Four tips for maximizing content creation for personalization

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30 second summary:

  • With more time, resources and effort required from marketing, design and development, brands are feeling the pressure to meet the demands of consumers who expect to see their interests and preferences reflected online.
  • Teams will often find that investing in smaller, high-return campaigns proves more rewarding than managing a number of smaller experiments.
  • Don’t waste too much time on “vanity tests” like simple color changes or button size experiments, as these have no real influence on the relationship between the brand and the individual.
  • While content is a critical part of personalization, it’s important to remember that teams don’t have to constantly create new content. Brands can maximize their efforts by leveraging existing content that has already demonstrated positive results.
  • Brands need to be able to quickly and easily create experiences with rich content if they want to scale up their personalization efforts, speed time to market, and adapt to emerging trends.

Personalization is about moving from a generic approach to customer experience to one tailored to the individual.

Recognizing that visitors are very diverse, no one version of a site or application is therefore likely to resonate with everyone.

This means that multiple experiences and variations must then be created, delivered, and optimized for each audience group to ensure relevance and results.

It’s no wonder Gartner cited the increase in content volume as a major barrier to implementing personalization.

With more time, resources and effort required from marketing, design and development, brands are feeling the pressure to meet the demands of consumers who expect to see their interests and preferences reflected online.

Fortunately, there are several strategies teams can adopt to increase their efficiency in content creation and ramp up their personalization efforts for long-term success.

1) Start small, then grow

A common pitfall when first attempting to personalize the customer experience is running multiple campaigns at once.

Instead of trying to “boil the ocean”, instead focus on one customer issue or opportunity at a time.

For example, cart and site abandonment are detrimental to a business’s conversions. Therefore, deploying an exit intent popup and testing multiple variations with different messages or creatives can have a significant impact on key segments right off the bat.

Teams will often find that investing in smaller, high-return campaigns proves more rewarding than managing a number of smaller experiments.

The positive improvements generated help highlight the merit of personalization to the rest of the organization, which can secure more resources and buy-in for larger future efforts.

Jump into the data and let the insights uncovered determine what content to create and why.

2) Test with a purpose

Don’t waste too much time on “vanity tests” like simple color changes or button size experiments, as these have no real influence on the relationship between the brand and the individual.

Teams need to play with customization elements that are actually meaningful and provide value.

Consider a timely email, triggered after a visitor takes an important action, like leaving an item in their cart; upon receipt, the visitor is reminded of their interest and perhaps even encouraged with a small discount to finalize the transaction.

A button shift just doesn’t have that kind of power.

Prioritizing the right tests is key to ensuring the content created to support it is ultimately profitable.

If an experiment is resource-intensive but not likely to have an effect on the purchase funnel, for example, it may make more sense to move forward with another idea.

A quick win would be to introduce social proof messaging – minimal design and development is required, and through its deployment, teams can effectively reduce purchase hesitation among shoppers.

3) Reuse the best performing content

While content is a critical part of personalization, it’s important to remember that teams don’t have to constantly create new content.

Brands can maximize their efforts by leveraging existing content that has already demonstrated positive results.

Start by identifying top performers, such as campaigns, experiments, or variations that drove an increase in conversions, add-to-cart rates, average order value, revenue, and more.

Next, analyze the segments, traffic sources, types of devices involved, etc. to determine if they are ready to be repurposed into new channels, formats, locations, or even different time periods.

Finally, always be sure to iterate on the content, refining the design, messaging, and audiences associated with a campaign to optimize the experience over time.

Data should always serve as a guide, with information from past and present experiences informing new initiatives and content.

4) Model the efforts

Brands need to be able to quickly and easily create experiences with rich content if they want to scale up their personalization efforts, speed time to market, and adapt to emerging trends. And as leveraged in many other areas of digital marketing, an effective way to do this is through the use of templates.

With pre-built experiences for hero banners, exit intent popups, email capture overlays, and more, teams can customize each template accordingly and take it live instead of out of the box. zero, saving valuable design and development hours.

Some marketing tools and platforms even allow brands to save their own templates.

For example, if a development team creates a high-performing notification overlay and marketing wants to create multiple variations based on that successful experience, a custom template can be saved and reused with Dynamic Yield’s template engine.

Then, with flexibility and ease, elements such as text, images, colors, products, etc. can be changed without having to go back to design or development.

Conclusion

While creating the content needed to fuel personalization places a higher demand on marketing teams, fortunately, there are several tools available to help them seize the opportunity.

By approaching content strategically, brands can truly maximize impact and maintain the momentum needed to take full advantage of a tailored customer experience.

Mukund Ramachandran is the CMO of Dynamic yield. Mukund is an accomplished marketing executive with over 15 years of experience in media, ad tech, and SaaS businesses.

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Jenny T. Curlee