What are the challenges of personalization?

Personalization of content across all channels and touchpoints. Too many content permeations to keep pace, translation cost, volume and accuracy, not the right staff, budget, or technology. Scalability is one of the biggest challenges in implementing an organization-wide personalization strategy. Delivering a unique and individual experience to each user means taking the time and effort to create, assemble and deliver the huge amount of personalized content variations tailored to different people and user journeys.

In addition, as digital businesses become increasingly sophisticated, traffic will only increase, requiring scalability. Customizing the home page for a user segment is a breeze. But it's a completely different game when you have 10 user people, 15 global regions where your business runs, 20 sites and hundreds of assets that you want to customize. As with personalization, where there is no one-size-fits-all message, so does the marketing technology (marketing technology) that stacks your business, your needs and requirements affect what technologies may be important and how they should be organized.

Therefore, organizations must have a clear vision of their objectives and, consequently, of the strategy, in order to select and build the right marketing technology stack. This stack will allow them to execute, analyze and improve their marketing throughout the customer lifecycle, as well as improve internal collaboration, measure the impact of marketing activities, and reach customers in new ways. The ability to manage and make the most of marketing tools is the key to success with contextualized marketing with analytics-driven initiatives that affect known customers on a personal level. While the right technology is crucial to successful personalization initiatives, implementing personalization across channels can be a formidable task.

Even when organizational silos are mitigated, not every company is prepared to devote time and resources to a successful personalized marketing strategy, so they need to ensure they have the personalization mindset right from the start. Silos are a problem when it comes to customization. But to execute an omnichannel strategy, you must embrace the challenges of silos, according to Maria Efstathiou, a customization software strategist at Nvidia, a manufacturer of processing units and chips for the gaming and professional markets. This is where omnichannel strategy becomes critical.

The silo effect must be eliminated to facilitate effective collaboration between departments. At best, personalized messages can eliminate noise by making a person feel seen, heard, and understood. From product recommendations to personalized offers, these interactions can provide real value when solving a problem, meeting a need, or delivering pleasure. In the last blog in the series, Personalized Marketing at Scale, we discussed what marketing personalization at scale is all about and why it is gaining such popularity.

While some of us are doing an excellent job with personalization, there are marketers who struggle to embrace this idea and benefit from it. Is your resource power strong enough to take care of it? If not, how can you achieve personalization at scale? Our third blog on personalization at scale: how to achieve it, delves into it. Personalized marketing at scale defines what personalization at scale means, what are the challenges for marketers. Securing internal resources to execute a personalization strategy is another important challenge.

A recent Forrester study reveals that 66% of marketers said this was a major obstacle to implementing personalized marketing programs. Part of the problem lies in the ownership of this role. Do you belong to the digital marketing team or a specialist in corporate marketing? What role does IT play and to what extent is it involved in implementation? The answers to these questions will vary depending on the structure of your organization. However, it's important to consider (and allocate dedicated resources) as you move from planning to executing your personalization strategy, how can your company overcome these challenges and move on the path to personalization? Take a look at our guide that addresses these points and outlines different personalization strategies to consider based on your organization's digital marketing maturity.

Marketers often find it difficult to divide the audience into groups that are worth personalizing them for in the first place. Most brands with digital and physical stores face this challenge when they end up targeting interested users online when they have already made a transaction in the physical store. And while personalization is always in demand and these potential gains seem exciting, most marketers and IT teams today don't feel ready to face challenges in a dynamic business and technology landscape. The increased scrutiny under which personal data can be acquired and used is creating another major challenge for marketers.

When you're just starting out, one of the biggest challenges is not knowing why to start and what to customize first. The biggest personalization challenges cited in the study are getting information quickly enough (40%), having enough data (39%) and inaccurate data (38%). So where is the disconnection? Personalization is difficult, and among the challenges marketers face, data is near the top of the list. While many companies are successful with context-based personalization, it is the most advanced levels that are difficult to achieve.

While personalization is a simple concept: “displaying content relevant to all users”, it is technologically challenging to achieve it. While there are numerous challenges inherent to personalization, it holds great promise across multiple channels and processes. Navigating the ocean of big data from the web, mobile, social media, email, handheld, and in-person channels is challenging, but only aggregating this data can bring you closer to a 360-degree customer understanding and experience. And while new technology allows messaging to be personalised on an increasingly granular level, marketers face increasing challenges in terms of both stricter regulations and the difficulty of managing all customer data.

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