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Individualisation of advertising is proven to enhance customer satisfaction, habitual purchase behaviour and the ultimately most valuable factor in advertising sales: return on investment.
Personalised marketing is the practice of communicating a message, a product, or a promotion that is customised for each customer based on their interests and demographics. This can be done through emails, websites, posts and ads on social media, or any where else that the customer may communicate with companies.
It can be concluded that: marketers can use specific data analytics to collect customers’ information in order to provide more tailored communications.
Personalize Emails
Email marketing is a popular means for organizations to reach and attract their potential consumers and using personalized approaches to engage with customers through email could lead to increase of engagement and conversion rates.
Business could achieve this goal by including in email campaigns specialized contents, unique subject lines and calls-to-action. The personalisation of emails doesn’t have to be more than inserting the name of the customer in the “From” field of the email, or sending specially tailored product recommendations on the basis of what the customer has searched for or purchased before. Email personalisation works on the basis that it makes the customer feel like the consumer is receiving offers that are specially made for them and as such they are more likely to be converted. Many companies use email personalisation in order to increase viewing of content or allowing productive sales to be made. With the successful use of emails, there are examples such as Netflix and Amazon, which have reinforced ways to recommend products that customers might like, based on their purchase history, search resumes alongside favourite genres that consumers have watched, thereby making them more likely to watch additional programmes on the basis of previous likes.
Create Segmented
Campaigns we need to collect and analyse customer data in order to run personalised marketing campaigns, which helps us to optimise the marketing message and offer for each customer segment. Customer data can be more useful (to you) when it is aggregated and segmented, meaning your customer base is broken down into smaller micro-audiences that have similar characteristics (demographic or behavioural). If your customer base tends to share commonalities such as geographic locations, emailing them an email with products in their area could be a simple and effective way of getting them to open emails, and of course convert products. Using personalisation responsibly and ethically is always important. For instance, whenever collecting customer data, your privacy policy should inform users clearly how the data is collected and also ensure users’ privacy. Likewise, it is always advisable to avoid vulnerable populations when targeting your messages, which will ensure that your campaigns are ethically and responsibly executed.
Create Personalized Websites
Personalised marketing means creating experiences that make shoppers feel that everything about their interests are being factored in. It means using data to customise content, messaging, advertising and products for each individual customer. Website personalisation is one way of doing this: from welcoming users to a personalised homepage; to dynamic recommendations for products, music or movies; to delivering immediate content based on previous behaviour – such as email, product recommendations or social media messages. Under the guise of personalisation, the marketer can increase sales and/or foster customer loyalty by convincing the customer that the marketer is sincerely meeting the customer’s needs. To be effective, all personalisation schemes must be executed ethically and monitored to ensure that the expected outcomes are or are not being achieved.
Create Personalized Ads
I mentioned that customers should not be treated as groups of customers, but rather as individual human beings. So how can you make your product more appealing on an individual level so people feel like they’re supported and understood as a unique individual? One approach is to personalise your marketing campaigns so they are created for the person, speaking to them directly instead of just talking at them, and addressing them by their name. It wouldn’t make much sense if you were offering me up-to-date information on the latest football matches that my seven-year-old son loves! Personalisation might come through segmentation and advance messaging or event-triggered messaging, for instance, based on retainer customer information when a cart is about to be abandoned or the price drops, and/or push notifications through in-app messages. You can also personalise an experience on your website or app by using buyer personas to tailor the experience your consumer has received to how they’ve used the site before – which pages they’ve looked at, or what products or services they looked into. That kind of personalisation can, for example, be used to change the content a consumer sees to reflect how they’ve interacted with it before.
Track Personalization
Marketing requires brands to gain and use data on individual digital behaviour such as where someone is, the device they’re using to browse, the browser or Silicon Valley language they use, whether they have a 200Mb or 1Mb connection, and so on. For instance, when a brand shows you different information on landing at a site, based on what you’ve clicked on and purchased in the past, to make your experience feel less mass broadcast and more personal. Personalisation, however, is a risky route. If badly executed, it could make an offer feel too intrusive, and turn prospective customers off. This is why your brands should not be personalised every time. Ensure that utilising personalised offers make sense: customers receive meaningful openings, and conversions go up too. But lastly, it’s going to be imperative to measure results.
