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1、2024 Personalization ReportFEATURING DATA FROM MARIGOLDS2024 Global Consumer Trends Index203 Why Personalization Matters05 Delivering Personalization13 Balancing Data Privacy14 Wrap UpTable of Contents3Why Personalization MattersThink about the messages youve received from brands lately.Do you recal

2、l being frustrated by any of them,because they included content or offers that were flat-out irrelevant?If you answered yes,you certainly arent alone.In fact,youre in the majority of consumers.have been frustrated by receiving irrelevant content or offers from brands in the last six months.51%of con

3、sumers42%Gen Z49%Millennials51%Gen X62%BoomersNot all brands make the error of delivering irrelevance,though.Consumers favorite brands overwhelmingly treat them like individuals.Theyve mastered the art of personalization,delivering the right messages to the right people at the right time.Before you

4、continue,heres one more stat to noodle on:So how do you deliver this personalization?you may ask.In this report,well help you figure it out.say their favorite brand treats them like an individual.85%of consumers84%Gen Z85%Millennials87%Gen X84%Boomerssay theyre likely to engage with personalized mes

5、sages tailored to their interests.78%of consumers73%Gen Z80%Millennials79%Gen X74%Boomers4Show consumers you know them.Account for the ways in which they interact with your brand and for the data they share directly with you and leverage these insights to deliver more relevant experiences.Consumer e

6、xpectations are situational and ever-changing.Data is the best at the moment you collect it.The sooner you can action new data and the more opportunities you have to continuously refine it the better your customer experiences will become.Think of the customer journey as a progressive conversation.Wh

7、en youve fine-tuned your personalization strategy,each message and each interaction will be more relevant than the last.Convenience and price are both important drivers of consumer purchases,but consumers still seek more than just generic offers.Find ways to implement these two drivers into your per

8、sonalized messaging,and your brand stands to benefit.What consumers really want from brands is an omnichannel path to purchase.5Delivering PersonalizationTriggered Messaging:DELIVER MORE RELEVANT MESSAGES,RIGHT FROM THE STARTWoohoo!Youve got a new prospect.Obviously,you only know so much about someo

9、ne youve just met,and thus theres only so much personalization you can deliver right off the bat.But thats OK.Progressively learning more about a person over time is more genuine and less creepy than immediately delivering hyper-personalized messages.Put yourself in the shoes of a new prospect:if yo

10、uve only just met a brand,the expectation is that they dont know much about you yet and if they dowell thats kind of weird!Of course,consumers do want personalization.But that comes from being attentive and recognizing their unique wants and needs over time.6While you work to collect zero-party data

11、 from your customers and prospects(which well discuss in a bit),theres another strategy you can deploy immediately:triggered messaging.Youre likely already using triggered messaging to some extent.But if not,heres the gist.Consumers interact with your brand in all sorts of ways.They add products to

12、their cart,they subscribe to newsletters,they sign up for in-stock alerts,they participate in surveys,and the list goes on.All of these actions represent opportunities to demonstrate that you value their engagement with your brand.To reduce manual workloads and deliver messages at precisely the righ

13、t time,you should consider setting triggers that automatically deploy messages for specific scenarios.7Personalized Offers and RecommendationsJust a reminder,its OK to start simple.Know your contacts birthday?Boom.You can set a triggered message for a personalized birthday offer something a whopping

14、 84%of consumers find to be“cool.”Have a one-off customer who you dont know much about,spare for their purchase history?No problem four in five consumers find product recommendations based on previous purchases to be“cool”as well.Triggered Messaging OpportunitiesWelcome EmailIts always great to have

15、 a new lead.Acknowledge them with a brief welcome email.This is a prime opportunity to reveal something they may not know about your brand.Perhaps your mission,or what separates you from competitors.Or maybe even a super simple poll(well discuss later why simple is important),a few short and easy qu

16、estions,that lets them expand on their interests or preferences.8of consumers cite a likeliness to engage with discounts or coupon codes.84%Thank You EmailThere are plenty of reasons to be thankful for those who engage with your brand.Perhaps theyve made a purchase,attended an event or subscribed to

17、 a newsletter.Demonstrate that you care its really that simple.Thank you emails also open up a wide range of opportunities for zero-party data acquisition.Use them to weave in requests for feedback,experiences,reviews and opinions these are all critical for building personalization over time.Abandon

18、ed Cart ReminderSometimes,consumers just need a reminder.If they were interested enough to add an item to their shopping cart,a gentle nudge may be the last step necessary to close a sale.If you have the ability to include a financial incentive with the reminder,even better:84%of consumers cite a li

19、keliness to engage with discounts or coupon codes.If you want to go non-monetary,consider highlighting some customer reviews of the specific product in your reminder.9Re-Engagement EffortsSometimes your customers stop engaging.Set up triggered messages to be sent if a customer hasnt interacted with

20、your website or emails in a given period of time.If youre looking for ideas,consider the following factors that consumers cite could be enough to win them back or make them more loyal:20%Strengthened data privacy policies22%Refined digital user experience36%Broadened range of products or services36%

21、Better customer service44%Enhanced product or service quality56%More attractive coupons or discount codes10Zero-Party Data:THE SECRET SAUCE TO NEXT-LEVEL PERSONALIZATIONBeing attentive to the behavior of your customers and prospects is important,no doubt.It enables you to deliver more relevance when

22、 your knowledge is limited.But as the relationship deepens,it is zero-party data that can be the real game changer.Interests,preferences and motivations that transcend basic demographics are data points that can elevate your brand into one that makes consumers think:wow,they really get me.True Perso

