Personalisation: An Inevitable Tool for the Marketers 

Personalisation has become a necessary tool for marketers to cater to the customers’ needs and enhance their brand value. Unlike the era of traditional marketing, digital marketing now focuses on providing what customer needs. That means, tailoring the needs of the customers their way is the new mantra of customer-centric marketing.

Personalisation works both ways for the customers as well as marketers. On one side, it gives space to the customers to consider the brand worth of value, and for the marketers, it acts as a boon for the marketers to outshine their competitors.

As per a survey conducted, not every brand is taking good use of personalisation, and thereby they are not investing in personalized technology as yet. Only 39 percent of the brands are vouching for the benefits of personalisation.

Image Via NotifyVisitors

We all know that personalisation allows you to target customers on the basis of their location, their specific needs, and other demographic factors with the relevant content. But still, many marketers struggle with the personalisation tool.  Whether it is about sending personalized emails or personalizing your website with the relevant content. Marketers seldom do it a wrong way!

If you want to use personalisation in the right way to attain the higher click rates on emails or conversions on your website. You have got the power to do it.

WHAT IS PERSONALIZED MARKETING

The main thread of personalized marketing is collecting the relevant data of customers and that’s how you can interact with the prospective leads or customers on the basis of the data.On the basis of the data collected, you can create marketing strategies to target customers through your content.

Begin it with user data as the success of your campaigns will majorly depend on the collection of the data. You can collect the data with the email list segment and surveys. This way you can get an idea of what you need to serve which type of customer. You can create a unique profile of the customer, thereby personalizing the marketing campaigns.

Below are some of the examples of the personalizing the marketing campaigns :

1. Target specific audiences

Personalisation helps you to be accessible to specific audiences. You can collect data from surveys such as NPS surveys, you can create email campaigns on the basis of the audience’s interests and their buying habits.

For example – If your users like a specific colour clothing or shows interest in a specific product, You can render such products and services in your mails, or specify a relevant content in the mails and opt-in forms to offer a personalized experience via content and attain more conversions.

2. Create relevant content

You can stand out amongst the competitors and create unique content which leaves a mark in the minds of the customers. For example – The coca-cola brand started a campaign of imprinting customers’ names on the cap of the bottles to attract more customers. Also, the brand gained a lot of popularity and attained a lot of sales opportunities.

3. Strengthen relationships with customers

You can personalize your marketing which will help you strengthen your personal relationship with the customers. In order to get a good brand value, you need to show your customers that you really care about them. You can send them emails on their birthdays and anniversaries so that customers can acknowledge your efforts. Also, you can personalize your website.

4. Make better recommendations

Before personalizing, you need to learn about your customer’s buying habits. Sites such as Amazon and eBay use the same personalization strategy and are doing quite well as they send emails with recommended product catalogs.

For example – if a customer has searched for a fiction book and left the page without acting upon it. Amazon gives product recommendations for the similar books on the basis of the behaviour of the customer.

5. Boost sales and conversions

Personalisation is not just about connecting with the audience. It is a great way to enhance sales and brand value. A mere product recommendation can change the face of your brand.        

For example, You can get an idea of better pricing for your products by looking at the  trends and the customer behavior on your site. This way you can give recommendations to the users at the right prices.

As we have discussed the importance of personalisation in the marketing strategies, there is some statistical evidence that shows the magical outcomes the brands attained through personalisation. 

WHAT ARE THE STATISTICAL EVIDENCES FOR THE PERSONALISATION

1) Website personalisation increases conversion rates

When you create content as per the targeted audience on the basis of their behavior and demographics, your message becomes more appealing. Website personalisation is a great method to bring in conversions.

As per the research of Econsultancy, 93 percent of the companies view an upliftment in conversion rates through personalisation. 

The ninth annual CRO report in association with the red-eye stated and focused on the different practices and techniques for improving conversion rates and personalisation is one of them. The aim of this report is to provide data and framework to assist companies in investing their time and resources into examining the methods which could provide better results.

In this report, you can find out the types of conversions and measurements an organization is using and discover the valuable methods to improve conversion rates and the methods, organizations will be using in the future. 

2) Personalize your homepage

Create content as per the needs of the customers can increase and enhance your sales. Your homepage is the right place through which you can begin your personalisation. Recommending products as per the customers’ needs and behavior can increase your sales by 7 percent.

3) Recommending products to the customers

Product recommendations are one of the most effective personalisation tactics. You can show products to the customers which fit their needs and align with what they have purchased previously.

 As per internet retailers, more than 80 percent of the consumers go for the recommended products as marketers recommend them on the history of their purchases. Personalized recommendations are not merely a consumer preference, they definitely lead to sales.

 Note : Personalised recommendations can increase sales by 4 percent.

4) Lack of personalisation frustrates customers

If you are frustrated with the cart abandonment rates and wondering why personalisation is driving the customers away.

As per a report, 74 percent of the customers feel frustrated about the lack of personalisation in the products they are being recommended. It could irritate and turn the customers away.

5) Personalisation influences the buying decisions

Personalisation influences the buying decisions of the customers. As per the research by Infosys, 59 percent of the customers say that personalisation influences their buying decisions. Therefore the brands which do not use personalisation cannot influence the purchasing decisions of the customers and are at a disadvantage.

6) Customers prefer brands who value them

Personalisation influences which brands the customers prefer the most. As per PWC, more than 12 percent of the customers prioritize the brands that offer personalized products.

 You can use marketing automation software to send personalized recommendations to the customers. When you blend the technology with personalisation, it could add as an icing on the cake for you as well as for the customers.

7) Personalization builds loyalty

One of the challenges marketers face is building up a great relationship with the customers, Your customers won’t be loyal to you if you do not engage time and again with them with personalized recommendations.50 percent of the customers would stick to the retailers who would give them personalized offers.

8) Reduces the acquisition costs

Acquiring customers is quite difficult but personalisation eases this out as it reduces the acquisition costs by more than 50 percent. It can increase the revenues by more than 5 to 15 percent.

9) Increase in repetitive purchases

It is easy to catch hold of customers’ attention for once but equally difficult to get them back at your website. Personalisation can bring in around 44 percent of customers back to your website.

I guess by now you must have been acquainted with the important facts of the personalisation and how important it is for getting higher revenues and gaining a good business reputation.