Avoid trouble by providing personalised experiences using these data types

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 31, 2022, 3:30 PM GMT+0

With third-party cookies exiting, publishers must find new ways to connect with audiences, monetise that connection and build compelling experiences.

 According to McKinsey, 71% of consumers expect personalised experiences. 76% of customers get frustrated when they do not get such experiences. These numbers indicate publishers must offer personalised experiences to retain subscribers and acquire new ones in the age of Amazon and Netflix. In order to provide these personalised experiences, publishers can leverage zero and first-party data to lay the foundation for profitable reader relationships.

Enabling both recognition-based and help-based personalisation can help publishers enhance audience engagement. While recognition includes identifying the reader, the help category focuses on making things easy for readers, alleviating anxiety, teaching something new, rewarding or guiding them to a solution. As few publishers focus on personalised help, there is a massive opportunity to fill the void.

Studies show consumers are willing to share personal information with a brand if it benefits their experience. 76% of consumers said receiving personalised communications was critical when considering a brand. 78% also said such content made them more likely to repurchase.

So, to balance personalisation with privacy, companies should let users take control. They should enable users to self-profile and decide how they want the brand to know them. Organisations can then use existing tools and data to build a profile around each individual. They should then test headlines and imagery to create tailored and compelling experiences.

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