The Power of Personalization in Your Marketing

As of 2023, 86 percent of brands have increased awareness via digital marketing. In the past, people generated brand awareness with huge email blasts and generic ads. But marketing in recent years is getting smarter and more individualistic.

The question today is: Have you harnessed the power of personalized marketing yet? If you haven’t or are unsure about your strategies, this guide is for you.

What Is Personalized Marketing?

Personalized marketing isn't just inserting customers' names into email templates before the blast goes out. It's about giving every customer an individual experience of their brand based on their own wants, needs, and values.

Businesses like yours collect data via analytical tools about their audience. You might look into which demographics purchase certain products the most frequently. You may also get insights into who is visiting your webpage and which consumers generate the most conversions.

Once you collect data about your audience, you can begin to gather information about the groups of people that work with you. You'll delegate people into groups based on past purchases, pages they've lingered on, blog posts they liked on social media, and the ways that they've reached out to you before.

At this point, you'll know who wants to see what content. You can then draft different types of emails to reach out to different demographics.

Let's say that Group A has purchased a DevOps application while Group B has invested in web design services. You'll create two emails, one that relies heavily on DevOps products and pain points and another that's more focused on web design strategies. You likely will have more than two groups and more than two emails.

You can send the correct email out to the audience most interested in it. This is an effective way to better tailor your marketing efforts to different subsections of your audience. It's a good way to make people feel valued and show them the products they're most interested in.

Examples of Personalization in Digital Marketing

Email blasts are far from the only type of personalized marketing. You can give people product recommendations in messages that talk about the values and pain points that you've identified for their demographic. You can also analyze purchasing behaviors for custom video messages and direct messages (DMs) via social media.

Many companies have done a great job executing personalized marketing strategies in recent years.

Shutterfly is a prime example. When someone downloads the app and creates an account, the user gives them permission to access photos. The app puts the photos onto items on their screen that they can quickly purchase.

Amazon has also been very effective at personalized marketing over the past decade. It uses information about past purchases (and video streams) to recommend new things specifically for each user. Combined with taglines that include the customer's name, it makes a great way to get sales.

Why is it Essential to the Modern Customer Experience?

One obvious reason that personalized marketing is important is that people get to see and engage with products and services that they're interested in. Every company will have multiple target audiences and buyer personas.

These audiences will have different needs, interests, and values. You will better reach your KPIs when you show items to audiences most likely to buy them. You'll get more conversions and generate greater interest.

Customers also naturally feel more valued with personalized marketing. They'll see their name and information matched to things that interest them. They will know that your company is watching them personally to get to know them.

This makes them feel like the brand cares about their specific purchases. They're more likely to develop a connection with your brand and shop there again.

Personalized types of marketing also make people feel like they're in control. They aren't just getting the same thing as everyone else. It'll be created and tailored to them, making them feel like they're calling the shots.

The Benefits of Personalization

To understand the importance of personalized marketing, consider the following statistics:

• 76 percent of people are more likely to buy things from brands that personalize,
• 78 percent also are more likely to recognize brands that personalize marketing,
• 78 percent are more likely to make repeat purchases because of personalization,
• 71 percent of consumers expect personalized interactions from brands,
• 76 percent of these people are frustrated when they don't get them, and
• 72 percent of shoppers expect brands to be individually recognized by brands.

If you fail to personalize, you don't just fail to give consumers what they want – you fail to give them what they expect. This makes sense when you consider that there are several ways that personalization enhances modern customer experiences.