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Content Personalization Statistics: 43 Facts on Content Personalization

Brent HeslopJul 10, 2019

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If you want customer loyalty, you’d better be personalizing your content.

The days of treating consumers like numbers are long gone. More and more, customers are demanding personalized marketing, and brands are increasingly stepping up to the plate. Savvy marketers know that treating customers as individuals is a high-value proposition.

Even major brands like Amazon, Facebook, Google, and Netflix have developed digital experience platforms (DXPs) that consumers say deliver a strong personalized experience. If personalization is a single brand connecting with a single customer, it demands a new level of effort and expertise from brands to accomplish this tall order.

Brands need to integrate customer information into an agile content delivery framework that reaches customers across multiple channels with relevant content. To prove the case even further, we’ve pulled together a comprehensive list of personalized content statistics that demonstrate why content personalization is the new gold standard in marketing.

Content Personalization Increases Consumer Engagement

  1. 91% of consumers are more likely to shop with brands that provide offers specific and relevant to them.
  2. 80% of customers are more likely to purchase products or services from brands that provide personalized experiences.
  3. 80% of frequent shoppers (self-classified) only shop with brands that personalize their experience.
  4. 79% of consumers are only likely to engage with a brand’s offer if that offer has been personalized to reflect previous interactions that the consumer has had with the brand.
  5. 72% of consumers in 2019 only engage with marketing outreach customized to their specific interests.
  6. Consumers are 40% more likely to view items recommended based on information they have shared with a brand.

Consumers Prefer Brands That Personalize

Content personalization is like a choose-your-next-adventure game

  1. 90% of consumers will share behavioral data if additional benefits make shopping cheaper or easier.
  2. 71% of consumers, on average, feel frustrated when a shopping experience is impersonal.
  3. 70% of millennials dislike when brands send them irrelevant marketing emails and prefer personalized emails over blast communications.
  4. 70% of millennials will allow retailers to track their shopping behaviors in exchange for an improved shopping experience.
  5. 47% of consumers check Amazon if a specific brand doesn’t provide relevant product suggestions.
  6. 36% of consumers believe that brands should offer more personalization in their marketing.
  7. By 2020, just over half (51%) of consumers expect that companies will anticipate their needs and offer relevant suggestions prior to making initial contact.
  8. More than half of consumers (57%) are fine with providing personal information (on a website) as long as it’s for their benefit and being used in responsible ways.
  9. 78% of U.S. Internet users reported that personally, relevant content increases their purchasing intent.

Brands That Personalize...Win

Personalization statistics

  1. Personalization can reduce customer acquisition costs (CAC) by up to 50%, boost revenues by up to 15%, and increase marketing spend efficiency by up to 30%.
  2. The top five benefits of personalization for brands include 1) increased visitor engagement (55%), 2) improved customer experience (55%), 3) improved brand perception (39%), 4) increased conversion rates (51%) and 5) increased lead generation and customer acquisition (46%).
  3. If millennials receive personalized marketing content, their brand loyalty increases by 28% on average.

Marketers See Value in Content Personalization

  1. Calls-to-action (CTAs) that are personalized to specific visitors results in a view-to-submission rate that is 42% higher than generic CTAs.
  2. Content that isn’t relevant to individual customers generates 83% lower response rates in the marketing campaigns.
  3. Increasing personalization in a greater number of channels boosts overall consumer spending up to 500%.
  4. 77% of marketers share that real-time personalization is crucial to marketing success while 60% report it’s difficult to execute.
  5. 88% of U.S. marketers reported seeing significant improvements due to personalization, with over 50% reporting a boost in results greater than 10%.

Marketers Want to Enhance Their Content Personalization Skills

  1. 89% of digital businesses are investing in personalization, including big brands like Coca-Cola, Netflix, and USAA.
  2. 79% of digital marketers in retail are investing in personalization tools, higher than any other single industry.
  3. The Travel & Hospitality industry has shown the largest shift towards personalized email, with marketers in that industry customizing 63% of their communications to individual customers.
  4. 51% of digital marketing professionals share that personalization is their number one priority.

