Mobile Growth Expert, Digital Media Strategist, Author, & Appreciator of Puns
Voted by the Association of National Advertisers (ANA) as the Marketing Word of the Year, 2019 personalisation is more than just a passing fad that has captured the imagination (and marketing budgets!) of digital brands across the globe.
Your customers need, demand, and expect to be treated as unique individuals. And, as marketers, you need to tailor-make highly
contextual and meaningful experiences across the entire customer journey, at every digital touchpoint.
A seamless, customised end-to-end experience on your website or mobile app that anticipates what your customers are likely to click, search for, add to cart, or purchase next becomes the foundation for driving higher conversions and retention.
Set in this backdrop, marketers have their job cut out to identify the right vendor to power their personalisation strategies at scale.
Here are 5 highly rated alternatives to take your personalisation efforts to the next level:
A leading AI-powered personalisation and multi-channel marketing automation platform, Smartech enables 5000+ brands to deliver hyper-personalised, contextual, and timely customer experiences at scale.
Smartech’s advanced solution allows marketers to go beyond personalising your marketing campaigns, and additionally empowers you to:
- Individualise the website or mobile app viewing experience:
Based on their demographic and geolocation data, past search and purchase behaviour, needs, and intents
- Personalise the entire website or mobile app navigational journey:
This can include elements such as the product display or listing page, drop-down menu, etc. so your customers find exactly what they’re looking for - faster!
- Embrace the power of patented AI algorithms:
To provide the most relevant predictive product or content recommendations based on their probability to search for, click on, add to cart, or purchase high-intent items
Based out of Somerville, Massachusetts, USA; Evergage prides itself in its real-time personalisation and Customer Data Platform (CDP) capabilities. Their platform leverages behavioural analytics and ML to deliver 1:1 engagement across channels.
A part of the Adobe Marketing Cloud, Adobe Target is an
AI-driven omni-channel marketing automation platform. A legacy player in a space catering to predominantly enterprise clients, Adobe Target brings with it its own set of pros and cons.
Headquartered in London, UK; Qubit is a personalisation platform that primarily caters to e-commerce brands. They aim to help “e-commerce teams match trading demands with customer affinities to turn a visit into a sale”.
Optimizely enables businesses to deliver continuous experimentation and personalisation across websites and mobile apps. They help marketers deliver targeted messaging, personalised offers, and recommendations
to their customers and users.
Let’s face it - the perfect product doesn’t exist. Marketers need to evaluate vendors based on the following:
Personalisation is not a linear journey and requires periodic optimisation to boost conversions across a website or mobile app. And, to scale sustainable results, marketers need to make an informed decision while
locking down on a suitable personalisation solution.
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