Do you know when to approach your clients? What about – and maybe even more importantly – when not to?
These are two of the first questions to answer when developing your personalisation strategy. Answering them requires not only knowing your clients but also discerning where they’re at on their journey with you as a brand.
That said, personalization isn’t always easy to achieve, and we know around one third of global marketing leaders say their organization is a beginner or novice on the subject (SoDa & Sitecore 2019).
So, how do we achieve relevant personalization that powers customer relationships? It all starts and ends with content. While many will use personas to target customers at the ‘buy’ stage of the journey, personalization needs to weave into what comes before and after the purchase. Therefore, serving up content that addresses the customer’s needs at their current stage, and anticipates their next move, is the key to a successful digital strategy fit for 2021.
The good news is, this strategy doesn’t rely solely on producing a huge variety of content. This gap can be bridged with data.
Join Sitecore, Microsoft and a select group of marketing and digital industry peers to discuss how to propel your personalization strategy into the future, how to effectively target customers at every stage of their journey and how to use data to identify common points of friction to help you prioritise content creation themes.