In 2019, our society is experiencing a massive shift toward personalization marketing. People want an experience tailored to their specific wants and needs with little search time. To ensure your business stands out in 2019, you need to personalize your content. According to Evergage, 96% of marketers believe that personalization improves customer relationships. Customer relations are incredibly important for your business. These relationships determine trustworthiness and conversion rates. Also, 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience. Consumers are the root of your business’ success, so it’s important to market to them with personalization in mind.
What is Personalization Marketing?
Let’s break it down. What is personalization marketing? Personalization involves creating customized content, products, and emails to build a strong relationship with individuals. Your business can create custom content with the availability of data such as purchase history, consumer behavior, and links clicked. It allows you to craft marketing experiences that target specific types of customers through your content. You can include this type of marketing into your email, social media, and blogs. Simply, personalization emphasizes getting an understanding of your audience through data and using that data to market directly to their interests.
The success of your personalization marketing will depend on how well you collect and measure data. To get a firm grasp of your audience, this step is necessary. Whether it’s email list segments, surveys, or polls, you can gather different data to learn more about your users. The goal of personalized marketing is to truly engage customers or prospective customers by communicating with each as an individual.
Here are a few examples of some brands who are using personalization to market to their audience:
- Coca Cola
Coca Cola is using personalization marketing to create an individual experience for people who drink Coca Cola. In 2014, Coca Cola brought it’s famous “Share a Coke” campaign to the United States. They began putting the most popular names on the front of their Coca Cola bottles. This personalization increased sales for the brand and resulted in wider recognition amongst millennials, their target audience.
Netflix has mastered personalized content on their platform. Their strategy includes a tailored experience centered around the user’s interests based on what they watched previously. Based on a user’s watchlist, Netflix can find similar shows to suggest to the person. People can also provide their input with a thumbs up for thumbs down button to let Netflix know if they enjoyed it or not.
Amazon uses personalization throughout their marketing strategy as well. They learn about their customer’s buying habits and use that information to offer relevant product information. They successful recommend products, which saves the user time in searching for what they want.
5 Reasons Why Personalization Is Good For Your Marketing Plan
1. Create Better Content
Personalization also helps you stand out from your competition by creating better and unique content that leaves a lasting impression on your audience. The stronger your content, the more impressions you will make with people. Your business should create content that will resonate with people.
2. Target Specific Audiences
With implementing personalization, you are in a good position to target specific people with content, emails, etc. You can create effective email campaigns targeting audiences based on their interests or buying habits.
3. Build Stronger Relationships
The relationship between your business and the consumer is critical to the success of your marketing. The stronger the relationship you have with your customers, the better understanding you will have of who they are. Your business can send out a personalized email or even personalize your website that focuses on the user.
4. Boost Sales & Conversions
While personalized marketing is a great way to connect with your audience, it’s also a great way to grow your sales at the same time. A simple recommendation or suggestion can help bring you better results.
5. Make Better Recommendations
With a backing of solid knowledge and data, it’s easier for you to help your audience get the results that they want. Some companies send emails with relevant products or recommendations. The less time they have to spend searching, the better.
With personalization marketing, your customers come first. You should try put yourself in your customer’s shoes to understand their wants, needs, and interests. The goal is to make your audience aware that you’re paying attention to them. For your personalization marketing to be successful be sure to do some careful research and planning. Remember that you are a marketer AND a consumer. Use your own experiences to get an understanding of what people want.