Personalization is not one-size-fits-all

Woman wearing very large hat that clearly doesn't fit

It's a hard truth for marketers to accept, but personalization is not one-size-fits-all. It’s no secret that personalization is essential to delivering excellent customer experiences. And, according to SoDA research, 67% of senior marketers claim to be experts at achieving this. Yet in an Econsultancy report for Sitecore, almost half of businesses (49%) don’t personalize the experience across channels, and only 30% of organizations think personalization is a high priority.

96% of senior marketers say testing and measuring the impact of personalized digital content and experiences is a priority
SoDA research

49% of senior marketers have no plan for personalization or a plan lacking specificity and budget
SoDA research

43% of businesses are not currently personalizing
Sitecore Customer Experience Maturity Assessment

Personalization has to be personal to your business

The fact is, it’s very easy to overthink personalization, which can lead to standardized practices that don’t suit your business. If you feel like you’re squeezing a square peg into a round hole, then you’re probably not taking the best approach. And even if you’re collecting volumes of data at every touchpoint, do you really trust it, and know how to get the best out of it?

Here are some first steps to get past personalisation paralysis

  • Start small with simple personalization and scale up over time
  • Put together a framework based on your business KPIs and test creative ideas that talk to your audiences
  • Be smart - measure your resource usage
  • Personalization requires cross-departmental input, so get buy-in on your clear vision
  • Continually review and adjust tactics to get personalization just right

Again, it’s easy to overthink it, but by its very definition, personalization is personal. Devise a fit-for-purpose strategy and start small to make personalization your superpower.

To find out more, or for more "hard truths" for marketers, download your copy of "5 hard truths for marketers driving digital experience"

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