•Chief marketing officers need to be more mindful of consumer privacy as they develop marketing strategies to personalize brand experiences, consulting firm Accenture recommends in a new report shared with Marketing Dive. Most consumers (69%) said they wouldn't do business with a brand if its data usage was invasive, based on a survey of 8,000 consumers. •Consumers want to know more about how brands are using personal data. The portion of consumers who said they're willing to share more when brands are transparent rose to 73% this year from 66% in 2018, the survey found. Among consumers who said they had received invasive marketing messages, 71% said it was because a brand had information about them of their family that they didn't share directly.
Personalization is arguably the hottest trend in digital marketing, and it seems to be a topic in nearly every marketing-related conversation. Everyone recommends that marketers look for ways to personalize their websites, content, advertisements, and interactions.
Marketers need to understand the importance of customization with today’s consumers. Consider the following:
According to 59 percent of consumers, personalized experiences were reported to be an influential factor in purchasing decisions.
Ninety-one percent of consumers agreed that they would be more likely to buy from a brand that offered personalized details in the shopping experience.
Sixty-five percent of shoppers expect businesses to remember specific details about them, such as their name and purchase history.
Many marketers are struggling to keep up with these demands and are constantly looking for ways to understand what their customers want. Offering hyperpersonalized experiences requires a lot of data, planning and strategy. And sadly, most marketers simply don’t have the know-how or resources to deliver what they think their customers want.
However, personalization doesn’t need to be incredibly complex in order to be effective. It isn’t just about putting a person’s name at the top of an email, however. The online personalization that works with e-commerce customers lies somewhere in between.
more at source: https://www.mytotalretail.com/article/3-e-commerce-personalization-strategies-customers-actually-want-to-see/