November 28, 2018

5 Marketing Personalization Platforms For Engaging with Customers

Written By
Ian Vaisman
Using data and technology is a critical strategy for marketers to deliver personalized experiences (across all channels) for their customers. However, not all platforms are created equally. Here are five tools you can use to leverage data to drive more engagement and conversion.

“Instead of focusing on one ad that will appeal to every person likely to use your service, define specific target personas for who you are trying to attract and cater each message to these individuals. Focus on attracting the right people with the right message -- not casting a wide net. Targeted ads will help you spend less while driving a higher conversion rate.” - Mandy Menaker, Shapr

Personalization: it's a must-have in today’s marketing landscape. Six out of ten consumers expect brands today to provide relevant experiences and 70% prefer content and advertising that is tailored to their interests and shopping habits. As markteres we know this. Consumers demanding relevant content signals a larger opportunity for marketers: to focus on quality content and engagement versus broad messaging. By taking advantage of data and technology to understand and reach the right people, marketers can successfully attract, convert, and transform customers into life-long brand advocates.

A personalized marketing strategy begins with having the right data. Marketers can take advantage of technology to collect a vast amount of consumer data to use – behavioral, transactional, brand affinity, contact information, lifestyle characteristics, interest attributes, and more – when targeting prospective customers through various B2C marketing strategies. By applying people-based marketing, marketers can leverage several platforms to provide a personalized experience that is engaging.

Here are five marketing technology platforms that collect key consumer insights and strengthen the targeting and personalization of your marketing programs:

Optimizely

Optimizely is a world-leading experimentation platform, enabling businesses to deliver continuous experimentation and personalization across websites, mobile apps, and connected devices. Optimizely allows companies to experiment deeply into their technology stack and broadly across the entire customer experience.

The way Optimizely sees it, you’re the expert on your customers and your business. It’s their job to help you stay that way, getting sharper every day and turning even the most commonplace interactions into opportunities to learn and grow.

Adobe Target

Adobe Target allows you to personalize experiences at scale, with automated offers by the thousands and recommendations by the millions. A robust testing environment – with large-scale automation capability – enables you to ramp up optimization efforts quickly and optimize your experience to meet your customer’s wants and your business’s goals through any channel.

Marketo

With Marketo’s Web product you can convert more of the 98% of anonymous visitors to your website with content, messaging, and calls-to-action personalized in real time using browsing behavior, location, referring URLs, and more. For customers you do know, nurture them over time based on who they are, where they work, and how they behave across the web and other channels.

Spreadfast

Consumers are inundated with content wherever they look. To stand out and establish a real connection, it’s essential that you understand the people you care about most - who they are, what they love, and what makes them tick - so you can craft messaging that resonates with them. Listening to consumers on social media can quickly give you a wealth of insights you need to better engage them with personalized messages and Spreadfast is a great platform to do this.

Dosh

Dosh is an engagement platform that delivers card-linked cash back offers automatically to consumers after purchasing from a retailer or restaurant. For marketers, Dosh allows you to leverage access to behavioral and transactional data to build relevant and personalized advertising campaigns that reward consumers at the point of sale. Dosh enables brands to easily quantify marketing spend down to every transaction and benchmark performance against your competition.

With so many marketing technology platforms available that provide data to understand consumer behavior better, marketers can create campaigns and experiences that resonate and are enjoyable for consumers, guiding them down their journey to conversion.

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