Personalization in Digital Marketing
Building long-term relationships with customers are essential for any sustainable business.
In this digital age, comparing and switching brands and providers is easier than ever due to the advent of digital marketing. Yet, our ability to obtain insights about our audiences and new personalized messaging channels provide unique opportunities to build strong customer relationships and encourage customer loyalty.
Our job as marketers is to use these insights to personalize the customer experience across platforms to build sustainable customer relationships. Below I will discuss personalization in a digital marketing context.
Personalization in a digital marketing context is about collecting comprehensive, qualitative data about your audience in order to create a one-to-one marketing experience for customers. Personalization keeps in mind your audience’s preferences and needs to provide a marketing experience that delivers the right product/information and experience to the right person at the right time.
In recent years, many marketing techniques have been developed to enhance personalization in digital marketing, including relationship marketing, direct marketing, database marketing, customer relationship management (CRM), and marketing automation technology. Most notably, CRM programs and marketing automation technology are widely used by businesses to create and schedule the delivery of relevant emails and personalized communications on company websites.
Benefits of Personalization Marketing
Personalization tactics can be deployed in several ways. More brands provide distinct web and mobile experiences for their customers, especially in the e-commerce space, where content/offerings display differently depending on the consumer on the receiving end. Content tailored to consumers provides a convenience that bridges the gap between an endless number of choices a website offers and the needs of the consumer searching. Consumers save a significant amount of time and effort when their favorite brands present them with highly targeted suggestions, which drives customer loyalty.
When it comes to personalization in digital marketing, Amazon is a pioneer and leader. Amazon increases customers’ value and satisfaction through the customer life cycle by using data to create a more curated e-commerce experience for its consumers. Amazon uses dynamic content to personalize the customer experience based on interests and browsing behaviors. Amazon makes proactive, data-driven recommendations for its customers. This tactic creates an ease of purchase experience for the customer, and when executed correctly, it also encourages arbitrary purchase decisions.
For example, recently, I navigated to Amazon to track my latest purchase delivery time. But then, I was presented with some adorable decorative pillows in my recommended products section. Ultimately, this led to making an unnecessary purchase, but hey, it was exhilarating to be presented with items that pique my interest without having to make an effort.
The key to personalization is to use data-driven campaigns to tailor content to your audience’s interests. The fundamental purpose of personalization marketing tactics is to let your customer know you’re paying attention to them. Today, Artificial Intelligence (AI) is used to deliver the right message at the right time, based on a series of previous behaviors and patterns. Marketing with personalization can be orchestrated, utilizing some of the following tactics:
Social Media – Social media is a powerful tool that can engage audiences across the customer lifecycle. Find out what social media platforms your audience prefers, when they are likely to be online, and what content interests them and encourages them to engage.
Marketing automation technology – Marketing automation technology can increase customers’ value and satisfaction through the customer lifecycle by delivering individualized messaging, products, and experiences to consumers in an innovative way. Marketers can also improve audience engagement and loyalty using mobile, social and messaging applications.
Customer Relationship Management – Interactive experiences utilize the web combined with email, mobile, and social media communications to enhance customer relationship development. Databases or CRM programs provide a foundation for storing information about the relationship and deliver personalized customer messages on the web and through email. Using websites and social media, for example, customer development can boost lead generation and conversion of digital consumers to an online or offline sale through email and web-based content.
Remember that in addition to being a marketer, you’re also a consumer. When developing your next marketing campaign, consider the personalized experiences that have previously led you to a purchase that you did, or did not intend to make. Then, use this information to enhance your marketing efforts and let your customers know that you are paying attention to them.
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