through email personalization” (ActiveTrail) · enhance customer experience. ... If done the...
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3 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 individual customers. Various channels like websites, apps, emails, online advertisements, call centers, online chats and in-store communications are personalized in order to enhance 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 designed to appeal to a huge audience or a broad demography, personalized marketing caters to an individual. To be successful in personalized marketing, businesses must gather a vast amount of 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 Customers One on one marketing builds a deep and meaningful relationship with current and prospective customers. Increased Engagement Customers 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 Personalization and Customization? How to Personalize Marketing? Higher Conversions The right level of personalization at the right time makes customers and prospects feel that you really understand them. Better ROI It'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 Content Your content needs to be catchy and engaging, so that people read it, watch it and share it. Delightful Experiences Customers do not like irrelevant emails, text messages or advertisements. They prefer engaging with brands that they are interested in. Improved Customer Experience Customers expect quick and easy solutions. You need to create a 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 Channels Currently, 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? Personalization Personalization 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 carefully analyzing their data. Customization Customization 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 based on their preferences. Customization is mostly based on natural intelligence rather than artificial 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 displayed or 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 can improve email marketing performance” (Aberdeen) “ “74% of customers feel frustrated when website content is not personalized” (Infosys) #1 Identify your customers based on their browsing behavior Identify your customers and find out what they want. Then pre-segment them based on their purchase behavior and requisite information. #3 Message 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. #5 Run campaigns that are login specific Reward 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. #7 Conduct customized surveys If you want quality responses, you must customize your surveys according to your customers. The ‘thank you’ page is the best place to ask for feedback. #9 Notify customers about relevant products or events Personalized marketing ensures that brands know their customers. You must make it a point to send notifications regarding products or services which are new and available. #2 Recommend new brands based on search queries There 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. #4 Offer special deals and limited period offers People love freebies, and most of them are willing to pay for them. At times they don’t mind paying a little extra for additional product to qualify for free shipping. #6 Use video marketing effectively Videos are a great way to attract, engage and educate the customer about the products or services. The main aim of videos is to direct prospects down the sales funnel. #8 Offer help after the visitor has browsed many pages The reason most visitors browse through many pages is that they are unable to find products they are looking for. #10 Analyze and secure customer data Customer privacy is essential. Data collected should be properly secured and analyzed. Customers detest their private information being leaked or misused. #11 Use the right tools Businesses must ensure that they select the right tools and technology for personalized user experiences. What are the types of Personalized Marketing? There are three types of personalized marketing Personalized Marketing Examples Personalization Pathways: A Guide to Personalized Marketing Turning transactional interactions into 1-to-1 conversations www.tadigital.com TA Digital TM is a registered trademark of TechAspect Solutions Inc. ©2019. No part of this document may be distributed, reproduced or posted without our written permission. Get the eBook Now #1 Emails #2 Dynamic Content This is another form of personalization. By using various software, content can be personalized according 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 Software Conversion Rate Optimization (CRO) is another powerful way to use personalization. CRO software 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 solutions to them for problems they are experiencing at that particular time. “ “79% of consumers say they will engage with an offer if it has been personalized to reflect previous their previous interactions” (Marketo)
Transcript of through email personalization” (ActiveTrail) · enhance customer experience. ... If done the...
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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
www.tadigital.com
TA DigitalTM is a registered trademark of TechAspect Solutions Inc. ©2019. No part of this document may be distributed, reproduced or posted without our written permission.
Get the eBook Now
#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)
