Making Personalization Human (Thinks Out Loud Episode 252)

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Making Personalization Human (Thinks Out Loud Episode 252) – Headlines and Show Notes

Personalization matters in 2020. Customers want it, need it, expect it. And you need to provide it to them. Especially as we enter a world where GDPR and ITP matter to your customers, it's increasingly important that you meet their needs in a way that helps them trust you – and choose you. Fortunately, today's episode of Thinks Out Loud can help you figure out how to do that. And the best place to start is by making personalization human.

Want to learn more? Here are the show notes for you:

• Keep Your Content from Disappearing into the Blogroll – SoloSegment which includes these staggering stats:
  • 31% of customers say they wish their shopping experience was far more personalized than it currently is, and 74% of customers feel frustrated when website content is not personalized
  • A recent report from Seismic shows that personalized content helps achieve B2B objectives. 80% of respondents claimed all of their top objectives were better met when content is personalized.
  • And their point is that "you need content findability."
• SearchChat Podcast: Your Customers are Begging for (Better) Personalization – SoloSegment
  • Personalized messages still feel like mass marketing
  • Mary Meeker report and what it says about data
• Personalization – It's Not Just for B2C – SoloSegment
  • In a SalesForce report, 65% of B2B buyers switch brands if a brand doesn’t personalize communications. 75% expect companies to “anticipate their needs and make relevant suggestions” by 2020.
  • According to the Seismic report, of the B2B marketers who responded, 55% have been personalizing content for two years or less. For a little over half of marketers, the main stumbling blocks are a lack of technology, bandwidth, and data. 67% are using entirely or mostly manual processes for content personalization.
  • That's a huge benefit to your. If two-thirds of your competitors are trying to do this manually, as Madeline Moran writes at SoloSegmnt, "With a little automation plus the data on your website, you could be leading the pack."
  • Joke about outrunning the bear
• How to personalize your search marketing – Think with Google
  • Melissa Goodis, associate VP of media at Celebrity Cruises
  • In fact, for the first half of the year, Celebrity Cruises drove 140% more revenue year over year and saw its conversion rates nearly double, up by 98% year over year.
  • And Justin Levine, director for search and social at Media Storm (Celebrity Cruise's agency): "Automation was key in making this a success. Leaning into the technology and data meant our strategy wasn’t driven by our own assumptions. For example, we might have thought one audience would perform better, but if they didn’t, we would have wasted resources. Instead, we could simply allow automation to optimize for the best audiences."
• The Trouble with Buyer's Journey Maps – SoloSegment
  • machine learning algorithms are beginning to understand and predict the behaviors your customers exhibit, not just as part of a segment, but as individuals. After all, as someone once said, AI makes big data little. And that suddenly opens the door to personalization for many businesses in a very real way
  • GDPR ITP
• Loyalty360 – How to Leverage Data to Drive Customer Loyalty through Personalization
  • 46% of consumers are willing to share their data in exchange for personalized experiences, and 41% of consumers said they ditched a company because of ‘poor personalization and lack of trust.’
• Gartner VP: Why CMOs and CIOs must band together to make CX a discipline – CMO Australia Nadia Cameron from CMO.com.au talked with Gartner's VP/distinguished analyst, Don Sheibenreif.
  • a single view of the customer, and there is focus and direction. And certainly at the mature levels, it’s recognised as a discipline as well.
  • you need to know what CX means for your organisation. That definition is an essential part of moving in one direction. And if there’s an absence of a chief customer officer, then perhaps it’s the marketing chief who leads a CX council, or the head of customer service. A lot depends on who wants to take on that lateral leadership responsibility.
  • When I used to work for Grainger, a large B2B distributor in the US, I reported to the VP of marketing. One of my peers was head of customer experience, but more focused on customer service. That’s where it commonly gets segregated. Once you see CX as a broader, bigger idea, then it’s easier for a c-suite leader to take it on.
• Personalization Starts With a Person
• The Lessons Marketers Must Learn From GDPR (Thinks Out Loud Episode 219)
• The History – and Future – of Trust in Digital Marketing (Thinks Out Loud Episode 241)
• How to Compete With Amazon (and Expedia and Google and…) (Thinks Out Loud Episode 221)
• Why Google is the Beast That Scares Your Industry's 800-lb. Gorilla (Thinks Out Loud Episode 238)
• In Digital, Is Google Your Enemy? (Thinks Out Loud Episode 249)
• Digital Gatekeepers and the Death of Organic Traffic (Thinks Out Loud Episode 247)
• AI Won't Steal Your Job: Smart People Who Put AI to Work Will (Thinks Out Loud Episode 208)

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Contact information for the podcast: podcast@timpeter.com

Past Insights from Tim Peter Thinks

You might also want to check out these slides I had the pleasure of presenting recently about the key trends shaping marketing in the next year. Here are the slides for your reference:

Technical Details for Thinks Out Loud

Recorded using a Neumann TLM 102 Cardoid Condenser microphone and a Mackie Onyx Blackjack USB recording interface into Logic Pro X for the Mac.

Running time: 15m 56s

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