Role of Personalized
Content in Digital Marketing
We have compiled these articles on the power of Personalized Content. Anytime marketing is laser-focused on a person, a group or a demographic, it becomes more powerful. Personalized Marketing is an effective tool to draw in your prospective clients.
In the last few years, personalized marketing has become a hot trend in the marketing world. As a result, consumers’ expectations for personalized experiences are growing every day.
71% of consumers prefer personalized ads. As a result, businesses strive to meet these expectations and garner the benefits of customized marketing, such as increased ROI and improved conversions.
Regrettably, many businesses have difficulty with personalization. For example, 63% of marketers struggle with personalization, according to research by Ascend2.
Fortunately, all is not lost. If leading brands such as Ford and RedBull have mastered the personalization game with Spectrm, your business can do so.
Social media bots powered by Spectrm can help you deliver personalized experiences for your customers and hence increase conversions and ROI.
What is Personalization in Digital Marketing?
Personalization is the practice of making sure the unique needs and preferences of each consumer are addressed. It ensures that their customer experience is positive by showing you understand who they are and what they want.
In digital marketing, personalization is the ability to tailor messaging to individual customers. It delivers personal experiences based on a consumer’s previous actions, purchase history, demographics, and browsing behaviour.
The most valuable data to personalize marketing with is declared data or first-party data. Why? Because it’s the most reliable data, you can get on each customer’s unique needs and preferences.
Numerous points in the consumer journey can be personalized. For example, you can personalize ad content, landing pages, emails, discount offers, sale alerts, product or service recommendations, and much more.
How do brands stand out from the crowd when it comes to personalization? First, personalize your marketing from the very first touchpoint. And make sure you personalize based on meaningful data.
The Power of Personalization in Digital Marketing
Personalization in digital marketing is an incredible tool that consistently improves campaign results if executed in an engaging, authentic manner. This article explores how looking at things from the customer’s perspective could be a game-changer in your digital marketing strategy.
Most of us who existed in the analog world may recall when the video store guy knew our name and possibly even our snack of choice as we’d rent Ghostbusters for the 4th time. That’s what we called personalization before everything went digital. It’s the same reason why brands today personalize their promotional emails and address the recipient by their first name.
In the words of Dale Carnegie, “a person’s name is to that person the sweetest and most important sound in any language.”
The power of personalization still holds, even more so in the ultra-competitive digital marketing arena.
Below, we explore a few reasons why modern marketers are personalizing their marketing to force more intimate connections with their target audience:
People Demand Personalization
Personalization isn’t just the latest buzzword in the digital marketing landscape. Instead, it’s what people expect from their favourite brands. They want to feel heard, and there is no better way to make them feel valuable than personalizing the campaigns.
Unfortunately, not all businesses realize the importance of it. According to a 2017 Accenture report, nearly 41% of people switched to rival companies due to a lack of trust and poor personalization. In addition, it cost a staggering $756 Bn for U.S. organizations!
By this logic, if brands create ways to send the right message at the right time to the right person, it can go a long way towards retaining customers and capturing the attention of prospective users or buyers. As a result, most customers don’t hesitate to pay for personalized products or services.
Brands Can Create Better Content
Creating unique content that makes brands stand out is possible because of personalization. Such content has the power to etch in the memory of people. A great example of personalization done right is that of Coca-Cola.
Remember the 2011 Share A Coke campaign? The soft drink giant managed to lift sales through this campaign that centred upon personalization for the first time in a decade! Customers had the opportunity to have their names printed on classic Coke bottles…the campaign got a resounding yes from millennials.
Such simple yet powerful marketing strategies could have a lasting impact on customers, particularly when you leverage the power of social media marketing in these campaigns.
Personalization Humanizes the Brand
Most people tend to think that automation takes away the “human element” from their campaigns. While that is true to an extent, it doesn’t have to be that way. For instance, marketers can implement a reply-to-address option in their automated emails.
This way, customers can leave their feedback and ask questions that they may have. Moreover, it would significantly increase the chances of conversion. When customers know the names and faces behind the company emails, they can connect with the brand on a human level.
There is no better way of expressing that humans are the heart and soul of a company, not robots.
Businesses Can Strengthen Relationships
Personalization allows businesses to convey their gratitude to customers. For example, sending a thank-you email or a birthday email is an excellent way of strengthening customer relationships. Apart from emails, companies can even personalize the landing pages and entire website.
This digital marketing strategy works like magic for driving greater conversions and sales. Essentially, brands should strive to make their website, apps, or landing pages feel like home for their users.
Data is the Backbone.
Personalizing marketing cannot be possible without the collection of customer data. Therefore, the campaign’s success depends on how effectively businesses gather and measure data. Ethical data collection methods such as surveys and emails can help marketers gain more knowledge about their target customers, ensuring the efforts to personalize experiences and products are effective.
By consistently evolving the buyer persona, they can target the right people and personalize the message delivered through the marketing campaigns. Not to mention the fact that the information can be used to revamp the blog, emails, ads, and other forms of content.
How Personalization is Different from Customization
It’s pretty painful to see people use personalization and customization interchangeably. Yes, it’s true that both keep users at the center and want to engage them with exciting, contextually relevant experiences, but their ways are entirely different.
So how are the two not the same?
Personalization, as you know by now, is about creating a one-to-one marketing experience for customers. It begins with collecting big, qualitative data about your audience. Amazon is a brilliant example of personalization done right, and so are Netflix and YouTube. Recommendations rain down depending on users’ on-site activities.
Customization, on the contrary, is about giving people the liberty to be able to custom-make a product or service based on their particular taste. So put, it puts them in the center, having complete control over everything they’d like to keep or lose.
For example, Canva, a free online graphs and chart maker, has plenty of customizable templates. Users can make changes in fonts, colour, layout etc. and also add/delete elements in an existing design or start from scratch.
In e-commerce, the most commonly used customization technique is product customization. As a result, shoppers feel empowered to design their clothes and accessories unique to their sense of style. Moreover, customizing their product boosts their satisfaction levels, for the outcome is the fruit of their labour!
Nike uses customization to a significant effect, letting shoppers edit the shoe design and even sharing the customized plan on their social networks. Of course, flaunting on social media is an additional way to give shoppers’ egos a boost because someone out there may praise them! For Nike, it could translate to more people dropping by their website and buying their products.
Personalized marketing can be a game-changer. Give it a try. You might like it!
Article compiled by hughesagency.ca
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