With personalization invading every aspect of marketing communications, from print to email to mobile, it’s inevitable that websites will become responsive mechanisms for personalizing content, too.
Silverpop has been making a lot of noise about its ability to allow marketers to offer personalized content on their websites lately. Called Smart Content, this is a personalized content delivery platform that allows marketers to deliver real-time, personalized content to website visitors in a way that is similar to what is offered in email marketing. It can be integrated into clients’ content management systems and is compatible with responsive and mobile website design.
Using Smart Content, Silverpop users can display in real time the right messaging or content when their customers visit their website. The Silverpop tool is designed to recognize customers and serve relevant information. Smart Content connects a company’s marketing database and its website, allowing for content to be written as HTML right into the webpages. The personalization can be as simple as one sentence or phrase on the page, or as detailed as a full section within a page.
For our industry, the move to website personalization means that multi-channel marketing is getting that much more complex. On Tuesday, I reported data from Yesmail Interactive showing that half of email (49%) is opened on mobile devices, but mobile email is twice is unlikely to be acted on as desktop email — speaking to the consequences of not using mobile optimization.
Multi-channel marketing is forcing PSPs into higher levels of technology sophistication and automation in marketing workflow. Basic knowledge of email marketing isn’t enough anymore. It has to be mobile optimized, not just in theory, but based on the hard, on-the-ground results. We’re looking at something similar with websites, which will not only be adjusting content based on knowledge of the visitor, but that content will need to be integrated into the larger delivery of content to the same customers across channels.