Carmen Santo Personal Branding and Online Reputation Consulting. Social Media Manager of @ Ready4Social. Journalist… IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchangeACL Direct Promo · We Know Relational Marketing We are experts in loyalty and incentives · We like to create unique experiences Personalization is today a priority for those companies whose aim is to improve the customer experience, consequently increasing the volume of business. The digital age has given rise to Big Data, the proliferation of information that allows us to know in detail our target audience, study their behavior patterns and what their tastes and preferences are. Inestimable value data that allow the design of a personalized strategy, aimed at providing customers with special treatment, based on their interests and expectations, thus promoting conversion.

Big Data allows the design of a personalized strategy, oriented to the specific needs of customers. According to the report by Adobe and Econsultancy, companies that take advantage of this information are 7% more likely than in 2012 (59% vs 52%) to take advantage of personalization in their online strategy, as well as 13% more to offer a personalized experience through the web (54% vs 41%). Thanks to this, the line between the online and offline media is blurred, allowing a more fluid company-client  Colombia WhatsApp Number List  communication, almost interpersonal. Personalization is also a way to promote engagement with the company, establishing a more direct and closer link. Values ​​that help to place the brand as a preferred option, compared to its competition. Advances in data collection and analysis allow to know customer details that until now was not possible. According to the survey, 67% of marketers use personal data to provide their customers with a personalized experience.

These data are mainly your name, gender and location. Also, about half take into account the preferences of their customers, to provide personalized suggestions and options. For their part, a third of these companies apply the information recorded from online behavior and customer purchase history to adapt their online experience. How do companies apply personalization in their marketing strategy? According to the report, the majority of respondents (80%) use the information to personalize the actions of their email marketing strategy. It is the only channel where about half of them (48%) apply personalization, while the web experience appears as a second option, on a more reduced level. The findings of the study show that companies still need to improve in order to offer their customers the personalized experience they deserve. This implies the ability to provide an integrated experience, through all channels. In principle, only 39% of these professionals maintain the same experience through computer, smartphone and tablet, although, as mentioned above, not at all points of contact with the brand.

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