Changes to customer expectations and the advent of new technologies have brought personalization to the forefront of the customer experience. As a result, delivering personalized experiences is no longer optional. Your customers expect it and will look elsewhere if you can’t provide it.

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But this is easier said than done. There’s no magic switch to flip and begin delivering personalized experiences that are engaging, authentic, and ultimately drive conversions and sales.

Over the next three blog posts, we will dive into some of the biggest challenges brands are facing and new approaches to activating personalization across channels. But first, a look at the current state of personalization.

In a survey of 1,000 people, 90% remarked that they found personalization appealing. More important for your business is the fact that 80% admitted they’d be more likely to give their business to a company that offered them a personalized experience. Source: Adweek, Despite Recognizing the Importance of Personalization, Marketers Are Still Missing the Mark, October 2018

Today’s personalization landscape

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Consumers are savvy. Loyalty is no longer based on price or product but is instead tied to the experience customers receive. They expect personalized experiences from the brands they choose to engage, and those expectations for personalization continue to increase. Personalization means more than simply including the customer’s name in the subject line. It’s about personalizing the consumer’s buying journey and also being cognizant of the importance of timing. Customers want to feel valued and understood, and the right level of personalization timed right can anticipate their needs.

Consumers also expect a consistent experience across channels. While they may accept different levels of services in different channels, they expect consistent and relevant communications no matter how they engage. This is why it’s more important than ever for brands to invest in the omnichannel experience.

65% of U.S. customers find a positive experience with a brand to be more influential than great advertising. Source: PwC, Experience is everything: Here’s how to get it right, March 2018

The first essential ingredient of personalization is data. Recently, a host of regulations around personal data have made consumers more aware of the information that businesses collect and how they use it. While consumers expect and seek out personalized experiences, they don’t want them to come at the expense of transparency and privacy. Today’s consumer is sophisticated. They are more protective of their data than ever. As a result, the onus is on brands to provide personalized experiences while preserving trust.

More than 71% of U.S. consumers worry about how brands collect and use their personal data. Source: ExpressVPN Survey, May 2018

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Dive deeper into how brands can activate personalization at scale this year by downloading our full 2020 Personalization Activation Guide. Then reach out to us with any questions you have regarding the challenges you’re facing.

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