Welcome back to our series on digital transformation! In our previous posts, we embarked on a journey through the intricate facets of this metamorphic process. Today, we're diving into the captivating realm of personalization – a key to forging connections that transcend the digital divide.
Picture this: a conversation with an old friend versus a chat with a stranger. The former brims with shared memories and understanding, while the latter starts from scratch. Personalization is the bridge that spans this divide. It's about treating each user as an individual, regardless of whether they're familiar or new.
Known users, like old friends, expect tailored experiences based on past interactions. Unknown users, akin to newfound friends, appreciate a gentle introduction that gradually reveals the value you offer. In the digital landscape, personalization bridges this gap, allowing you to greet known users by name and extend a warm welcome to unknown users.
Imagine you're a DJ at a party, and you're curating the playlist based on two types of preferences: who the guests are (profile-based) and how they're grooving to the beats (behavioral). Profile-based personalization draws from explicit information like demographics, while behavioral personalization relies on implicit cues such as past actions. Both approaches are essential to dance partners. Profile-based personalization paints the initial strokes of the canvas, while behavioral personalization adds the dynamic colors that bring it to life. As part of your digital transformation, consider harmonizing both to create a symphony of connection.
Remember the modular content we explored in our first post? Think of it as the Lego blocks to use when putting together your experience. Just as a Lego master builds the Batman car or the Jurassic Park jeep using the same block, you're assembling personalized experiences using these content modules. It's about taking the right block from your repository to create an experience that resonates with each user. By connecting modular content with your user profile through personalization, you're offering users precisely what they seek, transforming your digital space into a dynamic, living ecosystem that evolves with each interaction.
As you delve into personalization, a shift occurs from static content to dynamic personalized messaging. This transformation requires a recalibration of your marketing development and review processes. Crafting multiple variations of messages necessitates a strategic approach, where content becomes fluid and adaptable. Your workflows need to embrace this new rhythm, ensuring that personalized content flows seamlessly through the channels.
The business value of personalization cannot be overstated. Personalization helps build brand loyalty, which in turn leads to customer retention. Investing in personalization early on by making the technology choices, connecting your systems, and adapting your processes will cut costs down the road and lay the right foundation to continue nurturing your relationship with your customers. The sooner you begin to implement personalization, the better it will be for long-term growth.
Crafting personalization at scale, however, can feel like a difficult lift. How do you gather data for thousands of users? How do you bridge the gap between insights and messaging? And how do you communicate with thousands of people at once, on an individual level? Thankfully, there are tools available to help bring personalization to scale.
Customer Data Platforms (CDPs): These central hubs gather and unify user data, creating a comprehensive picture that fuels personalized interactions.
Artificial Intelligence (AI) Engines: AI analyzes user behavior, predicting preferences and tailoring content in real-time.
Dynamic Content Management Systems (CMS): These systems allow you to create and manage modular content, catering to personalized experiences.
While tools are an essential part of implementing personalization, they will not complete the picture. Personalization touches multiple aspects of your digital transformation, and to fully reap its benefits, it’s best to rely on a holistic partner with multiple capabilities, such as iCrossing. If you have a resource that can provide the expertise in all aspects of digital transformation - data, user experience, and technology – you will be able to build a connected eco-system and digitized processes that enable you to connect with your customers through personalization and create impact.