Guest Post by Blaise Lucey, Director of Product and Content Marketing, Bitly
It’s never been easier for your customers to find a competitor and potentially choose them over your business. All it takes is a quick online search.
In fact, just about half (47%) of consumers say they would switch to a new brand within a day of poor customer experience. Younger generations are even more fickle, especially if companies don’t respond on social media. In one survey by American Express, 21% of Gen Z respondents (16 - 22 year olds) said they would abandon a brand for not replying quickly enough.
Whether they’re searching for an analytics platform, a restaurant, or a shirt, customers have options. They’re usually not so much brand-conscious as they are price-conscious. So if you don’t personalize your offerings for them, they may have no incentive to choose your business over your competitors’.
Here are five ways to think about how to better personalize the digital customer experience:
1. In-App & On-Site Messages
If you want to keep customers engaged, you need to make sure that your website and product experience are interactive. New messaging platforms like Intercom and Drift are making it easy to message your audience at different points in their journey, boosting engagement and brand affinity.
By navigating a customer’s journey on a website or through a software platform and customizing the messaging, you can guide them to the right place each time.
2. Cross-Device Attribution
When a customer starts looking at a product on mobile and jumps onto a laptop to complete a purchase, brands usually have no way to attribute conversion credit across devices.
Data solutions like Tapad and Bitly help bridge the gap. By using Tapad data to build cross-device audience segments, you can piece together a customer’s full path to conversion. That can help you build more personalization into each customer’s journey, which is important when you consider that the average household uses seven connected devices a day.
3. Multichannel Metrics
Want to really know what your audience wants? Look at engagement metrics across all your channels. Just by using Google Analytics to measure blog traffic, you can see which content is most popular. Want to know what your Twitter audience likes? Look at the click-through metrics.
By using Bitlinks in each channel, you can centralize all those metrics in one place. That gives you an easy way to see, in real-time, which campaigns resonate. With that intelligence, you can create more personalized content in the future.
4. Behavioral Email Marketing
Marketing automation platforms like Marketo, Hubspot, and Pardot play a big role in personalization. Once a user has filled out a form, it’s possible to see which web pages they visited and which content they downloaded.
That lets you deliver them a customized follow-up. Whether an SDR is reaching out or you’ve developed a funnel, creating an email drip that corresponds with the behavior of the prospect can make the difference between conversion and churn.
5. Persona-Targeted Content
The key to personalization is good content. Your content should speak not just to your audience, but to each of the individuals that make up that audience. With the right data, you can unlock new opportunities to customize every prospect’s and customer’s experience.
Or… just guess. It can work. For example:
Harry’s, a men’s shaving company, has a digital magazine dedicated to men’s fashion and advice for dads. There’s also a store location that doubles as a barber shop.
Eyewear company Warby Parker makes Spotify playlists and invites customers to readings by authors inside the Warby Parker store.
Macy’s ran a digital music festival, Macy’s Summer Vibes, that created an entire movement around upcoming music stars across many different channels, with a 45-minute concert, behind-the-scenes videos and more. In just two weeks, the video recording of the concert reached 1.3 million views.
However you decide to build content for your audience, it has to be personalized - in tone, theme, and distribution.
Simplifying the Data Challenge
Data and personalization are two sides of the same coin. You can’t personalize without data. And if you don’t personalize, data isn’t all that useful.
Businesses tend to overcomplicate what that really means. You don’t have to acquire a data analytics platform or an expensive CRM to personalize your brand’s marketing programs. By using the free analytics tools you have at your fingertips, you can start thinking about how engagement metrics - like shares, clicks, and conversations - indicate what your audience really wants. And, from there, you can start scaling.