Changing Personalization in Marketing

These days, digital consumers expect companies to create personalized shopping experiences for them without making them feel like those same companies are stalking their buyers for information. In fact, many consumers prefer making suggestions to businesses themselves, instead of letting certain brands learn too much about them.

Additionally, with the changes in the use of cookies across the internet, companies are facing a difficult path forward, trying to toe the line between consumers’ privacy and their convenience.

Buyer Persona

One of the most common tools that many companies seem to neglect using these days is the buyer persona. Simply creating them from scratch takes a bit of time and effort. However, instead of using previously created buyer personas from other companies, companies should be investing their time in creating their own.

That way, brands can learn more about their ideal consumers– from the reasons why the brand’s solution appeals to a particular target audience, to the time when consumers are truly ready to make a purchase.

Video Content

Many consumers these days have gotten used to getting bite-sized information that’s delivered clearly and quickly, especially in video format. That’s why companies should invest in making their own short-form video content, and include the additional benefits of closed captions and titles that don’t utilize clickbait.

One of the best ways that companies can entice consumers is by creating short explainer videos about why a company requests certain pieces of personal information from the consumers, and how that information is used.

Many consumers feel a lot more comfortable sharing their personal information if they also get their own questions answered by the company in return.

Consumers in Control

Most of the time, many consumers don’t like feeling like they’re not in control, especially in terms of the information they give out to companies. One of the biggest mistakes that many companies have made throughout the years has been collecting data from many people and then using that information in ways that were not originally intended.

That’s why companies shouldn’t be ignoring or overlooking any of the widespread concerns regarding data collection.

Brands should let their consumers know that the buyers are always in charge of the data that’s being collected from them, and can decide whether or not a company intends to share their data with others.

The best way to go about informing consumers regarding data collection is to use simple one-click permission screens that can get the consumer’s consent at every step of the process of data collection.

Those screens should also have a link to the company’s entire privacy policy, and it’s an added bonus if the relevant text is highlighted on the page once a consumer decides to open the link.

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