{"id":828,"date":"2021-08-11T19:42:00","date_gmt":"2023-06-06T19:42:05","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=828"},"modified":"2023-06-14T05:38:21","modified_gmt":"2023-06-14T05:38:21","slug":"marketing-personalisation-continuous-improvement","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/marketing-personalisation-continuous-improvement\/","title":{"rendered":"Is Your Marketing Personalisation Strategy Where It Needs To Be?"},"content":{"rendered":"\n<p>I\u2019ve been on the hunt for a house lately. This involves me sending out a lot of emails, and calling real estate agents about properties.&nbsp;<\/p>\n\n\n\n<p>In doing so, the real estate agents capture my contact details. Even though I hadn\u2019t opted-in for it, I started receiving at least weekly emails from dozens of different real estate agents. They made numerous marketing personalisation sins:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Their list of properties seem to be the real estate\u2019s inventory. Not a curated list of properties in my price range, in the suburbs I\u2019m looking at, with the features I want.<\/li>\n\n\n\n<li>All of the properties link to the real estate agent\u2019s website, rather than my preferred real estate listings site<\/li>\n\n\n\n<li>Each email contains a handful of properties (rarely good ones I might add). All linking to the real estate agent\u2019s website (rather than my preferred real estate listings website).<\/li>\n\n\n\n<li>The email tends to get lost among all the other property-related emails in my inbox.<\/li>\n<\/ul>\n\n\n\n<p>BUT their emails did start with \u201cHi Dan\u201d, so everything\u2019s great right?<\/p>\n\n\n\n<p>Email isn\u2019t my personal favourite channel. But there\u2019s no denying that email is a&nbsp;<a href=\"https:\/\/www.salesforce.com\/ap\/products\/marketing-cloud\/best-practices\/email-marketing-examples\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">superstar when it comes to ROI<\/a>. Companies of all shapes and sizes will benefit from investing in strong <a adhocenable=\"false\" href=\"\/ap\/products\/marketing-cloud\/email-marketing\/\" target=\"_blank\" rel=\"noopener\">email personalisation<\/a> capabilities. However, for too many marketers, the real estate example is actually the best personalisation they\u2019re doing today.&nbsp;<\/p>\n\n\n\n<p>Digital advertising? Ask the media agency. SMS? Too expensive, just send more emails. Website personalisation? There are several country specific websites, but they\u2019re identical.<\/p>\n\n\n\n<p>Not good enough.&nbsp;<\/p>\n\n\n\n<p>The sad reality is that too few marketers invest in the infrastructure and resources needed to deliver truly relevant and consistent messaging across every channel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-why-marketers-need-to-embrace-continuous-improvement\"><b>Why marketers need to embrace continuous improvement<\/b><\/h2>\n\n\n\n<p>People, in general, are uncomfortable with change. We like the known, the familiar. Yet, technologies and trends are always evolving. For example, <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/ap\/resources\/guides\/getting-started-with-a-customer-data-platform\/\" target=\"_blank\" rel=\"noopener\">customer data platforms<\/a> are transforming the way pizza companies engage with their customers. Some brands have gone beyond personalisation to deliver <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2021\/03\/hyper-personalisation-customer-experience.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">hyper-personalised experiences<\/a>: one-to-one conversations with each customer across all channels. Faced with such major changes, it\u2019s natural for people to retreat to what\u2019s familiar.&nbsp;<\/p>\n\n\n\n<p>However, over the past year, brands have done the impossible. They have <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2021\/02\/accelerate-digital-transformation.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">accelerated their digital transformation<\/a> and compressed years of marketing development into a few months. This cannot be a one-time thing. Marketers need to adopt a philosophy of continuous improvement. There\u2019s a reason business schools all around the world teach students the story of&nbsp;<a href=\"https:\/\/www.mckinsey.com\/industries\/automotive-and-assembly\/our-insights\/still-learning-from-toyota\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Toyota<\/a>. Toyota\u2019s kaizen philosophy is one of the key lessons that every successful business, regardless of country or industry, should take to heart.<\/p>\n\n\n\n<p>Ask yourself if your company is doing everything they can in these areas:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Data strategy: how is data collected and managed? Is it used to its full potential?<\/li>\n\n\n\n<li>Integration: is your data stuck in silos or unified in one easily accessible place?<\/li>\n\n\n\n<li>Data hygiene: is your database <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2021\/07\/marketers-data-health-check.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">regularly cleansed, standardised, and de-duplicated<\/a>?<\/li>\n\n\n\n<li>ID management: do you have unique customer IDs across channels that allow for omnichannel engagement?<\/li>\n\n\n\n<li>Reporting and analytics: is data used to drive marketing decisions? How automated is your reporting?<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-start-small-but-start-today\"><b>Start small, but start today<\/b><\/h2>\n\n\n\n<p>It\u2019s a challenging time to be in marketing.&nbsp;<\/p>\n\n\n\n<p>The remit of marketing has <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2020\/10\/using-data-to-boost-growth-marketing.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">expanded beyond branding to encompass business growth and return on investment<\/a>. There has been an explosive growth of marketing technology solutions over the years. As of April 2020, <a href=\"https:\/\/chiefmartec.com\/2020\/04\/marketing-technology-landscape-2020-martech-5000\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">there are 8,000 marketing technology solutions<\/a>. Digital skills training in the Asia-Pacific region needs to keep up with technological advances. For example, <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2021\/05\/singapore-workforce-digitally-ready.