Personalization provides marketers with the opportunity to engage customers more fully. However, many marketers still struggle to leverage personalization data effectively and miss important opportunities as a result. An infographic from Bazaarvoice illustrates what consumers want from personalization and lists the steps brands should take to meet expectations.
One of the major missteps made by marketers is keeping their focus on their existing practices despite shifting consumer behavior. For example, 83 percent of marketers surveyed by Bazaarvoice admitted only looking at customer data as it relates to their own brand properties. 68 percent of marketers use surveys as the primary source for customer data, while only 27 percent of customers agree that surveys and feedback are the best way to learn about them. Here?s the thing: Internet users provide so much data to marketers and brands through browsing and shopping, and they want something significant in return. 53 percent of consumers surveyed wanted a totally personalized experience, in addition to instant savings and rewards based on past purchases.
Consumers also advise that consumer-generated content is the best place to find personalization data about them, pointing to their reviews, social posts and past purchases as the most significant markers for their shopping habits.
As long as marketers can switch their focus to more long-term strategy that is responsive to consumer inputs, deeper personalization should be ...