PERSONALIZATION: SEND CUSTOMIZED MESSAGES AS PER THE NEEDS OF CUSTOMERS
Personalization happens when a marketer customizes a piece of content to catch customers’ attention. Read further to know what is personalization and its effects on customers.
With the growing and ever-changing trends, the tastes and preferences of customers are also changing. One size does not fit every customers’ needs. They want something unique and appealing. Being a marketer, you have to satisfy your customers to bring them back to your site time and again. How can you do that? Well, the answer is quite simple, through personalization.
Read this blog to know what personalization is, what its importance is, and benefits. Let’s get started.
WHAT IS PERSONALIZATION :
Personalizations are no longer a buzz word in today’s marketplace. Almost every marketer is aware of it, and they are capitalizing it to the fullest. If you are still not aware of it, read this definition – Personalization means creating tailored messages for the customers as per their needs and demands and engaging them with the same to act upon it.
How to do it? There are market automation tools that make it simpler for you to know the customers’ analytics as to how they are reacting to the campaigns. Also, many other tools such as surveys can help you know the customers’ requirements, and accordingly, you can create content on social media, PPC, and other e-commerce platforms. Collect the data of the customers and start using personalization.
Personalization’s importance and meaning can differ for a digital marketer, e-commerce marketer, and other PPC marketers. Let’s see what it means for them.
WHAT IS THE IMPORTANCE OF PERSONALIZATION:
You can increase the relevance of your campaigns and advertisements by using data points. They could be simple insights based on the user’s intent, buying habits, demographic information, and other factors. Make your customer feel as if you are directly talking to them through your personalized messages.
See below what is the importance of personalization for marketers :
1. Personalization in PPC Marketing:
Personalization plays a vital role in PPC marketing as marketers get more than 70 percent of ad clicks when people search online. As a marketer, you need to be cautious of getting more clicks as you are paying for these ads, and generally, visitors leave the website without clicking on them.
It would be best to retarget the previous visitors with the messages based on the products and services they visited on your website. Now you can do advanced targeting, which means you can not only target customers with keywords but also based on the geographical, demographic, and other user-intent patterns.
2. Personalization for Demand Generation Marketing:
There has been a massive shift that prevailed in the demand generation marketing. Marketers are now making it more personalized by offering the content in exchange for the prospect data to generate leads. The marketers use segmentation and CRMs to get leads from webinars, events, and conferences. But demand generation is more than just collecting leads; you have to build a deep awareness in leads about your product and services. You can use custom targeting to reach prospects through personalization.
3. Personalization for E-commerce Marketing:
E-commerce marketers are waging significant advantages of personalized retargeting. Take the example of Amazon, an e-commerce platform where you can retarget the users who visited your site earlier. You can retarget them with discount offers and drop off prices on the products they saw earlier. Similarly, if a user has added the product to the cart but did not buy. You can retarget them with personalized content outrightly.
Note : Users can get a plethora of information anywhere on the net, but what fetches their attention and what induces them to act is in itself quite relevant and vital. Personalization gives them the message what they really want to see.
WHAT ARE THE BENEFITS OF PERSONALIZATION :
Personalization gets more useful when customers read their names in the messages. They get stimuli in their brains, which incessantly prompt them to take action.
Let us see the benefits of the personalization :
1. Improve Customer Experience:
Customers are more likely to act on the campaigns which display their names. Also, some customers claim that they go for brands that have a reputation and name. Therefore the unknown brands have to pull up their socks to fetch users’ attention. You can get users’ information through surveys and accordingly give them offers and discounts. Around 60 percent of customers take an interest in such healthy transactions. At the same time, you have to keep on creating awareness amongst the customers about your products via articles and blogs so that they do not forget your products.
2. Increase in Revenues:
Personalization is not a destination or a goal. It should be a continuous process to fetch customers’ attention and serve them for a lifetime. You can identify the channels where you can engage the customers more and more.
Both B2B and B2C marketers can avail of the benefits of personalization. B2B marketers can divide their customer base and engage them. They can personalize the content of the website to increase sales. You can also blend personalization with loyalty programs and sales promotion through which you can gauge more sales and revenue.
3. Increase Customer Retention:
You can acquire new customers, but it involves a lot of costs. Also, retaining customers is equally challenging. Personalized marketing is one of the tools to accelerate customer retention rates.
Segment the customers based on their website visits and re-engage them. Accordingly, you can send them a mail or a newsletter. You can send emails based on their actions. For example – They added the product and abandoned the cart. Give them discounts and coupons to remind them to take action on the carts. Provide them discounts and catchy offers so that they could return and act on your offers.
Reward your loyal customers. Be creative in your ideas and give them a free delivery of the products to nurture them. Sending free samples is also a great idea to fetch users’ attention.
4. Enhance Brand Loyalty:
Your brand loyalty depends on what you give to your customers and retain them through constant nurturing. As a result, you will see their love for brands will increase, and they will be more loyal to your brand. As per a study, consumers love those brands more, which showcases users’ beliefs.
WHAT ARE THE EXAMPLES OF PERSONALIZATION:
Below are the examples of some of the famous brands who are hitting the market world with personalization :
It is one of the renowned brands all around the world. They devise newer strategies time and again to catch customers’ attention. Back in 2012, they created a campaign called “Share a Coke” campaign. It created labels on the bottles with customers’ names, which created a buzz amongst the people. The people were quite excited about finding their names on the bottles, and they shared it with their friends.
The brand works and is continually working to develop loyalty programs and give rewards to the customers. Their app allows the users to track their rewards, order the drinks and savories of their choices, and pick their orders up at their closest stores. The more customers order, they will receive better targeting messages.
It is quite a famous app and provides continuous entertainment to users. They come up with unique strategies to entertain users. Their “You might also like” section, which gives special suggestions and recommendations to the users. But at the same time, they create the artwork as per the interests of the users. They are using personalization as a core-strategy to win the viewers’ hearts by putting the right content for them.
Personalization is a great strategy to let your users know that you care for them, and their choices and preferences matter the most to you. But you shall not invade the privacy of the consumers. Try to engage them at the right times. If you get too clingy to the users, they will push you away. Think from their perspectives and engage them accordingly.