{"id":6451,"date":"2022-01-25T16:43:06","date_gmt":"2022-01-25T16:43:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/25\/how-to-enable-greater-personalization-in-a-world-of-impersonal-experiences\/"},"modified":"2022-01-25T16:43:06","modified_gmt":"2022-01-25T16:43:06","slug":"how-to-enable-greater-personalization-in-a-world-of-impersonal-experiences","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/25\/how-to-enable-greater-personalization-in-a-world-of-impersonal-experiences\/","title":{"rendered":"How to enable greater personalization in a world of impersonal experiences"},"content":{"rendered":"

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\u201cToday, marketing is no longer about grabbing attention, but about creating real connections, building that emotional resonance, and spurring action throughout the customer journey,\u201d said Nina Butler, Director of Event Experience at Alyce, in her presentation at our MarTech conference<\/a>.<\/p>\n

Brands make more contacts with customers than ever before. The average number of touches during the buying process grew from two in 2006 to six in 2021, according to Butler. However, this leaves plenty of room for less than optimal experiences.<\/p>\n

\u201cThe outreach we\u2019re doing feels a little bit like an assembly line,\u201d she said. \u201cAs automation and advanced marketing technology have made our lives easier, we\u2019ve also created more processes in our workflows and, as a result, more touches.\u201d<\/p>\n

\u201cThat means that touches are more generic and more impersonal than ever before,\u201d she added.<\/p>\n

To address the problem of impersonal customer experiences, marketers need to place a renewed emphasis on personalization in their campaigns.<\/p>\n

Deliver \u201cinterest\u201d events to customers<\/h2>\n

\u201cThe next time you go to plan a 60-minute thought leadership webinar or a small intimate roundtable, consider pairing it with an interest-based activity,\u201d said Butler.<\/p>\n

As an example, Butler discussed how her company hosted an event that had both business and kid-friendly content featured in separate sessions. Catering to employees with children in this way allowed attendees to be their whole selves at work. The company listened to its employees\u2019 interests and then centered their entire corporate event around them.<\/p>\n

Butler says marketers can do the same thing with their customers to foster engagement.<\/p>\n