Personalization continues to be an important component of good customer experiences. And with the trend toward customer data platforms (CDPs), which aim to bring customer data together in one place in order to activate. It bring more targeted experiences. Personalization is clearly a top priority.
1 Delivering a better experience is the top reason marketers use a personalization
There’s no question that marketers find value in personalization. The vast majority (98%) of marketers believe that personalization has at least some impact on advancing customer relationships, and 70% believe it has a “strong” or “extremely strong” impact. And 85% of marketers believe that their customers expect personalized experiences.
But this was the first year we specifically asked marketers what motivates them to deliver personalization. We found that “deliver better experiences” is the top motivating factor, followed by “increase loyalty” and “generate measurable lift/ROI.” It seems that marketers are turning to personalization first and foremost because they believe it is the right thing to do for their customers.
What are the drivers of personalization in your organization?
Marketers are becoming more sophisticated in their personalization approach
Email remains the most-personalized channel (78%), followed by web (58%), and in-person (42%). Interestingly, online advertising trails behind at 35%. Given the budget many marketers dedicate to their advertising campaigns, it’s interesting that many are not personalizing their efforts.
That being said, marketers are becoming more sophisticated in their personalization approach. The usage of machine-learning/algorithmic personalization is up from 26% last year to 40% this year. Emails triggered based on a person’s site behavior is up from 35% last year to 45% this year. And campaign source is far and away from the most-used criterion for targeting personalized experiences, cited by nearly half (49%) of marketers. When you personalize an experience based on campaign source, you are typically personalizing a website experience based on where the visitor arrived from — like a specific email or advertising campaign. This type of cross-channel consistency is only possible when marketers can connect channels together.
Which of the following criteria do you use for targeting your audience in order to personalize the experience?
Marketers have made progress in this area as well. The percentage of marketers that say they have “no channels connected” declined from 27% to 21% this year, while the percentage of those that say they have “a few channels connected” rose from 46% to 53%.
Marketers continue to invest in and see results from personalization
Marketers continue to see strong, measurable results from their personalization efforts. The majority (90%) see at least some lift, while more than half (58%) see a lift of 10% or more. Of those marketers using machine learning, 77% report a lift of 10% or more.
This ROI is translating into continued investment. The vast majority (97%) are planning to maintain or increase their investment in personalization over the next year, and the percentage of those planning to increase it rose from 37% to 48% this year.
Still, 74% of marketers believe that personalization should be a bigger priority in their businesses. What are the obstacles they’re facing? As in past years, lack of budget, lack of personnel, and lack of knowledge or skills are at the top of the list. Yet each of those has been steadily declining in the last three years. Meanwhile, lack of organizational alignment has been slowly increasing as an obstacle to making personalization a bigger priority.
What are the greatest obstacles to making personalization a bigger priority in your organization?
As marketers work through growing pains and establish processes for personalization, we may see this continue to trend upwards over the next few years.
In the next few years, perhaps, as the personal trends prevail over a period of time, the use of tools such as NB online designer will be more and more attention, there will be no other forms such as printing system instead of being better known than current printing tools. With this online printing tool for sure, your print shop will step up to a new printing revolution with many impressive achievements.
2 Three reasons why you need customized marketing materials
When you produce sales or marketing materials for your organization, you likely consider some level of personalization in the final product in the hopes of impressing your prospect. However, given the amount of material that needs to be printed as well as the costs involved, the level of customization you end up choosing may not be significant enough for your client to notice.
Thankfully, your organization can take advantage of custom printed materials at a low cost. Let’s take a look at three reasons why you should integrate this trend into your marketing and sales strategy.
Number 1: Personalization Sells
More than anything, personalization sells. If you take the time to craft customized marketing materials for your prospects, you’ll be providing them with a memorable takeaway. Not only that, but the effort you put into creating those materials also correlates with an increase in sales.
Consider this case study: one of our clients was a legal publisher that was having a hard time getting certain law publications into the hands of college professors. To help them earn the sale, the publisher printed the professor’s name and their university onto the front cover of the legal coursebooks. Of the 55 publications that were sent out, 42% ended up being closed by the publisher. This marketing effort directly led to the publisher having one of their best quarters in the last five years.
Number 2: Customizable Options
Printed materials don’t have to look like they came straight from the printer. Beautiful design is an engaging element for sure, but adding custom features—such as paper type, book sizes, and binding options—can step up your marketing and sales game. Furthermore, the ability to customize how the finished product looks down to its cover gives you complete control over the design process without breaking the bank.
If you’re not sure what options to take advantage of, many printing companies have design-focused staff on site who can help you realize the vision in your head.
Number 3: Print on Demand Gives You Control
Most printers require that you order a minimum number of pieces. And if you don’t distribute all of those materials, they’ll likely end up taking space on a shelf (or sitting at the bottom of a waste basket)-either way, you’ll end up wasting money that could be better spent on other marketing activities.
Print on demand is a unique printing method that allows you to print only the materials you need immediately, then print more as you need them, effectively eliminating the wasteful spending that comes with bulk ordering and printing marketing and sales materials.
In this regard, you could personalize a marketing piece for a specific client, then only print as many as you need for the meeting (instead of a set number). Not only will the cost savings be enormous, but the benefit of custom materials will help you stand out at any client or prospect meeting.