Is your website appealing to the right people? Site personalization is a pathway to higher revenue streams and long-term customer loyalty. In a recent report from Econsultancy and Monetate, more than nine out of 10 marketers agree that personalization is critical to their brands’ success. However, 47 percent of surveyed respondents say I.T. roadblocks prevent them from improving user experience on their sites.
While technology may prevent some companies from altering the face of their websites, other steps can be taken to improve personalization, especially in the content marketing department. Brands can use social media networks like Facebook and Twitter to learn more about their target audiences, and translate discoveries into new campaigns. When Econsultancy asked marketing agencies what prevented them from personalizing their efforts, 54 percent said lack of knowledge and 51 percent cited their inabilities to turn data into action.
However, Brafton reported on a study from November 2012 that showed 61 percent of respondents would be willing to give up some online privacy in exchange for personally relevant content from brands. Seventy-three percent say they’d do the same to receive relevant ads from companies on their smartphones and tablets. This data shows marketers that online users are open to customization and they must find ways to compile information on their prospects.
Marketers can pay close attention to content analytics and monitor their social accounts to unlock what prospects and current customers look for online. When working with smart strategists and agile writers, content marketing becomes an avenue to personalize content to reach each type of customer, with tailored tone of voice and subject matter around the topics that interest buyers most.