The Role of Personalization in Good Marketing

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In a world where the average consumer comes across thousands of different ads daily, marketers need to find new ways to reach a society that has become accustomed to ignoring them.

One way marketers have cut through the noise is to personalize their marketing efforts and tailor them to each customer, and as time-consuming, as this may seem at first glance, modern technology has made it more feasible than ever.

Ergo, once you see the benefits of personalizing your marketing, you too will explore new ways to make each one of your customers feel special.

Before we delve into the benefits, we need to be clear on what we mean by personalized marketing.

Defining personalized marketing

Just a few decades ago, marketers used to rely on the strategy of blasting their message to all the masses, hoping that it will resonate with some. This doesn’t work anymore.

Today, given the amount of control the modern consumer has over the media they consume, marketers can’t afford to follow the same strategy that might have worked for their predecessors.

Kid Shouting

Now marketers have to seek their customers and have unique, one-on-one interactions with them.

Marketers have to treat their customers as human beings, each one with their own beliefs, values, and emotions. This makes personalized marketing so different.

Which would you prefer?

  • Having someone shout at you and a hundred other people the same message without even asking about your needs?


  • Having an intimate conversation with another person who knows you and empathizes with your issues and struggles?

Odds are you’ll find the latter option more memorable. That’s exactly what personalized marketing aims to achieve.

The Benefits of Personalization:

You have surely heard that you should tailor your marketing efforts for your consumers, but why would you want to undertake such a monumental task if you will reach people eventually without targeting?

Well, with personalized messages, you are in effect empowering your consumers to have more say in the interaction. By giving them a voice and making them feel understood, not only will your consumers feel valued and appreciated, but they will also have an easier time finding what’s right for them.

And, all of this only goes to increase customer loyalty and the lifetime value of each customer.

If you think these benefits are too good to be true, then look at the following numbers:

  • Almost eight out of ten consumers believe that personalization has a direct impact on whether they end up buying.
  • Around half of all consumers would like retailers to identify them as the same individual regardless of the channel or device used to shop.

Brands have been successful in using personalized marketing:

  • In fact, around eighty percent of marketers have reported increasing their company’s key metrics by using personalized marketing.
  • Thanks to personalization, GameStop increased their average order value by 41 percent, while Microsoft was successful in decreasing the bounce rate by 35 percent.

It’s time you personalize your efforts too.

How to personalize your marketing campaigns:

Personalizing your marketing campaigns can be hard work at first, but, with consistency, you will see a good return on your investment.

It all Starts with Data

The first thing you want to do is to collect as much data about your customers as you can, with their permission of course.

You want to put all this information together to build an accurate user profile of each individual customer and to use this profile to predict their wants and needs.

This can help you communicate with them in their preferred method, offer them excellent recommendations based on their past purchases, and create tailor-made content that furthers brand engagement and loyalty.

Make Groups and Find Patterns

Once you have profiled your customers, group similar ones together. This segmentation makes it easier for you to look for patterns among your customer base and to find the customers who have the maximum lifetime value, i.e. the ones paying most of your bills.

Having a clear idea of who your customer base is and what they’re looking for, you can reach out and communicate with them through a medium of their preference.

How to Maximize the Benefits of a Multi-Channel Approach

You should remember that there are multiple channels through which you can reach your customers, making marketing a multi-channel game. Ergo, for each different channel, there are a few ideas to explore:

Segment your email marketing

First off, when sending a customer an e-mail, use their name. Don’t send them a blast e-mail that makes them feel as if they are part of a larger mailing list; that’s quite dehumanizing.

Whenever your customers interact with you, send them an e-mail acknowledging the interaction and thanking them for their time. Also, when your customers have been absent for a while, send them an e-mail to check up on them and let them know that you’ve missed them.

Share tailored offers through a mobile app:

Most people browse the web days through their mobile phones, which means you have to be there too.

Internet Marketing

Some of the most successful brands out there have maintained customer loyalty through their apps, including Nike, Starbucks, and Airbnb.

Building an app to complement your offering is beneficial and not so complicated, and once you do it, you will have your own dedicated channel that will help you personalize your approach even more.

  • Your app is a goldmine of data, helping you better understand your customers.
  • You can send push notifications whenever you have something relevant you’d like to share with them, like letting them know a product they have been viewing is on sale now.
  • You can use location-based marketing to get in touch with customers near one of your stores and invite them in.
  • You can have a dedicated chat channel in your app so that customers can reach you easily.

The possibilities are endless, and your business will be one step closer to becoming a favorite like some brands mentioned above.

Optimize content marketing to delight your customers:

In this digital age, content marketing is one of the strongest tools in a marketer’s arsenal, and the content doesn’t have to come in the form of the written word; it can be an engaging video or a clever infographic.

What truly matters for content marketing is to add value to your customer base and to give them something they’d like to share with their friends.

Have a dynamic and responsive web page:

When designing your web page, you need to make sure it is easy to navigate and that your customers will find what they’re looking for quickly.

Seeing as plenty of your customers will access your site via their phones, opt for responsive web design that scales and optimizes based on platform users access the site from.

And, just like everything else we’ve been talking about, personalize each visitor’s experience by providing dynamic content.

Companies that personalize the marketing on their web platforms have reported an increase of around 19 percent in sales.

Find your Ideal Channels and get to Know Your Audience

Obviously, there are many more channels you can explore, each of which offers you an opportunity to present your customers with an experience that is custom made for them.

However, what truly matters is understanding that because of the abundance of choices presented to them, customers have high expectations for the brands they do business with.

Always opt for channels your users prefer the most and offer your customers the best experience.

Author bio: Ashley Wilson is a freelance writer interested in business, marketing, and tech topics. She has been known to reference Harry Potter quotes in casual conversation and enjoys baking homemade treats for her husband and their two felines, Lady and Gaga. You can get in touch with Ashley via Twitter.