Marketers Are Improving on Personalization, But There's Still Room to Grow

Percentage of marketers of use personalization

  1. 94% of customer insights and marketing professionals across multiple industries said personalization is “important,” “very important,” or “extremely important” for meeting their current marketing objectives.
  2. 92% of marketers use personalization techniques in their marketing, yet 55% of marketers don’t have sufficient consumer data to personalize effectively.
  3. 83% of marketers shared that creating personalized content is their most significant challenge.
  4. 66% of marketers said that one of the biggest struggles with personalization is gathering internal resources to conduct personalized marketing programs.
  5. 63% of marketers say data-driven personalization is the most difficult online marketing strategy to execute.
  6. 63% of consumers stop purchasing products from companies that they feel do not personalize their marketing content well.
  7. 60% of marketers struggle to personalize their marketing content in real-time, while 77% of marketers share that real-time personalization is crucial to marketing success.
  8. 58% of consumers say brands send emails to them for products that they would never buy, while 24% of consumers share that brands send emails to them for items they’ve already purchased.
  9. Less than 50% of consumers feel that travel brands are sending them communications that are relevant to them.
  10. 40% of consumers consider some forms of personalized marketing “creepy” due to incorrect assumptions marketers make about their likes or interests.
  11. The biggest challenges with personalization are gaining consumer insights quickly enough to be effective (40%), having sufficient data (39%), and inaccurate data (38%).
  12. 39% of retailers report sending personalized product recommendations to consumers via email.
  13. Just over a third (36%) of travel executives rated their company’s current content personalization efforts as a four or five on a scale of one to five.
  14. Across industries, marketers are sending roughly 30% more individualized campaigns than blast emails.
  15. Less than 10% of tier 1 retailers believe their marketing personalization efforts are highly effective, while nearly one-third believe they have limited or no capacity to support marketing personalization efforts.
  16. When marketers were asked to prioritize one capability that will be most important to marketing in the future, one-third of marketers shared that personalization would be their priority.

Statistics Prove That Content Personalization Works

The personalization statistics above show that content personalization truly is the future of marketing. At the same time, reaching every customer and treating them like an individual is quite challenging for fast-growing companies expanding their customer base.

If content personalization is your goal (and it should be), you’ll want to consider a headless content management system (CMS). With the right headless CMS, you can easily integrate with personalization tools to personalize content at scale in ways that a traditional CMS cannot.

Learn why choosing the right CMS is vital to content personalization goals. Set yourself up for success when it comes to personalizing content and assisting customers in their digital journey. To get content personalization right, try our digital experience platform, no obligation.

