"The advent of personalization has been gradual," said Page. "It's occurred in small increments across multiple channels and mediums. It's now become ubiquitous, almost without any of us noticing."

According to Page, prior to social media and the Internet, brands communicated with their audience in ways that were largely static and passive. Television, radio, and print ads offered little in the way of interaction, and as a result, required a specific kind of messaging. With the rise to prominence of platforms such as Facebook, consumers have begun to demand an approach to marketing, branding, and service that focuses more on their journey than it does a brand itself.

According to a 2018 survey by Accenture, 91 percent of consumers are likelier to shop with brands that provide relevant, curated offers and recommendations. A similar survey by data-driven marketing firm Epsilon indicated that 80 percent of consumers are more inclined to purchase from a brand that offers a personal experience. Finally, marketing personalization platform SmarterHQ found that 72 percent of consumers only engage with marketing messages tailored to their specific interests.

"Today's brands are expected to do more than shout sales pitches at their audience," Page explained. "They're expected to forge a personal connection. To remember who the customer is, what they like, what they think, what they want, and adjust their approach based on that."

"This is no easy task," Page continued. "It's one thing to divide your audience into demographics and personas based on shared traits, something which businesses should already be doing. The level of personalization required in the modern business landscape requires something deeper, an experience unique to each customer based on information they provide you."

To achieve a personalized, unified experience across all channels and at all stages of the customer journey, Page recommends businesses look into specialized customer relationship management platforms. Backed by machine learning, these platforms are capable of gathering, parsing, and analyzing audience information in real time. This, in turn, makes it easier for brands to curate product recommendations, content, and marketing messages to each individual lead.

"Especially now, in the midst of the coronavirus pandemic, people are tired of traditional sales tactics," said Page. "They now seek brands that convey empathy and understanding. Businesses that transform their entire ecosystem into a seamless journey for audiences, adjusting content based on everything from location to previous purchases to interests to the time of day."

"This is something we're already seeing from major brands like Amazon and Coca-Cola," Page concluded. "Moving forward, more and more businesses will begin to shift from user demographics to individually-personalized experiences. Those that do so now will be ahead of the curve, and those that ignore this trend will inevitably be left behind."

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Source: PRWeb
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