Last week, we published a roundup of the biggest ecommerce marketing trends predicted for 2017. Unsurprisingly, one of the overriding trends to emerge from the report was more investment in personalised marketing.
The importance of sending the right message to the right customer at the right time (and on the right channel) is something industry experts unanimously agree with. From brandwatch to PracticalEcommerce, almost every report we’ve come across has forecasted an even bigger personalisation push next year.
And yet, as wonderful as personalisation is, how easy is it to actually implement? As the fifth century Buddhist monk Bodhidharma pointed out: ‘All know the way, few actually walk it.’
Whether they lack access to the right customer data or don’t have the time or resource to use that data, ecommerce marketers currently face a number of obstacles preventing them from making their marketing material more bespoke to each customer.
Luckily, there are ways to break down these barriers - or at least circumnavigate them - many of which were discussed during a panel discussion at our Lifecycle conference in October.
From starting small to convincing stakeholders to invest in the right tech, here are four lessons in marketing personalisation from four retail experts - all at different stages of the personalisation journey.
Video footage of the panel discussion can be found at the bottom of this blog post.