Nowadays, consumers are constantly being bombarded with content, ads and messages which has made catching audience attention a lot more challenging for businesses. This is where personalised marketing comes in. Personalised marketing is a strategy that is changing the way that businesses interact with their customers, and if it isn’t something you have considered incorporating into your business activities, you may be missing out on a golden opportunity to boost engagement, loyalty and ultimately your bottom line. But what actually is personalised marketing and what are its benefits?
WHAT IS PERSONALISED MARKETING?
Personalised marketing is a strategy used to deliver customised messages, offers and experiences to individual customers. Instead of taking a one-size-fits-all approach, this marketing method tailors content and communications to meet the specific needs, preferences and behaviours of each customer. This can be anything from addressing them by their first name in emails, recommending products based on their previous purchases or displaying targeted ads that align with their interests.
The key to personalised marketing is data. With all the information available today, businesses can create detailed profiles on their customers and segment their audience to deliver highly relevant content that resonates with them on a more personal level.
WHY USE PERSONALISED MARKETING?
- When marketing messages are personalised to the customer, they are more likely to pay attention. Generic, mass-marketed messages can feel impersonal and easy to scroll past whereas a message speaking directly to the customer and their unique needs/interests? That’s a different story. Personalised marketing grabs attention and holds it leading to higher engagement rates.
- Personalised marketing enhances the overall customer experience. Think about it- who doesn’t like feeling special? It could be a special birthday discount or a tailored product recommendation; when a customer is receiving a customised message or offer, they’ll feel understood and valued by your brand. This leads to positive experiences that will keep them coming back.
- The purpose of personalised marketing is not to get attention but to drive action. Studies show that 80% of consumers are more likely to make a purchase when brands offer personalised experiences. When you provide your customers with relevant, targeted content, they are more likely to take the next step.
- Retaining customers is just as important, if not more so, than acquiring new ones. Personalised marketing helps to build long-term relationships with your customers by consistently delivering valuable experiences to them. Any business knows that loyal customers are worth their weight in gold. They are the customers who are likely to spend more and refer your brand more because you show that you truly understand them and their needs.
- Marketing efforts are measured by their ROI and personalised marketing tends to deliver strong returns. By focusing your efforts on the customers who are most likely to respond to your messages, you’re not just increasing your chances of making a sale, you’re also making more efficient use of your budget. This is because you’re not wasting time and resources on uninterested audiences.
WHAT BENEFITS WILL PERSONALISED MARKETING BRING TO MY BUSINESS?
Consumer expectations are evolving and with more brands incorporating it into their marketing activities, personalisation is expected. People are growing accustomed to receiving recommendations and offers that have been tailored to their interests and preferences, and if your business isn’t offering a personalised experience, you risk falling behind your competitors as your customers may not feel as valued or understood.
The good news is that thanks to technology advancements, incorporating personalisation into your marketing is easier and more accessible than ever. CRM systems, marketing automation platforms and AI-powered analytics are all tools that can help you collect, analyse and leverage consumer data to your advantage with minimal effort. This means that even smaller businesses can access these tools without blowing their budget.
Personalisation is also scalable. You can start off simple, perhaps segmenting your email list and sending slightly different emails to the various groups, keeping in mind their different preferences. You can then gradually increase the level of personalisation as you gather more data or introduce other personalised marketing methods.
You want consumers to trust and love your brand and if you’re consistently delivering relevant, valuable content, they will. By doing this, you will reinforce your brand’s identity to reflect a company that considers each one of its customers, thus creating a positive association in the minds of your customers. Over time, this will help you to build a loyal customer base that’s likely to advocate for your brand.
Wanting to get started with incorporating personalisation into your marketing? Give us a call and we’ll be happy to share our expertise with you and discuss your next steps.