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Considering how AI can be applied to various verticals, it only makes sense that there are plenty of applications in content management. Read on to find out how AI is already powering content teams, where it could go, and how you can integrate with content management systems (CMS) and artificial intelligence to future-proof your content operations. What is Artificial Intelligence? Artificial intelligence (AI for short) is a term that describes a machine performing human activities. Several capabilities fall under the umbrella of AI: Machine learning is when a machine automatically learns something new without being programmed. Natural language processing is when a machine reads human language. Natural language generation is when a machine writes or speaks in a human language. AI was created to complete these tasks faster (sometimes better) than humans. Regarding content ops, combining content management and artificial intelligence is an excellent tool for giving workers back the time they need to perform more complex tasks that still require a human brain. 4 Ways Content Management & Artificial Intelligence Are Already Impacting Content Ops Using AI in content management systems can be beneficial because the AI excels at processing and understanding vast data pools and automating routine tasks, resulting in the following benefits: improved digital experience, improved user experiences, enhanced consumer experiences, increased return on investment, expose new opportunities, and inform intelligent business decisions. In this section, we'll explore how AI is helping businesses take advantage of these benefits by up-leveling content generation and management across various stages of the content operations workflow. Need a competitive advantage, digital strategy transformation, efficient delivery of personalized content across multiple channels, or need to adapt swiftly to market changes? Download the Ultimate Guide to Headless CMS to learn how a headless CMS can drive business growth, customer satisfaction, and revenue-generating digital experiences. 1. Smart Content Analysis and Categorization One fantastic thing that artificial intelligence can do is analyze a piece of content to identify its sentiment and overall tone. This is important for helping content managers quickly determine whether a part of the content is suitable for their audience or needs some tweaking before it can engage the intended consumer. IBM Watson, for example, uses AI to automate content categorization, text labeling, sentiment analysis, keyword extraction, and more. 2. Automatic Image Tagging Images enhance your content and can increase consumer engagement. Unfortunately, there's almost nothing less engaging for content creators than manually tagging image after image for search and SEO purposes. But it's still a critical task. And that is what makes it an excellent job for AI. Recently, AI-powered automated image recognition has gotten smart enough to tag images in seconds—letting your content creators return to more profound work. 3. Scalable Personalization and Predictions AI also brings scalability to another important but nearly impossible task for human workers: tracking and using individual user behavior. AI can automate watching what each user on your website or app is doing simultaneously. Then, it can compile this data to look for patterns that will help it predict, based on past behavior, what each user might want next. This information can uplevel any marketing department's personalization efforts, from serving dynamic content to making product recommendations. And improving personalization has never been more critical. In the words of the management consulting firm McKinsey, “Personalization will be the prime driver of marketing success within five years." They found that leaders in personalization were already able to increase revenue by 5 to 15% and improve efficiency on marketing spend by 10 to 30%. 4. Time-Saving Content Creation Assistance And now for the big one: AI can be a big help when it comes to actually creating content. While the advance of AI integration into content creation may feel scary for some marketing professionals, an article created by Articoolo's artificial intelligence system, “A robot explains how to achieve the perfect work-life balance,” shows that there is a long way to go before "robots" will be able to match the tone or accuracy of human writers. Artificial intelligence is rapidly improving at creating original and personalized content ideas or nuanced content pieces. However, a well-trained AI tool should be able to contribute to straightforward writing projects such as news articles, factual reports, translations, transcriptions, and editing for accuracy. For now, in the content creation space, AI is a tool for improving the ROI of content marketing, which can often be resource-intensive. AI can do the legwork regarding research and data, while human writers can take this info and do the deep work required to create high-value, relevant content for each target customer. Imagining the Future of AI in Content Management Now that we've explored the main areas in which content management and artificial intelligence are already coming together to improve content operations, let's talk about a few ways AI may improve marketing even more. Interactions Between AI Tools Suppose you've used your voice-activated smart speaker (like a Google Home) to control something in your house (like turning on an smart-light from Philips Hue). In that case, you've experienced an interaction between two different AI-powered devices. And similar interactions are in store for the future of AI-powered tools in the content operations space. It's only a matter of time before AI-enabled content management systems (CMS) and other content platforms and tools can interact in innovative, automatic ways to provide faster functionality and better experiences for consumers and marketers alike. On-the-Spot SEO Improvements Taking the idea of sentiment analysis one step further, we predict that AI-enabled content management systems will soon be able to identify opportunities for SEO improvements in real time. This capability would empower marketing professionals to create more compelling content in less time, which will outperform competitors and rank well in search engines. Prepare your organization to respond to evolving market demands, new business threats, and emerging opportunities. The Gartner report guides you on modernizing and future-proofing your Digital Experience Platform (DXP). Download the Gartner report, "Future-proof your tech stack," to begin your journey towards a more agile, adaptable, and future-ready tech stack today. Content Gap Identification When you're in the thick of it all, it can be hard to see where your content may be lacking (or where your competitors' content may be lacking). But both situations allow you to fill those "gaps" and capture more traffic. One day, we hope AI will become smart enough to flag gaps and make recommendations so you can create fresh content that adds value and generates new leads. Customer Service Automation Customer service is another one of those expensive yet necessary parts of business. Fortunately, it can become less time- and money-intensive with the help of AI. Just like AI enables content folks to focus on deep work, AI-powered chatbots can facilitate customer service folks to do the same. While many of today's chatbots can address straightforward questions with answers pulled from a knowledge base, we look forward to when many queries don't have to be routed back to human agents. After all, it's the instantaneous and around-the-clock support consumers seek when interacting with brand chatbots. Get Started with Content Management and Artificial Intelligence with Contentstack The future of content ops is bright, thanks to content management and artificial intelligence. Your business can become a part of that bright future by adopting a composable CMS built to integrate with AI-enabled content management tools. And we only know one CMS of the sort: Contentstack. Contentstack is an agile CMS that’s part of the MACH revolution. That means it’s microservices-based, API-connected, cloud-native, and is built on headless architecture from the ground up. Because of Contentstack's decoupled nature, almost any modern, AI-powered content management tool can help your team with everything from automated content analysis to intelligent content creation and generation. Our turnkey apps and integrations with best-in-class tools like IBM Watson, Salesforce Einstein, and MonkeyLearn empower Contentstack users to leverage AI and reap various benefits. To get started, sign up for a free trial or a personalized demo today and see why the future of your content operation lies in your ability to integrate content management and artificial intelligence with the help of Contentstack.

