Maximize marketing impact with Sitefinity’s Content Personalization

Maximize marketing

For an enterprise, the life-cycle of virtual experience for its customers is targeted towards responding to their primary enquiries and also to their predictable secondary ones. The age of Big Data has brought with it the need for tailor-made content for different sections of the audience. Content personalization is the process by which a particular subject is presented differently depending on the target audience, who are categorized on the basis of their location, age group, economic strata, cultural background and source of website access (device and others).

By translating your web-page into a personal landing pad for your customer, you allow them to feel at home and increase the probability of your services being chosen over the competing others. The challenge of content personalization remains the ability to conjure a personal page for the customer from limited data available on them from various sources. Experian recently confirmed the power of content personalization by stating that the personalized marketing emails get over 29% high open-rates and 41% greater click-through rates than those without.

Sitefinity to the rescue

Working with over hundreds of organizations, Sitefinity stands as a lead in the content personalization industry. Sitefinity modules create personal pages for the customers on the basis of demographics (like job title, address, gender), customer framework (time of the day, purchase stage, used device, location) and behavior (download content, focus keywords, visited sites and purchased items). Bridging the gap between ideas and reality, Sitefinity brings to you omni-channel content, in contrast to multi-channel. While multi-channel content is customized for exhibit only over a certain number of platforms, the omni-channel holistically develops and designs the content based on the customer’s needs.

Creating an Omni-Channel Marketing Content

Platform-based personalization: The two major pioneers who have successfully used content personalization for marketing are Netflix and Amazon. Most of the apps they generate incorporate the personalization of content. On the page, the customers encounter a familiar environment, which is created using their past browsing behavior and purchase conduct. The three major spaces for content personalization are: social media, email and mobile.

While working with social media platforms, it is integral to have a sufficient amount of profile data before showcasing the personalized brand page. Otherwise, the enterprise runs risk of looking like spam. To avoid the challenge of being junked in the email domain, content industry has developed the two methods of subtle personalization and list segmentation. In their article on email marketing, Corey Eridon mentions seven outstanding instances of email personalization by enterprises. These include Overstock, Dropbox, Twitter, and OpenTable. Mobile platform is still a fertile ground of growth where new trends are being formed: personalized SMS, push notifications and weekly squotes (small-quotes). 

Profile-based Personalization: The personalization movement began decades ago with offline profile creation. These personas were created in the institutions and companies using paper records. The online wave of content personalization is based on the virtual footprint of the visitors. Using the virtual attitude and conduct of the person, it is possible to customize their browsing experience. The underground profile creation is given a face with form submissions. In knowing that Caroline Frost regularly visited animal-shelter websites and browsed pet-animal videos, it is possible to showcase your brand as being a platform for her to explore this interest- by sending emails with snippets of animal stories or an occasional canine-comic. This impresses your brand in Frost’s mind as sharing the living room of her virtual life. 

Placement-in-the-lifechain personalization: Depending on the position of your audience in the marketing and sales hierarchy, you can personalize and ease their experience on your pages. Sitefinity allows you to categorize the audience into different segments: lead, sales qualified lead, subscriber, marketing qualified lead, website visitor, customer, opportunity and former customer. By coupling the category with profile of the customer, you hold the torch of lighting up a brand-uplifting experience. 

Device-based personalization: Once you have covered the basics of profile creation, platform selection and hierarchy-positioning for personalizing the content, the skeleton to the flesh of your brand in the virtual world is to optimize the content for device. Sitefinity CMS offers Responsive Design as the fail-proof way of ensuring that the efforts of content personalization are preserved across the devices. 

Challenges of Content Personalization

CMS Wire published an article on scope and limitations of content personalization in late 2014. It highlighted the difficulty in customizing content across channels, low quality of data, incapacity to link varying technologies and absence of relevant technology as the four key roadblocks to outstanding content personalization. Sitefinity effectively answers these challenges by an integrated process of login and registration across the digital features, by Big Data analysis and predictive estimations, to gain insight into customer needs and development/management of customer profiles.

Through the platform of Suyati, Sitefinity exhibits its capacity to efficiently personalize content, based on three-tiered factors: needs of your enterprise, demands and expectations of the customers, and limitations of the technology. Christopher Ross, the regional manager of Sitefinity stressed the critical role of content personalization in marketing, remarking at its ability to create a comfortable online home for customers.

A glimpse of the personalization process at Sitefinity takes us to the first step of creating user segments for the visitors, moving onto the personalization according to location and multi-criteria travelling through the module, and eventually to the personalization preview tool. To make your enterprise approachable to unknown online visitors, Sitefinity allows the use of variables like location, time, place and others to create a personalized page. Branched under Experience Management, Sitefinity evaluates the results and lets you modify the moves according to desired results. The enterprises also have the option of creating custom attributes, which can be filled according to customer needs. Dynamic content for those who are already in the life-cycle of content can be created using pre-heated Marketing Automation System of CRMs to gather and deliver message.

Suyati and Sitefinity come together to construct muscular online architecture for the enterprises, coupled with mindful planning of content, to conceive masterpiece virtual experiences for their customers. To know more about Suyati’s Sitefinity services, write to services@suyati.com.

Author : Sahana Rajan Date : 10 Oct 2016