You’re driving in unfamiliar territory, but your GPS knows your target destination. It tells you to turn right but you miss the turn. And based on your speed, the navigation system predicts that you’ll miss the next turn too, so it recalculates the route. But for customers traveling on the digital road, there are many competing navigational systems vying for your customer’s attention including search results, blogs, web advertising, news stories, and social media channels. Yes, all of these provide guidance and direction for customers as they travel in the digital realm. It’s like listening to several voices at one time. But the loudest voice doesn’t necessarily win the customer’s attention. That’s why content marketers are finding creative ways to minimize customer choice confusion by leveraging predictive technology.
Consumers expect brands to deliver relevant experiences that provide useful direction when they visit their website, mobile app or other online channels, and marketers are responding. That’s what Adobe believes. According to a survey conducted by Adobe, Digital Roadblock: Marketers Struggle to Reinvent Themselves, marketing personalization ranked highest (33 percent) in terms of importance to their company’s future marketing efforts. Adobe now uses predictive technology to unlock valuable insights by automating the targeting of relevant content, offers, and cross-sell recommendations for marketers. For companies, this promises to drive immediate gains in engagement, conversion and revenue.
To achieve this, Abode provides the following coordinates:
Ramp up personalization efforts. Today’s marketers must deliver increasingly more personalized experiences to millions of distinct and demanding consumers. Ramping up personalization efforts to meet those needs enables marketers to predict which content and offers will result in visitors becoming customers. Consumers expect personalized experiences that can compel them to read an article, sign-up for a service, or purchase a product.
Positive mobile experiences are essential. Marketers need to optimize mobile app experiences to drive sales and realize a solid return on their investment. It’s critical for marketers to be able to directly interact with their sites, easily create and target multiple experiences to different audiences.
Have a plan and know that it works. Best practices matter as much as the technology itself when it comes to optimization and personalization. And as a content marketer, you must have a targeting and personalization strategy; a prioritized list of site areas and optimization campaigns to run in each area; optimization insights and impact from analytics data; implementation of privacy-centric consumer opt-outs; and ROI analysis. All of these are critical to success.
According to Siping Roussin, senior manager, optimization and personalization at Lenovo, “When it comes to our marketing efforts, there can’t be a ‘one-size-fits-all’ approach. The challenge is determining the right activities to deliver the most optimized experiences possible…” When done right, your finely-tuned GPS will steadily guide customers around the digital roadblock directly to your brand.