23、nalization:Messaging OpportunitiesCurated NewslettersAs you learn more about your contacts,youre able to better match newsletters and other content sends to unique interests and preferences.This has a snowball effect,whereby increased engagement with non-transactional content opens more and more win

24、dows to weave in sale opportunities.Tailored Product RecommendationsIn a similar vein to newsletters,product recommendations become far more effective when they match the precise interests of your customers and prospects.Product recommendation quizzes are a great way to pinpoint these interests.Leve

25、rage the data from these quizzes to segment like-minded members of your audience,and then scale your promotional messages accordingly.11Exclusive VIP OffersEvery once in a while,you may feel the need to deliver an extra exclusive offer.Perhaps its for high-value customers in your highest loyalty tie

26、r,or prospects on the verge of making a big purchase.In these cases,VIP treatment can work wonders.Depending on your niche,VIP offers can be personally curated content(like eBooks,recipes,guides or checklists),exclusive first looks at future releases(like video previews,invite-only virtual events or

27、 product/service demos)or invites to in-person events(like conferences,conventions,tours or exclusive viewings).Lifecycle-Based MessagingYou need to meet consumers where theyre at in their lifecycle.Some are on the verge of making a purchase.Some still need convincing.The sooner youre able to pinpoi

28、nt lifecycle stages,the sooner you can tailor your messaging accordingly.75%of consumers say.Theyre likely to engage with exclusive VIP offersTheir favorite brand makes them feel special,like a VIPANDVIP Offers Resonate&Consumers Favorite Brands Know ItSense of community55%Unlocking content60%A chan

29、ce to win something81%Early and/or exclusive access to offers83%Loyalty points/rewards89%Discounts or coupons91%In practice,the zero-party data that fuels the aforementioned personalization can be collected via preference forms,polls and surveys,as examples.You just need to ensure youve got somethin

30、g compelling enough to offer in exchange for consumer data.Fortunately,consumers are receptive to a number of brand offerings.Benefits consumers find to be valuable in exchange for their personal information:12THIS COMES DOWN TO:An easy-to-use mobile-friendly interfaceIs the experience easy to fill

31、out via mobile?Are the instructions clear?Test it across different devices before going live.And ideally,run it by a few colleagues.See if they understand the instructions as easily as you do.Minimizing lengthOnce you begin building out a survey questionnaire or related experience,you realize there

32、are a slew of questions or form fields that could yield valuable data.But with each addition,the experience takes multiple seconds,perhaps even minutes,longer to complete.Condense the length as much as you can and remember if its simple to take this time,it will be easier to secure repeat participat

33、ion.A Note on Interactive ExperiencesAs previously mentioned,there are many opportunities to weave zero-party data acquisition into your messaging.But if you want your contacts to continue participating in these interactive experiences to continue taking surveys,filling out preference forms and prov

34、iding feedback they need to be simple.are more likely to complete a survey if its easy to take.66%of consumers62%Gen Z67%Millennials67%Gen X65%Boomersare more likely to complete a survey if it has fewer than ten questions.55%of consumers54%Gen Z56%Millennials55%Gen X53%Boomers13Balancing Data Privac

35、yNo discussion about personalization is complete without addressing data privacy.Ultimately,as weve discussed,collecting data from consumers is pivotal to delivering personalization.In addition to providing compelling offers in exchange for said data,there are a few steps you can take to make consum

36、ers feel more at ease.Be transparent.Why are you collecting this data?How will you use it?And how will this benefit the customer or prospect?Communicating these answers is mutually beneficial:it will put the participants fears at ease,and it will increase the likelihood of them actually divulging th

37、e data you need.Collect only what you need.How will the data youre using be helpful?If you cannot quickly and directly answer this question,do you really need it?Preference forms are your friend.What kind of messaging frequency do your contacts prefer?What data are they comfortable with you using?Co

38、mfort levels with the utilization of personal data will vary,highlighting the importance of probing for consumer preferences early on in relationships.A simple preference form that covers opt-ins and outs for data usage and a checklist for the types of messages contacts would like to receive is alwa

39、ys good practice.cite data privacy policies as important or critically important to maintaining brand loyalty.77%of consumers72%Gen Z77%Millennials79%Gen X81%Boomerssay their favorite brand uses their data in a way that makes them feel comfortable.88%of consumers88%Gen Z89%Millennials89%Gen X85%Boom

40、ers14Wrap UpPersonalization is a journey that takes time to perfect.Leveraging triggered messages,collecting zero-party data and transparently communicating your data practices can help you get there.Whether you already have the ideas for personalization and just need a solution to action them,or yo

41、u need strategic support from A-Z in your marketing campaigns,Marigold has the technology and teams to match.Lets talk!Note:The data supplementing this report comes from Marigolds 2024 Global Consumer Trends Index our annual research project that dives into the specific factors influencing consumer

42、behavior.You can check out our Global version here.If youre focused solely on United States consumer data,you can find that here.15Where relationships take root.Marigolds approach to Relationship Marketing stands alone in a world of one-size-fits-all marketing technology companies.Our solutions are

43、designed for your specific size,industry,and maturity,giving you the technology and expertise you need to grow the relationships that grow your business,from customer acquisition to engagement to loyalty.And,with a team of strategists that provide insights into whats working,whats not,and whats changing in your industry,youre able to maximize ROI every step of the way.Great marketing isnt just about conversion,but true connection.Learn why 40,000 businesses around the world trust Marigold to be the firm foundation they need to help relationships take root.Find out more at MeetM