15 Personalization Trends Your Team Needs to Start Doing Today

Last updated on by Ted Vrountas in Marketing Personalization

To get people to buy, it takes more than a great product. It takes more than great marketing. It takes a holistic approach to customer acquisition that results in great experiences. What does that mean today?

According to one report, it means using personalization to offer relevant, contextual content at every stage of the buyer’s journey. In fact, nearly 90% of marketers say it’s the overwhelming reason they use the tactic.

Still, “personalization” is a broad term. And broad terms are hard to understand on an actionable level.

So, how is personalization being implemented today? We’ve collected some specific tactics advertisers are using to provide better, personalized, customer experiences.

15 Actionable personalization trends

From ecommerce to AI, the pre-click to the post-click, personalization is changing the marketing landscape. Here are 15 actionable personalization tactics you can use to personalize your content better and win more customers.

Advertising personalization unites the customer journey

If the amount spent on digital advertising is any indication of its success, the tactic has become the most successful in the industry. By now, it’s surpassed print ads, billboards, radio, and even TV, to become the revenue-driving powerhouse we know it is.

Of course, personalization has played a major role in its success. Today’s advertisers don’t guess at their audience. As a result of ever-improving tech, they’re able to pinpoint exactly who they want to target. More importantly, they can deliver the right post-click experience to each target audience.

Ecommerce breaks barriers between online and offline

For consumers, internet usage isn’t black and white. It’s not one device or the other, one place or the other, one channel or another, or any clear delineation that makes the lives of advertisers easier.

Instead, there are blurred lines in nearly every sphere of advertising; and few are more difficult to tackle than the one between online and offline in retail ecommerce.

While it’s true that much shopping takes place online, most consumers prefer to shop in store. According to a survey from TimeTrade, 85% of shoppers still prefer to shop in a physical store.

Complicating this further is the fact that, even when they’re in a physical store, 60% of shoppers will use their phone to research products, compare prices, and download coupons. In total, 56% of digital interactions like this affect sales in brick and mortar stores.

That’s why, increasingly, businesses are trying to bridge online and offline experiences. Here’s how:

To offer the same information offline as they do online, brick and mortar stores are beginning to improve their staff education as it relates to the product and company, or by arming them with tools like tablets that they can use to pull up information that may not be readily available.

Receipts can now be sent via email, discounts, and product recommendations for cross-selling and upselling as well. Designer Shoe Warehouse is one of many brands that will regularly offer its buyers a discount via email, simply for completing a purchase in-store.

Currently, marketers still house their data across multiple, siloed systems. This makes it nearly impossible to personalize touchpoints in real-time. This is where customer data platforms come in, which bring together all a businesses’ owned data to be deployed among other systems for real-time personalization. Though it may sound similar, this is not a CRM or DMP.

According to the CDP Institute, a true CDP platform has three pillars:

Artificial intelligence makes a bigger impact

Marketers have long had their eyes on artificial intelligence. The possibilities are too hard to ignore. At the same time, there are major roadblocks that have kept AI from making noise so far. Mainly, most high-level AI is simply not sophisticated enough to be used practically by the modern consumer. Still, it’s making strides.

Here are two areas specifically that you can expect to see growth:

Mobile becomes even more mobile

We’ve known for a while now that people prefer to browse the internet on their mobile phones. What about shopping?

According to one survey, customers spend about 60% of their time on mobile devices shopping. Further research claims that 79% of people have bought a product on their mobile device in the last six months; and during the 2018 holiday season, nearly 40% of all ecommerce purchases were made on a smartphone.

By 2021, Globally, mobile’s share of ecommerce is expected to rise to 72.9%. Here’s how personalization is getting more mobile:

Learn more about advertising personalization

In ecommerce, mobile, advertising and AI, these are just a few trends set to propel campaigns to new levels of personalization. Are you ready to learn more ways to create unparalleled relevance in your marketing? Get the Instapage Personalization Guide to learn where your campaigns are failing, why they are, and how to improve them with personalization.

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