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Content Personalization Statistics: 43 Facts on Content Personalization

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Jul 10, 2019 | Brent Heslop

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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.
  7. Consumers Prefer Brands That Personalize

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

  8. 90% of consumers will share behavioral data if additional benefits make shopping cheaper or easier.
  9. 71% of consumers, on average, feel frustrated when a shopping experience is impersonal.
  10. 70% of millennials dislike when brands send them irrelevant marketing emails and prefer personalized emails over blast communications.
  11. 70% of millennials will allow retailers to track their shopping behaviors in exchange for an improved shopping experience.
  12. 47% of consumers check Amazon if a specific brand doesn’t provide relevant product suggestions.
  13. 36% of consumers believe that brands should offer more personalization in their marketing.
  14. By 2020, just over half (51%) of consumers expect that companies will anticipate their needs and offer relevant suggestions prior to making initial contact.
  15. 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.
  16. 78% of U.S. Internet users reported that personally, relevant content increases their purchasing intent.
  17. Brands That Personalize...Win

    Personalization statistics

  18. 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%.
  19. 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%).
  20. If millennials receive personalized marketing content, their brand loyalty increases by 28% on average.
  21. Marketers See Value in Content Personalization

  22. Calls-to-action (CTAs) that are personalized to specific visitors results in a view-to-submission rate that is 42% higher than generic CTAs.
  23. Content that isn’t relevant to individual customers generates 83% lower response rates in the marketing campaigns.
  24. Increasing personalization in a greater number of channels boosts overall consumer spending up to 500%.
  25. 77% of marketers share that real-time personalization is crucial to marketing success while 60% report it’s difficult to execute.
  26. 88% of U.S. marketers reported seeing significant improvements due to personalization, with over 50% reporting a boost in results greater than 10%.
  27. Marketers Want to Enhance Their Content Personalization Skills

  28. 89% of digital businesses are investing in personalization, including big brands like Coca-Cola, Netflix, and USAA.
  29. 79% of digital marketers in retail are investing in personalization tools, higher than any other single industry.
  30. 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.
  31. 51% of digital marketing professionals share that personalization is their number one priority.
  32. Marketers Are Improving on Personalization, But There’s Still Room to Grow

    Percentage of marketers of use personalization

  33. 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.
  34. 92% of marketers use personalization techniques in their marketing, yet 55% of marketers don’t have sufficient consumer data to personalize effectively.
  35. 83% of marketers shared that creating personalized content is their most significant challenge.
  36. 66% of marketers said that one of the biggest struggles with personalization is gathering internal resources to conduct personalized marketing programs.
  37. 63% of marketers say data-driven personalization is the most difficult online marketing strategy to execute.
  38. 63% of consumers stop purchasing products from companies that they feel do not personalize their marketing content well.
  39. 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.
  40. 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.
  41. Less than 50% of consumers feel that travel brands are sending them communications that are relevant to them.
  42. 40% of consumers consider some forms of personalized marketing “creepy” due to incorrect assumptions marketers make about their likes or interests.
  43. The biggest challenges with personalization are gaining consumer insights quickly enough to be effective (40%), having sufficient data (39%), and inaccurate data (38%).
  44. 39% of retailers report sending personalized product recommendations to consumers via email.
  45. 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.
  46. Across industries, marketers are sending roughly 30% more individualized campaigns than blast emails.
  47. 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.
  48. 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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Sep 21, 2022

