What are the disadvantages of customization?

A major disadvantage of personalized advertising is the general confusion about what it is, how it works, what tools are ideal, and how to balance benefits with privacy concerns. This confusion is evidenced by the language that ad providers use to explain their behavioral tracking processes. 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. 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.

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. While the benefits of personalization shouldn't be discussed, personalization doesn't come without its share of challenges. In fact, only 20% of businesses execute effective personalization strategies on a large scale. 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.

Personalized marketing may be the best way to reach consumers, but poor implementation can do more harm than good. Personalized marketing is alive and well. Marketers and advertisers try to target people by appealing to their unique needs and desires. Personalization is not a destination or a goal.

It should be an ongoing process to attract the attention of customers and serve them throughout their lives. You can identify channels where you can increasingly attract customers. AI-powered personalization tools can eliminate most of the disadvantages of personalization at its source.