By building a solid and expanding customer base, online firms seek to continually reach greater audiences.
Personalization, or the customised version of each branding and marketing strategy, is the key to doing this so that their campaigns are continually in direct contact with each customer.
Personalized marketing is present in all forms of digital marketing, even if you haven’t heard the phrase yet. Every campaign, from social media and email marketing to inbound marketing, incorporates customization elements into their strategies in order to give each user the desirable “personalised” experience.
Let’s examine everything, though, in further detail.
What is personalized marketing?
Personalized marketing is essentially the process of providing personalized information based on data analysis and statistics, so that the complete experience offered to the public is ideal for each internet user. Through this, all successful marketing campaigns offer the company’s audience the products that interest each individual consumer.
How exactly does personalized marketing work?
A consumer’s profile is created for each user once the data that each consumer submits online has been analysed.
In other words, an online consumer persona is created for each internet user based on their past web searches or visits to particular websites, their location as determined by cookies, their age, gender, and their hobbies.
All websites on the internet that utilise marketing campaigns and wish to successfully advertise their goods or services to audiences that are specifically interested in them can make use of this persona.
.However, a company can even tailor the homepage of its website based on the user that visits it by using specialised online tools. Of course, there’s more than that. Through email marketing, it is possible to give personalised information to all landing pages, CTAs, newsletters, etc.
n this context, there are 3 different categories of “personalization” of a marketing campaign:
- Behavioral personalization: based on the user’s movements on each website, his response to past campaigns and his contact with the brand in the long run
- Demographic personalization: follows data such as location, age, occupation, gender, income, etc.
- Contextual Personalization: achieved by analyzing user data and movements at that particular time
Why is personalized marketing important?
According to research, the majority of consumers prefer the personalised experience offered by personalised marketing. And anyway, why not?
Who would want to be forced to choose between being exposed to the tremendous amount of material that is being uploaded online?
The customer receives all the information and precise goods and services he requires at any given time thanks to customisation. Since everything is centred on his choices, this information either entirely concerns him or comes close to meeting his wants. In fact, a relevant survey found that 90% of online users had no issues disclosing personal information if it implies that their web experience will be customised and catered to them.
In other words, the consumer enjoys the feeling of control over what is happening on his screen. It examines information delivery that it deems interesting automatically. Thus, customization in marketing is the only way for each campaign to achieve the majority of its objectives because it makes it easier for customers to browse the internet, optimises their experience, and gets them closer to the brand.
Personalized marketing is one of the most effective tools for a business that wants to keep its loyal audience, grow its customer base, and always be one step closer to the consumer…consciously knowing what they are constantly looking for. This is especially true in light of the fast pace of daily life and the fiercer competition.