Personalization – it’s the buzz word of the day that is being blended into marketing messages everywhere. You can now “personalize” anything, including but not limited to, shoes, sundaes, omelets, weekend bags and even personalization strategies!
At Baynote, we have known about the value of personalization since 2005 and though it’s finally the “it” word, it certainly isn’t news to us. Today, companies across many lines of business are focused on the customer like never before, making personalized messages to customers and prospects ever more important. Personalization is typically handled within a company’s automated marketing system – somewhere between the customer response management system (CRM systems like Salesforce and others), digital marketing automation systems (Marketo, Eloqua) or in your digital e-commerce stack or email solution. Companies have to decide where and if they will personalize the experience for their shoppers and once they do, it all comes down to data and how you use it.
Share a Common Dataset, then Expand From There
It’s a rare company where everything runs like clockwork. Success involves patience, experience and execution. It can be done but it requires solid communication and shared goals across teams. For example, if you have basic data about your current customers, the email team can use that to deliver a more personal email experience. At the same time, your mobile promotions team and ecommerce marketing teams can leverage that data and combine it with additional information to deliver more personalized mobile and on site shopping experiences. In short, sharing the known data that you have across groups, and augmenting it with use-case specific items as needed ensures that the same message is being delivered across devices and channels.
Data is the Foundation
Seamless is certainly seamless, but it certainly doesn’t mean non-existent. We all know there is something holding the dress together, even if we can’t see it. In the case of an online personalized experience, the thread holding everything together is data. Data can be used across companies in automated marketing systems, in upsell and cross sell offerings, online and in-store activities, mobile promotions and even future marketing campaigns. A company that understands the value of a seamless personalized experience understands their consumer on multiple devices, where they spend time on site, what they are shopping for and what their on-page, in-the-moment, behaviors say about them. And this is all based on the data collected. Challenging? Sure. Impossible? Hardly.