Skip to main content

Marketers to Tap Into Consumer Need for Personalization

Consumer expectations are quickly shifting to a cross-channel, personalized, real-time world, and shoppers have gotten  used to video streaming providers remembering where they left off, airlines notifying them when a change in their flight has occurred, and stores allowing them to place orders online for an in-store purchases, BizReport explained last week.

David Shay, SVP of marketing at digital media holding company CPXi, said, “Rather than visiting websites and portals to consume content in a static experience, increasingly consumers engage models that allow relevant content to ‘find’ them where they are. Content curation tools and social media sharing behaviors have turned the world of content consumption on its head. In 2015, the winners will be advertisers that find ways to tack into this evolution, packaging and delivering their message in ways that can be delivered seamlessly to a consumer inside an experience they define.”

Experts add that content consumption will be one of the leading places where consumers see a difference. According to BizReport, one expert said the need for personalization will motivate an increased push for identification.

Mike Sands, CEO of Signal, added, “In 2015, marketers will focus on the ability to connect customers as they travel from smartphone to desktop to store to call center – not just for tracking customers, but to build rich profiles of their likes, behaviors, purchase histories and loyalty status.” He further explained, “2015 will be the year that marketers make first party-data their top priority. For many years, marketers relied too heavily on third-party data. It was convenient to buy tons of data, though it wasn’t cheap. And the practice inspired some bad habits among advertisers, who assumed that the data was fresh and true, and targeted their ads accordingly.”

Email is expected to aid marketers in reaching a more profound form of personalization as tech savvy marketers use their email presence to connect more directly with consumers.

Tony D’Anna, CEO of PostUp ended on this idea,”[Email] is becoming more dynamic, using device type and recipient location, and more personalized, based on past user behavior and enriched demographic data. Marketers must not overlook the importance of email as a key if not central part of their marketing strategy. Email may be heading towards middle age, but it’s still the marketing breadwinner after almost 40 years.”