Real-time personalization can be tough to pull off — but it’s not impossible. In fact, it’s a bit like going back to the future.
Hear us out.
To successfully launch real-time personalization strategies, marketers have to gather behavioral data from their audience’s past and present interactions and then use that information to essentially predict what people want to see either at this very moment, or even seconds or minutes from now.
Great Scott! How are marketers supposed to make that happen at scale, across channels, and on a consistent basis?
Well, in the classic 1985 film, Back to the Future, Doc Brown and Marty McFly need a few key ingredients to complete their mission:
- A 1980s DeLorean DMC-12 running at 88 miles per hour
- A flux capacitor with 1.21 gigawatts of power
The good news is, publishers and marketers don’t need all that to do real-time personalization and increase customer engagement. (Obviously.) But we can check out what they do need in the context of this Back to the Future technology.
Let’s take a look.
DeLorean: Multichannel outreach
You need the drive and flexibility to deliver personalized experiences across customers’ favorite platforms. This includes looking beyond just social media channels and towards one-on-one, high-engagement channels like:
- Email. Over 90% of millennials and 83% of Gen Z check their email several times of day. Two-thirds of these young audiences are also more likely to subscribe to email newsletters if they offer personalized content.
- Push notifications. Over 70% of Gen Z and millennials are open to receiving browser-based notifications, but the majority want them to be personalized to their interests.
Plutonium: First-party data about consumer behaviors
First-party data is what fuels your personalized marketing communications. Without first-party data, your campaigns won’t run. That’s because this data is collected directly from audiences — such as when site visitors sign up for marketing emails, potential customers engage with content on your site, and loyal users provide feedback through a survey.
With first-party data at your disposal, you can create unique audience segments and buyer personas, and reach those groups with personalized recommendations and messaging.
Flux capacitor: AI-based algorithm for automation
Now, for the advanced technology that streamlines the entire real-time personalization process: an AI-based algorithm to automate data collection, audience targeting, and optimization. So you can focus on building high-quality content campaigns and let the algorithm do the work for you.
Where we’re going, we need Jeeng!
As Doc Brown famously said in Back to the Future, “Roads? Where we’re going, we don’t need roads.” That applies to marketers, too. With the tips and tools outlined above, they can leave those traditional tactics in the rear-view mirror and level up their marketing with more forward-thinking, innovative strategies for engaging customers.
That’s where Jeeng comes in. Basically, we’re the flux capacitor, DeLorean DMC, plutonium, and 1.21 GW flux capacitor all wrapped into one comprehensive platform — giving publishers and brands the power to launch real-time, personalized content across channels like email, push notifications, websites, and newsreader apps.
So you can speak directly to today’s customers and give them just what they want to see — when and where they want to see it.
As Marty McFly said (last quote, I promise!): “If you put your mind to it, you can accomplish anything.”
Ready to take your marketing to the future and deliver real-time personalization? Contact us to get started.