Presented initially at the 2018 HSMAI Digital Marketing Strategy Conference, this presentation covers everything you need to know about personalization. From why you should care, to who the players are, to what the strategic approach is and finally where you will find the tactical advantage - this presentation has it all!
Why Should you care about web personalization?
Business buyers that say personalized customer care influences loyalty
Consumers that expect consistent experiences across multiple channels
Consumers likely to switch brands if they do not receive consistent experiences
Consumers likely to buy from a retailer personalizing based on their name, behavior and purchase history
ORganizational Steps to PErsonalization
1. Create a team
Create a team and culture focused on personalization.
2. Choose a tech Stack
Track, analyze and react to visitor behavior, across all interaction points.
3. Identify & quantify kpis
Know your goals to react more quickly to market and consumer changes.
4. Start small
Start with small measurable steps. Consumer loyalty is earned in every encounter, it's the sum of all the visitor benefits, no matter how small, that gives companies their competitive advantage.
5. Celebrate Failure
Learn from each test. With clear goals and small controllable tests any negative impacts are controllable. Organizations can quickly turn negative results into positive gains the next cycle.
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