It was yesteryear when brands targeted the masses to market their products. Today’s generation calls for personified attention and a more strategic approach. Personalization in marketing is the manifestation of today’s generation that gives your customers a sense of identity by catering to their needs individually. It is a technique of its own that you can incorporate into the various forms of marketing platforms, such as email, social media, and blogs, to achieve better results.
Remember how seeing the name on the email subject line seemed like a pioneering development in digital marketing? Nowadays, personalization provides clients with tailored experiences that keep them engaged. It requires a much more robust and strategic approach and is essential to remain competitive in a crowded and increasingly smart marketplace. Customers today gravitate towards brands who listen to them, understand, and pay attention to their specific needs and needs. Here’s where the importance of modification kicks in.
For example, Netflix recommends you Tv series and movies depending on your prior preferences. Not everyone gets the same recommendations.
It’s a way for brands to contextualize messages, offerings, and experiences they deliver, depending on the unique profile of each visitor. Think of it as a shift from marketing communications to digital conversations, with data as a starting point. Collecting, studying, and using consumer demographics, interests, and behaviour information effectively will help you create campaigns, content, and experiences that resonate with your target audience.
Why is personalization in marketing important?
Increases the value of your brand
If you have ever purchased something on the pulse (think 2-for-1 sweets at the supermarket checkout), you know that not every buying choice is rational—our emotions play a crucial part, too. Sentiments are very personal to us. Brands are using the emotional connection as a strategy to build value, cultivate loyalty, and ultimately to improve their bottom line. Consumers are more likely to buy from companies who know their name and their history of purchase and as a result, to provide the necessary communications.
For example, according to the items you check or put in your cart, and even your past purchases, Amazon suggests you similar products that you might be interested in. These product suggestions are solely tailor-made for you.
Helps you live up to the expectations of your customers
The value of giving a personal touch is most readily understood when you think of your own experience as a customer. The digital age has increased customer expectations of relevant, contextual, and convenient interactions to unparalleled heights.
Simply put, customers have become accustomed to getting what they want, and they gravitate towards the brands that identify them as individuals at every stage of their journey. Responding to these demands is directly on the shoulders of advertisers, who must use insightful personalization strategies if they want to keep consumers interested and to return for more. Based on research, 77% of customers show better loyalty, pay more and refer your brand to other people upon having a distinctive experience.
Increases the ROI
It helps your brand increase engagement which leads to better conversion rates. Personalisation, if done right, will make sure that your customers choose you over your competitors and strengthens your emotional connections which is beneficial in the long-term.
Here are a few real-life examples of personalized marketing
1. Bitmoji in Snapchat
It was in 2016 that Snapchat had released an app called Bitmoji, which allows users to create cartoonish avatars of their own that can be used as their Snapchat profile image and if allowed, on the Snap Map. Since then, Snapchat has also introduced a self-generated regular Story in its Discover stream called “Bitmoji Stories.” When you click on a Bitmoji Story, you will see a collection of comic-book-like pictures that tell a story about your own Bitmoji Avatar. If you’ve recently spoken to a friend with a Bitmoji attached to the app, you can also see your friends show up in your everyday Story.
What can we take away from this?
Since Bitmoji Stories appear in Discover, like all the other branded content and advertising on Snapchat, the app company has found a perfect way to get users to this particular section of the app—even if they are not interested in seeing branded content. While audiences are on this Discover page, they can find a brand or content that attracts their attention and further interacts with feed.
It is a perfect example of how the app creatively used individualisation to get traffic from one part of its app to another.
Shutterfly is a website and app that lets you make canvases, photo books, calendars, and even products with your images laminated on them. Although Shutterfly has been innovative with modified emails and subject lines, it has recently been special to customize item offerings on its app. If you download the Shutterfly smartphone app, create an account, and permit Shutterfly to access your photos- it will automatically identify photos with faces in them and place them on items that you can purchase from the app.
What can we take away from this?
Selling contrived items might be helpful to show your customer what they would look like before they purchase them, as well as images or words relevant to their life that will look great on the product. However, when you do this, be incredibly careful that you get specific permission to go through someone’s information to get that data.
As Duhigg explains in his article, which goes into far more depth than I do here, each Target customer is assigned a Guest ID number after the very first contact with the brand. This ID stores customer demographic information, ranging from ethnicity to job history, and to track purchase behaviour. And by doing so, specifically for those who had baby registries with the store, Target’s marketing analysts were able to shape a “pregnancy forecast” score that allowed them to assess which buying trends the consumer had indicated were in the early stages of anticipation. It has been a game-changer.
“Once consumers’ shopping habits are ingrained,” Duhigg writes, “it is difficult to change them.” That is, before a big life event takes place, like finding out that a child is one way to go. It is when habits are forcefully altered. Suddenly, there is a deadline, and people start purchasing items they have never dreamed of before, such as “cocoa butter lotion” and a bag large enough to double as a diaper bag,” the article says. These are the behaviours that cause Target’s pregnancy prediction ranking, which prompts the consumer to obtain special offers on baby-related products.
What can we take away from this?
Using data to forecast a woman’s pregnancy, Target realized that it might be a public-relations catastrophe. So, the question came as follows: how could they get their ads in the hands of expectant mothers without making it seem like they were spying on them? How do you make the most of someone’s habits without letting them know that you are analysing their lives?
That is not to suggest that advertisers can do away with customization, as it is successful when done correctly. Personalized emails, for example, have an open rate of 6.2 per cent higher than those that are not. But in an era of growing concern for privacy and security, walk lightly. Let your customers know you hear them without being intrusive.