Personalized Marketing
Leverage fresh customer insights and technology to deliver highly engaging content to your audience.
Table of Contents
Background
Personalization changed the game for marketing. It has improved the customer experience of each brand, in turn, made businesses more profitable. Today, marketers took advantage of delivering prospects the most relevant message at an ideal time. Unlike generalized brand-focused marketing, personalized marketing tuned in on an individual’s behaviors and preferences, resulting in a robust marketing experience reflecting each customer’s unique engagement attributes.
What is personalized marketing?
Personalized marketing is the complete opposite of traditional marketing. Unlike traditional marketing that uses the mass cast with a broad message, personalized marketing is targeting and utilizing past preferences and behaviors as an indicator to identify when they will make a purchase.
Let’s take social media ads as an example. Today, the influence of recommending a product based on their past purchases is high. They log onto Facebook and get recommendations for products they might have clicked on previously or pages they might have visited before they know it ads related to those pop up on their feeds.
That’s the magic of personalized marketing, a strategy that tailors the message and processes around an individual using data from habits, behaviors, engagement, and more.
Today, it is not enough to focus on one area. You must think about a holistic marketing approach that combines almost every touchpoint, and channel where a potential customer might come into contact with your products.
Personalized marketing is about understanding how and when a customer wants to be contacted. Using an individualized approach puts the customer at the center.
Advantages of Personalizing Your Customer Experience
The key indicator behind personalized marketing is better you know your customer, the more opportunities you have to make a sale.
Consumers are exposed to almost thousands of messages daily. If they feel like they are being attacked with irrelevant messages, the more chances they end the relationship with a brand. If personalized marketing is done right, your customer feels valued and appreciated. Buyers who feel valued are more likely to purchase again.
When a customer’s experience with your brand is smooth, personalized, and relevant, you don’t have to worry about selling them a product or service. Sometimes the right message does the work for you and delivers effortless purchase results.
Examples of Personalized Customer Experience
A marketing strategy is driven by knowing how to personalize your customer’s experience across multiple channels—making your audience feel remembered and offering them highly relevant content. Here are some of the top areas of engagement where you can make it personal for your customers:
Loyalty programs
Customer loyalty programs are very popular. That’s because in exchange for access to their purchasing behaviors, you give them real benefits—service discounts or special promotions.
Mobile apps
Companies utilize mobile apps to develop a more personalized experience for their prospect resulting in uphill sales. Let’s take Starbucks as an example. After the success of their loyalty cards, Starbucks took advantage of the growing mobile application approach to make use of their customer information to push real-time offers to their loyal customers.
Email marketing
Email is still the most effective way to reach your target buyers. Use email as a strategy to give the people what they need. With the help of email marketing technologies, you’ll be able to gather as much data as you can about your customers—behavioral habits and information they’ve shared. These factors are crucial in building out unique email messages designed to compel users.
Cross-channel marketing
With the rise of connected technologies, consumers are now quickly moving from one channel to another. Your marketing approach needs to catch up to how fast customer information travels between your marketing messages. It’s best to segment customer personas based on who you want to target and push that message to channels where those consumers are.
As the day ends, consumers are getting savvy enough to identify which brands they are loyal to based on how personalized their experiences are. Giving consumers a positive unique shopping experience can convert them into loyal customers.
Personalized Marketing Tools
Scaling a personalized marketing strategy has become one of the toughest challenges of marketing. Manually creating an email or message to every customer is impossible considering marketing needs to keep up with the demands of every customer. But thanks to technology, you now have access to a variety of tools that can automate your personalized marketing process. Here are some of the tools you’ll need:
Analytics platform
When we talk about personalized marketing, it’s all about data. An analytics platform automates data collection in the collection of data, which every marketer relies on to create personalized campaigns. Some of the top-of-mind platforms are Google Analytics, Tableau, and Crazy Egg.
Data Management platform
Data management platforms are a one-stop-shop for everything data. You can manage user data to create targeted segments of your advertising campaigns. DMP is also in charge of analyzing the performance of each segment and support the optimization of future campaigns.
Customer Relationship Management
The hub of every digital marketing strategy is CRM. From lead capture forms, sales calls, or third-party data providers have access to the software. When integrated and the rest of your tech stack, it will allow your tools to feed your prospect some information that helps personalize your emails even further.
Email marketing platform
Consumers today are more likely to take action when an email looks like it’s addressed and made for them. Making email marketing platforms a basic need for every MarTech stack. Through this channel, people prefer to be contacted and more emails are opened depending on the depth of organizations personalizing it.
Wrap Up
Overall, creating personalized experiences has everything to do with good quality data and the way you interpret and deliver those data to customized messages for each individual. That information is priceless as it helps organizations improve content offerings and speak clearly to their customers.