We recently attended the 2019 Adobe Summit in Las Vegas, and it exceeded our expectations! This year event was all about experience, featuring workshops, conferences, and speakers aiming to encourage and enlighten attendees to be more captivating, congruent and cohesive when it comes to creating their customer experiences. Over 15,000 “experience makers” from a variety of industries not limited to marketing were in attendance at this event, making this an incredible networking opportunity. Not only we learned plenty about the benefits of optimizing customer experience, such as increased revenue, customer retention and loyalty, but we also discovered what the future of this extremely important subject will be like for brands...and it seems that for a while now, and in the years to come, the best customer experiences will be based on personalization.
So, what, exactly, does personalization mean? Personalization is a term that refers to the individualization of a product, service, or experience for an individual or a target group of individuals. Not to be confused with customization, which allows the user to personalize an experience for themselves, personalization relies on open data in order to create individual user personas, without giving the user the responsibility of creating it. Personalization can be used across a variety of industries, including customer service, digital marketing and branding. A variety of factors can go into what makes up a persona, depending on what industry it’s used for, and that can include location, device, search history, e-mail, visit history, bookmarks, surveys, questionnaires, focus groups...the possibilities are endless.
Personalization is absolutely crucial when it comes to creating an experience, especially if you’re aiming towards making that experience streamlined and purposeful. It allows you to really listen to your consumers so that you can deliver based on their individual needs, and there’s no better way to build and maintain brand loyalty. It allows brands to not just tell a story, but to involve the consumer and make them a part of that story. When you understand that each consumer has a different journey with your brand, and you give them all the tools they need to continue on that journey based on their personal needs, interests and capabilities, innovation is constant, and you take a clear advantage over your competitors.
Now that Generation Z has entered the consumer world, personalization is absolutely essential to your brand experience. This is a generation whose loyalty will be won over only if you address their diverse and unique interests and needs. In fact, they come to expect it. While there is definitely fear in data tied to their behaviors being shared and picked up on by AI in order to create a personal user experience for them, 63% of Millennials and Gen Z’ers expect their offers to be personalized, compared to only 35% of Baby Boomers. 75% say they can see the good that can come from that data collection...as long as brands are transparent, these younger consumers will continue to be loyal.
As you can see, personalization will continue to be important in building the ultimate user experience, for many years to come. We’re very grateful for the experience we had at this year’s Adobe Summit, and are excited to see what we’ll learn next year. These are exciting times in the world of branding!
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Last Edited on May 25, 2018