How to effectively scale personalized user experiences on the web
Oct. 10, 2023 | By Lindsay Nasi - RAPP
Personalization is a hot topic right now, especially for brands that want to scale up. McKinsey & Company research shows that 71% of consumers expect personalized engagements.
Businesses able to make that happen may save 50% on lead acquisition and see up to 30% ROI on their spending. However, personalization isn’t easy, especially for companies at the “crawl” phase regarding maturity.
If you’re unfamiliar with that last term, it’s an analogy between corporate identity and human development. Companies that are crawling have moved past infancy but aren’t quite ready to bolt. From a marketing perspective, they’ve laid a lot of the groundwork to move toward personalization but don’t quite have all the sophisticated tactics in place yet to start walking — or running — toward true personalization with their prospect and user bases.