Digital Asset Management

Personalization in Marketing

The key to keeping customers engaged with products, services, and content

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Personalization in Marketing

In the past, generic advertisements catering to a large audience may have been enough to get your product or service noticed. In today’s society, however, many businesses are using personalization rather than these traditional marketing strategies. They do this to appeal to customers (both current and prospective) more effectively. But what is personalization? In general, personalization is the act of designing or producing a product, service, or other creation with the intent of meeting an individual’s requirements or desires. In other words, personalization is creating an individual creation that takes its audience into account.

So that is personalization in general, but what is personalization in marketing? Marketing efforts are sometimes meant to bring in customers from all over without any clear audience. Personalized marketing narrows down that audience. Personalization in digital marketing is utilizing data and digital technologies to offer customers personalized messages. These messages are sent through whatever channels they prefer — such as email or text.

As more and more businesses embrace a customer-centric approach to marketing, it is important for other businesses to do the same. If one of your competitors is utilizing personalized marketing and advertisements and you are not, your customers may prefer your competitor.

The truth is that, as human beings, we are social creatures and we like to feel recognized by others. At least one study has shown an increase of 400% or more in the ROIs of businesses that utilized personalized marketing strategies. Society is seeing a clear path toward a more personalized and customer-centric marketplace. To not get left behind and outdone by your competitors, it may be wise that you consider adopting a more personalized marketing approach. After all, you want your customers to know that your products and services are the ones for them and that you are better than your competitors.

Benefits of personalized marketing

Personalization in marketing continues to increase in popularity. It is a good idea for companies of all sizes and industries to consider adopting a more personalized marketing strategy. This will help to ensure that you do not fall behind your competitors. This is especially true when they are adopting a more individualized approach to marketing.

However, not falling behind the crowd is not the only benefit of personalized marketing. There are four major benefits of personalized marketing that can help your business and customer community grow. These benefits are brand humanization, accelerated growth, protection against digital disruptors, and an improved customer experience.

There are many different personalized message examples in the market today. It can be challenging to see just what makes a good personalized message stand apart from the crowd. Adopting a more personalized marketing approach can bring tremendous benefits in all four of these areas. This can even be true if it isn’t the “best” personalized message. Customers do not want to engage with large corporations if there is no sense of community. They want a positive customer experience with a company that is there for them.

People want to purchase from companies that include them in their community once they become a customer. Online communities are becoming increasingly more important for businesses. This is especially true for smaller and medium-sized companies. This is because they give the customers a sense of community and make them feel appreciated rather than just used for their money. Personalized marketing can help you create this sense of community and show your customers that you value them.

Personalization in eCommerce

Society is continuing to embrace the digital marketplace. Many businesses are in need of ways to help them create a welcoming and community-focused online presence. This way, their current customers continue to use their services and they reach a wider audience. With so many businesses on the market today, it can be difficult to get your business on people’s radar. There is still a good way to both increase the community feeling of your business while also bringing in new customers. This is personalized marketing. So, what is personalization in eCommerce?

Basically, personalization is bringing a more customer-focused approach to your business’s marketing strategies. This prioritizes improving your customer experience. This allows you to really connect better with your current and potential customers. It also helps you to cultivate that brand community that so many businesses are finding themselves in need of today. Digital asset management software can help you maintain and use the data you need to cultivate this type of personalization.

This software, like Canto, can help you to bring all of your assets together in one location. This helps to reduce the amount of lost data, time, and money. Software like Canto also helps your team to focus their attention on what matters most. They no longer have to spend all of their time searching for documents or data.

Personalization vs. customization

In the world of personalization and customization, there is often some confusion. People can often mix up the two types of creating a more individualized experience, product, or service. Many people use these two words interchangeably. This causes even more confusion as they are not the same thing and each of these concepts has its own meaning.

Essentially, the difference between these two concepts is who is making the changes. Put simply, personalization is when the changes are made by the company selling the item.

