Quality over quantity of content - benefits of personalization
Meanwhile, the appropriate content offering enables shortening the customer journey by inspiring, informing, reminding, or persuading the consumer to buy a product or service while being directly linked to a purchase opportunity
Content can take the form of reviews and recommendations, roundups and listicles, and product mentions within blogposts or other articles. A great example of adding value in exchange for personal information is lead magnets. Again, make an effort to create a lead magnet with valuable information to avoid the exchange of information leading to a frustrating experience associated with your business
Attributions to such content offers have become more sophisticated with the use of multi-touch tracking tools in affiliate network platforms. These allow marketers to attribute sales across multiple publisher touchpoints.
Another finding from the same study is that 39% of consumers are willing to share their personal data in exchange for personalized offers. Marketing automation softwares can support this requirement very efficiently. While tracking the user's online behavior, the appropriate content is offered to the user through personalized emails, social media posts, and other online channels. This allows supporting a conversion when the contact is ready to make a purchase.