For modern brands, the pressure to personalize is growing fast. Did you know 85% of users now expect tailored digital advertising? Today’s digital consumers want delightful experiences, personal journeys and engaging content. To truly connect with them, businesses must dynamically tailor content to individual users’ specific interests, needs and pain points.
Though personalization may feel like an unstoppable wave, taking the opportunity to build more personal, engaging digital experiences for your brand brings enormous benefits. Personalization was born from a drive to better connect with end customers, to create long-term trust and lasting relationships with products. For businesses, embracing personalization can increase total customer lifetime value, help customers actually put your products to use, and allow your organization to offer more relevant services.
Barriers to personalization
Despite these clear benefits, a 2015 VentureBeat study still rings true. It found that 80% of companies fail to implement personalization effectively. We believe the only thing standing in their way is … themselves.
One common barrier to personalization is brands simply not wanting to change longstanding processes and try a new approach. Moreover, the larger an organization, the more people work in silos. Workflows are slowed by bureaucratic processes, meaning teams don’t share data effectively and collaboration is obstructed. This prevents many from implementing personalization. Additionally, workers are often scared that introducing these technologies will change their jobs, or even wipe them out completely.