Audiences increasingly expect content catered to their unique preferences. With real-time personalization, you can instantly deliver customized content to consumers based on their interactions with your brand. This real-time response provides users who are already engaging with your brand with a better customer experience.
Effective real-time personalization combines two things:
Websites, emails, text messages, and advertisements on landing pages are all examples of content media that can be personalized.
Companies that use real-time personalization can see a dramatic increase in business value, elevating everything from customer acquisition rates to higher brand loyalty.
At its core, real-time personalization revolves around data.
Artificial Intelligence (AI) and Machine Learning (ML) analyze various sources of customer data to identify key patterns and predict outcomes. A company can then leverage the insights to create accurate, individualized customer journeys.
Here is a breakdown of the specific information brands can activate to drive personalization with AI and ML:
Personalization done right helps motivate customers to take a desired action. That may be a purchase, an upgrade, a self-service action, or some other form of engagement. But despite the fact that customers expect personalized experiences, some companies are still hesitant to adopt these new best practices. This is due to several common obstacles companies face when trying to implement a personalization strategy for their marketing campaigns. These include:
Despite the challenges organizations may face while adopting real-time personalization, there are solutions as well. With real-time personalization becoming increasingly important for markets looking to expand, here are two steps to ensure your personalization process is as successful as possible:
First-party data (also known as 1P data) is information a company collects directly from its audience via its own online and offline channels, including website visitors, social media followers, email subscribers, and customers. First-party data can include critical information, such as which websites a customer visits, purchase history, behavior, interests, and preferences. For years, companies have relied on the use of first-, second-, and third-party data. But as governments have introduced stricter data privacy regulations and browser companies have begun to phase out cookies, it may be harder for companies to compile second- and third-party data. Collecting first-party data grants you more control over the data you have. Your company can use the information gathered to create highly-targeted ads, relevant content, and personalized experiences.
Another key tip is to invest in tools that automate as much data analysis as possible. Because real-time personalization relies so heavily on AI, it is not possible to manually execute. Tools like the Persado Motivation AI Generative AI solution automates your ability to communicate using the words that motivate customers to act. Tools like this allow brands to convert ideas into new messages and integrate your company’s MarTech stack.
In a survey by the eCommerce platform Kibo, 70% of marketers using personalization across the online experience saw an ROI of at least 200%. Companies can use real-time personalization in several ways. Here are several areas where real-time personalization is especially successful.
Real-time personalization is critical for long-term success in an era where consumers value individualized experiences. To attract new consumers, marketing campaigns must ensure their messaging inspires each individual to engage and act with their product.
However, properly executing personalization campaigns at an enterprise scale is challenging. Many companies do not have the internal resources available to undergo such a process on their own.
Carrefour, a leading European retailer and grocer, relies on language personalization to drive its aggressive e-commerce strategy. Using the Persado Motivation AI platform, Carrefour effectively generates on-brand messaging to motivate customers to engage. A recent collaboration is a SMS promotion for Black Friday 2022 which netted a 14.5% increased click rate (CTR).
Persado is the only platform that can generate on-brand, personalized content to meet the demand of enterprise-scale requests so that you can achieve the growth your organization needs.
Our latest offering, Dynamic Motivation, addresses cart abandonment by leveling up the checkout experience. Dynamic Motivation incorporates predictive content in real-time to deliver optimized and personalized words and phrases based on a customer’s browsing behavior, purchase history, interests, and preferences. The result is an online cart experience that speaks to customers as if your brand knew them personally.
We can serve as your strategic partner, building roadmaps to meet your company’s objectives while providing world-class governance, dedicated professional services, and the AI that transforms your business with personalized language for your customers.
Transform your business with AI, data, and language. Our solution experts are ready to start a conversation.
The post How to achieve real-time personalization appeared first on Persado.
One of the significant challenges statisticians and data scientists face is multicollinearity, particularly its most…
Artificial intelligence is not just altering the way we interact with technology; it’s reshaping the…
This post was co-written with Mickey Alon from Vidmob. Generative artificial intelligence (AI) can be…
Prompt Poet allows you to ground LLM-generated responses to a real-world data context, opening up…
NASA has three more operational Starliner missions on the books. It hasn't decided whether it…
When training a machine learning model, you may sometimes work with datasets with a large…