Engagement Marketing – Personalizing the Customer Journey

July 13, 2017 Kelly Abner

You’re planning a roadtrip across America, starting in San Diego and ending in Boston. You have a little time, so you want to see a lot of different things: the Grand Canyon in Arizona, Mount Rushmore in South Dakota, Carhenge in Nebraska, and maybe The Lost Sea in Tennessee. So you map your route using your GPS system in your car or on your phone or tablet.

Now imagine that your phone, tablet, or GPS system doesn’t just lead you to those sites, but knows your preferences and is more pro-active:

  • As you drive across the country, you get notifications and text messages of upcoming Starbuck’s drive-throughs and Waffle Houses, because you’ve mapped your way to those before.
  • Each night, you receive an email of the route for the next day and some items of interest along the way.

  • You received some direct mail pieces beforehand, with coupons or offers to use on the trip.

  • If you want to go totally futuristic, roadside billboards could even change to show more personalized information as you approach.


These are examples of personalization. It might seem extreme, but think about it in terms of delivering the right information, at the right time, and on the right (or multiple channel), engaging your prospect at every step along the way. That’s the goal of your MarTech Stack.

Can Your MarTech Stack Deliver Personalization?

Take the Engagement Marketing Maturity Model (EM3) assessment, a fast and easy self-assessment to measure your team’s use of different types of marketing technologies. Answer a few questions and discover your level of engagement in five different dimensions, including Engagement Marketing.

EM3 Results are rendered as engagement stages using the acronym PACE:

  • Passive
  • Active
  • Coordinated
  • Engaging

Results also include tips and benefits to increasing your PACE. Take the EM3 assessment today!

The post Engagement Marketing – Personalizing the Customer Journey appeared first on Perkuto.

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