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Personalization in Marketing

Omnichannel marketing allows businesses to communicate with their customers and prospects through the channels they are most likely to engage with. By using personalization in marketing, businesses can increase customer engagement, build loyalty, and improve conversion rates. In fact, 86% of marketers report that personalization has a strong or extremely strong impact on their relationships with customers. Personalized marketing messages show customers that the business cares about them and is offering products or services that are relevant to their needs.



Personalization in marketing

However, many businesses face challenges in delivering personalized messages, including poor data management, lack of organizational alignment, and budget constraints. Salesforce's 360 view of the customer and Customer Data Platform can help overcome these challenges by better organizing data, pulling it out of silos, and creating organizational alignment. Summit Technologies can help implement these Salesforce tools as part of a Salesforce implementation, allowing businesses to see the benefits and positive return on investment of personalization in their messaging.


The top five benefits of using personalization and customization in marketing include improved customer experience, increased conversion rates, increased visitor engagement, increased lead generation and customer acquisition, and improved brand perception. The three most popular channels for personalization are email marketing, mobile apps, and websites, all of which can be easily personalized with Salesforce tools.


Summit Technologies can help build a customer journey that utilizes an omnichannel communication approach, combining triggered messages based on user engagement, rule-based targeting based on user segmentation, and Einstein predictive analytics based on machine learning. This approach wins customer loyalty and improves brand perception. Salesforce Marketing Cloud and Account Engagement can be customized and scaled to allow businesses to personalize all their communications and target prospects and customers with the right message at the right time.


Through our consultative approach, Summit Technologies can build a messaging platform and customer relationship management tool that enables businesses to do business in a way that works best for their customers, and is easy to manage. With our ongoing Managed Services packages, we are there to support businesses every step of the way, including when processes and messages need to change.


In the coming years, personalization trends and consumer expectations will continue to evolve. By partnering with Summit Technologies, businesses can benefit from higher expectations of personalization from consumers, dedicated personalization strategies separating brands, data leaders achieving high levels of efficiency through personalization, and beating the competition through award-winning consumer experiences.


Summit Technologies is a Columbus, Ohio based Salesforce Consulting Partner consisting of a talented and creative team of Salesforce certified Consultants, Developers, Analysts and Project Managers. We specialize in building innovative solutions for our clients within the Salesforce family of products including Sales Cloud, Service Cloud, Marketing Cloud, CPQ, Experience Cloud, Nonprofit Cloud, Education Cloud, Pardot, Field Services and Salesforce Communities. Summit Technologies strategic services solutions bring custom Salesforce technology to work for your business.


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