Personalization is the key to moving closer to your prospects and customers. It allows you to persuade them to take the desired action.

Econsultancy contributor Shana Pilewski has shared three useful strategies to improve your company’s personalization across all the marketing channels.

Pilewski says, “In today’s hybrid digital/brick-and-mortar landscape, touchpoints can exist across multiple channels and channels can provide multiple touchpoints. Effectively engaging customers in this climate requires brands to perfect each interaction. Here’s a look at three strategies for doing so at scale.

1. Establish a cohesive data set

Omnichannel optimization is only possible with a 360-degree view of the customer. This requires brands to measure factors like real-time on-site behavior, online and offline conversion history, geography, product affinities, cross-drive activity, and any other information relevant to understanding who the customer is, what they want, and what messages will resonate with them”.

Three strategies for scaling your brand’s personalization efforts across channels

Econsultancy
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