Your customers are people. Treat them that way.
When customers love your brand, they expect to feel the love back. And while it’s easy to make one or two customers feel special, the thought of scaling these highly personalised interactions across entire audiences and geographies is enough to make a marketer shudder. Especially when manual processes are the norm, customer data is locked in silos, marketers are heavily dependant on IT and your tech stack is filled with legacy technologies that don’t integrate seamlessly.
Genuine personalisation requires a delicate balance of data insights, targeted content and performance results. Start with insights that give you a deep understanding of customer wants, behaviours and buying habits. Then, deliver personalised content based on rules you define. Finally, understand how content performs so you can fine-tune it and make the experiences you deliver tomorrow even better than the ones today.
Read the Experience Manager playbook