Digital strategies
Many of you will curse me: I am still struggling to convince my boss that we need to equip ourselves with marketing automation systems and you come to tell me that we are already beyond marketing personalization! Well, yes... Yes, because once again, in the technological field, we have managed to focus on a transition, that of automation, essentially driven by "internal" business needs and not by a real consumer need. If we take perhaps the most popular example, namely email marketing automation (which is often improperly synonymous with automation), we will discover that most of the benefits of automation have as their main objective to be able to simplify internal processes by trying to deliver results, often without taking into account the overall experience lived by the customer. By overall tunisia cell phone number list experience, I mean the experience, ideally personalized, lived by the consumer across all points of contact. If you want to learn more about this topic, we suggest you read this article: Marketing Automation Isn’t Just Email Marketing Automation . Now, we’re a little further along, but it’s a read worth doing! After all, the term automation, with its cold meaning, should have suggested something to us. Research conducted in recent years shows us how much of a difference a personalized experience makes in consumer perception.
“By 2018, organizations that have fully invested in all types of personalization will outsell companies that have not by 20%.”
Gartner
, 2015
Personalized experience , however, certainly does not mean acting with automated communication, but has very little to do with personalization.
Also because, in this sense, personalization does not only mean inserting a product that the user has recently seen on my site in the communication, but communicating with him, taking into account, for example, whether he is already a customer of mine or not, whether he has purchased certain categories of products or not, whether he lives near one of my stores or not. Personalizing the consumer experience means first of all taking into account all of these factors. Partially exculpatory of the market, there is the fact that technologically it was not an easy thing to do and that, without the support of AI, it was all quite complicated… But today there is a solution to this.
Talking about omnichannel marketing personalization of the experience also means taking into consideration, aligning communications and intervening in real time on all the channels at our disposal, from the website to live chat, from social media to direct communications by email or SMS, up to the interaction with the seller inside the store.