Personalization in sales, as part of the marketing strategy, increases engagement with users and potential customers, which has a positive impact on the company’s performance. Let’s look at the current trends and how you can also benefit from them.
Marketing Personalization: Current Trends
When a company embraces any of these marketing personalization tools we’re about to see, there are great advantages:
- Improved user experience.
- Increased sales.
- Optimization in terms of positioning as a reference.
- Higher number of visits.
- Promotion of products to a selected target audience.
These are the most current personalization trends:
1 Artificial intelligence for recommendations
With the advent of artificial intelligence, a much more personalized attention is achieved throughout the entire sales process. Among other functions, it allows analysing purchasing behaviours as well as the profile of each user. Based on that, personalized recommendations can be made, for example, through chatbots and virtual assistants located on websites.
2 Enhanced personal data protection
Users who are more reluctant to share data with third parties will welcome another trend in personalization, which focuses on programs and applications that provide greater user data protection.
3 One-to-one experiences
One-to-one experiences such as emails, calls, or direct messages on social media continue to be on the list of this year’s trends. They not only serve to connect but also as a source to identify the needs of present and future clients.
4 Personalization for mobile devices
Due to the widespread use of smartphones by internet users, it’s not surprising that personalization is also focused here. Responsive design, where the website adapts to different devices, is important. It is also important to identify preferences for sending direct notifications, tailored to what users demand.
5 Web retargeting
Based on cookie technology, retargeting allows us to track a customer’s visits to our website. This way, we can collect data about the visit, the duration, what they have seen, or where they have clicked. Analysing this data can provide insights for creating communications.
6 Behavior-triggered emails
Behavior-triggered emails involve the use of specialized software. Thanks to this, personalized messages can be created for each subscriber based on actions they take on the e-commerce platform. For example, emails can be scheduled to remind them that they haven’t completed a purchase and that the products or services they saved are still in their cart.
7 Priority given to established webpages
The latest trend in marketing personalization refers to websites. These pages employ content optimization systems to make it relevant and as closely aligned as possible with what internet users want to find. This translates into the site being prioritized by the search engine.
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