Sara Sayegh-Moccand, Author at The Contactually Blog | For Relationship-Based Businesses
Personalization: The Key to Success in B2C Communications

Personalization: The Key to Success in B2C Communications

Marketers are increasingly investing in personalization. Personalization is a marketing strategy in which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers. This also implies that marketers anticipate consumers’ needs. The main key to success when it comes to personalization is understanding your leads’ preferences. I personally believe that the Janrain 2013 study on “Online Consumers Fed Up With Irrelevant Content on Favorite Websites” is still relevant today. In the study, they showed that 74% of leads become frustrated when they see content that has nothing to do with their interests. Knowing consumers’ preferences and tastes is essential to avoid frustration. 3 Tips for personalizing your communications: 1. Implementing a Marketing Automation Tool Avoiding customer frustration is a big deal. Good insights can come from big data technologies, which unite offline and online data. Thanks to this, you can determine the behavior profile, and from there it is possible to personalize marketing opportunities. Marketing automation tools can play an important role in supporting personalization. Thanks to these, prospects/leads receive dynamic content and real-time actions across channels (websites, social media, mobile, tablet and more). Depending on the size and needs of the company, you will probably select a fully automated tool such as Marketo, Eloqua, Pardot or A La Carte Solutions. For instance, you can use Autopilot for email automation, unbounce to create new landing pages, Google Adwords Retargeting for retargeting, and SalesWings to determine which leads are sales-ready. 2. Personal Sales Team All these technologies are fabulous, but at the end of the day, unless you are selling soup or are...