This report from Acquia is timely and has important detail regarding the role Personalization is playing and will play in marketing and sales success. I think, however, they miss the value of using a Human approach along with Personalization to build customer and prospect Trust and loyalty. I'll provide some highlights and my comments from the Acquia report:
- The future of Personalization is Bright -
It's not just bright but a necessity and it's not in the future but is NOW.
- Personalization efforts stall due to lack of resources and expertise -
That's why ShareDirect exists. We provide the resources in our technology, the expertise through our knowledgeable staff on the subject, and the caring approach to make sure you do it right.
- Email remains the #1 most Personalized channel -
Although we use outbound email in nearly all instances we can use SMS, social media and other methods.
- Customers will exchange their information for good experiences -
Yes, that's why we are using First and Zero Party data.
- Driving conversions is the #1 priority of Personalization -
I say no. Although conversions are important there is also expansion from current customers, building trust and long-term value.
So, although I think this eBook has some valid points and good numbers behind it, there appears to be several flaws in their approach and I believe leaving the Human element out of Personalization is a real missed opportunity. I would be interested in your thoughts. Feel free to reach out with your opinions.