Marketing Automation: Too Personal
This is an effective way to automate a personalized social media campaign, and at the same time lift your most important messages above the consumer's news feed, which is typically noisy and occupied by messages from other brands, groups, friends and family.
4. Real-time Web Personalization
Of all these tactics, perhaps the most effective means of maximizing your ROI is enabling your website with personalized content (ow.ly/BiO35, opens as a PDF). By infusing your site with the ability to use in-session data to actively market to a consumer as he or she navigates your site, Web personalization is a powerful approach.
You can provide timely offers and show relevant messages based on information gleaned from the moment rather than sensitive personal data. You can even hide or highlight certain content on the site based the "personas" of the visitor deduced from how they navigate the site.
Real-time Web personalization also enables marketing automation that is engagement-driven with compelling calls to action. For example, a consumer who shops for camping gear on an e-commerce site can be invited to sign up for a newsletter for outdoor enthusiasts. And if the same consumer leaves items in a shopping cart for an extended period of time, the e-commerce marketer can offer a one-time discount for completing the purchase before leaving the site. On a B-to-B site, visitors can be offered relevant whitepapers or blog posts based on the topics they search or pages they visit.
As you can see, there is a clear distinction between marketing automation and personalization, and both offer marketers an opportunity to engage consumers in meaningful and timely ways. But it is when you can identify the intersection of automation and personalization that these campaigns become the most valuable … without the need to "get personal."
Andy Zimmerman is the chief marketing officer at Evergage, a leading personalization and customer data platform (CDP) provider. Andy has more than 20 years of experience heading marketing, sales, business development and alliances at leading software companies, and is a frequent speaker at industry events.