Who isn’t talking about personalization these days? In the marketing world, it’s a buzzword that can sometimes feel impossible to achieve. And for everyone else, it has become an expectation for all of their online experiences. In fact, 74% of buyers have said they get frustrated when a website’s content doesn’t feel personalized to their needs.
Marketers know that if they’re not providing the personalized experiences their buyers crave, they’ll lose their attention in no time. But for many of us, anything beyond inserting a personalization token into an email can feel like a daunting task. Without spending all of our waking hours personalizing content destinations for each unique user, how can we show our customers and prospects that we truly understand their needs?
We often think of Netflix as the ultimate personalized content experience. As soon as you log in, you’re met with a collection of content that feels like it was made just for you. And it was!…curated for you, that is. Netflix isn’t out filming new shows based on what you like, but they’re surfacing shows they know you’ll enjoy based on your watch history.
It’s the overall experience Netflix creates that makes it feel like they just get you. And when you really think about their approach, it’s not something that’s unachievable for us as marketers. Netflix shows us that personalization doesn’t have to mean content created for each unique customer. It can simply mean curating your content in a way that speaks to someone’s interests or needs.