Personalized Marketing: Why It Matters and How to Do It Right
Personalized marketing, also called one-on-one or individual marketing, is a strategy that tailors marketing efforts based on customer data. This includes their interests, preferences, demographics, and behavior.
Why Does Personalized Marketing Matter?
In today’s digital world, consumers are constantly bombarded with ads. On average, people are exposed to over 360 ads per day, but they barely register 40% of them. That’s why personalization is no longer optional—it’s essential.Rather than a one-size-fits-all approach, personalized digital marketing allows brands to:
-
Deliver relevant messages and options,
-
Enhance customer experience,
-
Build trust by responsibly using customer data, and
-
Increase revenue by targeting the right channels and behaviors.
-
When used well, personalization strengthens brand loyalty and boosts conversions across multiple channels.
Key Steps to Implement Personalized Marketing
So how can businesses personalize their marketing effectively? Here’s a step-by-step guide:
1. Choose the Right Marketing Automation Platform
Start by selecting a platform that enables personalization at scale. The right tool should help you:
-
Track customer behavior,
-
Customize content, and
-
Monitor ROI from a single dashboard.
2. Gather Customer Data
The next step is collecting as much relevant data as possible. This can include:
-
Online behavior (pages visited, products viewed),
-
Social media activity,
-
Responses to surveys or forms.
Platforms like Facebook also offer detailed user insights that can support ad targeting and offer personalization.
3. Build Buyer Personas
Once you have the data, segment your audience into distinct buyer personas. These segments can be based on:
-
Age,
-
Gender,
-
Location,
-
Preferences, and more.
Each persona helps you understand what the customer wants and how to reach them effectively.
4. Create Personalized Content
Your content should reflect the unique needs of each persona at every stage of their buying journey. For example:
-
A home décor brand might write a blog about wallpaper ideas if that’s what customers search for most.
-
An e-commerce store might show personalized recommendations based on browsing history.
The goal is to offer value and relevance—not just generic promotions.
5. Personalize the Entire Consumer Journey
Go beyond emails and ads. Your entire platform experience—website, mobile app, or chatbot—should feel customized.
For instance, when a repeat visitor lands on your website, they could see products related to their last visit or recommendations based on previous purchases.
Channels for Personalized Marketing
Personalized marketing is most effective when used across multiple channels. Here are a few key ones:
1. Email Marketing
This is the most widely used personalization tool. You can:
-
Address customers by name,
-
Send personalized product recommendations,
-
Trigger emails based on behavior (like abandoned cart emails).
2. Messaging Apps
Apps like WhatsApp or Facebook Messenger enable direct, personal communication. Businesses can:
-
Send reminders,
-
Offer support,
-
Share order updates, or
-
Send tailored promotions.
3. Chatbots
Chatbots act like personal assistants on websites. They help users:
-
Navigate the site,
-
Answer questions instantly, and
-
Recommend relevant products or services.
4. Social Media Advertising
Social platforms offer precise targeting options. Brands can:
-
Show unique messages to each segment,
-
Retarget visitors,
-
Use lookalike audiences, and
-
Even run hyper-personalized video campaigns.
Example: Cadbury once ran a campaign that recommended personalized chocolate gift boxes based on users’ Facebook profiles—a brilliant way to build emotional connection.
Final Thoughts
Personalized marketing makes digital communication more human, yet it heavily relies on data and automation. As customer expectations grow, marketers need to:
-
Invest in the right technology,
-
Collect and analyze meaningful data,
-
Deliver experiences that feel tailored and personal.
The result? Stronger relationships, better customer satisfaction, and higher returns on investment.
