SearchChat Podcast: Gartner Predicts the Death of Personalization

Gartner’s prediction that personalization will be dead by 2025 was an attention grabbing headline Gartner Predicts 80% of Marketers Will Abandon Personalization Efforts by 2025 If consumers increasingly expect companies to know them, how can this be?

Steve Zakur breaks down the drivers of the assertion as being primarily the challenges posed with personal data.  As consumers have become “ad blind” to personalized emails and businesses don’t want the responsibility for customer’s personal data management, it seems likely personalization would be abandoned by marketers.

Steve explains that a personalized experience, like SoloSegment’s GuideBox provides, can deliver a personal experience without relying on personal data. 

As personalization as we’ve known it dies (and maybe sooner than 2025) there emerges a new opportunity to create relevant customer experiences that could show customers that you “know” them without knowing their personal information. This can be of particularly high value in the B2B space where the buying cycle is long and many different players participate in the customer journey.

Adapting quickly to changes as discussed in SearchChat Podcast: Marketers Succeed at What They Rehearse – SoloSegment is important in responding to an ever changing environment.  Executing proof of concepts with different layers of the MarTech stack as Gartner suggests, allows marketers to prove out value before making big investments.

0:00 Intro

1:52 Gartner predicts the death of personalization

13:55 Why personalization without personal information matters

16:12 The future of personalization for B2B marketers, creating relevant customer experiences

22:26  Experimentation at different layers of the MarTech stack

25:55 Outro

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Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company. If you think we might have the answer to your conversion problems, feel free to connect with us.

SearchChat Podcast: Google Is Evil

Google’s business model was built on a symbiotic relationship between companies who want their content to be seen, and Google rewarding them for quality content. To be fair, this was so Google could sell ads, but it worked out well for mostly all parties involved. 

That’s broken down. 

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

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Since January I’ve had dozens of discussions with marketing professionals as part of a product roadmap listening tour. My goal is to hear what’s top of mind for thought leaders, understand the pain points, and figure out how to align our product and our marketing messages with what I’m hearing. While most of the conversation focused around our new product thesis: effective visitor journeys and customer experience powered by behavior-based personalized content recommendation, people couldn’t help but talk about search failure.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: AI Goes Back to the Basics

We at SeachChat frequently talk about how AI and site search produce value for your site. But let’s break that down for a minute. What this is all about at the end of the day is customer experience.

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results.

SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

Google: Frenemy?

Can you imagine not caring about how you rank in Google? Maybe someday something will replace Google as what is arguably “the” most important source of top-of-funnel traffic but today much of your marketing activity is rightly focused on SEO and SEM. Having a strong Google game is critical to many companies success. But is Google your friend? I’d argue that Google as Frenemy is the proper way to look at the relationship; Google is critically important at some points but dangerous to rely upon later. Let me explain.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

The People Element: How SEO and Site Search Come Together

Today we’re talking about a much-neglected aspect of search: how people work together. Recently I was on a Google hangout sponsored by the Search Engine Marketing Professionals Organization (SEMPO). The focus of the conversation was making site search more effective. As you’d expect, when you get a lot of those professionals together, we talked a lot about technology, and tools, and techniques — but didn’t spend a lot of time on one element that I think is really important, and that is the people element. For mid-market and large enterprise companies, that’s often an organizational discussion.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

Four Things to Improve Your Site Search

You know your site search isn’t good. You’re in good company. A recent survey we did of leading healthcare companies showed that 47% of the industry’s top keywords performed poorly on site search. That’s consistent across industries, more so in B2B enterprises. Why is it so bad? Well, some of that is because search owners don’t know what to fix. The good news is that getting started is easy and there are four things you can work on today that will improve your site search success rates.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

B2B buyers rely upon site search

B2B Sales is changing

According to Forrester, the percentage of B2B buyers who prefer to do research online increased from 53% in 2015 to 68% in 2017. But it’s not just pre-sales research. Accenture’s research indicates that when you look at the end-to-end buying process, 94% of buyers do online research. The digital shift has completely transformed B2C buying behaviors, and while B2B has been more resistant to the shift, those changes are coming.

To take advantage of this trend, successful digital sales leaders will recalibrate where resources and management attention is focused. Sales Reps will continue to be a key part of the B2B sales process, especially during the final phases of high consideration purchases. But online capabilities, especially during the research phase, needs a better seat at your sales table.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

You’re measuring site search wrong

Many companies have a measurement problem when it comes to understanding the effectiveness of site search. But that measurement problem often stems from the failure to ask the right question. The question shouldn’t be about customer behavior. The question should be about the customer experience. At SoloSegment we believe that the only customer experience that matters when you’re talking about site search is the success rate. Did the customer find the right content to answer their question on the first click? Unless you start with that point of view, you’re doing it wrong.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

7 facts you didn’t know about site search

The biggest roadblock to fixing your site search is recognizing that you have a problem. Many business owners will brush site search off as unimportant, and even when they know their site search is broken, they will put it off and tell themselves they’ll “fix it soon.” It’s common for our prospects to be skeptical on the real value of improving site search, but the facts are clear.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.