One of the words that has been repeated in practically all the analysis of the trends that must be taken into account for the future with which the year closed a few weeks ago was that of personalization. The truth is that, although when it came to personalization, it was talked about upward trends, the idea is not new. Marketers have been talking about personalization for a while now, since the incorporation of new technologies and the potential of the network to their day-to-day life has allowed them to add much more specialization and much more efficiency when it comes to connecting with consumers and offering them what they are looking for and waiting for.
Personalization is, and this seems to be increasingly clear, the answer that brands have found to the need to find the type of message that consumers want to hear and see. Consumers are increasingly reluctant to advertise messages, as they find what brands have to say to them Philippines Phone Number List uninteresting, irrelevant and especially annoying. Offering each of them what they want to receive and at the exact moment they want to receive it can allow them to avoid these problems and eliminate that barrier to entry. Consumers welcome what the brand has to say to them because they receive it in a way that suits them.
And, given that consumers are increasingly reluctant to traditional advertising and that there are more and more technological tools that allow crossing that border and personalizing the message more and more, it can be understood that brands are increasingly interested in the issue. and that they increasingly seek to connect with consumers using these weapons.
For this reason, and given that there is more and more interest in the matter, it is not surprising that those responsible for brands seem to be focusing more and more on the subject and that they are giving it more and more importance in their forecasts and in their budgets, making customization an increasingly relevant and important issue and making it one of the great trends for the future. So much so that personalization is one of the great trends for 2017 and, perhaps, it will become one of those that arouses more interest and more weight in the movements of marketers.
What the numbers say
As pointed out in a study by Signal, based on data from the United States, the migration process took place during 2016: during that year, more and more marketers focused on using these tools and positioning them within their strategy. After all, during the year the data began to be used more and more and to try to give new twists to the associated strategy. 55% of marketers in that market expect to incorporate new solutions to improve relationships with consumers in 2017 and 57% to bet more on loyalty programs.
If they are betting on these tools and if they are giving them more and more weight, it is because of the power they have in relation to the consumers themselves and their connection with the brands. As they point out in the conclusions of the study, which SocialTimes collects, the growing weight of personalized content (more and more consumers expect this type of message and brands are more and more interested in giving it to them) is what pushes the balance in this address.
In addition, brands are becoming more and more aware that knowing the consumer is something they have to do in a broader way, following them through the different devices. 50% of marketers consider that they have to be able to make a personalized approach in all the devices in which the consumer is present. Consumers have stopped seeing themselves as the protagonists of each of the transactions to begin to be processed as a key element with which a relationship is maintained over time.
The data from this study can be crossed with another to clearly visualize this situation: 90% of the (global) list of Forbes 500 brands believe that improving the consumer experience is key in the strategy for 2017 and 73% of the Global marketers believe that a personalized experience will be decisive for success.