In today's digitized world, businesses want to deliver enhanced personalized user experiences to meet evolving customer expectations. Personalized marketing means gathering data related to your customers and crafting marketing experiences that target specific types of customers through your content.
Delivering better personalization has multiple benefits for brands and businesses, from building meaningful customer relationships to driving long-term revenue. Marketers must bring in the right technologies to make the most of it.
In this article, we highlight some of Sitecore’s benefits for Content Strategists and Digital Marketers. With Sitecore, you have access to a lot of features that will point you in the right direction.
Sitecore makes email creation easier by offering you options from different email templates for faster and smoother communication. The integrated email and marketing automation capabilities help you automate outreach, such as birthday campaigns, to better connect with customers. It allows you to dive into deeper insights such as customer's past purchases, website behavior, and content engagement to improve their digital experience.
With Marketing Automation, you can nurture relationships with your website visitors and customers by modifying your message according to the content, channels, and media relevant to each interaction.
Sitecore does this by delivering real-time, automated responses triggered by actions completed during the user's journey on your website. For example:
Trigger: A contact fills in a form, and submits information.
Automation: Based on the information the visitor has filled in, automated personalized messages can be delivered to give the visitor the information he is looking for.
Investigate the contact’s behavior and triggers: For example, a contact goes back to your website. Because of the information you know about this contact, you can deliver a personalized experience on your website to nurture the visitor to the next step in the journey – for example, setting up an appointment online.
Automation: An automated 'thank you for your appointment' email is sent, with personalized content based on, for example, the location where the appointment has been scheduled.
You can receive information about how a user flows through an automated campaign, manage personalized online experiences for each contact, and create more detailed contact profiles.
Sitecore provides digital marketers with many methods to track how (potential) customers are visiting the website from social media platforms. For instance, when you have shared a social media post with a link to a landing page, Sitecore’s Campaign ID allows you to identify where your visitors are coming from.
Did visitors find your page via a Facebook ad or a Google Ad with specific keywords? By monitoring and analyzing this properly, you are able to go even further with the personalization of your website and content.
Nowadays, personalization ranks as one of the most important factors for both brands and customers. Research by Statista concludes that 90% of customers find personalized experiences appealing. And 72% of customers only engage with marketing messages that are adapted to their specific interests and needs. However, you need a lot of data and proper segmentation to get personalization done right.
Sitecore's analytics and deeper insights provides digital marketers with enhanced audience segmentation. For example, you can use personalization to:
Display different kinds of content to contacts based on their location.
Hide a registration form from contacts who have already filled out a form.
Adjust the text in a website banner based on a contact's referring site.
To get started with personalization, Sitecore has a Rule Set Editor to add rules and actions to specific components on pages. The Rule Set Editor uses these rules to determine whether a contact or a segment matches a condition and displays the relevant content accordingly.
With the Experience Database, marketers have a 360° view of their customers, allowing them to build straightforward omnichannel experiences. Furthermore, Sitecore makes it possible to see how valuable a customer visit to a website is and how they navigate your content. This can be done by analyzing navigation flows with Sitecore's Path Analyzer and by tracking events, goals and outcomes on your website assigned with the engagement value they generate.
Experience Analytics offers marketers and marketing analysts overview reports and detailed reports to determine patterns and trends in experience data gathered from their websites and other channels. It contains the following categories:
Dashboard – gives an overview of fundamental analytics by displaying a selection of performance indicators.
Audience – helps you gain an understanding of who your visitors are.
Acquisition – tells you what is driving traffic to your website.
Behavior – assists you in analyzing your visitors' behavior to understand how they engage with your content.
Conversions – percentage of visitors that achieves a particular goal. Helps you to understand how your marketing efforts are operating.
You can analyze several metrics and use the reports to improve the performance and optimization of your websites and the level of engagement of your visitors - both anonymous visitors and identified visitors (often called contacts).
The Content Hub provides one central place for all the needs of content marketers. From building trust with your audience, improving conversions, connecting with customers, to generating leads. And, in today's age, it can be challenging to create content for multiple channels and brands. Sitecore's Content Hub can improve the quality, speed, and scale of your content creation.
You can also plan the creation of new content by subject, persona, campaign, or any way you need for your organization, ahead of time and across multiple channels.
You get access to a complete series of collaboration tools and features allowing your marketing team to share files, preview content, collaboratively edit content in real time, manage projects, and so on. As the Content Hub marks the effectiveness of content, your team can also see how successful each content item has been in each context, enabling you to optimize it for future campaigns.
Finally, by adding metadata to your content items, you are able to perform metadata management. This is essential for the content you’ve spent hours planning, reviewing, and creating to be seen and used. Without accurate metadata, personalization and localization are virtually impossible.
Sitecore is a comprehensive marketing platform with an easy-to-use interface created to run every aspect of the digital marketing landscape. It has everything digital marketers require to deliver compelling digital experiences.
Interested how Sitecore can elevate your business? Reach out to our team of experts who are happy to advise you.