We’ve posted quite a few articles on marketing personalization best practices and ways to increase value with personalization, but what we haven’t touched on are things to avoid when it comes to building momentum with marketing personalization and automation.
Here are four marketing personalization mistakes you absolutely have to avoid like the plague if you want a smooth ride(relatively) on your path to personalization.
1. Infringing on customer privacy and not protecting customer data
Don’t be manipulative when it comes to gather information from customers
All it takes is one screw up for a huge PR disaster and plenty of lost potential and current customers. Just don’t do it.
This applies to email opt ins on retailer websites, to mobile app permissions, to social log ins on websites. Be clear, respect your customers by letting them know exactly what you will be using information for, and you’ll earn their respect.
Since one of the first steps of true hyper-personalization is building an integrated data management system that can bring in multiple external and internal data sets, the inherent risk is quite clear. With all your data in one location, there must be significant care in protecting the customer gold harvested because one data breach can mean multiple streams of data are vulnerable.
Be honest with your customers about what you are taking from them, and once you have their trust, protect what you have. It’s that simple.
2. Relying on one set of data
To build a 360 degree view of your customers, you need to draw insights from various data sources. While one data source may constitute a large majority of your data analysis into your personalization platform, the more diversified your data collection points are, the more accurate your predictive analytics will be.
For instance, a big box retailer with may point to POS data and their eCommerce data as their main data feeds into a marketing personalization tool, but forgetting to integrate social media data for crucial life event data would be simply be a waste. There will be sources of data that will be more relevant than others, but finding out where to piece in and weigh each data channel is too important to ignore.
3. Neglecting testing
Testing is a pain. Multivariate testing can get very messy with hyper-segmentation, but always remember to test while executing. The closer you get to hyper-personalization, the more marketers will be tempted to skip various parts of the testing process.
Don’t fall into that trap. Just because the testing process will become more complicated doesn’t mean you should take your foot off the testing pedal. It will become even more important to your personalization journey that all your data sources, creative pieces, and messages are carefully tested to optimize your personalization efforts. Remember that a marketing personalization tool is exactly that…a tool that needs constant recalibration to make the high, consistent returns that you expect.
4. Thinking you’ve reached true hyper-personalization
Thinking that hyper-personalization is a place where you will someday reach and lay claim to is unreasonable and dangerous to long-term marketing personalization efforts.
Algorithms can be update and tweaked, new sources of data can be added, execution points can be refined and tested.
Knowing your customer 100% and predicting their needs exactly won’t happen without having Jedi mind reading powers, but you can always keep moving in the right direction.
Nobody said personalization was easy, which is why very few have figured out the right path towards marketing personalization. With these tips in mind, you’ll save yourself a lot of time and money while consistently moving and accelerating in the right direction.