Why your company’s future depends on modernization

In the early stages of my career, I joined a “cutting-edge” software company as an architect in the IT department. I don’t want to spoil the story, but the company was not, in fact, cutting-edge. While the company purchased all sorts of tools it considered modern, its leaders didn’t stop to consider what successful implementation might look like, or how to educate and empower their people to use it well. Instead, we just accumulated new tech. I left the company less than a year after joining.I was reminded of this experience while listening to Chief Digital Officer of Dawn Foods Bob Howland share his story in a recent episode of the People Changing Enterprises podcast. He led the transformation of the 100-year-old bakery supplies company.I love his perspective: Don't modernize for the sake of modernization. Don't do it because there are shiny new tools. Do it because your organization’s future depends on it.If I could go back to that company and tell them why driving digital transformation is important, this is what I would say.You no longer have to compromise all three: speed, quality and costIn the podcast, Bob referred to speed, quality and cost as the triangle that all companies chase. I like to refer to that quest as the “Pursuit of Happiness.” Think of the elements as sliders on a mixing board. You are constantly adjusting the mix in response to your priorities at the moment and you can usually get a perfect sound with two of the three elements. The third hopefully is not far behind. A general rule of thumb is that all can improve, given the right circumstances.When we were a young startup, we bought certain functionalities of our technology rather than building them, for the sake of speed — for example, our rich-text editor. As we grew, we doubled down on enhancing every aspect of our product to our standards. That’s when we rebuilt our rich-text editor to be one of the most advanced available in any CMS today.But when you’re a legacy company with outdated processes and technology, speed, quality and cost tend to be:Unaligned with company prioritiesLagging far behind what they could beAs a result, the company suffers from unrealized potential and unnecessary complexity that limits them in some way. The quality of what you’re offering might be good, but the right technology could enhance it. While you might be able to operate with a level of speed that is good enough, there is a possibility to be quicker and more agile. Bob said it like this in the podcast: “Someone would say we're doing fine, and they would be right. And here comes this person that thinks about the world differently, and says, ‘We can still be that company, but we can be better.’ And when I say better, I mean better revenue, trajectory, lower costs and improved customer experience. That's how I define better.”Your employees will feel empoweredBefore their transformation, Dawn Foods’ sales team could better be referred to as order takers. The only way a customer could place an order was by writing it on a piece of paper and physically giving it to the rep when they were visiting their store. So when the company pitched the idea of an online ordering system to shift the team’s priorities to strategic growth opportunities for the customer, they were hungry for it. Modernizing your technology stack is not just to achieve speed, cost, and quality for the business — it’s for your people, too.One of my jobs as a CTO is not only to create the tech roadmap for the future, it’s to empower the people the vision is for. Whether that’s implementing a new tool, iterating on an old process or making space for innovation.For example, when my engineering team does “sprints” — meaning, working on development projects for two weeks at a time — we always allocate time for innovation. Twenty percent of an engineering sprint is dedicated to bug fixes and feature requests from customer success; eighty percent is given to their creative endeavors.One benefit of digital transformation is that your employees can shift their focus and skills to meaningful tasks that can have impact. Your customers will be happy, and your employees will be satisfied and motivated. You can deliver what customers need when they need itFor a customer, there’s nothing more frustrating than needing a feature to solve a problem and knowing that it might happen in the next year if it happens at all. One of the goals of digital transformation should be that you are able to respond to customers’ needs much faster. You become an agile organization, like Dawn Foods. In just 22 weeks, they delivered a world-class catalog to get their customers excited about their products and streamline their experience. They couldn’t do that without moving to composable architecture and upgrading their technology stack. At Contentstack, our head of global customer success and I sit down every two weeks and discuss what our customers have requested. We prioritize by making a “top 10 wish list” and we leverage our tech stack to deliver what they need. This is how we prioritize continuous transformation.And this is what I know: Transformation is a constant, iterative improvement. It doesn’t have a designated stop or start period. There is no before and after. You nurture the relationships, set up the systems and processes and onboard the right tools. When you do that, your business and its stakeholders will thrive.For 100 years, Dawn Foods was hugely successful. But when Bob came to them and showed them what they could be, the entire board agreed it was their only option to keep that success going for another hundred years. Any enterprise can benefit from modernization — especially if it has been around for a very long time.

Sep 21, 2022

What is an API?

