Personalized marketing, sometimes mentioned as one-on-one marketing or individual marketing, could also be a marketing strategy that uses large amounts of customer data, regarding customer’s characteristics, interests, and past behavior.So why does personalization in marketing matter?
Here is why. Personalization is becoming important, given the huge amounts of ads that buyers get bombarded with. Consumer exposure to ads has reached a whopping 10 hours per day. They see around 362 ads a day, but barely notice 40% of them. This makes personalization all the more important, rather than using a one-size-fits-all approach. Personalized Digital marketing improves customer experience by showing them relevant messages & options,
and also reinforces consumers’ trust in their brand for sharing their data. Personalization can also help improve revenue. Marketers can identify the channels that buyers answer the foremost, then re-market using an omnichannel
approach to extend conversions.
What Are the Steps Involved in Personalized Marketing?
Having recognized why personalized marketing is important, how can businesses personalize their marketing?
Choose the right automation platform: To begin with, marketers need to choose the right automation platform for personalization, if they aren’t already using one. The right platform will make it easy to personalize marketing content, optimize for better returns, and can help track ROI during a single place. Gather the maximum amount of data about your customer as possible: this may help in creating buyer personas and identifying the proper content for them. For example, by identifying the interests of the audience, brands can select the proper targeting options on Facebook Ads and provides out offers in ad copies which will be more suitable. This consumer data is often collected through questionnaires, website tracking, and even through social media websites like Facebook, where customers lately leave very personal details too. Create a buyer persona: Once you gather the info, the subsequent step is to make segments of the audience – buyer personas. This segmentation is often done
across various aspects like age, gender, income, geography, likes, dislikes then on. Segmentation enables an understanding of what the potential customer is trying to find. It will further shape the content strategy while reaching bent the identified customer segments.
Create content: First, map the content strategy for every customer segment, with the consumer’s stage of the purchase. Taking an example, if a web home decor seller knows that her customers are most curious about wallpapers, she could create blog articles for prospective customers on renovating rooms using wallpapers.
Personalize entire consumer experience: Lastly, marketers got to carefully craft and personalize the entire consumer experience on the platform, i.e., website, app, etc. This could mean providing separate content to customers from separate segments once they land on the website.
What Are the Channels of Personalized Marketing?
Personalized marketing can happen through various channels, including emails, messaging apps (WhatsApp, Messenger), chatbots, and even social media.
Personalized email marketing is often as simple as addressing customers by their names rather than a generic salutation. However, advanced personalization involves relevant content, like sending cart page drop-offs a reminder to finish their purchase alongside a tailor-made offer.
Chatbots also are rapidly emerging as another effective personalized marketing tool. Chatbots declutter confusing activities, like navigating through an internet site, by acting because of the customer’s personal assistant. Here is an example.
Lastly, social media platforms, which have massive amounts of personalized data, are among the simplest means for personalized marketing. They allow brands to attach one-on-one with their customers by using unique content messaging in targeted ads. However, even other campaigns, like this one by Cadbury, can create a wonderful reference to the buyer. Personalized Digital Marketing: Becoming More Humane and automatic at an equivalent Time Technology is indeed allowing marketers to interact with their customers in a far more humane and one-on-one manner. Consumer preferences and past behaviors can quickly be analyzed to supply a far better customer experience. However, to extend the extent of personalization, the quantum of knowledge and therefore the level of automation has got to increase significantly too. This means that marketers got to choose the proper marketing automation tools to suit their personalized marketing campaigns.
