Marketing – The Way That I Want It!

March 10, 2014 | by Jeff Mason

Marketing – The Way That I Want It!

A survey performed by Janrain reveals that 74% of online consumers get frustrated when online content isn’t specifically relevant to them.  The study illustrates a huge opportunity for online marketers to take advantage of the evolving content expectations of online consumers.  In fact, online consumers are so interested in personalized content that 13% of those surveyed said they were willing to give up sex for a month in exchange for content tailored to their individual needs.

Larry Drebs, CEO of Janrain commented that “Consumers have been pretty consistent and clear in their feedback.  The way to avoid alienating them is to give them what they want – personalized, relevant content using their data in a responsible and transparent way.”

Companies like Hubspot, Marketo, Eloqua and others are making great strides to help businesses to personalize website content – the content you see as you move through a website.  But what about content that is placed on a webpage as a lead conversion point – like a brochure, whitepaper, guide, etc?  You know, the kind of content that typically resides in a PDF and that requires you fill out a form to access.

Here’s the thing, a study conducted by Eloqua shows that 76% of those surveyed claim that white papers/e-books are the most commonly produced content types by marketing departments.  These are the PDFs that you “gate” with a form to capture a lead.  Typically this content isn’t personalized to the individual needs of a website visitor.  So, if the results of the survey performed by Janrain is correct, then you are probably alienating your prospects and failing to meet their evolving content related expectations with such content.

Wouldn’t it be cool if these whitepapers/e-books could be dynamically tailored to the specific needs of an individual?  If this occurred then wouldn’t we be giving consumers what they want?  And, we all know how important it is to give people what they want.  So why don’t we do this?  The answer is simple:  It’s expensive and difficult to develop – and maintain – this type of dynamically personalized content.  Well, it was expensive and difficult.  But it’s not so any longer.

The Janrain survey also found that 57% of those surveyed would be willing to provide personal information on a website if it was for their benefit.  Keeping this in mind, what if we could offer a site visitor the option of answering a set of questions and in response providing them with a white paper/e-book that was instantly personalized according to the way in which the questions were answered?  And, what if this was easy to create and maintain?  It would be a dream come true wouldn’t it?  Welp, this is what Decisionaire makes possible.

If you want you want this dream to come true for you – sends us an email and we’ll explain how this all works.