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Personalisation is king

Content personalisation is becoming more and more essential to drive revenue growth. In fact, some would say it’s a must. As consumers utilise social platforms and mobile-optimised sites more frequently, it is always preferable to ensure they are receiving relevant, personalised content. 

But so many marketers aren’t taking this on board. Consumers say they want it, well many are asking for it, and the majority say they would be happy to give out more personal information to brands if they were to receive better, more relevant and personalise content as a result.

And those consumers that do receive personalised content are far more likely to make repeat purchases. So, it’s a topic that’s definitely worth thinking about.

Is your brand ensuring customers are receiving the content they want? Is your content marketing driving growth? If not, it’s time to consider ways to improve.

I came across a report about content marketing penned by eMarketer recently that’s definitely worth a read. But if you’re lacking in precious time to peruse it, here’s the most interesting points, in bite-sized form:

+     Smartphone users are more likely to prefer in-app ads that are tailored to them personally. According to the report, “about half of consumers told the International Data Corporation (IDC) they preferred relevant, personalized offers from retailers, even when the question contrasted that possibility with having ‘retailers respect my privacy’”.




+     A May 2014 study found just 11 per cent of marketing executives worldwide said improving website personalisation was important. The main reason cited for this was the added expense of personalising content.

+     Membership to loyalty programmes in the United States has grown to more than one billion, up more than 50 per cent since 2006, and as such, consumers are starting to expect more personalised offers and services, not just blanket discounts. “Most consumers realize that they need to trade some private information to receive more relevant offers. According to September 2013 research by Forbes Insights, more than three-quarters of US business-to-consumer customers saw the benefit of trading personal information for more relevant discounts and offers, and 62% were willing to do so in return for personalised offers,” the report stated.




+     Targeted emails work, according to the statistics. A December 2013 study found the majority of digital shoppers who received emails based on previous shopping habits were more likely to increase their purchases as a result – 81 per cent said they were somewhat likely to make additional purchases, either in-store or online, as a result of receiving a personalised email.



+     The majority of consumers also said they would be happy to divulge more information about themselves if they received improved personalised messages as a result of answering more questions about their likes, shopping habits and similar.

+     Real time marketing has a changed definition. In 2013, marketers defined real time marketing as personalising content in response to customer interactions. While social media is still the top platform on which to use real time marketing, websites and email were cited as the second and third most popular ways to utilise this marketing tool.




How do you best use personalised content marketing? Have you seen positive results from increasing personalisation?