Looking to scale your personalized rich-media campaigns? Here are some challenges that you may face!

September 15, 2023
7 mins
Amardeep Singh

You, as a marketer, realize the power of personalization. Your personalized text-based campaigns have been a great success. You now want to level up and are considering rich media personalization.

In brief, rich media personalization refers to customizing marketing media content to interact and engage with individual users in a more personalized and targeted manner. It involves using technology to tailor and deliver content to the consumer as per their preferences, behaviours, and characteristics.

Do check out our previous blog to get answers to critical questions about rich media personalization. You have a follow-up question:

           "What are the challenges I might face when personalizing rich media at scale?"

In the blog, let's discuss a few challenges you may face while scaling your rich media personalization efforts.

Challenges you may face while scaling personalized rich media campaigns.

1. Data Management

A crucial aspect of scaling personalized campaigns is how companies collect, manage, and analyze the data they collect. Any issues with these processes can derail your attempt to scale rich media personalization campaigns.

You also have to prevent the creation of data silos. Multiple departments manage data in different ways. There are no centralized mechanisms or processes defined for data handling and management. It results in data silos wherein, although the data is available; it cannot be used effectively.

Data silos do not allow you to slice and dice data to gain insights about customers' preferences, tastes, and behaviours. It further prevents you from optimally personalizing your campaign, resulting in lower returns or complete campaign failure.

2. Resource constraints

Many companies do not implement rich media personalization strategies due to resource constraints. It can be time-consuming and tedious, especially if you want to manage most of it manually. You have to invest in technology and a skilled workforce that allows you to execute your plans efficiently.

If you are able to overcome resource constraints and crack the code, the gains can be exponential. Some companies may struggle to invest heavily in the necessary tools and talent for effective personalization.

3. Content Creation at scale

You will also have to level up your content creation and management game. You will have to generate fresh ideas and relevant content that will appeal to your target audience. It may require frequent updates, A/B testing, and creative resources to ensure high-quality and engaging content.

It is very demanding to constantly create and manage a diverse range of personalized content that resonates with individual customers. Another challenge while scaling content creation is to adhere to the branding guidelines and meet all compliances.

4. Team Co-ordination

You will have multiple team members from diverse teams working on the project. Everyone should work cohesively, including the designers, marketing heads, content writers, etc. Any lack of communication or creation of the bottlenecks can be detrimental.

Also, there should be a set-up where these diverse team members can quickly provide feedback and approve the campaign media assets. If not, there will be delays, and the speed of execution will suffer.

5. Technical challenges

Manually scaling personalized rich media campaigns is not feasible. Automating a big chunk of the process for scalability and high speed of execution is imperative.

This process involves several crucial components that must be addressed. It is imperative that the solution efficiently handles diverse data input formats, facilitates seamless collaboration among team members for feedback, exports media in multiple formats, and possesses omnichannel integration for optimal distribution and delivery. These requirements cannot be overlooked or compromised in any way.

Also, a key criterion for the solution should be the ability to manage all this at scale with reliability. It should be capable of reducing the time taken for personalization to manageable levels, wherein you can run multiple personalized campaigns throughout the month.

Ensuring compatibility, maintaining data accuracy, and managing the overall technical complexity can present challenges during scaling.

6. Privacy Concerns

Customers expect personalization, but not at the cost of their personal data. We often hear news of data breaches, resulting in the leakage of sensitive and confidential customer data. Such events erode customer confidence in your brand.

With more and more use of technology, a lot of customer data is available with the company. It is a valuable asset, and the company can use it to market its products better. However, it also becomes a target for others, and if they gain access to this data, it can be misused. You should ensure that you gather customer data ethically and have tight security mechanisms to protect it.

To fully capitalize on the advantages of rich media personalization, companies must proactively devise effective solutions to tackle any obstacles that may arise. If you can find a way to navigate through these challenges and scale your campaigns, it will provide you with a competitive edge. It can help you develop a deeper connection with your audience, increase brand awareness, and improve brand loyalty in the long run.

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