‘Personalization at scale,’ sometimes also referred to as ‘mass personalization,’ sounds like an oxymoron. How can something be personalized as it is spread to more and more people?
Threading this needle is one of the key tasks of modern marketers. ‘Personalization’ was named the marketing word of the year by the Association of National Advertisers (ANA) in 2019. In a February 2020 survey, 33% of US and UK marketers said they were devoting more than half of their budgets to personalization.
Nearly all buyers today expect some personalization in their shopping transactions, and over 60% are willing to give up some of their data to get it. Yet according to Statista, more than 90% of US respondents in a 2019 survey said they were receiving marketing messages that were irrelevant to them. Nearly 45% said effective personalization could make them switch brands.
Clearly, there’s much to be gained by getting better at this. That’s why we’re pleased to once again partner with our colleagues at Drift for the ‘RevGrowth Virtual Summit: Personalization at Scale,’ on Thursday, August 26th at 12 PM ET. This free event features 100+ sessions with over 60 speakers. Leaders from Amazon, TikTok and Uber, among other notable companies, will share lessons to help you optimize every interaction for a digital first world.
That means using technology to keep communications relevant, conversational, and human. According to McKinsey, personalization at scale relies on the ability to orchestrate the 4Ds—Data, Decisioning, Design, and Distribution--using advanced technology. We’ve come a long way from “People who bought this, also bought that,” they wrote in "The heartbeat of modern marketing: Data activation and personalization."
Engaging left brain + right brain
The RevGrowth headline speaker lineup is reflective of the left-brain and right brain skills marketers today need to have.
Digital Transformation, Marketing & Strategy Consultant and Clubhouse Host Swan Sit will deliver a keynote on using AI to help close the gap between first sale and customer for life. Swan held two key roles as a VP at Nike — overseeing Global Digital Marketing during the Emmy-winning “Dream Crazy” campaign featuring Colin Kaepernick, and running Digital Operations, Product, Supply Chain and Service for a $2B ecommerce business. She also led digital at Revlon and Elizabeth Arden, and ran online strategy for the Estée Lauder Companies.
Greg Hoffman, founder and principal of Modern Arena brand advisory and former CMO of Nike, will speak on “The Power of Emotional Branding.” While at Nike, Hoffman launched some of the company’s most memorable campaigns including: Nike House of Mamba; Nike Unlimited Stadium; Nike Air Max Day, and Nike True to Seven. His talk will show you how to create emotional equity in your brand, and deliver personalized experiences across mediums.
Neurophysiologist and Dolby Labs chief scientist Dr. Poppy Crum will speak on “The Science and Technology Behind Personalization.” Ms. Crum is known for her recent TED talk, ‘Technology That Knows What You’re Feeling,’ and her work using biosensors to understand peoples’ physical and emotional responses when they consume media. What sights and sounds make people’s hearts race and their skin flush? What bores them?
Get Drift certified
In other sessions, Mariana Cogan, SVP of Marketing at PTC and Drift Director of Product Marketing Aurelia Solomon will present “Keeping Things Human,” including a case study on how PTC uses Drift’s conversational AI to create personalized experiences at scale.
Sydney Sloan, CMO at SalesLoft and Tricia Gellman, CMO at Drift will present “Keeping Things Personal,” a talk focused on using technology to provide speedy, personalized answers (think 10 seconds or less) to people on your website. There will also be a certification hour, with live help from the Drift team to help you get certified on all things Drift.
The world has come to expect personalized experiences online. Today’s marketers must work in lockstep with sales to identify the most interested buyers. They must also deliver the right message at the right time. That’s always been marketing’s goal. But with customer expectations raised, messages that miss the mark could be more than just ineffective. They could actually be a negative for the brand.
RevGrowth is a great opportunity to learn how top marketers are leveraging the latest technology to give customers what they need, now.