Sep 19, 2023 | 7 min. read

Leveraging headless CMS for optimal page speed optimization and performance

A website's performance is critical in ensuring user satisfaction and improving bottom-line results. Thus, website speed, particularly the time it takes for a web page to load, has become an essential factor that marketing managers and developers must prioritize.A slow website can lead to lost traffic, decreased user engagement, and lower search engine rankings. Studies indicate that even a one-second delay in page loading time can lead to a 7% decrease in conversions.On the other hand, a fast website can result in increased user engagement, a lower bounce rate, and higher page views per session, which translates into higher search engine rankings.This blog will explore how a headless content management system (CMS) can improve page speed on desktop and mobile devices. We'll look more closely at the benefits of page speed optimization and how to achieve it using headless CMS.What is a headless CMS?First, let's understand what a headless CMS is and how it differs from a traditional CMS. A headless CMS is a content management system without a built-in front end. Instead of a traditional CMS's complete website management approach, a headless CMS separates the data and content on the back end from the presentation layer on the front end.The headless CMS provides APIs so the back-end and front-end can seamlessly communicate. This capability enables content to be called up and delivered to the front end, which developers build and maintain using static site generators like React, Angular, or Vue.How a headless CMS improves page speed optimizationHere's where page speed optimization's benefits come into play. With headless architecture, since the front end doesn't store or manage content, it can be optimized for speed and performance. This capability includes images, scripts, and server responses. Many front-end systems can also plug into a headless CMS to deliver consistent content to multiple devices and platforms, not just websites.One of the practical features of a headless CMS is that it allows for Content Delivery NetworkCDN) integration. A CDN acts as an intermediary server between the website and users in different parts of the world. By locally caching website components, a CDN can deliver content faster and reduce server response time, significantly improving website performance and speed.Case studies of companies implementing headless CMS include a well-known UK-based fashion retailer. The company reportedly improved its website's speed with headless CMS, enabling a 4x increase in page views per session and decreasing the bounce rate by 35%.By fixing common issues causing low page speed, a headless CMS enhances individual page performance and overall website speed. Slow-loading images and bloated scripts contribute to poor performance. With a headless CMS, developers can build a front-end that optimizes the size and quality of images and limits unnecessary scripts. A headless CMS can help boost website speed and overall performance by correctly leveraging server responses.Using techniques such as caching, CDNs, and image optimization to improve page speed helps to cache and compress content, reduce file size, and deliver content faster to users' browsers.Another way headless CMS can affect website speed optimization is by reducing server requests and server-side rendering. Creating server-side templates to generate HTML content is crucial for website speed optimization. With a headless CMS, the site is built in HTML and fully optimized for web crawlers and search engines. Additionally, server requests can be minimized as the website assets are spread between the client and server. This feature further assists in speeding up the website and reducing latency for the user.Another significant benefit of headless CMS is the flexibility it provides. A headless CMS enables businesses to build the front end using their preferred development tools and languages. The ability to choose the best tools for creating the front end helps ensure websites are faster, more responsive, and easier to maintain.Overall, headless CMS solutions offer extensive customization options. Developers can build websites specifically tailored to meet their needs and those of their customers. This approach provides a unique and highly engaging user experience, increasing customer satisfaction and loyalty.Headless can improve both page load time and TTFB.It's worth noting that headless the time to first byte (TTFB) and page load time. Page load time is the total time it takes to load a web page into a web browser. TTFB, on the other hand, measures the time between a user request and the reception of the first byte of data from the server. A high TTFB may lead to slower website performance. A Headless CMS allows developers to improve TTFB and overall site speed, resulting in faster loading times.Seamless mobile