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How Personalized Content Marketing Has Changed the Marketing Landscape

Group of people holding speech bubbles - personalized content marketing.
Len Smofsky   Mon June 11, 2018

Hello <name of marketing professional>,

You’ve likely read articles or sat through webinars discussing the “Rise of Personalization.” According to Gartner, companies who fully buy into all types of personalization will outsell their competition by 20%.

There is no doubt that personalized content marketing has changed the way brands compete for their customers’ attention over the last couple of years.

Related Article: Read “Video Marketing Trends and Statistics You Need to Know

Today, 96% of marketers agree that personalization plays an important role in advancing their relationship with customers. However, not everyone is aware of how to create a winning personalized content marketing plan.

Today, we are going to explore the rise of personalized content marketing and how marketers have come to adopt this tactic.

Marketers are Leveraging 1st-Party Data More Efficiently

Content marketing is more data-driven than ever. Customer relationship management (CRM) systems are increasingly essential for learning about your customers and keeping an ever-growing database from which marketing and sales teams can draw.

In an instant, marketing and sales teams have access to their customer’s entire relationship with the company. With information like purchase history, loyalty program data, personal information, and more, marketers can create highly-targeted ads that convert at a higher rate.

33% of marketers today rely on machine-learning personalization to create algorithms and predictive analytics. With this valuable information, marketers are able to craft personalized experiences that show they are the perfect fit for their customer and that their customer is valued -- based on customer data and projected next steps. Personalized ads are able to appear at the most important times in the customer’s journey. Marketers can hold up a mirror to their customer, present their journey, and show how their company can help them on their way.

Why are Traditional Marketers Slow to Adopt?

Many companies still rely on a traditional “one-size fits all” marketing approach. This involves one message being deployed that will hopefully stick with all of the many different segments that make up their audience. While that can work at times, the conversion rates will not match those of a personalized campaign.

Why are companies slow to adopt? In a recent marketing survey, the main reason why companies haven’t invested in personalized marketing is due to their own perceived lack of technology and resources. They feel they don’t have sufficient access to customer data, it appears to difficult to implement, or they fail to see the benefits.

The truth is, effective personalized content is less costly, more rewarding and easier to implement than you think. Ultimately, the brands that are able to successfully engage with their customers on a one-to-one level with personalized content are the ones that will succeed in the digital age.

Read our article “Why Personalized Video Drives More Customer Response” to see why companies can’t afford to miss out on the engagement levels only personalized video provides.

Unlock the Benefits of Personalized Video

Is your brand ready to make the jump to personalized video? BlueRush’s IndiVideo platform allows you to personalize your entire customer experience. Personalized videos can be used to engage your customer from the time they are a prospect, to a lead, to a customer, and a returning customer.


About the author: Len Smofsky

Len has over 25 years of experience in visual communications and strategy. Over the last decade his focus has been primarily in the digital area. 

Specializing in corporate communications, Len founded one of Canada's most successful production companies. His company created leading edge video production, TV commercials, digital strategy and media. 

In 2006, Len and Larry formed a partnership to create a new BlueRush with the intent of creating personalized customer experiences using a unique blend of digital media and deep technology capabilities. BlueRush works with clients in the financial services, healthcare and packaged goods industries leveraging current digital technologies and services, creating great user experiences at all points in the customer journey.

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