Nearly every day, consumers engage with brands, but how they engage, when they engage, and why they engage is unique to each person. Successful marketers know that having a great product and solution alone won’t bring you new business. To attract and retain customers, marketers must also focus on the customer experience, and today this means building a relationship with your audience through every stage of the customer journey.
The challenge is scale. You don’t just have one customer, you have several - hundreds, or even thousands - and your customers are always on the move. As a marketer, you are no longer in the driver’s seat, controlling the message and how customers receive that message. Customers now decide the journey and experience they want to have with a brand – in terms of what they want to consume, where they want to consume it and when – and they expect that each and every digital interaction be highly relevant and personalized for them.
As a marketer, you hope to pinpoint what your customers care about so you can start or join a conversation at the right time, and offer the best, most relevant information and experiences when customers are looking for it. While the concept of content and marketing personalization isn’t new, at scale, this best practice may still be daunting for most companies to undertake for a number of reasons. Here are just a few.