Customization is when the changes are made by the customer. Personalization uses customer data and requires no conscious input from the business. This is because technology and software solutions can usually handle creating personalized content quite effectively. With personalization, there is no action or effort from the customer. Customization, on the other hand, requires that the customer makes conscious decisions about what they want. This means that customization relies on customer choice rather than customer data.

Why brands need a personalized marketing strategy

Today, personalization is a must for businesses. Businesses need personalization if they want to keep their customers engaged with their products, services, and other online content. Customers are beginning to expect this level of demonstrating personalization from all of their go-to businesses. But unless you have a split digital personalization strategy, it may be extremely difficult to maintain the type of personalized content customers are expecting.

To create the best customer experience for your customers you may need to use software tools, such as Canto. Canto helps you to streamline your marketing processes. Canto allows your marketing teams to be more effective and focused on sending out quality, personalized content for your current and future customers. Canto’s digital asset management (DAM) software makes it extremely easy for your marketing teams to access customer data. Marketing teams can use this data to create excellent personalization campaigns.

Personalized marketing examples

The personalized marketing approach is continuing to increase in popularity. This means there are many personalization examples that businesses can use as inspiration to create their own content. There are many personalization examples for things like email marketing, newsletters, social media posts, and more. It can be challenging to determine which types of personalization may be the best for your business.

It all comes down to what exactly the desired community and audience of your business is. Then, you can cater to those types of audiences. For example, if you are aiming to cater to the younger generation, then using personalized social media content can be a good idea. For whichever audience or community you are intending to target and personalize your content for, you’ll need the right tools. The right tools ensure you are effectively using your customer data to create personalized. It ensures you are creating content that your customers want to see.

This is where digital asset management software, like Canto, comes in handy. This type of software helps your business to consolidate all of your brand’s assets and data into one easily accessible location. This way, you can be sure that you are able to quickly and easily access the information you need to inform your personalized content.

Marketing personalization trends

Trends are sometimes difficult to follow — especially when you are unsure whether or not they are going to stick around after a year. However, in today’s society, trends are extremely important. Whether you’re talking about fashion trends, TikTok trends, or any other type of trend, it is important that your business is on top of any relevant trend to your industry. Some current trends in the customer experience area are artificial intelligence, smartphone usage, and personalization.

Just like all current trends, there are many different personalization in marketing examples. B2B personalization statistics show an increase in marketing personalization. Additionally, there are several examples that show artificial intelligence technology is here to stay. This shows the need to cater online content towards mobile devices is also becoming a necessity. Many people today are using smartphones to complete transactions now more regularly. Keeping up with trends can be difficult, but it is essential to do so if you want to stay in the good graces of your current customers and attract new customers as well.

The benefits of digital asset management software

Simplified Organization

Manages digital assets in a central location

Streamline Workflows

Enables automation and enhances team creativity

Quick Search

Locates media files with ease using sophisticated search capabilities

Brand Consistency

One platform to manage your brand across every touchpoint

Flexible Sharing

Securely share content with any audience – with expiring links, public Portals, and more

Advanced Security

Manages permissions with extensive copyright functionality and governs access from a central platform

The Canto DAM in action

There’s more than one way to use Canto DAM

Streamline the asset lifecycle

As businesses grow, content and digital assets grow at an exponential rate. A digital asset management solution can streamline this process and serve as an incubator for all branded content, enabling teams to ideate, create, share, and manage assets from inception to publication.

Support sales & marketing teams

Send and receive mission critical content between your marketing and sales teams, and distribute high-converting assets like datasheets and customer stories with ease. Get the right materials into the hands of your sales teams with the freedom of self-service so they never lose a sale to unnecessary downtime.

Curate the digital customer experience

Content drives the digital customer experience. Meet the demand for developing personalized customer experiences, and keep your customer-facing assets up-to-date and relevant. A DAM platform enables teams to seamlessly refresh, create, and publish the content your customers want to see.

External distribution

Share branded assets with external parties such as freelancers and vendors. Uphold brand consistency by providing approved assets that your external partners can access via email, secure links, social media or powerful, branded portals.

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