Personalized marketing is more than a marketing trend. It’s a necessity to stay competitive.
Create experiences tailored to the needs of each customer. You’ll increase the chances of conversion and retention.
But personalized marketing isn’t always easy. In fact, 63% of marketers believe data-driven personalization is the most challenging digital marketing tactic to execute successfully.
In this post, you’ll learn why personalization is so important and 6 strategies that you can integrate into your marketing strategy.
What Is Personalized Marketing?
Personalized marketing is the practice of using data to create customized messaging and experiences targeted to the needs of each customer.
In an age of ad blockers and advertisement overload, people only engage with things that truly interest them. The goal of personalized marketing is to be there with the right message, at the right time, and on the right platform.
Traditional marketing broadcasts a one-size-fits-all message. However, advances in data collection and analytics enable marketers to be more nuanced on digital channels.
While Apple’s iOS14 update and the death of the third-party cookie could affect reach and retargeting, it’s an expected change. For brands that are prepared, this is an opportunity to gain a competitive advantage.
Why Should You Care about Personalized Marketing?
The average U.S. consumer is exposed to around 10,000 ads per day. With so much messaging being bombarded at people, it’s no surprise that the huge majority are ignored and tuned out.
Personalized marketing is about making the interactions between your brand and the consumer more relevant and engaging. Amazon, Netflix, and other leaders in customer experience are raising the bar. As a result, consumers now expect relevant and tailored experiences when they engage with a brand:
- Only 22% of customers are satisfied with the level of personalization they get from companies
- 96% of marketers say that personalization has helped them advance customer relationships
- 88% of marketers reported a measurable lift in business results due to personalized marketing
The stats speak for themselves. Because of this, consumers expect personalized experiences. That sets a challenge for businesses to meet that demand.
6 Personalized Marketing Strategies
Here are 6 strategies that you can quickly include to your marketing campaigns. These will help you to create more relevant, personalized experiences for your customers.
Email is one of the most effective and easiest ways to get started with personalization. According to Campaign Monitor, personalized emails are 26% more likely to be opened.
You can segment your email list according to demographics, location, preferences, purchase history, and more. When your list is divided into smaller segments, you can create hyper-relevant messaging targeted to your audience segments’ needs and pain points.
Purchase history, page views, and other data points provide insights into customer preferences and buying habits. You can use this data to tailor recommendations based on what the customer is most likely to purchase. This can be a good way to create up-selling and cross-selling opportunities and engage customers.
It’s not just products and offers you can personalize. You can also recommend content suggestions based on the reading habits and page views of your site visitors.
Amazon is one of the best examples of this type of personalization. Shoppers are shown recommended products based on page views, purchase history, wish lists, etc. According to McKinsey, Amazon’s product recommendation algorithm is responsible for 35% of its sales.
The “fear of missing out” (FOMO) is a psychological trigger. You can incorporate that into your personalized marketing strategy. When something is in short supply or high demand, it presents the consumer with a choice.
They can let the opportunity pass by or make an impulse decision and click buy now.
Try showing a personalized message on product pages that displays how many other users are currently viewing the same product. Or perhaps how many items are left in stock. If you run flash sales, display a countdown timer showing how much time is left before the deal ends.
Location-based personalization can be a great way to create super-relevant messaging, offers, and PPC ads.
If you have permission to access GPS location data through an app, you can leverage geofences. Doing so, you’ll trigger relevant, timely promotions when consumers enter a specific area. For example, Starbucks sends push notifications to its customers with exclusive discounts when they are close to a store.
Marketing automation can be a time-saver for social media marketing. But you don’t want to miss the opportunity for real-time engagement and relationship building.
When a user reaches out to you on social media, make sure an actual human answers their message with an authentic reply. This kind of personalization can humanize your brand. It helps you form meaningful connections with your customers.
Social media can also be a great place to use personalized retargeting campaigns. For example, let’s say a user completes an action on your website. This could be adding an item to a shopping cart, or to a favorites list. This gives you an opportunity to use retargeting ads. By doing so, you’ll encourage them to return to your site and complete the purchase.
As most already know, the iOS14 update affects your ability to retarget Apple users. But you can still target Android users and people who haven’t opted out of tracking.
Landing pages are some of the most important pages on your website. They’re designed to convert visitors into leads and customers. But sending all of your traffic to the same landing page is not a good strategy.
You should aim to have at least one unique landing page for each of your buyer personas. If you use email marketing to drive traffic, you should have some data on who the person is and their interests to personalize the landing page.
If you’re driving traffic through PPC, you can customize the landing page based on the ad and where you think users are in the buyer’s journey.
With so much competition for people’s attention, consumers are only interested in the products, content, and messaging that is super-relevant to their needs and interests. So if your company isn’t providing personalized experiences, your competitors will.
Here at Ogno, we help businesses like yours to develop full-scale marketing strategies. If you need help competing online and getting found by your customers, get in touch with our friendly team today.