The Best Tactic for Breaking Through Digital Noise? Personalization
As personalization capabilities improve, consumers increasingly expect content tailored specifically for them. Amazon serves up products related to your likes and dislikes. Netflix recommends shows based on your viewing history, and Spotify creates playlists customized for your listening pleasure.
In a world where digital is flooded with information, and consumers do all they can to avoid ads, personalization is a key method for creating stand-out content.
Michael Brenner, CEO of Marketing Insider Group, explains why this is so important:
Attention has become the currency of the digital, social, and mobile web. And the only way to attract a customer’s attention today is through the production of high-quality content that is relevant and personalized to the reader.
More than 75 percent of consumers feel more deeply engaged with a brand if they’re providing personalized content. Here are some questions to determine if the content you’re creating is personalized for your audience.
- Is it the right content? Consider the subject of the content as well as the action items, timeliness, and impact it would have on your target audience.
- Is this for the right person? Think about the title of the person you’re looking to target and consider whether your content is in alignment with their needs.
- Is this the right channel? Ensure that the channel you’re using, whether it be social, search, email or something else, is where your audience prefers to consume.
While these personalization tactics are an effective way to get your audience’s attention, they’re not the only way. Artificial intelligence is also becoming a tool for improved personalization.
Read more in Brenner’s complete article below.
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