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Taking On the Personalisation Challenge

Personalisation is without a doubt one of the fastest moving areas of digital marketing, and it is quickly becoming a must-have. Indeed, for the most part, consumers expect it and welcome more personal digital experiences — as long as it’s not creepy and doesn’t cross into intrusiveness.

Effective personalisation is a key differentiator for success, but how easy is it for brands to get personalisation right? Acquia recently spoke to 450 digital leaders to find out about their experiences and challenges of incorporating personalisation as part of their digital strategies.

More than 90% of the digital leaders we spoke to agreed that delivering a personalised experience is important. However, at the same time 89% admitted they find executing successful personalisation difficult.

The key challenges brands face with personalisation are varied, but they are all fundamental elements of ensuring the success of any digital teams:

  • Lack of insight in the preferences or identities of visitors
  • Lack of budget for the necessary technology
  • Lack of board buy in

The lack of board buy in is somewhat surprising. 81% of business leaders state that their digital strategies and corporate strategies are closely aligned, so the lack of support around personalisation is potentially a sign that many efforts are doomed to fail before even getting started.

Another major hurdle is the challenge of not having enough content as well as the willingness from customers to part with personal information. The scaremongering around online privacy may have a part to play in consumer unwillingness to share their details, but as personalised content is pushed to more users, these concerns are likely to ease.

Despite these challenges, it is important to remember that the benefits of getting personalisation right can be essential to a brand’s success. More than half of the leaders and respondents we spoke to who had successfully implemented personalisation reported that they had seen an increase in viewing times, greater engagement with calls to action and increased sales as a direct result of effective personalisation.

But personalisation doesn’t just happen overnight. If brands are to successfully implement personalisation as part of a digital strategy, they need to break away from seeing their website as a summary of what the organisation has to offer. Instead they must focus much more on the overall experience they are creating for customers.

Ultimately this means that organisations need the right technology in place to provide the right experiences to the right customers, to recommend content, to pull and analyse customer data and to automate those processes. This requires tools that merge content and customer data in one place and that empower businesses to deliver the most cohesive and personalised experiences across not just the channels and devices available today, but any new ones that become popular in the future.

To find out more on business leaders’ experiences with personalisation and digital transformation, download the free Acquia report ‘Beyond the hype’.

Download the report

Comments

Posted on by Lomas Rishi Gupta (not verified).

Really good article

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