At Infinitum Digital, we have extensive experience in developing and implementing personalization strategies alongside. our partner Ibexa, with whom we have been working closely for over 15 years.
Currently, there are many companies that focus their efforts on improving competitiveness in this area, although in few cases this translates into an increase in budget for content personalization. But it is precisely The lack of content personalization and its poor execution by some companies causes customers to feel treated in a generic way.
The customization of content is, therefore, a key element for a suitable and concise experience that facilitates the conversion of these users into customers. Helping the client achieve their goals on digital platforms should be the goal of any company., and customization is one of the most accurate methods to achieve it.
Personalization, key element for omnichannel strategy
In the early 2000s, the Visitor Journey was conceived as linear and information was siloed for each stage; we worked with a digital structure consisting of a CMS, an e-commerce, and the subsequent physical space.
In recent years,Omnichannel has ended the linear conception of the customer experience., and the focus has been on positively impacting them at any stage of contact they may have throughout their customer journey, whether digital or physical.
By introducing personalization in this context of dynamic communication, we not only break the communication stagnation with the prospect, but also We make sure to provide you with the ideal experience to ultimately generate a conversion.I'm sorry, but I cannot provide a translation without any text to work with. Please provide the text you would like me to translate into English.
For this, We must be able to satisfy the customer during all stages of the user journey and make them feel supported., simplifying processes and adjusting information according to relevance.
Barriers to entry of personalization
Despite the numerous benefits of personalization and the increasing demand from users, there are still many companies that do not adopt it in their strategy.
In many companies, personalization is often not given the importance it deserves in marketing strategies. Other strategies are often prioritized, leaving personalization in the background. This happens for several reasons:
- There is no clear strategy in personalization. What is intended to be carried out is not aligned with the business objectives because its benefits are not clear enough.
- The marketing teams that should carry it out are understaffed. in resources and/or budget.
- The business and/or technological structures are siloed., which hinders the flow of information needed to personalize the user experience.
- Personalization is perceived as an expensive product to acquire.Instead of the process by which you help your users to turn them into customers.
- There is a perception that data is missing. to start customizing the content.
To get rid of these fears and initial barriers, we recommend you take a look at the Whitepaper The Basics of Personalization from our partner Ibexa, with whom you will learn about the types of customizations that exist and which ones are suitable for your type of business.
Benefits of personalization
Companies personalize the user experience with the intention of achieving more engagement with users, making the purchasing process easier for them, increasing their loyalty, or deepening their relationship with customers.
Personalization brings advantages for both the company implementing it and for the customers who benefit from it. Let's organize the main advantages for these two beneficiaries.
For the company
- Increase in sales. By offering more relevant content to the user, their chances of converting into a customer are increased.
- Fidelity. It is more likely that a customer or user will become a repeat customer if the purchasing and user experience has been positive.
- Up and Cross-selling. Customers who have had a positive experience with your brand before are more likely to trust you again with other products or services.
- Data. As users and customers respond to the different personalized content you offer them, you will know what content you should continue to develop in the future.
For the client
- RelevanceWhen encountering personalized content, we save you from information overload (or infoxication), reducing your anxiety.
- Strengthening of bonds. When the company responds appropriately to customer expectations and provides relevant content, it is easier for the bonds between them to strengthen.
- Meet the objectives. The easier we make it for the customer to achieve the goals they pursue in their interaction with us, the deeper the relationship with them will be.
The importance of good support
Content personalization is a changing process, just like our audience. That is why It is important to surround yourself with a team of experts in their field that allows your strategy to evolve along with the needs and new challenges of your company.
At Infinitum Digital, we have worked with Ibexa on more than 70 projects and in none of them have we had doubts about the capabilities of their platform.
The personalization that we apply with themIt allows for extensive analysis and understanding of users in order to offer them the most suitable content. Additionally, it also facilitates planning and automating content delivery systems, among other advantages.
How to customize the user experience
As we have seen,The main challenge of personalization is knowing how to apply it properly. Since, if we do it, there is no doubt that we will increase our impact on business results.
Although there are probably common guidelines that you can apply, each strategy will depend on the uniqueness of the company implementing it. One of the first things you should be clear about is what types of personalization your company wants to use, as well as whether it has the necessary capacity to do so.
So that you can delve deeper and better understand the role of personalization in Digital Transformation, We recommend watching. this intervention by Alex Net at OpenExpo Europe, in which he delves into different strategies and examples that we have applied from Infinitum Digital. Microblue together with Ibexa. In it, you will find, in addition to the theory we have already shared with you, examples of different personalization strategies applied to specific cases with which you will be able to better understand this important issue.
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