Consumers today are inundated with a spectrum of information and data at their fingertips, from social media and email to messaging apps and content platforms. While brands, publishers, and other entities can reach customers through multiple channels, there is a definite struggle to capture and sustain consumer attention.
Businesses have realized that consumers are most likely to engage when the information is personalized, feels more relevant to them, and reaches them promptly. Moreover, higher engagement leads to increased sales.
A survey indicated that personalized marketing campaigns by businesses have reduced customer acquisition costs by as much as 50%, grew revenues by 5-15%, and bumped marketing Return on investment (ROI) by 10 to 30%. Businesses with a faster growth rate derive 40% more revenue from personalization than counterparts with slower growth rates.
For instance, when consumers need to buy a new pair of sneakers, sneaker companies that grab consumer attention in that time frame are most likely to receive engagement and sales.
Content customization at scale is emerging as a core pillar of personalization, and this is where digital publishing technology plays a key role in delivery. For instance, KITABOO’s cloud-based content management platform enables businesses to efficiently customize content at scale.
Let’s understand key trends in personalized content and its benefits for businesses.
Table of Contents
- Comprehensive Analysis of All Raw Data
- AI-Driven Predictive Analysis
- Focus on Preferred Channels of Engagement
- Focus on Omnichannel Customization
- A Mobile-First Experience
- Personalizing the Entire Customer Journey
What is Content Customization?
Content customization is a strategy leveraged by businesses to tailor content across channels of engagement based on consumers’ individual needs, interests, and aspirations.
For instance, an eCommerce platform will customize all consumer touchpoints, such as email, platform pages, and messaging app content, to feed the interests and needs of its consumers. The platform aims to convert window shoppers into paying customers by showcasing relevant content.
A personalization engine runs the entire operation, leveraging a mix of technologies such as Artificial Intelligence (AI) and automation to predict customer interests and needs based on their engagement data.
For instance, a cloud-based AI-driven content management platform such as KITABOO enables content customization that is data-driven, highly scalable, and efficient.
Key Trends in Content Customization
Here is a snapshot of important content customization trends:
Comprehensive Analysis of All Raw Data
Consumers are generating large volumes of data with every click on the internet. For optimal content customization, brands must be able to assimilate and analyze raw data from all sources and translate it into meaningful insights. Access to more data enhances the potential for relevant customization. The combined efforts of automation and AI are efficiently powering the process.
AI-Driven Predictive Analysis
The AI-driven analysis differs from legacy data analytics tools by enabling businesses to predict a customer’s future behavior. This is a valuable opportunity for businesses to customize content marketing strategies based on the customer’s interests and future needs. Furthermore, they can make key business decisions based on predictive insights.
Focus on Preferred Channels of Engagement
Consumers today may only use one or two channels instead of all those available. Businesses that engage with the consumer in their preferred channel of engagement are likely to capture more market share.
For instance, say, a consumer of an eCommerce platform is active on a messaging app. The platform is most likely to successfully engage the consumer in this preferred channel instead of driving them to their website.
Focus on Omnichannel Customization
The number of engagement channels has significantly increased in the digital age. Brands must have an omnichannel customization approach, which churns out relevant content for email, social media, messaging apps, platforms, and apps, to name a few. The formats and messaging may vary, but a customized approach across all channels will enable brands to deliver multi-pronged marketing to drive conversions.
A Mobile-First Experience
With a growing number of customers engaging and shopping via mobiles, brands are focusing on creating a mobile-first experience. Content must be customized for all mobile touchpoints, such as notifications, SMS, and in-app mobile experiences. Care must be taken to ensure the content is useful while not intrusive. A delicate balance is key to gaining the customer’s trust and loyalty.
Personalizing the Entire Customer Journey
Brands must think of customization as a journey right from the start of interacting with the brand. Customers generate data from the moment they engage with the first touchpoint. Hence, content customization starts right from the beginning and continues at every customer touchpoint for an optimal experience.
Business Benefits of Content Customization
Businesses can gain a competitive advantage in several ways by leveraging content customization as an engagement strategy.
- Understanding Customer Needs: Businesses can understand individual customer needs and curate a personalized customer experience based on comprehensive data. Data-driven insights provide businesses with a significant edge, as they can manage their supply chains better.
- Driving Conversions: The AI-driven predictive analysis enables businesses to show relevant content to customers and turn window shoppers into paying customers promptly. Revenue generation is a key outcome. On the other hand, when customers find what they need, they will return for more.
- Reduce Costs: Repeat businesses can help reduce acquisition costs, leading to cost savings and higher profitability. A cloud-based automated AI-powered content management platform like KITABOO allows businesses to function with lean teams while driving productivity.
Boost Customer Loyalty: As customers continue to have their needs met and exceeded, they will prioritize the business. Thus, businesses can also increase Customer Lifetime Value and average order costs, which are metrics to gauge customer loyalty.
Content customization is emerging as a key pillar of delivering personalized experiences to consumers, clients, customers, and other business stakeholders. Businesses need access to cloud-based tech-enabled content management platforms to enable them to create and securely disseminate personalized content at scale. Partnering with a technology specialist is an early investment in this direction. This step can help them build content marketing operations that drive revenues, customer loyalty, and profitability.
Businesses can leverage state-of-the-art cloud-based content management platforms like KITABOO to publish, distribute, market, and amplify personalized content solutions to their audiences worldwide.
To know more, write to us at KITABOO@hurix.com
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