Personalization that rhymes with authenticity

[jsarmin]

But it takes more than just a technological implementation for a company to decide to establish a good content strategy. It also requires an appropriation of the concept, a change of mentality followed by an awareness that must necessarily start at the highest level of the management hierarchy and continue up to the marketing and sales staff. This is the issue at stake.

Beyond the practicalities, behavioral change is the hardest part to achieve. While the idea of ​​personalization is appealing, it could remain a pipe dream if companies focus too much on debate rather than engagement. Some firms are still beating around the bush because they believe they are not ready to commit to a content personalization strategy.

Some commercial references are intended for office workers, others for businessmen, and still others for students. If a customer or prospect does not find themselves in an offer addressed to them, and if they hong kong phone data cannot find out more about it, you risk losing them. This therefore raises the question of adaptation but also of the authenticity of the messages . Because well beyond the exercise of segmenting customers , they are all at different levels of their purchasing experience.

When you decide to personalize your marketing communication, it is not with the goal of concluding a sale right away. The process is not that simple or that direct. You have to take the time to test, observe and analyze. Content personalization is not about trying to sell, but about helping the consumer find their way through the offer. It is about supporting the prospect at all stages of their decision-making. This is the best strategy to gradually create the conditions for long-term growth.

For example, by exposing the company or brand's journey to your customers, you will allow them to identify with you through your story, and thus understand what need your product or services can favorably meet. If you make your story a kind of bridge, your visitors will use it because they will perceive a similarity with their journey and will feel confident. Because in reality, your customer is only interested in himself.