What is Marketing Personalization and Why do You Need it?

As the name suggests, ‘marketing personalization’ is about tailor-making marketing messaging to each consumer. Making marketing more personal to your customers doesn’t just mean addressing them by name in your mass emails. Yes, this does form part of marketing personalization – but only a tiny fraction. To tailor-make your marketing messages to each of your clients, you need to pay attention to user data.

Marketing personalization, also referred to as one-to-one marketing, can be described in many different ways. he following.

Marketing personalization is the implementation of a strategy used by companies that uses data collection, analysis and automation technology to deliver individualized content to recipients.

The end goal of using personalized marketing is to engage with customers as individuals rather than as a whole. While this does sound like a massive task there are a lot of benefits to be gained from using personalized marketing.

WHAT IS USER DATA IN MARKETING?

User data’ in marketing is simply the data that you gather about your users. This information will encompass factors such as your audience’s:

  • Gender
  • Age
  • Income level
  • Occupation
  • Location

The more detailed data that you have about your users, the more accurate your marketing campaigns will be. For example, if you’ve developed a product that is specifically for women, and you know which section of your target market is female, you can send them the marketing material about this product. As you’re sending the campaign to the correct target market, you’ll have a greater chance of success than if you sent the campaign to your entire base of customers.

Social media platforms have provided advertisers with a wealth of user data. As such, they offer opportunities for companies and brands to put together marketing campaigns that are highly specific. With all this data, it’s easy to target the customers they want to reach.

The Benefits of Personalized Marketing

When implemented correctly personalized marketing can be beneficial for both businesses and customers. Here is just a few of the potential benefits:

Improved Customer Experience

Customers are more likely to provide personal information to your brand or company when they receive something in return. As a business this could be a way for you to incentivise your customers to fill in forms and participate in surveys by offering discounts. You can use this information to point your customers to a product that best suits them. With all the information provided from the customers it is every business responsibility to protect all client information and offer them a much more personalized service if they become return clients.

Drive Revenue

You can increase your ROI by responding to the preferred channel for your customer. Using automation technology you can identify what channels your customers most engage with. You can then follow up on these channels as part of an omnichannel approach.

Increase Brand Loyalty

Customers expect to be treated like a unique individual after providing you with personal information. They want to know that you understand their specific preference. As a business using resources to concentrate on personalized marketing the outcome and reward can be immense. 

Create Consistency Across Channels

There are many different channels that consumers can interact with such as email,social or mobile. Some consumers will use one channel while others might use multiple. This makes it very important for brands to retain consistency across multiple channels.

Challenges of Personalized Marketing

As with all things in life personalized marketing does not come without its own set of challenges, But luckily these challenges are minor and fairly easy to overcome.

Finding the Right Technology

One of the biggest problems you will face, will be finding the right technology to assist you in making the best personalized client experience possible. While finding the perfect personalization engine is a problem for most marketers, it is possible and finding it can mean success. 

Time and Resources

An important part of perfecting personalized marketing is more than simply finding the right software. It is almost a necessity to have a dedicated team specializing in this form of marketing, but not all companies are able or willing to set aside an entire team to further these efforts. 

Creating a Single Customer View

When collecting data across the threads a marketer is able to piece together customer profiles and figure out what each individual customer is looking for. While there is software that helps with automation when setting up customer profiles the automation is limited and research shows that marketers sometimes have trouble linking data to individual customer profiles.

Implementing Smart Segmentation

While it is possible to use smart segmentation to boost performance, 85% of brands admit that their marketing is based on broad segments and simple clustering.

How to Create a Successful Personalized Marketing Strategy

There are multiple things to take into consideration when creating a personalized marketing strategy. While looking at the benefits and the potential problems are important it might also be worth looking into the following.

Compare

A common mistake when doing personalized marketing is becoming static with a single personalization engine. As technology grows so should we, always compare engines with existing solutions that claim to offer more.

Capture

With only a few lines of code added to your web page you can track everything from Clicks, time spent on site, abandoned shopping carts and even purchase history. All the data collected from your web page can then be put into client profiles to increase personalization on a customer’s every return.

Analyze

While analytical capabilities, adaptable websites and data collections are all beneficial to your company it is much more so when all of these are synchronized. After a few weeks of data collection your personalized solution should be able to provide accurate client predictions and recommendations. To validate any findings or that your personalized service is working you can do A-B testing , so intern test your solution against a control.

Act

After data collection is complete this is the part where we act, make informed marketing decisions. Use this information for promotions, targeted ads or even just personalized emails.

In Summary

McKinsey research shows that personalization decreases acquisition costs by as much as 50%, boosts sales by 5-15% and improves marketing effectiveness by 10-30%.  

From the other side:

  • Irrelevant content produces an 83% lower response rate in the typical marketing campaign.
  • Lack of personalization and trust cost companies $756 billion last year.

Many of the expert marketers are now going as far as to suggest that personalized marketing is the future of marketing. Seeing how the results of the campaign change, we need to agree with them.

Personalization is all about doing things to serve the client. So, once in a while, you can consider putting yourself in your customer’s shoes and look at things from their perspective. This will help you boost your marketing campaign immensely.