in the beginning The explanation about digital marketing was very simple. You create content, publish it, and desperately hope something sticks.
But in 2024, things will be a little different.
Since we have more information about our customers, we need to be more strategic in our efforts. And even more personalized. But just because the type of content you're creating changes doesn't mean it's going to be more effective.
Optimizely's experimental benchmarking study found that most of the ideas companies launch don't have the impact they expected.
The benchmark outlines that three things are to blame: data silos, guesswork, and ineffective use of AI.
- When marketing operates in silos, it doesn't have access to the information it needs to enable real, meaningful personalization.
- Similarly, if you're not using data to make smarter decisions, your strategy is likely to be based on assumptions and guesswork, a highly inefficient approach.
- Finally, while AI has incredible potential and can certainly transform marketing as we know it, brands can only unlock this potential by Only if brands understand how to properly use AI and have people in place who have a solid understanding of how to leverage AI to deliver tangible outcomes. value.
According to Forbes, 80% of consumers are more likely to buy from a brand that provides a personalized experience, and 63% of consumers will stop buying from a brand that uses poor personalization strategies. When you think about it, the reality of all this is really unfortunate. As a clear example of how personalization can boost a company's bottom line, Forbes also found that personalized shopping recommendations in his cart led to 92% of online shoppers making a product purchase. It is summarized as having had an impact.
And the pressure is on to get personalization right. Today, personalization has to be more than adding someone's name to the subject line of an email. Creating a truly personalized experience means recommending products based on a customer's previous purchases and account information, or creating recipe ideas based on what's currently in a customer's shopping cart. It means to send. These interactions demonstrate that the company uniquely recognizes and values each customer, and hopefully leave a lasting impression. And this type of information forms the basis of loyalty programs and has been proven to motivate customers to stick with a particular brand.
Personalization is in the sky
When Kenya Airways approached Bluegrass to help update and enhance the user experience and design of its website, we knew we needed to incorporate a more personalized approach to the user journey. By choosing to use Optimizely CMS and its new platform called Optimizely One, we were able to create a site that better meets the needs of our travelers.
As a simple example, you can leverage Optimizely's multilingual and multicurrency capabilities (with built-in geolocation) to ensure that when customers search for flight information on your new website, information is displayed in the correct language. Prices are now displayed in the correct language. currency. Additionally, airlines can now display destination-related offers and promotions based on where customers are traveling.
Personalization is all about data, but remember that you're dealing with people who have unique requirements and specific problems they want to solve. In most cases, understanding where the problem is means asking for feedback and using that feedback to improve and change what isn't working properly. When launching the new Kenya Airways website, we spent a lot of time talking to customers and running through different scenarios to uncover the common challenges customers face when booking flights. I spent time. We then used these learnings and insights to improve our UX.
At the end of the day, successful personalization is all about finding the balance between the scientific and the creative, improving the customer experience by giving people the most valuable information at the right time. can be optimized. Bluegrass is an Optimizely solution partner and regularly uses Optimizely to create and personalize digital experiences for our clients. Please contact us for more information.