Personalisation, along with customer experience, appears on most 'Marketing Trends' lists from year to year. Despite it being a hope of marketing teams to deliver greater personalisation to drive sales it is still being used in its most straight forward forms.

Companies hold or have access to so much data on their customers. Yet when it comes to utilising this for remarketing to them, the majority iuse it for adding their name to a newsletter, and on occasion, suggesting products that are incredibly similar to ones that they have already purchased. 

When it comes to personalisation, delivering genuinely interesting content that will drive sales to your customer is more obtainable than you think. You are likely already using tagging but these will be broad-brush or item-specific. Take it one level deeper on that product and micro tag, such as Netflix tagging a film as 'strong female leads' in addition to the more basic 'buddy cop'. This allows for more recommendations that the customer may like rather than pigeon holing them into what they have just seen.

Look at the additional open APIs that you could be combining with your data. Clothing retailer Very utilised the data they held on location, in addition to tapping into local weather information, to deliver content for customers browsing their website that was relevant to the situation they found them in at that time. Many buying decisions are based on factors like weather and yet few companies utilise this data to help increase sales. 

As you finalise your plans for 2021, how will you make better use of the data at your disposal to deliver a better customer experience, increased sales, and finally achieve that goal of 'greater personalisation'?