We do not offer a new solution. We create a new game.

Data-Driven Personalization Gone Bad

Have you ever heard “data is the new oil”? Well it isn’t. Customer attention is.

People are increasingly connected and exposed to brands anywhere they go. It creates pressure and fatigue among consumers that grow tired of generic, impersonal messages.

“The average number of digital touchpoints increased by 63% in 2020” Twilio report

Brands know more about their customers than they ever did, so how could messages be impersonal? After all, they have an ocean of data points at their disposal, and personalization is supposed to be the key to successful marketing initiatives.

The truth is, marketing teams keep on doing the same thing: designing more targeted campaigns. For each audience, a specific message and specific content. Trying to keep up with data, they multiply marketing efforts, but without ever reaching true personalization.

Marketing teams spend time to build increasingly accurate customer segments, sometimes down to the individual level. But, they can’t really scale their contents & visuals to match the 1:1 individual-based marketing. It’s time-consuming and it does not scale.

So, why do they carry on with this? For the past 20 years, marketing teams have been feeling like they need to create more and more marketing campaigns to drive repeat purchases and customer lifetime value. This is because personalization solutions historically revolved around segmentation and targeting. But it didn’t work.

More recently, data has been leveraged by Marketing Automation vendors. By delivering messages at the right steps of the consumer lifecycle, they meant to improve personalization. Enter journeys and triggers. But it didn’t work either, as it was applied to a very limited number of events based on browsing behaviors. Once again, achieving "personalization" this way required a lot of marketers' time.

In both cases, data is misused. Whether it is to create hundreds of dynamic campaigns or personalized messages, it left something critical on the sidelines.?

The content is still generic and frozen. What consumers see remains impersonal.

More Campaigns, Fewer Interactions

All the so-called “personalization solutions” have forgotten contents. By enabling data to be used for more and more campaigns and messages, they maintain a vicious cycle of time-consuming & low interactions marketing efforts.

Look at any newsletter, triggers or push notification: contents and visuals make you interact as much as they make you unsubscribe. This is simply biologic, 90% of information transmitted to the brain is visual.

Your teams can configure any number of sophisticated journeys, if the contents do not talk to customers, you will lose their attention. Especially if the messages are not consistent across touch points.?

And that’s the problem with campaigns. Content is standardized, generic, boring.

As consumers, we all want to see something that is relevant to us, not to a group we’re supposed to belong to or to a demographic. We’re all unique individuals, with different preferences, different journeys, and different interactions with brands.

Instead, we experience multiple unrelated messages across any possible touch point. We receive dozens of irrelevant emails, stories, messages, etc. every day. Each message is in competition with another one.

As marketing pressure increases, interactions diminish. Worst, your brand becomes associated with uninteresting spam.

Although the initial goal of personalization was the right one, it ended up being a company-centric approach where data is used to generate an increasing number of campaigns. It created a clear bottleneck: marketing content creation.

What we propose is to put people back at the center of marketing. To have a customer-centric approach where data is used to generate marketing contents that talk to consumers, when they actually decide to read them.?

We call this approach: Individualization. And it has been our driver since the very beginning.

Individualization: The Key For More Interactions

So, what exactly is Individualization? It is thinking about people first. Not segments. Not campaigns. Not journeys. People.

Individualization is becoming customer-centric, thinking about their journey and experiences with the brand, anywhere they go.?

It means breaking data silos by aggregating anything linked to a customer. Their interactions, loyalty status, preferences, location, favorite store and so on and so forth. But it does not mean you have to stop at customer data. Anything related to your brand is relevant: special offers, promotions, new openings, events… There should be no limitation.

It also means breaking journey silos. A customer journey is made of an increasing number of touch points. However, they’re too often disconnected from one another. And the consequence is an inconsistent brand experience across channels.?

Finally, individualization means breaking the message channels. Think about how your teams are organized. One team is probably responsible for marketing campaigns, and another for marketing automation, including triggers. Two areas thought of as personalization techniques.?

