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Personalization is changing the way users engage with your digital platform.

By now, you're probably familiar with the term, "The Internet of Things," which refers to the enormous network of products that connect us in one-way or another. From intelligent thermostats to data-producing toothbrushes, our ability to send and receive small pieces of information about our daily lives continues to grow and grow with each passing year. And while this trend seems to be here for the long-term, it’s also given rise to an entirely new category, "The Internet of Me."

A relatively new concept, it highlights the growth of personalization across these products, as well as the Internet itself and the variety of marketing tactics we encounter along the way. Plus, it’s not only changing our behaviors as consumers, it’s changing the way both CMOs and CIOs are thinking about their approach to our nearly all-digital ecosystem.

Let there be no shadow of doubt, we are in the age of the customer. Brands are no longer in the driver’s seat of how they are perceived, talked about or utilized. Couple this with the growing number of competitors across all industries and you’ll find that businesses are fighting tooth and nail to deliver better experiences, in order to increase loyalty amongst their user base. This isn’t just some tactic pulled out of thin air, either. The number of published statistics on the importance of personalization seems to be growing exponentially, each and every day. Here’s just a small sample of what has been presented already:

  • Organizations who are personalizing their web experiences see, on average, a 19% uplift in sales (Monetate)  

  • 64% of people say the customer experience is more important than price, when making their choice (Gartner)  

  • 40% of consumers buy more from retailers who personalize their shopping experience across all channels (MyBuys)  

  • 74% of online consumers get frustrated with websites when content is not personalized to their interests (Janrain & Harris Interactive)

This is just an example of what research is beginning to uncover about personalization and the "Internet of Me" in general. It’s now so prevalent in business that it’s dictating how companies approach their overall marketing strategies, experiences, technology and structure.

If you wish for your company to gain momentum or get back on track, personalization must become a key focus. And we’re talking about more than just the digital space—although it is a critical item to focus on. Companies must consider the user journey from beginning to end and all points in-between. Engaging customers on every level, at every phase, has become more important than ever. Drop the ball in one spot and there’s no guarantee the customer will continue down the court. Loyalty is built on consideration and personalization is a key piece of that puzzle.

If you’re able to get it right, you have a strong chance of setting yourself apart from the competition and gaining brand evangelists that can help your business grow. So, as your build your next product, campaign or presence, remember that it’s no longer about you, it’s about all of us. That’s why it’s best to partner with a professional digital agency who understands how to tailor-make personalized experiences that showcase your company and the customer.

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