The digital marketing revolution has changed the way brands interact with their audiences and engage with their customers. Dynamic personalised content marketing has become a go-to marketing strategy for brands in an era where traditional advertising is decreasing but social media scope and influence is increasing.
Personalised digital content is becoming the norm
Online content today, must revolve around the specific needs and interests of the customer and brands can sometimes struggle to keep with this unquenchable thirst for personalised content consumption by their audiences. Readers expect digital content to be relevant and engaging, otherwise, they will turn to another brand that can provide that personalised approach.
Every day on the internet this ‘ always-on ‘ universe is encircled by vast quantities of content material. Consumers are now starting to expect tailor-made content to be provided wherever they are depending on their personal preferences and specific location.
Personalisation can be a strong instrument for boosting engagement, adding value, and eventually ensuring that readers continue to come back. Providing a personalised customer experience this year is a top concern for companies and marketing professionals.
Personalised customer experience is a top marketing priority for 2019-2020
As dynamic content becomes more targeted and effective, personalisation becomes more popular but also much more competitive. Organisations across all industries strive to obtain the data and material drives personalisation to its full capacity.
Businesses understand who their customers are from in-depth subscriptions and visitors analytics. They know what concerns them and what kinds of content they are likely to want to see. But even these insights may not have much of an impact if they are not in real-time and actionable.
Consumers will expect a personalised experience whether online or on their mobile devices and brands need to prioritise personalisation to help grow their digital revenue.
The businesses that will stand out in the years to come will be those that have used the power of user insights and data to fuel their involvement and generate sales. For a number of big brands, tailoring websites and mobile apps to the individual consumer now appears to be the primary focus.
Brands like Amazon, for instance, Netflix, and most social media platforms excel in customising the personal user experience through personalised offers and suggestions.
Personalisation can boost businesses sales by more than 30% in one year
According to a Gartner study, organisations that have invested online personalisation will outsell businesses that did not by more than 30% in one year.
Personalisation will no longer be “good to have”, but a strategic need to grow an audience online. One of the large commitments of internet personalization is to lower bounce prices on their websites, emails and mobile apps and limit the time spent on their digital devices by tourists.
One main function of online personalisation is to reduce visitor bounce rates and to extend the time visitors spend on digital platforms. This not only improves the website ranking but directly leads to a higher chance of a conversion. Simply put, the more relevant the content the higher the conversion rates are going to be.
But businesses need to understand that when implementing personalisation, they give up a portion of their control. In their marketing content production, brands tend to be very brand-centric.
Digital content personalisation has numerous advantages for businesses
By providing customers with digital tools to personalise how companies speak to them, a more intimate relationship between brand and client will be possible. The customer decides what and when they read and the brand just has to make sure the content is readily available whenever wanted.
Brands often already have a lot of data, but in itself, it won’t give any insight that can be actioned quickly. On the other side, personalisation can be easily implemented by beginning small and then investing in personalisation tools and analytics to improve data collection and content execution. The Harvard Business Review says that content personalisation can decrease additional expenses by 50%. It can lift revenues by 5-15%, and increase the efficiency of marketing spend by up to 10-30%. The advantages of relevant content for the consumer can translate into significant commercial benefits for the business.