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Personalised Marketing - How To Deliver A Unique Experience For Every Customer
Personalised marketing is gradually becoming the new standard for forward-thinking businesses worldwide.
From the smallest e-commerce businesses to the biggest SEO and digital marketing firms, it’s all about delivering a unique experience for every customer.
If not unique, then at least tailored to their priorities and preferences.
Not to be confused with traditional segmentation, personalised marketing has the capacity to take engagement and interaction to the next level. The more relevant, useful and personal the messages we receive, the more likely we are to act on them accordingly.
Why Personalised Marketing Matters
The importance of personalised marketing lies in its capacity to influence buying decisions and general customer behaviours. At its core, personalised marketing is all about making it as easy as possible for customers to find what they want.
And if they don’t already know what they’re looking for, helping them decide.
It’s been said on many occasions that there are four primary factors that influence buying decisions and encourage customers to take action. Each of which can be heavily influenced by personalisation of the experience:
- Location. Is the customer currently in a place where the product you’re promoting is accessible? If not, would it not be a waste of time to advertise it to them?
- People. To what extent can their buying decisions be influenced by those around them? Could reviews and recommendations from those they believe in make a difference?
- Feelings. Is the customer in the right mood and frame of mind to buy your product? Are you reaching out to them at the right time and in an appropriate context?
- Framing. Does the message you’re sending clearly indicate how it will solve their problem? Is it obvious how they will benefit from investing in the product you’re selling?
What’s most interesting about the above is that there’s technically only one of them that the marketer has direct control over. You can’t control their location, who they trust or their feelings at the time. However, you have the capacity to frame your message in a way that appeals to them and influences their spending decisions.
This is where personalised marketing comes into the mix, which consumers worldwide are responding extremely positively to.
Key Fact and Findings
We’ve long since entered an era where the average consumer doesn’t like being told what to do. Nor does today’s consumer trust most mass marketing materials, or the word of most big businesses at face value.
Instead, they prefer brands that speak to them personally. They respond positively to the kinds of businesses that at least appear to have taken the time to get to know them. All of which can be achieved through personalised marketing.
A few facts and figures to illustrate the point:
- Nine out of ten consumers are more likely to make purchases with brands that provide them with information on relevant products and offers.
- More than 35% of consumers think that personalised marketing is important and should be adopted by more businesses.
- Personalised marketing can boost visitor engagement by 55%, the customer experience by 55%, brand perception by 39% and conversion rates by 51%.
- It can also lead to an increase in customer acquisition and lead generation of as much as 46%, when applied properly.
In Summary…
Personalised marketing is fact becoming an everyday expectation among discerning consumers worldwide. If you are not already investing sufficiently in personalisation, you risk being left behind by your competitors.