Study Guide
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Digital Marketing - Study Notes:
What is content personalization?
Content personalization is a powerful process of using different content at different stages of the buying process to be fully relevant to the right user at the right time. This is especially relevant to B2B organizations where the buying process is longer or more complicated and deals tend to happen between individuals and companies. So, personalizing content to the individual buyers and stakeholders is essential.
Benefits
The benefits of personalizing your content include:
- Targeting the right people in the relevant platforms and in the right context
- Increasing your conversion rates
- Improving brand affinity across platforms
- Driving efficiency
How to personalize content
Follow these steps to give you content a personal touch:
- Research: Do your research around your audience segments and understand their consumer journey. Make sure you're leveraging as much consumer data as possible. Are they on your website? Have they looked at a newsletter that you've sent them?
- Target: Target your messaging. Make sure you're getting them on the right platforms, the right channels at the right time and with the appropriate message.
- Measure: Make sure to measure and analyze what you do.
Case study
The beauty brand Aveda does a fantastic job of personalizing its content to customers. When new visitors arrive on the website, they are asked to complete a quiz about their hair and skin types. This allows Aveda to create a personalized set of content for each individual user, based on their responses. Even if site visitors are not yet ready to make a purchase, Aveda can send them emails that are tailored to their unique characteristics.
Back to TopWill Francis
Will Francis is a recognized authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools.
