We've all read the articles and seen the reports: This year is the year of personalization. From emails that send local weather updates, watches that report your day to day efficiency, beacons that engage customers' interests in-store, and changing rooms that know your style and sizes, 2015 is poised to take personalization to the next level.
In today's Spotlight feature, "A Look Ahead at Personalization 2.0," Senior Writer Judith Aquino takes a look at what's ahead for personalized marketing and customer engagement. In the article, experts discuss how consumers are engaging brands across a growing mix of channels including mobile, email, social media, and brick-and-mortar stores, making it critical for companies to connect their myriad touchpoints.
Sources from both NASCAR and AAA Ohio discuss how they're further personalizing their customer and fan experience and engaging with them on a more intimate level, sending content that applies to their histories, needs, and interests.
As the race toward greater personalization gains even greater momentum, marketers will be weighing their personalization investments across channels. Here are three ways we'll see personalization ramp up in the coming months.
Customized Content will Become the Norm
Driven by the need to personalize the customer experience, e-retailers will be customizing their sites for the individual visitor. They will transform websites into customized interaction hubs where users can share images, videos, and articles. Content will also be customized toward interests, geographies, and key moments in a customers' life. Sophisticated targeting techniques will become the norm with every content marketer and e-tailer.
Social Networks Will Become Niche
Niche social networks are becoming more prevalent with a focus on meaningful content and collaboration. From mommy blogs to crafter communities, there's a social network that meets every need, hobby, and interest. And their audiences are steadily growing. Petition site, Change.org, for example, adds 3 million new users every month. For a marketer, this provides an interesting opportunity, for connecting with a highly targeted audience of 500 may reap greater benefits than engaging with audiences of 1 million plus members.
Smart Watches Will Customize Your Life
As the launch of the Apple Watch draws near on April 24th, marketers everywhere are discussing the implication this smart watch and other wearable devices will mean for them. From wellness advice to personal finances, these watches will monitor consumers' day-to-day activities and bring another level of personalization through offers, content, and advice never seen before.
This year is poised to be an exciting year for personalization. What are some new techniques and strategies in your tool box?