experiencesMobile-first is the new norm in website design and development, with users increasingly accessing websites from their smartphones and tablets. A headless CMS allows for responsive design and the ability to optimize the mobile experience separately from the desktop experience.Optimizing mobile apart from the desktop experience can include:Reducing the size of images and other media.Organizing scripts to load more efficiently.Ensuring the website is mobile-friendly and easy for those on the go.A headless CMS can improve website loading times and overall user experience for seamless mobile experiences.Why does page speed matter?Over a decade ago, Google announced that it would consider desktop page speed when analyzing search rankings. Then, in 2018, Google said it would also begin thinking about page speed for mobile searches. Mobile searches are the main reason it's so important to measure page speed against industry benchmarks for mobile and desktop searches and then continuously work toward improving performance.It's believed that when two sites rank similarly on Google, speed can be the deciding factor in one outranking the other.Speed tests like Google PageSpeed Insights help developers identify and rectify page speed issues. It tests speed and provides recommendations on how to improve it. Besides PageSpeed Insights, there are a variety of tools available for testing speed, including, but not limited to:SematextPingdom Speed TestWebPage TestDareBoostDotcom-monitorUptrendsGTmetrixSince search engines like Google consider page speed in their rankings, optimizing speed can boost your rankings in search results. Here's more information on how page speed impacts conversion rates and search engine ranking.And since most users are on mobile devices, faster mobile site performance is particularly crucial, as search engines prioritize mobile-first indexing.As you might imagine, page speed improvements also enhance conversion rates, ensuring online shoppers have a seamless and enjoyable user experience while navigating your site. It makes perfect sense since pages that load faster tend to have lower bounce rates, an indicator of better user engagement.Remember, a bounce rate is the percentage of visitors who come to the site and then leave rather than continuing to view other pages on the site. Most websites aim for a bounce rate of 40% or lower. A lower bounce rate typically translates to a higher conversion rate. It makes sense that the longer a user stays on a site (e.g., an e-commerce site) viewing different pages, the more likely they'll convert to a customer by making a purchase.Recap: how to improve page speed optimization and performanceOne of the primary ways to increase the loading speed of a website is by optimizing the image and script files. By compressing image files, you can reduce the loading time, and by eliminating unnecessary scripts, you can boost website performance. Mobile page speed optimizations can be quickly implemented with a headless CMS.Another essential way to improve website performance is by reducing server response times. Customers prefer fast and efficient websites, and a slow server response time reduces click-through rates and conversions. With a headless CMS, you can ensure faster response times by setting up caching mechanisms that help customers access frequently accessed data faster.A CDN can also help optimize page speed. A CDN can be beneficial if your website has users worldwide as it caches content on its servers distributed globally. When a customer accesses your website, the CDN delivers the content from the server closest to their location, resulting in faster load speed.These improvements can provide seamless customer experiences on websites and mobile devices in the long run. The result is happier customers who will keep coming back.Ready to go headlessA headless CMS like Contentstack is a powerful tool for optimizing page speed and website performance. Its flexible architecture lets developers focus on front-end development while ensuring faster server response times and efficient back-end processes. By improving website speed and user experience, businesses can enhance their conversion rates, improve their SEO rankings, and generate higher revenue.Whether you're a marketer, CMO, or developer, optimizing your website's page speed can provide numerous benefits, and there's no better time to get started than now.Learn moreDiscover how to drive seamless digital customer experiences with a composable UX, as advised by Gartner. Learn to develop an organization-wide digital experience strategy and apply total experience principles to bridge the gap in digital experiences. Understand the importance of customer data management and journey intelligence in achieving a composable UX. Overcome the challenges of siloed UX approaches and monolithic technologies to deliver consistent experiences across channels. Download the report today.