Enterprise Digital Personalization Tools: A Marketer’s Guide

First Edition

Editor’s Note: The following is an excerpt from "Enterprise Digital Personalization Tools: A Marketer’s Guide," published by our sister site Digital Marketing Depot. download the report here free.

Consumer expectations about the digital shopping experience have never been higher. As marketers try to provide prospects and customers with the right message, on the right screen, at the right time, consumers expect relevant, personalized content and offers that cater to their needs in any given moment.

Personalization has become critical to the buyer’s journey and is now a key driver of brand loyalty. What does it mean to ‘personalize’ a website or mobile app? It means to deliver a more relevant experience based on who the visitor or user is and what they do (or have done) – whether that individual is anonymous, a known contact or a loyal customer. With advances in artificial intelligence (AI), personalization has become more than a content or product recommendation. Marketers now provide adaptive mobile experiences and website background images that closely match the visitor’s profile, as well as customized page layouts based on visitor behaviors – rather than just their demographic persona or geographic location.

The Benefits of using Digital Personalization Tools

Creating a personalized buyer’s journey has become a mandate for digital marketers trying to meet and exceed consumer expectations for the brand experience. Automating the process with digital personalization tools provides several benefits, including the following:

Better visitor understanding. The AI behind personalization can improve the accuracy of visitor data and persona-building. By more accurately understanding visitor needs, marketers increase content and offer relevancy.

Stronger brand loyalty. A personalized experience can strengthen how visitors feel about the brand – both online and offline.

Creation of brand evangelists and advocates. With digital personalization, marketers can more effectively identify loyal, returning customers and attempt to turn them into brand advocates by speaking to them in a way that is different than new customers.

Account-Based Marketing (ABM) support. For B2B marketers, web personalization can identify known accounts from anonymous visitors and offer those visitors a more targeted experience based on what is known about the account and its decision-makers.

Higher conversion rates. Personalized recommendations can increase conversion – whether a purchase, appointment or form fill – nearly four-fold, according to Echidna data.

Increased customer lifetime value. Using historical and behavioral data can help to personalize offers, messages, and content in cross-selling and upselling efforts across the customer lifecycle.

Enterprise Digital Personalization Tool Pricing

Licensing a digital personalization tool or platform can be a significant investment, particularly for enterprise brands with omnichannel marketing strategies. Pricing is typically based on the number and sophistication of features licensed, and/or the number of unique visitors and channels deployed. Enterprise digital personalization tools are licensed on a software-as-a-service (SaaS) basis, i.e., the vendor makes the software available online and is responsible for all maintenance and system administration.

Most of the enterprise digital personalization tool vendors profiled in this report require an annual contract. There may be pricing incentives for longer-term contracts, but several vendors do allow customers to pay month-to-month. Depending on the vendor, there may also be fees for onboarding, custom integrations, and training.

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