Personalization in marketing is quickly becoming more and more essential to stand out against the noise. With new technology & businesses aimed to help you personalize your marketing materials, it’s easy to get started. 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. (Marketo)
What is Personalized Marketing?
Personalized marketing is executing a strategy that includes individualized content to customers by data collection and automation. The goal is to deliver your marketing message in such a way the customer feels as though they are communicating with the brand one-on-one. You can imagine that receiving a postcard with your name printed on it would feel better than without.
Here’s why you should use it
There are a number of reasons why you should consider implementing personalization into your marketing strategy, here’s a few of the big ones:
Customer Experience - Customers that feel as though they are treated with a certain level of care & respect often provide more feedback, make more purchases, and engage with the brand more often. If brands take the time to personalize their marketing materials the customer will be more likely to interact.
Conversion: Personalized Marketing is a great way to level up the customer experience and consequently increase revenue. It’s typically to see stores treating their best customers with custom cards, tailored products, etc, but what if you could do that with each and every customer? Using a few automation tools, it’s quite easy to add a bit of personalization to emails, cards, and more.
Brand Loyalty: Businesses that dedicate time and resources to implement successful personalized marketing strategies will benefit from a competitive advantage in both brand loyalty and customer satisfaction.
How to start personalizing your advertisements
Identify - To get rolling, find out which of your tools offer personalization. Do you use Mailchimp to send emails? They offer personalized emails by adding names to your mass email blasts. Does your online store offer product recommendations based on the customers browsing history? If you do not have any tools that have personalization options, you can consider using one of these:
Collect - Once you have pegged a tool to start using, make sure you are collecting the specific data points you’d like to use in your personalization strategy. If you want to send targeted emails to customers looking at teddy bears, make sure you are collecting their email, product interests, and any other data that may be helpful down the road.
Analyze - You’ve got data, now what? It’s important to analyze the data you’ve collected and truly understand what the customers was doing or thinking. For example, if the customers looking at teddy bears added the product to their cart but never made it past shipping - you may want to send them a personalized email with the teddy bear and a “free shipping” coupon.
Execute - My favorite part. Once you’ve identified your tools, collected the data, analyzed, it’s time to execute. Whether you are producing a video for a specific audience or personalizing a product email, it’s important to start executing your personalization strategies so you can learn from them.
If you are looking for ways to stand out or increase conversion rates, personalized marketing is a great place to start. Your customers will feel the love and you’ll increase engagement. There are several tools available to get started that are affordable and easy to manage. If you need any help, let me know.