Did you know? According to McKinsey, 71% of consumers seek personalized interaction with their company and 76% of consumers feel disappointed when they don’t receive it. This strong preference for customization highlights its importance in meeting customer expectations.
Customized content can help your customers to meet their interests and needs. This can be done based on the information that you have gathered about your customers; ie., their shopping summary, age, gender, geography, and other information.
Why do you need to focus on content personalization?
In a highly competitive space, trying to garner the attention of your customers with generic content may seem challenging. However, creating tailored content can be a valuable strategy to target and engage potential customers effectively.
When you create content that is relevant to the specific needs and interests of your potential clients, they will start to see you as a trusted partner. Personalized content can boost conversions by addressing the specific needs and interests of prospects. As a result, you are more likely to get the results you desire.
5 Reasons to Emphasize Content Personalization
Creating tailored content for clients can improve customer satisfaction and ultimately help in boosting a company’s revenue.
Great user-generated content can help a company create loyal customers for them. It will show the client that the company cares about its customers’ individual needs and preferences.
As per McKinsey, creating interactive content for the client is a great way of generating revenue and companies have experienced 40% higher revenue with the support of personalized experience.
Personalized content can improve customer engagement and lead to longer website visits and more interactions on social media. The target content increases the chances of expanding your reach.
Prospects and customers feel more connected to an organization when they receive customized content. This can convert prospects into customers and retain existing customers with relevant content. It is going to help you with revenue generation for sure.
It can be safely said that custom content is a key driver of business success. Companies need to focus on it to improve customer satisfaction, foster customer loyalty, and generate revenue.
How can AEM support content personalization with its framework?
Adobe Experience Manager (AEM) as a Cloud service helps you to create tailored content and deliver it to your target audience seamlessly.
The AEM targeting engine will review the information available about the end-user and start working on creating relevant experiences for your online audience.
For content personalization, AEM provides a framework tool for:
- Authoring targeted content suitable for specific audiences.
- Tailoring your web pages to each user by showing them the content that is most relevant to them.
In this way, AEM’s content specification framework can help you to create and deliver relevant and engaging experiences to each customer.
4 AEM steps to help you with a content personalization strategy
AEM offers a successful tailor-made content strategy at scale by following these 4 ways.
- Creating a content roadmap with AEM that must be aligned with business goals and the content must be delivered to the targeted audience at the most appropriate moment. However, when crafting interactive content, it’s imperative to bear in mind that such content should be both measurable and easily optimized. This ensures you can monitor its performance and fine-tune it to meet your specific needs.
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- Leveraging an outdated or updated AEM system while creating custom content for your clients. The reason for this is that an outdated system might not be capable of handling the amount of data and processing power required to deliver user-generated content. Along with an updated system, you need to focus on creating specific content for your specific customers. AEM can help you with it to make your marketing goals successful. It can help your content flow seamlessly across all channels without causing any delay or downtime.
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- Leveraging an outdated or updated AEM system while creating custom content for your clients. The reason for this is that an outdated system might not be capable of handling the amount of data and processing power required to deliver user-generated content. Along with an updated system, you need to focus on creating specific content for your specific customers. AEM can help you with it to make your marketing goals successful. It can help your content flow seamlessly across all channels without causing any delay or downtime.
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- Delivering relevant content to clients and prospects at a large scale is also a key factor of personalization strategy. Businesses can deliver relevant content quickly to a large number of clients and prospects when operating on a large scale. It can be achieved on a large scale through audience segmentation, content mapping, dynamic content delivery, and other methods. To deliver customized content at a large scale, AEM can help you in:
- Streamlining your processes to create content quickly and efficiently for the large market.
- Creating content efficiently by maintaining privacy-compliant processes.
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- Incorporating content and marketing technology together with a good tagging system to create a one-of-a-kind content experience across different channels.
These 4 steps are essential for creating a user-focused content strategy with AEM.
3 Powerful Adobe Products for Seamless Personalization and Audience Targeting
Apart from AEM, Adobe Experience Platform (AEP), Adobe Analytics, and Adobe Target are three more powerful tools developed by Adobe that can help businesses with their user-focused content and targeting strategies.
- Adobe Experience Platform (AEP)
Adobe Experience Platform or AEP can help you deliver tailored experiences with content seamlessly. It helps businesses to collect, manage, and act on customer data; received from all sources. This data can be used to create relevant experiences for customers across all channels with user-generated content.
Here a question may arise, what’s the difference between Adobe Experience Manager (AEM) and Adobe Experience Platform (AEP)? While AEM is a cloud application supporting content personalization; AEP is a centralized and connected data repository supporting tailored content creation on the collected customer data.
- Adobe Analytics
Adobe Analytics can help in evaluating the client data for the client journey anywhere. You can leverage the reporting and predictive intelligence strategy to create deep insights and enhance the experience with more intensity.
While marketing analytics can help you with pulling more data from multiple marketing channels, web analytics can offer a 360-degree view of your clients.
- Integrating Adobe Target with AEM Sites
Adobe Target can help you improve content relevance by adopting the audience targeting strategy across all channels.
You can deliver one-to-one content to your website visitors by integrating Adobe Target with AEM Sites.
The benefits you will get from the amalgamation of these 2 tools are:
- Creating dynamic content for the target audience
- Submitting Context Data to Adobe Target while visitors will interact with your webpage
- Tracking conversion rates from prospects to new client
By leveraging these tools, businesses can create customized content that meets the unique needs and preferences of each customer, across all touchpoints.
Conclusion
While businesses are looking for ways to improve their customer experience, the only way to do so is to go for content personalization and targeting strategies. AEM (Adobe Experience Manager) can help you with this. With its advanced features like unified content management, advanced segmentation, and AI-driven capabilities, AEM can help in creating a compact user-tailored content strategy.
As a trusted Adobe Solution Partner, we can help you with all aspects of AEM, from implementation and maintenance to upgrades and other services.
About Us:
Youngsoft India Pvt. Ltd. is an affiliate of Youngsoft Inc. that offers a full-service IT technology and consulting solution. Based in Hyderabad, India, and with Youngsoft Inc., we offer 24/7 support and solutions to clients across the globe.
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