Four Things You need To Know about Real-Time Personalization


Real-time marketing is no longer a secret for marketers. Many B2C companies have been utilizing real-time personalization to present tailored content to their consumers. With the advanced technology of data science and marketing techniques, marketers can now analyze their website visitors' demographic and digital behavior the second they land on the website. With this information, they can provide targeted content in real time or near real time instead of static information. With 63% of people expecting brands to deliver a consistent experience when they interact with it, and specific to what they need, real-time personalization is no longer just a buzzword, but a necessary technique in marketer's armory.

ABM Real-Time Personalization

We can now learn a lot from a website visitor's visit trail (IP address, log in email, etc.) and create a tailored message to people who are from specific industries or companies. With techniques provided by Evergage, we can now tell which company/industry a visitor belongs to based on its IP address, and provide relevant content based on those findings:

This is something a lot of B2B marketers can only dream about. With the help of dynamic recommendations, account-based marketing can really start to talk to the ACCOUNT.


Machine Learning Algorithm

A common B2C website has more than 50,000 visitors a day, but companies cannot have 50,000 experienced representatives provide each with the relevant information they are seeking. With machine learning algorithms, we can utilize the information collected through our customers' digital behavior and online identity to create more contextual messages to the visitor. For example, when a new visitor visits an e-commerce site, although we know their gender, device, browser, or maybe even more demographic information if he/she provides an email address, we still do not have any behavioral data. This is where we can recommend popular or highly-rated products. However, when a person's visit history begins to grow, we can accumulate more behavioral information and provide a more contextual recommendation based on affinity, such as her actual needs and her buying pattern.

Non-intrusive and Relevant Content

According to Mary Meeker's new 2017 Internet Trends Report, over 200 million desktop users are using different kinds of software to block internet ads (the number is 300 millions for mobile users). Our friends from Evergage, a leading Real-Time Personalization company, has shared that "in 2017, many people are going beyond just ignoring ads: they're blocking brands altogether", and that "it is a marketer's job to present personalized, strong, relevant content to your audience and ensure a customer experience they will appreciate".

RTP, as a more understanding and dynamic content organizer, can help companies really work together with the audience to create the content that consumers desire at the moment, and the conversion rates the brand desires in the long run.

It's Not Just Website

While website real-time personalization is not a easy task, and we feel extremely confident when we see people meeting and exceeding KPIs after successful RTP takes place on the website, we have to acknowledge that RTP is not just through websites. It is more than that. The powerful tool can serve as our friend in our mobile apps, searches inside your website, and even emails. Last but not least, don't forget that the most powerful self-learning algorithm is us! Humans! The development of integration and big data technology have enabled us to connect the dots throughout different, and previously siloed data systems to create a data hub that passes through customer information and really starts to understand how to create a better experience for our consumers.