For all its power and opportunities, the digital economy demands continuous adaptation and flexibility to satisfy evolving customer demands for unforgettable, personalized experiences. How do you rise to this challenge? By adopting a headless approach to your content management system (CMS), which separates a website’s visuals (the front end) from its content library (the back end).In this composable architecture, the logic and functionality are assigned to a network of application programming interfaces (APIs) that relay messages between applications aimed at reusing content securely across multiple projects.  As more and more businesses move toward composable architecture, you’ve probably heard of APIs but may not know how they work. Read on to find out what an API is and how it works in a modern CMS. What is an API?An API is a medium that allows two software components to communicate with each other. 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In fact, the option to pay with PayPal is a staple of e-commerce sites that operate based on its REST APIs. This protects sensitive data from unauthorized entities after checkout. FacebookThe Graph API lets developers extract core functions directly from Facebook, using HTTP requests to share pages and posts from a user’s timeline. It has extensions to collect insights on marketing campaigns, video impressions, conversion rates and more. It’s likely that you’ve used APIs at some point when installing a website extension or downloading a phone app, but they exist in other spaces as well, such as when you add items to a cart while shopping online or when you have food delivered to your doorstep.  Advantages of using an APIThere are APIs on the market to enhance databases, operating systems and remote machines — classified into either private or public versions. 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Sep 14, 2022

How to have difficult conversations with your CFO

I've heard CFOs described as executives who are "exceptional at finding the smartest way to say no." While there may be some truth to that, CFOs are also motivated by the smartest reasons to say yes.When that clicked for me earlier in my career, my approach to CFO conversations shifted. It wasn't about drowning them in data or trying to convince them my idea was the one; it was about painting a picture.That picture should tell a simple story: where the organization is now and where it could be if we make a change. As Chief Digital Officer of Dawn Foods Bob Howland said in a recent episode of the People Changing Enterprises podcast: "Everyone wants to be part of success. Everyone wants to be part of the future."Given the economic environment, many of us are having more conversations with finance than we're used to. So, I thought I'd share some of my strategies for fruitful CFO conversations here.Face Issues Early and Head-OnDawn Foods' Bob Howland calls this: "Be the bringer of bad news." Howland joined Dawn Foods in 2019 to propel the 100-year-old baking ingredients company into its next 100 years. Before Howland, orders were only taken by hand. His "bad news" was that their future wasn't bright if they didn't become an agile organization. Digital transformation hit the baking industry, too.And he told the CFO that within his first few days on the job. Talk about early. But he also came up with a solution: to release a beta ecommerce site in six weeks built on composable architectures and get some results. That eventually became a full-blown solution in 22 weeks.As Bob said, "If something is broken, tell the people that should know right away. Then figure out what's the action and who should take it?""Broken" to a CFO typically boils down to one of two things: something is costing us (or will cost us) a lot of money with no return in the long run or competition is eating our lunch. Know what the problem is going in and get rid of the noise around it to focus your conversation with the CFO. Noise can be anything from emotion, to office politics, to vanity issues that don't get you closer to the heart of the problem.Find a Common LanguageThere's a reason I'm CEO and David Overmyer is Contentstack's CFO: Finance is not my area of expertise. But, here's the thing. We share a passion, which is scaling high-performing organizations in sustainable and purpose-filled ways. So, when we talk about allocating money, the underlying question isn't how much it will cost, but where will that spend take us?We focus on a few key metrics for business-as-usual meetings. Those include ARR, CAC, gross margins, and customer retention. When new opportunities arise, we agree on the overriding KPIs together and then dig deeper.Come up with a common language upfront. Don't risk derailing a meeting with jargon. Once questions like "what does that mean" start springing up, you've lost your way.Let me challenge you with one additional perspective on common language: It doesn't have to be about words or numbers. Values can take the lead.When March 2020 hit, a lot of companies responded with layoffs. Since David and I agreed when we first started working together that taking care of our people was our highest priority, we came up with creative solutions — executive pay cuts, investing in training and development — to pandemic problems. For us, brains and heart matter.Find (or Make) an AdvocateIf you're as lucky as I was with David, you may make an ally out of your CFO. I would go so far as calling him a mentor. But for most people, that's out of reach. In the podcast, Howland shared the golden question that opened the door toward marketing/finance partnership and transformation: "Who is the most trusted person on your team?"Howland turned that person into an e-commerce expert and an advocate. It took time and education. Mostly, it took enablement — sharing information and allowing him to come to his conclusions. Author Bernard Desmidt called this mindset "win with" vs. "win over" in CFO Magazine this year.Allowing this slow journey to unfold builds trust, which improves the relationship and, ultimately, the organization in the long run.I was lucky early in my career to participate in Crucial Conversations training. A lot of that training is reflected in this piece. In Crucial Conversations, opinions tend to differ, and the stakes and emotions are high. Conversations with finance are often like this.But if handled properly, these conversations can create breakthroughs that unlock the potential of people and organizations.

