Lets me ask you a question..Have you ever hung up on the telemarketer? Flipped the channel on your remote to escape a meaningless ad? Businesses want to make money, even if it meant interrupting a family dinner or favourite TV program. BUT lets get honest, people are highly annoyed with the way brands continue to blast generic advertising messages repeatedly.
Research indicates that 63% of online customers consider a lack of personalisation to be a hindrance, and will switch brands if they fail to provide a one-to-one customer experience.
The necessity to drive personalisation strategies to take advantage of API integrations and automation is now as important as ever. By focusing on what is most relevant to the customer, there is a higher chance of them making a purchase.
What is Personalised Marketing?
Personalised marketing is a data-driven, targeted marketing technique that helps to build relationships with your customers on an personal level. It can be used across campaigns, email, social media, or even direct mail activities.
There are three main categories of personalisation: behavioral, contextual and demographic:
So, what next?
Here are some easy tips when building your company's personalisation strategy:
Gather information about your customers through website visits, social media engagement, email interactions, and the like. The better you can understand who they are, the easier it’ll be to connect with them.
Once you have the facts, it's critical to segment your customers into segments (groups) based on shared characteristics including demographic information including age, location, behavior, interests.
For example, if you are a travel company, you might want to consider behavioral based segments such as soul searcher, foodie or adventurer.
Content is key
Be strategic and develop a plan for your content. Think about the entire funnel — top, middle, and bottom — when you create and assign your content. Having a break down of your customer personas can be useful during this step to guide your content and better understand the variety of consumer experiences with your company.
More than a name
Customers respond to brands that add a personal, human touch when interacting with them. For example you can incorporate dynamic content in your email campaigns, subscribers can receive offers uniquely tailored to their demographics and behavior.
Build smart processes
CRM is the hub of customer information, your personalisation strategy should span every device and channel, and your CRM should reflect anything you’ve learned about your customer along the way.
Although, personalised marketing can be viewed as time-consuming, it’s well worth the effort to grow your business.
What initiatives have you taken to delight your customers experiences?
We would love to know, comment below or contact us for a consultation with one of specialists here.