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What is Personalization?A Definitive Guide to

Personalized Marketing

Personalization is the practice of creating customized interactions with an audience through content that is relevant to their needs and preferences.

The very foundation of personalization is to understand the behavior of individualcustomers. Various channels like websites, apps, emails, online advertisements, call centers, online chats and in-store communications are personalized in order toenhance customer experience.

What is Personalization?

Personalized marketing is the strategy of using customer data to create relevant communication with your audience. It is also known as ‘one to one marketing’ as it is tailored according to the needs of each and every customer individually. Unlike mass marketing, which is designedto appeal to a huge audience or a broad demography, personalized marketing caters to anindividual. To be successful in personalized marketing, businesses must gather a vast amountof personal information about their customers.

““80% of shoppers are more likely to buy froma company

that offers personalized experiences” (Epsilon)

If done the right way personalized marketing can enhance your business in multiple ways.The benefits of personalized marketing are as follows:

Targets Specific CustomersOne on one marketing builds a deep and meaningful relationship with current and prospective customers.

Increased EngagementCustomers are more likely to visit websites that persistently engage with them, for instance through live chats.

What are the benefits of Personalized Marketing?

What is the difference between Personalizationand Customization?

How to Personalize Marketing?

Higher ConversionsThe right level of personalization at the right time makescustomers and prospects feel that you really understand them.

Better ROIIt's very important for businesses to know their site’s bounce rate. Bounce rate shows that your visitors or customers are not likely to return to your site.

Personalized ContentYour content needs to be catchy and engaging, so that people read it, watch it and share it.

Delightful ExperiencesCustomers do not like irrelevant emails, text messages oradvertisements. They prefer engaging with brands that theyare interested in.

Improved Customer ExperienceCustomers expect quick and easy solutions. You need to createa frictionless experience for them.

Shorter Sales Cycle Many businesses offer long sales cycles, while customers prefer short sales cycles. Customers prefer instant solutions and a short journey to save their time, money and attention.

Consistent across all ChannelsCurrently, most customers are interacting with brands across various channels. It is imperative for brands to be accessible across all channels and be consistent throughout.

““82% of marketers have reported an increase in open rates through email personalization” (ActiveTrail)

What is Personalized Marketing?

PersonalizationPersonalization is done through software or apps. The main aim of personalization is to provide content and functionality that relates to a particular users’ interests or needs,without any effort from the user. The app adjusts the interface according to the profile of the user. For instance, Netflix recommends shows or movies to users after carefullyanalyzing their data.

CustomizationCustomization is done by the consumer through apps or services to make changes to their experience to meet their specific needs or requirements. Consumers can configure their functionality, layout or content basedon their preferences. Customization is mostly based on natural intelligence rather thanartificial intelligence. For instance, users can customize their interface by selecting what they want to see or select preferences for how they want information to be displayedor organized.

Personalization and customization are both different concepts but help in achieving the same goal i.e.tailored customer experiences. However, both these objectives are achieved in very different ways.

According to a study, more than 80% of consumers say it guides them to make purchase decisions.Personalization only works well when it is useful and relevant to the consumer.

How to Implement a Personalized Marketing Strategy

To increase your conversions and stand out, you need to have an advanced personalized approach.This includes the following key components:

““96% of organizations believe that email personalization canimprove email marketing performance” (Aberdeen)

““74% of customers feel frustratedwhen website content is not

personalized” (Infosys)

#1Identify your customers based on their browsing behaviorIdentify your customers and find out what they want. Then pre-segment them based on their purchase behavior and requisite information.

#3Message customers when they are in ‘shopping mode’The best time to approach customers is while they are shopping. Pop ups or live chats are one of the best features that can help and drive them to make purchases.

#5Run campaigns that are loginspecificReward customers or give them discounts only when they login to make purchases. The best way to boost the exclusivity of loyal customers is by offering rewards.

#7Conduct customized surveysIf you want quality responses, you must customize your surveys according to your customers. The‘thank you’ page is the best place to ask forfeedback.

#9Notify customers about relevant products or eventsPersonalized marketing ensures that brands know their customers. You must make it a point to send notifications regarding products or services whichare new and available.

#2Recommend new brands based on search queriesThere are many businesses that sell products from different brands. If you are one of them, at times you may find it difficult to promote it to visitors.

#4Offer special deals and limited period offersPeople love freebies, and most of them are willingto pay for them. At times they don’t mind paying a little extra for additional product to qualify for freeshipping.

#6Use video marketing effectivelyVideos are a great way to attract, engage andeducate the customer about the products or services. The main aim of videos is to direct prospects down the sales funnel.

#8Offer help after the visitor has browsed many pagesThe reason most visitors browse through manypages is that they are unable to find products they are looking for.

#10Analyze and secure customer dataCustomer privacy is essential. Data collected should be properly secured and analyzed. Customersdetest their private information being leaked ormisused.

#11Use the right toolsBusinesses must ensure that they select the right tools and technology for personalized userexperiences.

What are the types of Personalized Marketing?

There are threetypes of personalized

marketing

Personalized Marketing Examples

Personalization Pathways:A Guide to Personalized MarketingTurning transactional interactions into 1-to-1 conversations

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#1

Emails

#2

Dynamic ContentThis is another form of personalization. By using various software, content can be personalizedaccording to the customer’s information, geographic region, and demographics to give them the right information according to the interactions.

Businesses have been using emails for many years, and it continues to be one of the best ways to approach a prospect or retain a customer. While addressing a customer or prospect, one needs to call them by their first name, rather than their last name.

#3

CRO SoftwareConversion Rate Optimization (CRO) is another powerful way to use personalization. CROsoftware builds data based on the interactions of the users, like how they landed on the site, the pages they visited, how they interacted with you within the site and accordingly provide solutionsto them for problems they are experiencing atthat particular time.

““79% of consumers say they will engage with an offer if it has been personalized to reflect previous

their previous interactions” (Marketo)