Increasing personalization has brought powerful results to advertisers and marketers seeking to improve conversions. Look no further than Amazon as an example of how personalized experiences can work wonders. Initially an online bookstore, Amazon now dominates the e-commerce landscape in part because they provide visitors with specific personalized recommendations to drive new and return customers.
Marketers are currently dealing with two challenges regarding a target audience that e-commerce dealt with: audience members are interacting with several content items, and they are free to determine their level of engagement. 75% of the audience surveyed by OneSpot/Marketing Insider Group agrees that content targeted to the individual is critical for getting them to interact, and to even consider brand selection with vendors.
Content marketers now recognize the importance of providing an audience with relevant content, at the right time, on their preferred medium; as opposed to sharing untargeted content to an unspecified, broad audience, on limited channels.
Marketing Insider Group CEO Michael Brenner affirms that:
“As our research demonstrates, marketers need to move beyond just creating quality content. They need to build personalized content experiences across the customer journey.”
Although much easier said than done, we’re seeing formalized ABM practices as a means that fit Brenner’s solution.
Hear more about the research, problem, and solution for content personalization in Brenner’s original article below.