Aug 19, 2022

How Your Business Can Market With AR

Augmented reality (AR) is a set of technologies that superimpose digital data and images on the physical world. AR technology is used by businesses in many different industries and has a wide range of applications.  One of the most popular applications for this technology is in marketing. Businesses today can use AR to increase awareness of their brand by creating a variety of immersive and memorable digital experiences for their customers. As technology advances and powerful mobile devices become more ubiquitous, more businesses are beginning to incorporate AR into their marketing efforts, and the benefits of AR marketing are gaining greater recognition.  If you’re looking to grow your business in new ways, AR can be a highly effective and accessible tool, but it’s important to understand exactly what AR marketing is and how AR technology can fit into your branding.  What is AR Marketing?  AR marketing is defined as the strategic integration of AR experiences. 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It’s critical to consider your brand goals and target audience when determining the optimal AR marketing tactics for your business.AR vs AI: What’s the Difference?  While augmented reality (AR) and artificial intelligence (AI) are commonly mistaken for one another, these two terms refer to different concepts and are far from interchangeable. AR deals with integrating digital content into real-world settings and AI refers to the simulation of human intelligence in machines.AR technology is typically geared at fostering interactions between people and computers, while AI is meant to help machines make decisions and solve problems without human assistance. Understanding the different applications of AR and AI can help you determine the best way to incorporate these technologies into your marketing. Which Should Your Business Use?  While AR and AI are very different technologies, there’s no need for your business to choose between them. Both technologies can be used as part of an effective content management system (CMS), but it’s important to understand their distinct functions.  AI is also useful for devising and planning effective marketing campaigns. Implementing AI into your marketing can help you more accurately analyze consumer behavior and predict which types of content will resonate with your target audience. AR technology is generally used to engage consumers directly and provide them with more exciting and immersive experiences.  These technologies can often work together in marketing, as AI can be used to improve the functionality of augmented reality applications. For example, integrating AI-driven data analytics into a virtual shopping assistant tool can help the program generate more personalized product suggestions for individual consumers.  AR and AI are both highly versatile and can benefit both traditional and headless content management systems, but the best way to apply these technologies in your marketing depends on your business's unique goals and brand identity. Where Can Businesses Use AR to Market?  When deciding on a medium for your marketing strategy, it’s always essential to consider the type of content you’ll be creating. Certain platforms are far more suitable than others for augmented reality marketing: The Metaverse  The Metaverse is defined as an integrated network of 3D virtual worlds that can be accessed through a virtual reality headset. It’s commonly associated with interactive multiplayer gaming but is also used to host virtual events like concerts and viewing parties for sporting competitions.  Because it’s accessed through virtual reality, the metaverse is ideal for supporting AR marketing. In this virtual environment, it’s far easier for brands to create fully immersive experiences for consumers. Some common AR marketing tactics for the metaverse include creating virtual venues where customers can gather and offering digital goods or collectibles that relate to your brand. AR Portals  AR portals allow you to create detailed virtual environments that consumers can access by scanning a code with their mobile devices. These portals are represented by physical doorways and can be placed in retail stores or other public spaces. 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By providing businesses with a new way to engage people, AR can help marketers obtain key insights into consumer behavior and enable them to create a wider variety of exciting content for their brand.

