It’s been a long time since one size fit all. Therefore, it is essential that you as a marketer have knowledge of your clients – and give them the content they expect, wherever they are.
The consumer expects that the brands they engage in can provide a personal experience in all channels and throughout the whole customer journey. As a customer, you want to feel unique and not receive the same content as everyone else, but content specifically tailored to your interests and needs regarding the brand. In addition, you want it at the right time and in the right place.
By adapting content in real-time and keeping track of, for example, devices, geography, age, gender and user behaviour, you will come a long way.
USING THE RIGHT TECHNOLOGY
Fortunately, the extent to which customers’ needs for personalized content increase, so does the development of technology enabling this.
It is possible to greatly automate personalization with dynamic content tools – whether it is on your own web or in newsletters. At the same time, keeping track of the above is not enough. Naturally, you need to produce the content that customers want and need. It does not matter how much control you have over your tools with the wrong or bad quality content. Marketing always begins with this.
PROVIDING THE RIGHT CONTENT
In addition to delivering content based on an individual’s needs and interests, it is also important to consider their immediate needs at a particular point in time. When you provide dynamic content, the goal is to deliver content that your customers are “interested in” and have exactly the content that makes them take the next step in their customer journey.