“Only in the last 20 years have we seen marketing change from spending money to interrupt people with advertising to market everything you make and everything you say…a lot of marketers didn’t get that memo.” – Seth Godin
The average consumer goes through a minimum of five touch points with a business before converting, according to Adobe. As the number of digital experience platforms between brands and consumers continue to increase, we can also expect to the number of touch points to rise.
With the evolution of social media and the explosion of mobile technology, most marketers are well aware that their future success depends upon creating personalized, 1 to 1 interactions with the customer.
Transitioning from siloed marketing efforts to one that’s connected and personalized to the individual is not for the faint of heart. Webtrends outlines the path to personalization in four stages:
- Apply basic context to influence personalization
- Use specific in-session behaviors to influence content
- Leverage in-session behaviors with historical behaviors
- Achieve 1:1 personalization using predictive analysis
I recently spoke with Robert Sumner, principal of Perficient’s Adobe practice, to learn more about personalization and where marketers can begin on this journey. Check out the video for more:
No matter where you are on your digital marketing journey, we’re ready to help you navigate your transformation. Come chat with our team in booth #530 at Adobe Summit, March 20-24, 2016. You can also follow members of the Perficient team on Twitter during the event, @Perficient.