Aug 19, 2022

How Augmented Reality Is Changing Our Lives

Augmented reality (AR) is a digital experience that combines real-world surroundings with computer-generated sensory input, like sound, graphics or video. AR differs from other digital experiences, like artificial intelligence (AI) and virtual reality (VR), in that it doesn't create a completely separate digital world. Instead, AR enhances real-world surroundings by adding digital elements like computer graphics, interactive experiences and information.AR became popular in the 2010s with the release of devices like Google Glass, Microsoft HoloLens and even smartphones with sensors that could track the user’s position and orientation, allowing them to view digital content layered on top of their real-world surroundings. This could be anything from a map overlay to an animated character that interacts with the individual.Since its inception, AR has found several applications in fields like marketing, entertainment and even education. Let's take a look at some of the ways AR is already changing our everyday lives.How AR Is Changing Our Personal LivesAugmented reality is affecting our personal lives by giving us digital experiences in the real world and changing the way we interact with technology.In the past, if you wanted to use a digital device, you had to sit in front of a computer or hold a smartphone in your hand. But with an AR headset, digital content can be overlaid onto the real world around you, so you can interact with it naturally. For example, you can use AR to see turn-by-turn directions while you're driving, or get information about the products you're looking at in a store.These experiences are not only more convenient but also more immersive and engaging. And as AR technology continues to evolve, you can expect to see even more ways that it will change your life.Social InteractionsActivities such as conducting meetings, attending classes or playing games with friends are all now possible through AR, giving people new ways to bond and make friends from all over the globe.AR technology can also be used to create more immersive experiences at events like concerts, sporting events and even theme parks by giving attendees the ability to see interactive digital content that enhances their surroundings.How We Consume MediaAR is also changing the way we watch television and movies. For instance, the popular show “Stranger Things” has used AR to let viewers explore the show's setting, and the movie “Ready Player One” features a number of scenes that take place in an immersive virtual world.As AR technology continues to develop, you can expect to see even more movies and TV shows that make use of it. How We Purchase ProductsConsumers are also using AR to get more information about the products they're interested in. For example, IKEA Place is an app that lets users see how furniture would look in their homes before they buy it.This type of AR experience is not only convenient but it can also help people make better purchasing decisions by allowing them to see how a product will look and fit in their space.Other retailers are also starting to experiment with AR shopping experiences. For example, Sephora has an app called Sephora Virtual Artist that lets users try on makeup by using facial recognition technology.Augmented reality can be used to track consumer behavior, which can help businesses better understand how buyers interact with their products and services. This allows businesses to customize and maintain content through content management systems based on the information they collect from AR.These new shopping experiences made possible by AR are likely to change the way you shop in the future by making it easier to purchase products.How AR Is Changing Our Professional LivesAugmented reality is not only changing businesses and consumers but also the way we work. AR will affect many professions and create new opportunities for fields related to marketing, data analysis and technical support.AR MarketingAs businesses try to engage with consumers in new and innovative ways, AR provides a unique opportunity for marketers.One way is by changing the strategies marketers use for content marketing and traditional advertising. For instance, rather than using TV or radio commercials, businesses can now use AR to create interactive experiences that allow customers to try out products before they buy them. This gives customers a more realistic idea of what they're buying and can help increase sales.AR also changes the way marketers view their job. Traditionally, marketers have been responsible for creating ads and other promotional materials. With AR they can also create interactive experiences that help customers learn about products and services. This means that marketers need to be more creative and have a better understanding of how technology works.Understandably, some people may worry that with artificial intelligence, jobs will be replaced by computer software or machines. However, with AR, this is not the case. There will be more opportunities for marketers since businesses will need individuals who can create unique AR experiences for their customers.Data and Product VisualizationsAs AR technology develops, it will become increasingly important for data analysts and product managers to be able to visualize data in new and innovative ways.AR provides the ability to view data in a three-dimensional space, which can help people better understand complex concepts. AR can also be used to create simulations that allow people to test products before they are released. This can help businesses save time and money by identifying potential problems early on.Increased Tech Literacy Demands From EmployersThe advancement of technology like artificial intelligence (AI) and augmented reality (AR) is increasing demand for workers who have strong skills in using technology to do their jobs.With the rise of AR, it is more important than ever for workers to be able to use technology to its full potential to keep up with the demands of the workplace.