Understanding The Potential of Personalised Marketing
Nowadays, customers are beginning to invest more into the brand experience when it comes to interacting with the brands they choose. From their online experiences to paying attention to how brands contribute to social issues, customers have come to the table ready for brands to do more than just market their products and services. They want to get up-close and personal with them.
But why should your brand get personal with its customers to begin with? For one, personalisation has a massive impact on a customer’s buying power. 51% of shoppers who have experienced personalisation say that this has a noticeable influence on their purchasing decision. When your brand can deliver more individualised content, there is a level of engagement with your customers that has the potential to become lifetime brand loyalty. But first, let’s explore the potential that personalised marketing has for you.
Personalisation in Connections
From subscribing to newsletters and participating in surveys to filling out online forms for competitions, customers have become comfortable with sharing some of their personal information with brands if they are getting something in return. These can range from discount codes or exclusive access to product information. A number of brands within the retail industry introduced a form of personalisation through their loyalty card program.
Take the Woolworths WRewards program, for example. Not only are you encouraged to repurchase the products that you prefer from the store, but you get extra savings for simply having the card and receive vouchers that are exclusive to you. This type of personalisation does more than encourage loyalty – it keeps you connected to your customer and helps you better understand their consumer habits.
But this all begins with the data that these brands are able to collect. Personalised marketing starts with data, and it’s from the above mentioned methods of data collection that you can begin learning more about your customers. From here, you can tailor the way you connect with them to provide a more customised experience.
From sending birthday emails or customised content in your newsletters, the data you get can help establish relationships with new customers or strengthen it with your existing consumer base. Just like how storytelling or visual branding can help brands connect with their audience, so can personalisation. This won’t only have a positive impact on your sales but will help the connection you make with your audience all the more genuine and authentic.
Personalisation in Content
When it comes to a better customer experience, being more custom is how you will ultimately win. If content is king, then personalisation is one of the biggest jewels in the crown because of how you will be able to stand out against your competitors. Think about the Coca-Cola ‘Share A Coke’ campaign, where customers could find their own names on Coke bottles and cans. The campaign proved to be successful – one reason being that it encouraged consumers to share their personalised Coke cans online, creating thousands of unique user-generated content. But the campaign did particularly well in South Africa because people, with uncommon names, could participate in the excitement of the campaign as well.
Remember that as your customers are continuously evolving with technology, simple personalisation just isn’t enough anymore. For example, addressing your customers by name and surname in the subject line of your email marketing campaigns is only the beginning of personalisation, but you need to do so much more. Founder of Firing Squad, Jason Bagley, recently shared some tips on personalisation during our email marketing webinar:
- Ask your customers what they want to receive from you. They may already love your brand but want to receive specific types of information from you – give your customers this option to choose.
- Segment your audience according to their pain points. If you know their frustrations, you know how you can address them and provide the solution.
- Answer their unasked questions. Your customers often have questions in mind but haven’t verbalised them yet. If you can answer these upfront in your emails and newsletters, you cut a barrier that makes personalisation and connection easier.
While personalised emails can guarantee you a higher open rate, you can also use automated behaviour-triggered emails to increase this open rate even more. These emails usually enter your inbox when you are celebrating a milestone or need to be reminded of an offer. If your brand is looking to drive sales or increase website traffic, use the personalised and customer-centric nature of automated emails to achieve this.
Personalisation in Social Media Platforms
Social media has become one of the biggest ways for brands and businesses to continue online conversations with customers that are consistently engaged with them.
A brand that has managed to get both personal with audiences and engage with them on other platforms is Netflix. As a on-demand subscription based video platform, Nextflix has a wide library of content to offer, but they have mastered the art of personalising this content just for you.
What makes Netflix’s personalised marketing so effective is the fact that they are showing their audiences the content that they actually want to see. By using data-driven analytics, Netflix gives you a personalised experience based on what you watch, when you watch it, and if you skip the intro.
Netflix also knows know to market itself across different platforms, while still maintaining a personal aspect through engagement. Notorious for creating memes, polls and asking questions on Twitter or Instagram, Netflix has taken their ability to relate to their audience on social media to effectively continue conversations about their brand online.
Now how can I measure my Personalised Marketing efforts?
When it comes to personalised marketing, your success lies in creating campaigns that are relevant to your audience, and shown to them at the right time on their preferred device. One brand that has gotten this right is Superbalist, who use Big Data, AI and analytics to update and personalise their marketing strategies. From their personalised website content that recommends the frequently bought items with your shopping cart, to the personalised emails and offers you receive in your inbox, there is a plethora of data that has been used to make the connection between Superbalist and its customers more personal.
By strategically using data insights that marketers can gather from tools, such as Meltwater’s Audience Insights, these can help create unique and relevant experiences for your customers, which can keep your customers more engaged and loyal to your brand in the long run.
And like any other marketing strategy, you need to measure your personalised marketing efforts against the Key Performance Indicators (KPIs) that you have set for your campaigns. Using advanced analytics and insights will help you not only understand your audience reports but you’ll be able to make data-driven decisions that can better inform your next marketing strategy.
Personalisation is the name of the marketing game, and if brands want a competitive edge, they need to start thinking about the potential that being personal with their consumers can have. Whether it’s to drive sales, increase traffic to your website or simply engage better with your customers, don’t be afraid to get up-close and personal with your marketing strategy. As customers continue to look for great brand experiences, if you can offer this in a personalised way, you can turn a browsing user into a buying user.
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