Brands need a strategic approach to personalisation for winning consumer trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 06, 2020, 12:20 PM UTC

73% of consumers said they expect a personalised journey when they interact with brands digitally, according to a Kameleoon report.

Personalisation can help improve conversion rates and offer better customer experiences, but careless execution can make it seem intrusive. The author contends brands need to use consumer data strategically and effectively to personalise the customer’s purchasing journey.

Personalisation does not always need massive amounts of identifiable information; instead, algorithms can be trained to predict chances of conversion. Leveraging AI can help businesses predict consumers’ conversion intent based on real-time behavioural data.

While collecting consumer data, businesses must be open about how they intend to use it. 83% of customers are "willing to share their data to enable a personalised experience as long as businesses are transparent about how they are going to use it…”, according to Accenture.

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