The online market is growing at a fast rate, and the influx of customers and products can be overwhelming for small businesses. 

Because there are so many products to choose from, companies need to tailor their marketing specifically to people they know will be interested. They do this through a process called personalization at scale.

What Is Personalization At Scale?

Personalization at scale is a marketing tool that uses data gathered from customers to create personal experiences across different channels they use. This information includes purchase history, on-site actions, responses to various surveys and more. It’s used to tailor advertisements and other messages so companies can meet consumers’ needs and convince them to buy their products or services. 

Why Is Personalization At Scale Important?

Personalization at scale is important for several reasons. It drives customer engagement because people are more likely to click on things they are interested in, and doing this more frequently increases conversion rates. It also creates loyalty because consumers see that even though a company has a large audience, it can tailor experiences specifically for them.

What To Look For In A Market Personalization Tool

It is important to keep certain things in mind when looking for the right tool for your brand. The following are some of the most important considerations when deciding on a tool:

• AI-Driven Features: AI is a helpful feature for any tool since it improves efficiency. Look into how each product uses AI, including real-time data analysis, predictive send times and automated content creation. Using AI to complete these tasks can make them go faster and be more inclusive than if they were done manually.
• Integration: Data can be gathered across many channels since customers use lots of different areas of the internet to search for things that interest them. Integration is important in a tool because it can access multiple platforms and bring them together to create a comprehensive profile of that customer. Companies can use that information to create a personal experience and hopefully convince people to use their company’s application or buy their product.
• Automation: Automation makes processes run more smoothly. Tools that automate tasks can deliver data and create experiences faster. The quicker these duties are completed, the quicker a company can send things out to customers and increase clicks or sales.
• Analytics: It is important to track the customer’s data and the number of interactions they have with your company after they receive a tailored experience. Pay attention to tools that offer real-time tracking, so you can see what works or does not and adjust quickly.
• Compliance: Seeing when people unsubscribe or when content is labeled as spam is important for a company to adjust its approach and improve it to increase clicks. Look for tools with a feature that manages this, so you can change things accordingly if unsubscribes or spam flags are an issue.

Best 5 Marketing Personalization Tools To Consider

The following companies have the most effective tools for marketing personalization at scale. These tools were picked based on careful research of their websites and offerings. Their ranking was determined by the quality of the features they offer, as well as a comparison between different lists for the most effective products. 

1. Tealium

Tealium is a B2B SaaS company that is the best tool for personalization at scale. It specializes in real-time customer data platforms, tag management and AI-powered data streaming. This enables companies to collect, govern and activate customer data across 1,300 integrations, supporting global data compliance and advanced personalization options. Its values include transparency, robust reporting and consultative, strategic support.

Tealium is committed to supporting you throughout the process. If you need additional help, it offers hands-on assistance and high-quality CSMs. It also features customized AI that answers any questions you may have before signing up for its service or at any time.

Key Features:

• Real-time customer data platforms
• AI-powered data streaming

2. Insider

Insider creates cross-channel experiences by bringing data and personalization together. It uses AI and the collected data to create experiences from one single platform. It builds profiles and creates audience segments using real-time data collected from over a hundred sources. Several global enterprise brands and Fortune 500 companies use Insider. 

A helpful feature is its integration hub that gathers all data in one place for companies to examine. It uses an AI application to make predictions for trends or customer interests that can influence future tailored experiences. The analytics dashboard is user-friendly and optimizes marketing ROI. Insider also offers local customer service. 

Key Features:

• Integration hub
• Predictive AI

3. Adobe Target

Adobe Target brings customer experiences together across many different platforms. Its AI feature improves efficiency and growth because of its automation and accuracy. The quality of its creative tool is quick and works with data of different sizes, which is helpful for growing businesses.

It provides relevant experiences for customers due to its streamlined data. It offers end-to-end enterprise business technology, meaning it automates its market, commerce and data insights to business-ready creativity applications. Automation of any sort increases efficiency.

Key Features:

• End-to-end enterprise business technology
• Creativity-based

4. Braze

Braze creates unique engagement strategies, no matter how big the company grows. It collects data from multiple channels, including messages and emails. It uses the data to access various audiences and create personalized messages to further the marketing goals of the company in real time. 

Its work across platforms enables it to remain consistent in delivering experiences to all kinds of channels, even text messages and content cards. An AI agent discovers which places customers visit most and sends experiences to them there. It also uses AI to create on-brand, dynamic content and to find out what clicks with people faster to improve marketing strategies.

Key Features:

• Engagement strategies not dependent on growth
• AI-created dynamic content

5. Mailchimp

Mailchimp works across multiple channels and manages the data collected on one platform. It provides a unique calendar to plan multiple projects and track success. The calendar also allows you to monitor all channels accessed and get reports on the data collected. Most notably, it uses webhooks, which connect apps and similar data to present to the company automatically. 

Mailchimp can provide insights on the best days and times to send out emails or other messages to customers. Its email templates make them seem as professional and clickable as possible. It recently implemented generative AI that personalizes emails and text messages based on the data gathered.

Key Features:

• Tracking calendar
• Generative AI for messages

Choosing The Best Personalization Tool

Customized advertisements, messages, emails and other modes of communication are crucial when creating a successful marketing campaign. It is important to take certain features into account to choose the best option for your company.