What is personalization at scale, and how does it differ from the old way that marketers used to operate?
Broadcasting Still Persists
In the old days, companies would “broadcast” to customers, giving every customer the exact same message.
Even today some companies still do this, sending template form letters. None of your customers love “form letter” communications—those cold, impersonal text blocks that speak to everybody and please nobody.
Adobe research confirms that when we receive an email, view a social post, or study an offer on a website, we want to see content that is personalized to us—our own needs, our own interests, and (most importantly for the seller) our own wallets.
But how can you achieve personalization at scale when you have hundreds, thousands, millions, or even hundreds of millions or billions (LinkedIn) of customers?
The Benefits of Personalization at Scale
I attended March’s Adobe Summit in Las Vegas, where Anil Chakravarthy (President of Adobe’s Digital Experience Business and Worldwide Field Operations) discussed “personalization at scale.” Rather than sending a canned message to each prospect and customer, Chakravarthy provided several examples of how they can receive specific, tailored messages.
- Each household could have its own personal banker, tailored to address the household’s specific needs.
- Similarly, each person could enjoy their own personal healthcare advisor and benefit from health advice tailored specifically to them.
- In addition, each person could have their own personal concierge to arrange their travel and other hospitality needs.
As Chakravarthy said in a companion blog post:
Corporate buyers and consumers alike want their interactions with a brand online to mirror the personalized attention they receive over drinks with a familiar sales rep or from the moment they consider their next beverage at a favorite coffee shop.
From “Reimagining customer experience in the age of AI.”
These personalized experiences increase customer satisfaction, leading to more revenue.
Achieving Personalization at Scale
How can your prospects and customers enjoy such personalized messages?
By using the generative AI and other features in Adobe Experience Manager. These include the following:
- Implementing transparent, fast and efficient workflow and planning processes via Adobe Firefly and Adobe Asset Link. This lets marketers, technologists, and creative people can seamlessly work together.
- Empowering marketers to create on-brand content by automating content variations at scale with AEM Dynamic Media. This content satisfies the needs of every marketing channel.
- Deploying an advanced asset management solution with Adobe Workfront and Adobe Experience Manager. This centralizes the management, government, and automated creation of millions of assets.
- Using these capabilities to deliver content for every step of a prospect’s or customer’s journey.
With generative AI-powered automation, your marketers can create the personalized content that your prospects and customers demand today.
But only if your firm chooses to do so.
The impetus on brands is clear: prepare and embrace the age of generative AI swiftly — and thoughtfully — or risk being left behind.
From “Reimagining customer experience in the age of AI.”
KBWEB Consult Ensures You Won’t Be Left Behind
While Adobe Experience Manager and related products provide marketers with personalization at scale capabilities, it takes some effort to achieve personalization. Specifically, your technologists have to plan and implement the ways that all the Adobe applications will work together. This requires both technical knowledge of the Adobe products and business knowledge of how marketers will use these capabilities.
- In some cases, your current Adobe implementation is outdated and requires updates to support the latest features.
- In other cases, the sheer size of your implementation requires special attention to ensure that the updated site is working properly.
Are you prepared to provide personalization at scale to your prospects and customers?
Does your Adobe Experience Manager implementation require updates to take advantage of Adobe’s newest generative AI features?
To achieve personalization at scale, you need a guide who can address both the technical requirements of your Adobe products, and the business requirements that you will face. To ensure a superior implementation, you need to work with an Adobe Certified Partner such as KBWEB Consult.
Are you ready to deliver a personalized experience to every prospect and customer? If so, schedule a free, confidential 30-minute consultation with KBWEB Consult. You can book a meeting on our Let’s Talk page.