delivering a personalized, cross-channel experience.
That’s a big divide and means that, as marketers, we have a lot of work to do in this area.Forrester Research One way you can deliver a consistent, cross-channel experience to your buyers is to integrate personalization capabilities into the primary channels they access, such as your website—the hub of your marketing activities. Leverage a web personalization solution to treat your buyers as the unique individuals they are and make your marketing more effective by delivering relevant, personalized experiences. It’s the only way to deeply engage people you know as well anonymous web visitors that you don’t know yet. 3. Engage With Customers to Build Lifelong Relationships True digital transformation is a journey with multiple layers and aspects. Autodesk’s VP of Customer Engagement, Jeff Wright, shared how Autodesk shifted to a subscription-based model, which started their company’s digital transformation. It was an entire company effort that marketing played a major role in.