But, how often is a marketing action plan (newsletter, offers, etc.) synced with automated triggers? If at all? That’s why the current system is outdated. Silos are everywhere. We believe individualization is the answer. A seamless brand experience becomes possible with the right data and the right cross-channel content orchestration, anywhere.?

We draw a new way to think about marketing messages, a paradigm shift for every marketer. Forget your campaigns, forget the channels, forget segments. Think about what your customers experience along their journey with your brand.

And what’s driving individualization? Marketing contents. The very source of customer interactions. Consumers do not experience campaigns, triggers or journeys. They experience the contents your brand displays. Marketing contents and visuals are the drivers of emotion, hence, the drivers of interactions.

Marketing content is not just about product recommendations and offers, so-called “personalization” – it’s about customer experience, which we called individualization.

We’ve seen that content creation does not scale. If you were to create a unique visual for each person, you would need an army of marketers. This is why it’s very costly, even though it is the key to better reach consumers. We bring a technological answer to this problem.

Reelevant has always put content first. Our end game is simple: a 1:1 on-demand marketing plan for each one of your customers, without the struggle. The individual becomes the center of any marketing effort. It is the death of the campaign system altogether.

Individualization is a belief, not a tactic.

Meet The On-Demand Marketing Content

So far we’ve learned two things:

• Marketing has to be personal to work
• People interact with contents and visuals first

That’s why Reelevant is the first On-demand Marketing Content engine, capable of creating and delivering content in real-time when the consumers request them. Because what matters is when people decide to read a message, not when marketers send it.?

“The ability to deliver individually relevant content at scale is the next frontier of marketing. The companies that develop this capability first will be able to use it to cement customer relationships that will be difficult for competitors to break up.” According to the report of the Boston Consulting Group ?https://www.bcg.com/capabilities/marketing-sales/atomic-content-personalization

In the last decade, everything became live, real-time, on-demand. And it’s quite simple to understand why. Things are moving so fast that you’re quickly irrelevant.

The notion of “On-demand” means that Reelevant will generate any type of 1:1 content variation, in milliseconds and update it when consumers see it. For any kind of visual. For any individual.

Remember that time when you had to create all these different visuals for your customer segments? That time is gone. Oh, and you don’t even have to worry about segments either, because we’ll create contents on the fly for every single person.?

With Reelevant, you can turn any data (behavioral, customer, loyalty, external, contextual, and more) into on-demand contents, without any heavy lifting on your side. Our platform integrates and leverages your data and marketing stack easily.

Now is the time for on-demand contents across all messages and channels: email, push notifications, in-app messages, SMS, web, etc. Rely on us to make sure that your messages are always consistent and always relevant when consumers interact with your brand.

Reelevant is the only platform truly capable of building a customer lifecycle at the content level. This is what consumers experience. This is what they remember about your brand. This is how Reelevant changes the marketing campaign game.

Finally, you have the power to scale 1:1 content creation. Leverage data, consumer history and behavior to display the right content for the right people, anywhere they experience your brand. This is our Promise.

Empower your teams to enter the new game

Because of the campaign system as it is, marketers turned into tool managers. They slowly left marketing tactics aside to focus on campaign creation. A time-consuming activity. Reelevant finally brings back the strategy for CRM managers by reducing the amount of time for campaign creation by 90%.

Reelevant enables marketing teams to really focus on individuals, without worrying about work overload. We make the Marketing teams more performant, less stressed, and less frustrated by the day-to-day production process. We bring down the wall between internal teams by putting the customer experience first.?

Reelevant empowers your teams to innovate, unleash their potential, and bring marketing to a new frontier, for their companies, and for themselves.

Inspiring brands are given the power to differentiate themselves from the mass messages that consumers experience. And a better consumer experience means better results, customer engagement and revenue. Check our d by yourself!

Our mission at heart is to create content for people, not for campaigns.

We do not offer a new solution. We offer a new game.