For retail brands, content that answers the customer’s questions or concerns about a specific product, or helps them choose the product that’s right for them, can be particularly effective. Source: .ukĬentrum helps focus consideration with product selector toolĪs the customer moves through the funnel to the consideration stage, marketers should shape messaging to hone in on the customer’s needs or desires. Eventbrite uses contextual data – “Popular in…Essex” – to engage consumers browsing the homepage.

This enables marketers to deliver a more personalised experience without really knowing the visitor.Įventbrite does this on its homepage, tailoring content to the individual’s location in order to pique interest and drive click-throughs. Personalisation during the awareness stage is most likely to be used in ad targeting and programmatic buying, along with contextual targeting where customers can be targeted based on their known characteristics or interests.Ĭontextual data, for example, can be used to customise a website homepage with relevant content such as to show products related to what the weather is in a particular location, or to show venues or events relevant to where someone lives. Eventbrite drives awareness on the homepage via contextual location data Using Econsultancy’s Personalisation Best Practice Guide, let’s take a look at how to deliver personalisation at key stages. Throughout the customer journey, from awareness to conversion and loyalty, opportunities exist to deliver the right message at the right time and in the right channel to help move someone further down the funnel. In Econsultancy’s expert predictions for 2023, Parry Malm stated that “you don’t need to, and shouldn’t, personalise most things.” However, there is certainly no one-size-fits-all approach to personalisation, and neither is it a guaranteed fast-track to success. According to research by McKinsey, 76% of consumers say that personalised communication has been a key factor in prompting their consideration of a brand, with 78% indicating they are more likely to make repeat purchases from a brand that delivers on this.

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