Sam received a letter in his inbox. It said
Ssgjgj gjsgasd;osiad;ha sdfsaf sgsasgja sdajsahsa
The rest of the mail did not matter. It might as well have been in Japanese. Sam closed the mail and deleted it immediately.
When you do not read a letter that is addressed to you, why would you connect with a marketing element that does talk to you or not resonate with you? You must understand that it is an utter waste of time, energy, and resources. It’s not just enough to identify the target audience and pass on the information to them. They must receive it in the right way and process it. This is how you should treat your audience, as well. Humanizing your brand in a world of impersonal digital marketing is what will make your brand stand out among its competitors.
The world of the internet has opened up opportunities for business owners and entrepreneurs to establish themselves. It has paved the way for all of them to be present on the same platform and compete against each other on a national and global scale. Irrespective of the size of the organization or history, everyone is given a fair chance when it comes to the search engine. This has increased competition in a healthy manner, as well.
When one thinks of marketing, the usual suspects come to the mind. SEO. Social Media Marketing. Website development and design. Content Marketing Strategy. So on and so forth. What seems to take a back seat, or missed out completely is the personalization part of it.
So, what is the personalization of marketing?
It is also known as one-to-one marketing or individual marketing. Personalization of marketing is a marketing strategy by which brands leverage data analysis and digital technology. The goal is to deliver individualized messages and product offerings to the current or prospective customers based on their needs and persona.
Personalized marketing is the ultimate form of targeted marketing, creating messages for individual consumers based on not just their persona but also with their names. That said, personalized marketing is an automated process. The software tool used crafts personal messages to create customer-centric recommendations as opposed to company-centric ones.
Additionally, personalized marketing can also be applied to products as well. This enables prospects to choose customization for the products they are interested in. Businesses are more than likely to convert online visits to sales when you offer consumers the products that they already want.
Why is personalization important in marketing?
Reaching the right message at the right time to the right person is, by itself, a mighty task. If that message is not written well, the effort is rendered useless. It is vital to tailor content to increase sales. Customizing content can be divided into two critical parts.
- Ensuring that the message reaches the person based on his profile, needs, age, geography, professional title, etc. (depending on the product and the service)
- Ensuring that the email is addressed to the person and not just – Dear Reader. If you can add his name to the subject of the email, then even better.
Benefits of personalized marketing
More than 60% of shoppers say they find it appealing when an online store remembers their personal and payment information to speed up a purchase. By collecting user data with the help of surveys, research, or list segments, effective marketing can be conducted based on their track record, preferences, and purchasing behaviour.
Top 5 benefits of personalized marketing
- Increases conversion
- Makes for easy conversation and promising engagement
- Builds a passionate customer base
- Enhances the lead nurturing process
- Welcomes newcomers and retains old customers
Who employs personalized marketing?
Today, more and more brands – big or small – are implementing personalization at some level in their marketing campaigns. Internet-based companies are leading the way. Considering the testing times today and the struggle that companies are facing to stay open and retain customers, personalized marketing is indeed the way to go.
There is software available that helps companies identify the physical location of the prospects, the transaction history of customers, tracking cookies of visitors, and watching their behaviour on the website. With this data, websites personalize the visitor’s experience and show them a customized view based on language preferences along with products and offers they are likely to be interested in.
How to execute personalized marketing
Writing content for a mass audience can be easy. Modifying it to ensure special attention to specific audiences can get time-consuming, but it is worth every second. Be it direct mail, website interactions, mobile advertising, or B2B communications; personalized marketing can be executed to the T to ensure high customer satisfaction.
Top four ways to inject personalization into your marketing strategy
1. Plan your strategy
Some questions have to be answered before you try to visualize the bigger picture.
- What is the brand message to be shared?
- How to modify the message to suit individuals?
- What is the reaction expected?
- What are the marketing resources to be allotted to the strategy?
- What is the short-term and long-term plan?
2. Set up the program
Once the plan is in place, it’s time to begin execution. Begin identification of the program by putting out surveys, conducting interviews, and posting questions on social media platforms. This information plays a crucial role in setting up the program.
3. Pick the right marketing tactic.
It is vital to send the mail from a human and not as a machine. Use marketing automation tools but create the mail in a conversational tone. Segment the email database based on the persona. Ensure that the emails are sent using the recipient’s mails.
4. Implement it
Create and implement persona-driven content. Customize your messages and respond to the replies accordingly. Engage in a conversation and lead them by their hand to your shopping cart.
Modernize your marketing with a personal touch for extreme performance. Connect with us to know more about how we can bring a personalized marketing strategy to your platform. See the difference.