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Singapore will need 1.2 million more digital workers<\/a> by 2025 to remain competitive.<\/p>\n\n\n\n<p>Don\u2019t get overwhelmed with re-thinking your entire approach to marketing personalisation. It&#8217;s crucial to remember that perfect should never be the enemy of good.&nbsp;<\/p>\n\n\n\n<p>Start small, but never stop moving forward. Seek continuous improvement. You can start by<a href=\"https:\/\/www.salesforce.com\/ap\/products\/marketing-cloud\/journey-management\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\"> revamping your email newsletter<\/a>, so that it is relevant to your audience. Then, you might sync your <a href=\"https:\/\/www.salesforce.com\/ap\/products\/marketing-cloud\/digital-advertising\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">customer data to Facebook<\/a>, so you aren\u2019t advertising to people who actually look at your emails. Building on success, you can implement one-to-one engagement across all touchpoints, using <a href=\"https:\/\/www.salesforce.com\/ap\/products\/marketing-cloud\/customer-interaction\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">real-time personalisation and interaction management solutions<\/a>.<\/p>\n\n\n\n<p>Know that you don&#8217;t have to do all of this on your own. The right partner can help to build and grow successful businesses. Take the team at Verticurl, a <a href=\"https:\/\/partners.salesforce.com\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Salesforce partner<\/a>, for example. They are experts on marketing technology and how marketers can make the most out of their marketing data. For example, how the deprecation of third party cookies will impact marketers and their personalisation efforts.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><span>\u201c<\/span>Data is the foundation of marketing success. It\u2019s a strategic asset that brands need to build, nurture, and grow in order to get closer to their customers. Effective personalisation is based on the organisation&#8217;s ability to collect, manage, and activate data in the right channels.\u201d<\/p>\n<cite>Waheed Bidiwal<\/cite><\/blockquote>\n<span class=\"citation-role\">Global VP of Verticurl<\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fmarketing-personalisation-continuous-improvement%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Is%20Your%20Marketing%20Personalisation%20Strategy%20Where%20It%20Needs%20To%20Be%3F\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Is%20Your%20Marketing%20Personalisation%20Strategy%20Where%20It%20Needs%20To%20Be%3F&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fmarketing-personalisation-continuous-improvement%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fmarketing-personalisation-continuous-improvement%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Is Your Marketing Personalisation Strategy Where It Needs To Be?\" https:\/\/www.salesforce.com\/ap\/blog\/marketing-personalisation-continuous-improvement\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p> <i>If you&#8217;re wondering where the gaps in your personalisation strategy are, check out Verticurl\u2019s <a href=\"https:\/\/click.verticurl.com\/Business-Readiness-data-maturity.html\" target=\"_blank\" rel=\"noopener\">Database Maturity Assessment<\/a> to see where there&#8217;s room for improvement<\/i>. <span id=\"authorRoot\" path=\"\/content\/blogs\/sg\/en\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many businesses do the bare minimum in terms of marketing personalisation. Here\u2019s why they need to continuously improve beyond the basics.<\/p>\n","protected":false},"author":1,"featured_media":827,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[5,109,93,8],"sf_content_type":[],"coauthors":[171],"class_list":["post-828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_topic-marketing-personalization","sf_topic-personalization","sf_topic-customer-relationships"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Is Your Marketing Personalisation Where It Needs To Be? - Salesforce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ap\/blog\/marketing-personalisation-continuous-improvement\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Your Marketing Personalisation Strategy Where It Needs To Be?\" \/>\n<meta property=\"og:description\" content=\"Many businesses do the bare minimum in terms of marketing personalisation. Here\u2019s why they need to continuously improve beyond the basics.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/ap\/blog\/marketing-personalisation-continuous-improvement\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-06T19:42:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-14T05:38:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2023\/06\/data-and-personalisation.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"281\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dan Scodellaro\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dan Scodellaro\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/marketing-personalisation-continuous-improvement\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/marketing-personalisation-continuous-improvement\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/#\/schema\/person\/image\/4a5d05c1ef4978cf8d012a1c1e5aa741\"}],\"headline\":\"Is Your Marketing Personalisation Strategy Where It Needs To Be?\",\"datePublished\":\"2023-06-06T19:42:05+00:00\",\"dateModified\":\"2023-06-14T05:38:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/marketing-personalisation-continuous-improvement\/\"},\"wordCount\":856,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/marketing-personalisation-continuous-improvement\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2023\/06\/data-and-personalisation.jpg\",\"inLanguage\":\"en-SG\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/ap\/blog\/marketing-personalisation-continuous-improvement\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/marketing-personalisation-continuous-improvement\/\",\"url\":\"https:\/\/www.salesforce.com\/ap\/blog\/marketing-personalisation-continuous-improvement\/\",\"name\":\"Is Your Marketing Personalisation Where It Needs To Be? 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