Marketers and advertisers try to target people by appealing to their unique needs and desires. Personalized marketing is alive and well. Personalized emails offer six times higher transaction rate, but brands don't use them correctly. While this is a challenge that comes along with delivering personalized emails, professionals should far outweigh the cons.
Numbers don't lie and brands need to adjust their campaigns accordingly. From an advertiser's perspective, personalized advertising is often more expensive than other types of online advertising that are less targeted. Increased costs are usually based on a combination of enhanced benefits of more targeted audiences, as well as the need for the ad server to cover the costs of using behavioral monitoring software. As with any advertising alternative, advertisers should consider the efficiency of paying a certain cost and reaching more or less specific consumers.
For big companies like Amazon and Netflix, personalization has changed the rules of the game. But what about your website? Can you also use personalization to make a big profit? Next, we look at the pros and cons of customization in your website design. Website personalization is an extension of personalized marketing, which includes a strategy in which a company or brand offers individual content or recommendations for each user. Personalized experiences are created through a combination of data collection and analysis, automation, and even algorithms.
The main goal of a personalized website design is that every user feels that the content is made exactly for them. It can increase conversions, which is great for e-commerce, but it can be an important task to design and implement. Personal experiences include using a customer's name, making recommendations, suggesting new products or services, or even allowing a user to dictate the look of a website, such as changing a background image or font size. The problem with personalized experiences is when they go wrong.
Call a user by an incorrect name or offer a suggestion that offends their sensitivity and could permanently lose a user or customer. Working with data and algorithms online can be quite a complicated business. Users love the connection with you and the excellent customer service that often comes with a website design of its own. Personalization can help a user feel like they know you, your website, and your brand even better than they do.
Users will often try to connect with you quickly when something is needed and expect an efficient response. This can be an advantage or a disadvantage for some website owners. The BCG team found that “brands that create personalized experiences by integrating advanced digital technologies and proprietary data for customers are seeing their revenue increase by 6 to 10 percent. That's a significant increase in revenue.
Think about the websites you interact with regularly. What personalization techniques are used? Even some of the simplest items, such as Starbucks letting you know that your favorite drink is discounted, can help you keep coming back. The same goes for Netflix, which keeps subscribers by helping them find new shows and movies they like. Keep in mind that the website even provides a percentage match so you know how close suggestions are to things you like.
Users don't necessarily like that you've learned about them. Many users can find it creepy when a website knows certain information and may worry about what brands or companies are doing with “profiles and personal data”. A personalized website experience creates consistency across devices. Think about your favorite reading app.
You can start reading something on your desktop, pick it up where you left it on your phone, and even redo it from a tablet. The look and feel of the content is the same across all devices and the experience is consistent in design and content. Creating personalized web experiences takes a long time for you, the website owner. Just think about how much the concept of personalization is investigated even before you sketch the first wireframe.
And the job doesn't end once the website is launched. Keeping up with user wishes and preferences is a full-time effort. Maintaining a set of working customizations also requires revisions, constant updates, and lots of data storage and management. You are going to dedicate many hours of work to the function of this website.
For many website owners, the ideal balance of customization is rather a manual hybrid model. With a good email or referral network (using social media or paid locations), you can send users to a semi-personalized page that provides them with the desired content. This landing page is a gateway to other content depending on the user's preference. You can test different types of landing pages, layouts, and content with these users at a fraction of the cost of a fully customized design.
And while there isn't a totally individual experience, this method can help drive conversions, build loyalty, and establish a primary user who will return to your website. Website personalization in the B2B sector is still in its infancy. While 77% of B2B marketers agree on the benefits of website personalization to build customer relationships, 42% also admit that they have difficulty personalizing their experience effectively. Let's dive into some reasons why personalization is so important in B2B today and how to overcome the disadvantages.
AI-powered technology is specially designed to recommend content based on the stage of the visitor's sales funnel, using intent data. Research shows that B2B buyers only spend 17% of their time on the sales process talking to sales teams. Most of their time is spent researching, both online and offline. For example, a customized enterprise resource center might offer customers tools such as tutorials, videos, FAQs, and troubleshooting.
They want the tools to learn and solve problems on their own without having to contact someone. Why? B2B's expect a personalized web experience because it's become the norm everywhere they connect. Customize blog posts for different roles and jobs, stages of the sales funnel and industries. Visitors are more likely to stay on your page, download their lead magnets, and want to stay in touch with your company.
Create content for different work functions and stages of the sales funnel as well. While the benefits of personalization shouldn't be discussed, personalization doesn't come without its share of challenges. In fact, only 20% of businesses are executing effective personalization strategies at scale. AI-powered personalization tools can eliminate most of the disadvantages of personalization at its source.
Artificial intelligence allows you to create a personalized experience for each visitor while eliminating the need to classify huge treasures of data. Are you ready to bring the benefits of website personalization to your B2B site? See Hushly's Adaptive Content Hub in action to get started. Not only does AI free you from tedious task chains, it also works in real time to create a personalized web experience. Continuous personalization, on the other hand, has become the biggest opportunity that marketers have today, based primarily on automated, interactive and real-time technology.
By engaging your customers with personal recommendations, emails, social media ads, etc., you provide them with a more exclusive service. While this type of personalization is memorable for your audience, it can take a long time without the right automation technology. To correct problems with this approach (or at least make it more efficient), marketers should take a page from the root idea of “transaction personalization”. This can be everything from a “build your own car” tool to a retargeting campaign based on website behavior, customizing website content, or cart abandonment.
When someone personalizes an offer on a website or in person through a service representative, they disclose what they want. Eighty-six percent of consumers say personalization has an impact on their purchasing decisions and 69% of companies say that personalizing the customer experience is a top priority. Continuous personalization is an ideal state for any personalized marketing strategy, but not for excluding other ways of becoming personal. .