"The Science of Personalization" and why it matters to your business

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Today, all brands and businesses exist in the attention economy. Our digital experiences are so saturated with content that marketers need to ensure their content gets the attention it deserves. With most companies spending up to a quarter of their marketing budget on content creation, the stakes keep growing. Simply put, if a company's content isn't driving business results, it means the marketing team is pursuing a strategy that may end up costing more than it brings in.

If your business strategy isn't data-driven (as most currently aren't, given how difficult it is to find high-quality information in content), it won't be optimized and your business will not take full advantage of it. results of this marketing activity. By integrating the principles of behavioral science into their marketing activity, companies can harness human psychology to improve their marketing strategies and drive attention to their brand.

What do we really know about personalized content?

We often see heavy statistics brandished from surveys. Take for example Slideshare which finds that 80% of consumers are more likely to buy from a brand that provides a tailored experience. Or SmarterHQ tells us that 72% of consumers only interact with personalized messages.

The problem with these statistics, however, is that they are based on opinion. We all want to believe that we are unaffected by advertising and that we only ever buy ethical and relevant products that we would be happy to post on our Instagram.

But the reality is more complicated than that and requires an examination of demographics as well as behavioral data. What we look at has an effect on us, personalized or not, and we are not always the idealized version of ourselves that we try to present to the world. That's why Turtl has gathered over 8 billion anonymized data points from its work in marketing and sales to unlock deeper data insights, eliminate measurement bias, and help businesses generate results from their digital content.

How does better data drive results?

To understand how marketing strategies work these days, you need to know how the human brain works. After all, successful sales strategies always involve some level of behavioral psychology. So the big question is how can marketers get people to pay attention to their message and their content?

To grab attention, content needs to be both relevant and relevant.

1. Salient

When it comes to content, salience means that the content grabs our attention from the start. It can be as simple as seeing your name on the cover of a custom report. Seeing your name, which you automatically (and naturally) associate with yourself, immediately grabs your attention and makes you feel included.

You can think of content marketing as a box and its contents. Salience is the box, and the human mind will always be drawn to a box that looks interesting - preferably wrapped in a name tag just for them - more than a bland brown cardboard box with no distinguishing features. In practice, Coca-Cola used this effect in its "Share a Coke with..." campaign to generate an 870% increase in traffic to its Facebook page. Consumers saw their name on a bottle of Coke and it immediately caught their attention, although there were no changes to the product or design elements other than the incorporation of names.

How does this apply to B2B marketing strategies?

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