The art of dynamically generating content in real time to create the best messages and experiences for customers.
What is real time personalization in marketing?
Real time personalization marketing refers to creating a customized user experience based on the individual’s online interactions as they happen. It also incorporates personal information to deliver an extremely effective series of messaging through email, push notifications, messaging, and more.
It’s an increasingly popular form of marketing because it maximizes the user experience by connecting them with hyper-relevant content. If your goal is to increase conversion rates, then real time personalization is a tactic worth trying out.
How it works
Real time personalization marketing requires a marketing automation platform that houses customer data in a centralized location. Each interaction then triggers a customized sequence using that data in real time — which makes it crucial to have clean, up-to-date information at all times.
You can incorporate real time personalization in a number of channels, including email, texts, push notifications, apps, landing pages, and even direct mail. The goal is to produce a web of follow-ups based on actions your customer takes within your website, app, or email. For instance, if you run a brick-and-mortar store and your customer is within a few-mile radius, your app could trigger a push notification with a discount code.
Why invest in real time personalization solutions?
The biggest reason to invest in real time personalization is because customers expect it. According to one McKinsey report, 71% of consumers expect personalized brand interactions and 76% get frustrated if they don’t receive customized messaging.
Another important reason to invest in real time personalization is because most major search engines are phasing out third-party cookies. That means brands need to build out first-party data to get a solid understanding of the customer journey.
How to personalize your messaging in real time
Start gradually with easy areas to personalize, such as:
- Localized content based on your customer’s geography
- Industry-based content, particularly in B2B markets
- Account-based marketing for multiple contacts in one organization
Using a tool like MessageGears gives you easy, direct access to your own data to create real time interactions that increase customer conversions.
