What Tech Tools Do Marketers Use for Personalization?

What Tech Tools Do Marketers Use for Personalization?


Behavior-based data is critical for customized marketing content.

Marketing technology can be useful for marketers looking to strengthen their digital personalization efforts. According to June research, well over half of senior business-to-consumer (B2C) marketers globally rely on web analytics software, customer relationship management (CRM) and content management systems to ramp up their digital personalization efforts.

Personalization*-Related Performance Metrics Used by Senior B2C Marketers Worldwide, June 2016 (% of respondents)

From March to June 2016, CEB polled 228 B2C senior marketers worldwide from more than 17 industries about personalized communications, defined as using a customer’s behavioral data to customize marketing based on their likely needs.

According to the data, 68% of respondents said they deploy web analytics software, followed by CRM (61%) and content management systems (55%) to support digital personalization efforts. In contrast, 5% said they had not yet invested in a technology to facilitate this type of work.

The research also stated that only 18% of marketers polled said they use predictive analytics for personalization, a discipline that many marketers, both client- and agency-side, have been buzzing about.

Personalization is a crucial piece to content marketing strategy, in order for marketers to produce contextually relevant material. In a separate July 2016 study from Forrester Consulting and Persado, most marketers in the US and Western Europe said they use and behavior-based data develop content based on insights and emotions (67%).

Approaches to Personalized Marketing at Their Company According to Senior Marketers in the US and Western Europe*, Jan 2016 (% of respondents)

Critical to gaining relevant insights is having access to the right technologies. And most marketers agree that these types of tools can help their teams personalize at scale. In fact, many have said they can’t personalize because they don’t have the tools, according to March 2016 research by Demand Metric and Seismic.

Need help with behavioral data and customized marketing?
Contact the marketing technology experts at 877.447.0134 or info@BersonDeanStevens.com.

Increase Sales with Personalized Content

Increase Sales with Personalized Content

Increase sales with personalized marketing

Behavioral data and customer insights drive a more customized approach to ensure ROI.

Most marketers agree that content marketing makes up an important piece of their marketing strategy. Unfortunately, creating engaging content that delivers ROI is not easy. To succeed, content must be personalized and contextually relevant.

Approaches to Personalized Marketing at Their Company According to Senior Marketers in the US and Western Europe*, Jan 2016 (% of respondents)

July 2016 research from Forrester Consulting emphasizes the growing importance of personalization in content marketing. When a group of senior marketing executives from the US and Europe were asked about their approach to personalized marketing, 67% said they used behavior-based data to develop content based insights and emotions.

But that doesn’t mean producing content has gotten any easier. Creating more personalized, insight-driven content is more difficult now than ever. When the same executives were asked about the challenges they face with content creation, 60% mentioned it was difficult to keep up with demand for more content across more channels. Meanwhile, another 50% mentioned they found it tough to leverage behavioral and attitudinal data to create emotionally-engaging content.

Other research confirms the inherent challenges of content personalization for marketers. A February 2016 survey from Demand Metric looked at the reasons marketers do not personalize content, and found that many don’t have the technology (59%), while others don’t have the necessary resources (59%).

Missing the technology and expertise to create personalized and relevant content?
Contact Lori at 877.447.0134 or info@bersondeanstevens.com to learn more.


Increase Sales with Personalized Content

The Benefits of Marketing Automation

marketing automation
According to a Forrester report, as of December 2013, 58% of all top performing companies were using marketing automation. That percentage has increased substantially since then.

For brands to provide relevant and unique journeys for their prospects and customers, marketing automation is necessary. Actually, customers have come to expect personalized and unique experiences. If marketers don’t deliver, they risk being ignored and bypassed for brands that do deliver valuable and personalized experiences.

Only automation can make this personalized experience a reality. The future of marketing lies in understanding customers as individuals — not audiences — and using that knowledge to deliver one-on-one relationships at scale.

Automation will soon be necessary for every marketer.

As a marketer, here are some things to keep in mind:

As automation becomes the norm, every marketer will be executing relevance at scale. It’s within these degrees of separation that savvy marketers will find opportunities to carve out ultra-relevance and superior personalization. This is only made possible, by having better, more sophisticated data on your customers.

The number of customer touch points from which to gather data is exploding. From social media to Internet connected wearable devices — there are many more touch points available for real marketing opportunities.

Furthermore, technology as a whole is revolutionizing the way that brands and consumers interact with one another, even in-store. With Innovations such as as iBeacon technology, brands can engage with consumers within proximity of their billboards, kiosks or stores. Everything becomes a touch point, driving further sales and creating a better experience through the gathering of more sophisticated behavioral data.

All of this is data can be used by marketers, with marketing automation, to create even more individualized experiences.

As automation becomes more common, being able to personalize content and score leads in real time is just the beginning. There will be a shift in focus, from present to future, with marketers predicting interactions and the path to conversion for each customer.

Marketers want to be able to use predictive analytics to figure out who would be their best customer, and how to target that customer.

As automation adoption continues upward, the software will continue to evolve to integrate smarter algorithms with even stronger learning capabilities. It’s this evolution that will pave the way to predictions about customer behavior so that marketers can better determine who a brand’s best customers are.

Marketers need to tailor messages for different venues and platforms. And right now, mobile channels are the most critical.

91% of American adults now own a cell phone and they are always available to consume marketing messages anywhere and everywhere. So ensure your automation efforts are optimized for mobile devices.

Learn how we’re helping clients implement and benefit from marketing automation. Call Lori at 877.447.0134 today.