Want to really get close to that customer? Make it personal.
According to June, 2015 polling from the CMO Council, higher response and engagement rates are the No. 1 reason to use personalized content.
Notably, it was the only benefit cited by more than half of senior marketers worldwide who responded to CMO’s survey.
“But many other benefits had solid followings backing them up,” noted eMarketer in its report on the polling. “Just under half of respondents said personalized or enriched content made for more timely and relevant interactions — which, presumably, are themselves a way of boosting response and engagement rates. More than two in five also agreed that personalized content converted more customers.”
There are indeed challenges associated with personalized content and creative, but the rise of programmatic is also driving greater usage of it.
Consider this observation from Nurullo Makhmudov, the director of online user experience & strategic initiatives at Sears Canada. He told eMarketer that the retailer had extensive capabilities to serve relevant marketing messages to shoppers on its site.
“When we are serving back to the consumer the same products that they are interested in or had researched, it provides a reminder and a comfort of convenience of access,” he explained. “Or, it’s an invitation to come back and finalize your purchase. In that sense, it becomes a highly personalized and individualized execution.”