Creating high-quality content is the cornerstone of an effective content strategy but it won’t necessarily help you to achieve the engagement results you strive for. Marketing strategies evolve at pace and understanding current customer expectations is key to lead generation. One strategy that you can’t afford to overlook is content personalisation.
Sending generic marketing campaigns that are not relevant to prospects leads to low conversion rates. Studies show that personalisation can deliver an average conversion increase of 20%.
Non-personalised content also runs the risk of driving customers away. 76% of consumers get frustrated when they do not receive personalised communications. The consequences of this are that they may unsubscribe from your marketing, and they may choose not to use your business again.
In its simplest explanation, content personalisation is the process of creating content that is personalised to the customer. Personalisation uses data such as preferences, interests, purchase history, demographics or content the consumer has accessed.
This data is then used to refine marketing campaigns to match the wants and needs of the customer. By doing this, businesses can achieve higher click-through rates and conversions from their marketing efforts.
If you are wondering how to get started with content personalisation, it is a good time to explore different technology solutions that will support marketing personalisation.
A DAM (digital asset management) system has many powerful business benefits, particularly for organising and managing digital assets. However, DAM features extend much further, and implementing a DAM system will deliver significant efficiencies across many other business workflows.
For marketers, a DAM system can become the springboard for all marketing activity, including customisation of content. By integrating DAM with your CMS and combining with marketing automation tools, you will be able to efficiently craft and distribute personalised content that drives results.
DAM can be integrated with systems such as Salesforce and Shopify to use all the customer data you store to create highly personalised content. Data such as which products customers have purchased or viewed can be implemented into your marketing campaigns.
With all your digital assets stored in a central repository, you can quickly locate images, videos and other content that is relevant to your marketing campaign. Metadata tagging and keywords will be designated to each asset, which will provide marketers with all the readily available content to use in the related campaigns.
Once DAM has supported the personalised content creation process by providing the required data, and you have easily retrieved the relevant assets, DAM also streamlines your distribution process. By integrating DAM with marketing automation tools, your personalised content will be distributed using the appropriate channels. You can also use engagement data to determine which channels will be most effective for your target audience.
In this article, we have provided an overview of some of the key benefits of using DAM in creating content personalisation but there are even more opportunities to unlock with DAM.
If you want to find out more about how DAM can boost conversion rates and improve your marketing results, book a demo with our team today.
