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Using Technology To Make Communications More Human

Part 2: Personalized Customer Journeys Rely On Dynamic Content

By 2020 experts predict that an estimated 1.7 MB of data will be generated every second for every single one of Earth's human inhabitants. This copious amount of data can be overwhelming. It can also be incredibly helpful as companies strive to make communications more human. For example, predictive analytics rely on big data and the right technologies to effectively develop customer predictions that increase conversions and inevitably lead to more sales. Of course, as the amount of data grows, so too does the challenge associated with using technology to make marketing communications more human.

How Can Predictive Analytics And Marketing Automation Be Used To Create More Personalized Customer Journeys?

As discussed in Part 1 of our technology series, Artificial Intelligence (AI) goes hand-in-hand with predictive analytics. The latter two entities can be used to enhance and automate content marketing efforts across a wide variety of digital channels. By using the right channels, AI can help companies efficiently direct prospects on their customer journeys. For example, AI can be used to assist with lead scoring and lead nurturing. By using automatically gathered demographic and behavioral data, AI can fuel the predictive analysis needed to create personalized campaigns that effectively help prospects move through the sales funnel. The result is a more efficient and personalized journey that increases sales and builds meaningful customer relationships.

A personalized customer journey is only possible when companies remember to stay true to their brand voice. Staying true to a brand voice is made easier with a bit of automated help. No, we aren't talking about generic auto-reply emails; instead, we are referring to marketing automation technologies.

As the need to create personalized customer journeys and experience has grown, so too has the marketing automation industry. To date, the industry is expected to reach $5.5 billion USD in 2019, which is perhaps why the Salesforce State of Marketing Report revealed that 67 percent of marketing leaders use at least one marketing automation platform.

From ActiveCampaign to Hubspot and everything in between, there are countless marketing automation platforms that can help you to create those all important personalized journeys. If you want to choose the platform that is right for your marketing needs, then you will need to examine the following factors.


Choosing the right marketing automation tool depends on your budget. The tool can and should help you effectively move prospects through the sales funnel as they complete their journey from lead to customer. Determining the right price will depend on your Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV).


Not all marketing automation tools are created equally. The less intuitive the software, the more time you will waste trying to learn the ins and outs, the more you will spend on training, and the less likely it is that your employees will actually use the tool. In short, usability is key to finding the right marketing automation tool for your company.

Agility And Ease Of Integration

It is incredibly important that your chosen marketing automation tool successfully integrates with any third-party apps and CRM that you are already using. The last thing that you want to do is create marketing tool silos that will inevitably lead to lower production levels and marketing inefficiencies. In short, your chosen technology tools should always be compatible with each other.

Content Capabilities

Do you need to create and publish dynamic content? If you answered yes (which you should, if you want to achieve marketing success), then you should ensure that your selected marketing automaton tool is easy to use, and offers extensive creating, editing, and publishing tools.

    No matter which marketing automation tool you choose, make sure that it helps to streamline your efforts as you seek to create personalized customer journeys. With this goal in mind, let's take a moment to explore the tools that can help you to create the dynamic content you need for each customer journey.

    Understanding The Importance Of Dynamic Content Tools

    Thanks to Millennials and Generation Z, companies are changing. They are beginning to recognize that if they want to capture the hearts (and wallets) of Millennials and Generation Z, then they need to use dynamic content to create personalized journeys. Not only can the latter two entities lead to more sales, but they also create better customer experience ratings and higher onsite engagement levels. The good news is that creating the dynamic content that you need for personalized customer journeys is made easier when you follow these key steps.

    Understand Your Customer

    Did you know that 47 percent of individuals will give personal information in exchange for a personalized customer journey and experience? This willingness to share personal information to enhance our experiences with companies is one of the reasons that businesses have no excuse for not understanding their customers. The hard truth is that if you don't understand your customer, then you can't create dynamic content, which means that you will never succeed at giving them a personalized journey or experience.

    Ensure Your Data Is Relevant

    In layman's terms, dynamic content is content that will change based on data-driven signals. If your data is inaccurate (or irrelevant), then your dynamic content will miss the mark. Whether you are using it throughout marketing campaigns, or to drive ecommerce sales, accurate data is the key to creating dynamic content.

    Personalize, Personalize, And Then Personalize Some More

    If a customer clicks on the dynamic promotional material and finds themselves on a generic website, then they will be not only disappointed, but they will probably leave your site. On-site content personalization needs to be completed in real-time and based on the visitor's past preferences and interactions.

      The Bottom Line: Use Personalized Customer Journeys And Dynamic Content To Make Communications More Human

      Technology can and should be used to your marketing advantage. If you see the forest for the trees, while simultaneously recognizing which trees are the optimal specimens, then you will quickly realize that that your personalization efforts stem from gathered data, which is where predictive analytics, marketing automation, dynamic content, and AI all come together to deliver the optimal results. The latter tools can be used to help you discover that customers are more than data points and carefully segmented groups. They are individuals who crave personalized customer journeys, if they are to remain loyal and keep their wallets open. To discover the right approaches and tech needed to deliver the personalization that your customers crave, contact a branding agency that understands the importance of human communications.