Customers are individuals and their experience with your brand should be also.
Reaching your target audience – especially if you cater to a wide range of audience segments – can be quite the complex task. A task that until recently only Internet giants such as Amazon and Google were able to tackle with ease. However advances in digital marketing technology like that of Sitecore Digital Marketing System (DMS) have made the execution of impactful strategies like content personalization accessible and cost-effective for marketers across the board. DMS offers a wide selection of tools for marketers to implement impactful customer experience management (CXM) strategies including A/B testing, content scoring against user personas and implicit and explicit content personalization.
Delivering the same message to every end user during every visit to your site can significantly impact your conversion rates – in a negative way. Content personalization is a strategy that leverages visitor data and insights to deliver content based on audience needs and motivators. It can range from a highly targeted call to action to a revolving landing page focusing on specific geographic or industry segments. In its simplest form, content personalization is a user experience shortcut that quickly connects your audience to the information they would find most valuable. This type of strategy significantly augments the chance of converting site visitors to prospects and prospects to leads.
There are two types of content personalization: implicit and explicit. Implicit personalization monitors and tracks user behavior as they naturally navigate and engage with a site. Content is then delivered to the individual visitor based on preferential click patterns and other inferred information regarding their visit. For example, a visitor’s purchase history could be used to derive other interests and preferences in order to serve up relevant content. Explicit personalization is based on preferences, demographics and additional information explicitly provided by the visitor. This could include allowing users to create individual pages based on their interests, requiring visitors to complete a survey to determine content delivery, reflecting a logged in user’s previously selected profile settings or allowing a visitor to customize their site view based on their current preferences.
Let’s use AwareWeb.com as an example...
Taking hold of a CXM strategy through the use of content personalization was a main focus behind the redesign of AwareWeb.com. Our goal was to develop a site that reflected the needs of our target audience – needs that vary per end user and shift as their experiences with Aware and Sitecore expand. Utilizing the power behind our Sitecore Content Management System (CMS) and DMS solutions, we were able to create a more personalized and enriched customer experience based on specific user groups and their individual preferences.
Aware executes both implicit and explicit content personalization throughout AwareWeb.com, however one example of our use of explicit personalization is our ‘Customize View’ call to action and how it interacts with our billboards. This call to action button gives visitors the option to elect themselves a visitor profile by selecting where they are in the process of implementing Sitecore CMS and/or DMS along with their role within their organization. These two pieces of information allow us to deliver individually tailored content via rotating billboards. Once these options are selected, the site automatically generates billboards introducing the visitor to valuable content that leads them to dig deeper into the site.
For example, a Vice President of Marketing who has recently selected Sitecore CMS would have the option to select ‘Just Selected Sitecore CMS’ and ‘Marketing Executive or VP.’
On the backend, we have already configured Sitecore to deliver a set of 4 rotating slideshow billboards that are most relevant to this selection.
Now this VP of Marketing who recently selected Sitecore CMS will be delivered content that can help them further grasp the power behind their new CMS and how it correlates to their overall marketing strategy. For example, a billboard like the one below showcasing a marketing focused blog post would now appear for this individual.
A developer who is currently in the process of implementing Sitecore CMS and/or DMS would have the option to customize their view as well by selecting ‘Optimizing Sitecore CMS/DMS’ and ‘Developer.’
Since this individual is in the process of implementing Sitecore CMS and/or DMS, they are less likely to be interested in tips on selecting the best CMS. By making slight adjustments on the backend, we are able to shift the billboard content that is showcased to this type of end user.
Introducing them to content they are likely to connect with in regards to successfully implementing their current solution will pave the way for them to dive further into the site.
Today’s consumer relies on compelling, personalized experiences to determine where they invest their time, money and ultimately where their brand loyalty lies. While serving up the right message to the right customer at the right time can be tricky, utilizing a content marketing strategy tailored to your organization’s end goals can help bridge the gap. Sitecore is a powerful tool that offers many ways to put the power of content personalization in the hands of your customers.
If you want to learn more about content personalization in DMS, check out this video.