Back to Blog

The Modern Challenges of Marketing Personalisation

Marketing Team


Marketing personalisation

Here’s one thing you don’t need market research to tell you: customers, in all demographics and sectors, have become more cynical of marketing.

Put simply, they can smell BS a mile away.

Now more than ever, customers expect more from their brands and are increasingly willing to hold them to account. The latest research from Mention-Me shows that 67% of consumers would prefer to discover a financial services brand or product themselves (through research or a recommendation), compared to 33% via traditional marketing channels.

According to Hubspot, personalised CTAs have been proven to deliver 202% better conversion and SalesForce has revealed that 57% of online shoppers are willing to share personal data in exchange for personalised offers and discounts.

We've compiled an eGuide on this issue, full of leading expert insights. To grab your copy, simply click here.


Ineffective marketing also carries with it an added risk. Customers are more willing to screenshot and expose impersonal interactions and hold brands to account, publicising their shortcomings and ‘anti-marketing’. Brands can’t afford to get this wrong.

The challenge for businesses is obvious and they simply have to deliver to these expectations. Whilst 80% of companies believe they deliver ‘super experiences’, only 8% of customers agree (Bain & Company). There’s a long way to go, and as experiences improve the bar will only rise..

The key to this is personalisation

 

To understand the extent that CX and UX now influences success, we just have to take a look at a modern disrupter like AirBnB. They've not only built a business model like no other, but they've made it so a great user experience is always at the heart of their offering.

Surabhi Gupta, Director of Engineering at Airbnb has been open about the firm's expansive deployment of machine learning and how they've used AI to drive better personalised experiences.

"We match guests not just with hosts and listings that align with their preferences, but also with neighbourhoods and experiences that meet their needs and interests, which makes for a better consumer experience through and through".

Not only have they disrupted and grown, but their CX has done their marketing for them. However, personalising a marketing strategy is a complex thing to achieve given the growing number of customer protection regulations (such as GDPR) that need to be satisfied at the same time.

 

Bringing compliance and marketing together

 

This is a fast evolving issue and even the biggest and most successful brands have struggled to keep up. At MirrorWeb, we help companies become digitally accountable every day through our archiving and compliance solutions. Therefore, we decided to talk to the experts about how personalisation can simply be a hurdle and not a roadblock.

Featuring insights from compliance and marketing experts alike, The Compliant Marketer's Ultimate Guide to Personalisation offers a fresh perspective on this issue and how forward-thinking brands can stay one step ahead. Simply click the button below to grab your copy.

the-compliant-marketers-ultimate-guide-to-personalisation-social-1



Leading financial services firms are using the MirrorWeb Archiving Platform to help remain accountable online, archiving their entire digital presence for the purposes of compliance.

The platform enables you to capture, archive and monitor electronic communications to meet the compliance requirements of MiFID II, FCA, GDPR and FINRA. 


 

 

More from the Blog

How to Archive Your Google Optimize Content

If you're running Google Optimize to capture A/B tests, then read on to learn how MirrorWeb can capture all variants of your site

Read Story

The FCA's New Consumer Duty: The Role of Data Archiving

The FCA's new Consumer Duty comes into force in 2023, and the deadline for businesses’ implementation plans was October 31st 2022. Read on to find out what steps you can take to ensure you’re compliant.

Read Story

RegTech: Three Increasingly Regulated Industries

The regulatory technology (RegTech) sector is now growing at a pace of 19.5% annually. We take a look at three other industries (besides financial services) which are becoming increasingly regulated as time passes.

Read Story

See what we can do for you.

Let us show you why MirrorWeb is trusted by organizations across the globe for their compliance and digital preservation needs.