Why personalize?
The trend within personalization is to better understand who the customer is and what needs they have and do not have. As many as 86% of consumers indicate that this has an influence on their purchases and a quarter even calls this influence "significant.
Online personalization provides five fantastic benefits:
A basis for improving customer expectations (the customer experience) while eliminating unnecessary information
More knowledge of the target group and how and when to reach, approach and convince them, as well as when they are open to it
More effective lead generation through better understanding of needs
The right message at the right time to the right audience, less unnecessary communication that leads to irritation
Better customer relationships and more effective marketing efforts
Trends for personalization
Personalization and its quality is still growing every year. Like many developments, it began with more advanced technology for Web content management, data capture, marketing automation and digital marketing and advertising, among other things. It often overshot in those early days, accelerating privacy discussions. Meanwhile, Web site visitors and customers expect a personalized experience that matches their needs and desires, that is, if they have self-control over it.
We pinpoint a few key trends within personalization:
Know your audience
Customers expect you to have customer data up to date. That also means noticing when you miss the mark. Integrate and analyze customer and usage data to arrive at the right customer segmentation and activation campaigns through the right channel.
Create high-quality content
Use customer data and insights to create high-quality content. Answer specific needs that resonate with your target audience. Offer as much value as possible, tailored to what the reader or customer cares about at that moment.
Never become intrusive
Leverage available customer data to personalize, but never become intrusive with it. Indeed, avoid becoming intimate or uncomfortable. Use the data only to help customers with information they are looking for.
Use marketing automation
Automate your marketing efforts to reach as many customers as possible in a personalized way with limited capacity. Automation allows you to minimize process and proper execution and focus on refining your marketing content and expanding knowledge and channels for the optimal customer experience.
Timing is everything
Get the perfect timing with content personalization. Offer customers the right information at the right time. Analyze usage and responses to further hone the information you share at specific touchpoints. Send emails when people are sitting quietly at their PCs, send a text message for brief on-site service information, and a web push or app push when people are online with a specific action.
Personalization strategy
A strategy for personalization of the website, emails and other online marketing channels requires a step-by-step approach:
Collect data and integrate data
Get to know the customer as well as possible. Collect relevant data, and ensure that data sources can be flexibly integrated and used. This way, you continuously learn from campaigns and adjust the data model and the required sources/fields accordingly.
Get to know your customer
As best you can, identify who you are doing it all for, what phases and segments target groups consist of, and what decisions they need to make. Create clear profiles that show you are learning and understand who you are talking to.
Communicate continuously throughout the customer journey
Use your customers' customer journey to determine the various touchpoints. Develop content that meets the needs during those various stages within the customer journey and automate follow-up.
Offer experiences and create experiences
Offer customers the best experience by aligning information from different (digital) channels. Create a complete and personalized customer experience about your organization, products and services.
Personalization at Ternair
Our software helps you personally greet every customer with meaningful and relevant information. You do that based on insights from your data. That data, the data you can use meaningfully from it, is flexible and changing. We adapt the data model accordingly.
With us, you're not stuck with a model, a platform. You capture reading behavior and build profiles, for example of individual website users, people who click on your emails, who have ordered something, fill out a form or public data. You then combine that data with what you know from other sources and from the behavior of other customers. This is how you develop and improve customer-centric campaigns for all your channels.
Our approach
We collect your personal data, transaction data and behavioral data. You combine these data sources into a (real-time) picture of your visitors and contacts. Based on that, you create personalized content or offer your customer the right information at the right time during the customer journey. This in turn provides new information that you use to refine your insights, content and offers.
The data can be selected, combined and transformed by any marketer, keeping it very close to your business and eliminating unnecessary waiting for analysts, data scientists or IT processes. We also ensure that with automated content feeds, your content is linked to the right recipient from one or a few places in real time. This way, you can send personalized messages with numerous varied messages or products per individual in as many as 8 different languages, regions or franchises via a single template.
Based on triggers and schedules, you ensure the perfect timing. You do this automatically, so that with limited capacity and effort you create a maximum reach among interested parties, discovering new leads, enriching them and binding them to you. Of course, manual influence always remains possible.
FAQ: frequently asked questions about personalization
What is the origin of personalization?
Online personalization emerged when advanced analytics and Web systems began to provide those capabilities for large amounts of customer data. Meanwhile, customers expect a personalized approach that meets their specific needs at any point during the customer journey. And let's face it, if your butcher addresses you personally at the store because he knows what you like, that's just as much personalization, right?
What are the benefits?
Thanks to personalization of the website, e-mail and other (online) marketing channels, you communicate exactly the message customers need. This increases interest and loyalty, and ultimately conversion and sales.
How can I use personalization?
Content personalization requires collecting relevant data. Our software helps you collect the data, structure and analyze it, and personalize different communication channels based on it.
