Marketing Personalization Strategies for 2020

By: CMS Wire

“Marketers want personalization. We know that. And the numbers back it up. In fact, 92% of B2B marketers say personalization is a must, according to an Adobe 2019 report on personalization (PDF). But 91% of senior decision makers in the same report say their companies need to improve personalization capabilities. And, according to our own research on what people search for in this arena, we found at least one search term that corroborates the difficulty of personalization: “Why is marketing personalization so hard?”

Difficult as it can be, there are naturally multiple marketing personalization strategies brands can deploy. But it will take work. Do you have the resources to build the content it takes to provide personalization? Do you have the data, and from where is that data managed and delivered? Is one-to-one marketing personalization possible?

Those are some of the questions marketers and brands need to address as you craft your marketing personalization strategies. We caught up with some pundits who shared more tips to get you going.

Look to the DAM

The main challenge many organizations face with personalization is how to do it at scale without fear of butchering the brand, according to Byung Choi, CEO of MarcomCentral. Without proper controls, he said, brands run the risk of having rogue marketing assets created that don’t reflect the brand identity accurately. “Utilizing a digital asset management (DAM) platform that offers customization of marketing assets can help solve that issue as you can now put the power of personalization into the hands of employees or field teams, without worrying that they will create something off-brand. It’s freedom with control.”

This marketing personalization framework takes the burden off marketing teams to create thousands of pieces of collateral and turns it into a self-service model to serve the needs of organizations’ internal customers, according to Choi.”

Read on for the rest of this CMS Wire article