How to Use Personalized Content to Increase Engagement


Brands are facing the increasing need to ensure that each piece of content is targeted, relevant, and meaningful to each unique visitor. In fact, an Infosys survey showed that 74 percent of customers become frustrated when a website doesn't personalize its content.

For many, this is an uphill journey. What does it mean for content to truly be personalized, and how can brands know that they're approaching personalization the right way? With the right mindset, strategies, and execution, brands can make incredible strides in establishing their value and building trust, credibility, and engagement.

Right Person, Right Time, Right Context

Accenture research showed that 75 percent of surveyed consumers would be more likely to buy from a retailer if it recognized them by name, knew their purchase history, and/or provided relevant purchase recommendations.

Brands can use customer data and profile information to deliver personalized content “to the right person, at the right time, in the right context." To accomplish this, it's important to leverage diverse and comprehensive sets of information, including audience demographics and behaviors, location, and the devices they use to access the web. The more you know about your ideal audience and their browsing and data consumption habits, the better equipped you are to execute this expert content delivery.

Take for example a brand that has examined its customer behavior data to discover that one of its audience segments tends to watch videos on their smartphones before bed. With this knowledge, the brand can hone its content delivery plan for this segment based on type of content (video), browsing device (mobile) and time of day (evening). By falling in line with the audience's preferences, the brand skyrockets its chances of being seen, building loyalty and inspiring action.

The Ubiquity and Challenges of Personalization

Evidence from various industries and business models show that personalization is relevant – and even critical – to stay competitive. We see it every day in the business-to-consumer (B2C) and business-to-business (B2B) sector.

Brands like Amazon, Netflix, and Pandora are pioneers of the booming “related content" suggestion tool, which tracks buying behavior and browsing history to offer suggestions for other items consumers might wish to buy. Social media and news platforms like Facebook and CNN use cookies to track browsing history, allowing them to deliver more relevant content to their interests. More visits from the consumer means more data is aggregated, which translates to more personalized content.

While it's clear that it's a strong strategy, Experian research shows that 94 percent of brands are encountering challenges with perfecting their personalization strategy. According to the research:

  • 40 percent aren't gaining insights quickly enough
  • 39 percent believe they don't have enough data
  • 38 percent reported working with inaccurate data

Fortunately, there are tools that can help brands collect and decipher this critical data in real time, offering strategic insights into how to pack the most punch.

How Brightspot Can Help

Brightspot Personalization offers businesses the ability to segment their audience and automatically deliver content to the right person at the right time in the right context. Take a look at some key features of the platform.

Audience Segmentation

It's all about knowing your audience and crafting your messaging and delivery to their unique consumer identities. Brightspot captures and consolidates user data, allowing you to segment your various audiences based on similar traits, interests and behaviors.

Content Personalization through Audience Segmentation

Alternate Content Versions

You've heard the saying “content is king." It's non-negotiable for your content to be relevant and interesting to each person who sees it. Instead of wasting resources in the development process, Brightspot lets you create and deliver real time, alternate versions of your content to tweak and cater to each type of user.

Content Personalization in Action

Location and Referral Targeting

Timing and context have an immense impact on how your audience perceives your content. Brightspot Personalization tracks user location and referral sources, selecting the most appropriate channels to deliver content. User experiences will be personalized across responsive websites, social media, native apps, syndicated content and print content.

Location Targeting

Software Integrations

Your business likely functions using several types of software that work together to create a well-oiled machine. To keep everything running smoothly, integrations are non-negotiable. Brightspot integrates with more than 100 software platforms, including Gimbal, Salesforce, DoubleClick and MailChimp.

To keep your business afloat in a sea of content, you'll need to personalize each user's experience based on their needs and wants. If you're interested in engaging and growing a loyal customer base with Brightspot, request a demo to learn more about its personalization features and capabilities.

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