Personalized marketing is briefly implementation of the strategy by which companies provide customized content to customers through data collection, analysis and use of automation technology. The goal of personalized marketing is to engage clients or potential customers by communicating with them individually.
There are many advantages of personalized marketing, both for businesses and consumers. Looking from the client’s side, the most important are better impressions. Customers feel more comfortable by providing personal information to their favorite brands if they receive something in return. Fill forms, collect white papers, participate in polls, to get discounts and indicate your favorite shopping or preferences. By offering all customers the data consumer brands expect any protection of sensitive information and offer a more personalized experience on their return.
When consumers provide information and data, they expect to be treated as unique individuals with specific preferences. Companies that take the time and resources for the successful implementation of personalized marketing strategies, have an advantage both in terms of brand loyalty, and customer satisfaction.
The revenues are the most important for companies and brands. Identifying and responding to the preferred channel for each customer, companies can increase their return on investment. With the right automation technology marketers can determine which channels cooperate with the customers, and then automatically monitor channels within the multi-channel approach.
It is also worth to ensure coherence between sales channels. Consumers interact with brands across multiple channels, such as e-mail, mobile and social channels. They often use everyone in one day. For this reason, creating consistency between different channels is more important than ever for brands. Experience in the store should correspond to the experience of the application, which should correspond to e-mail messages.
Like all marketing strategies, including personalized marketing obstacles arise, one has to deal with.
One of the biggest problems with personalized marketing comes from an outdated technology that does not fit into the mobile era. A key element of success is the personalization data collection and automation, and with them the need for an intelligent algorithm. Unfortunately, many marketers have difficulty finding smart personalization engine that meets their needs.
Although personalization is needed appropriate software, companies also need a dedicated team. Not all companies are prepared to dedicate time and resources for a successful personalized marketing strategy.
The next challenge is to create a single customer view. Looking for common threads in different channels, marketers can better determine who a customer is by combining their clients’ data into one unified customer profile. However, research shows that marketers have problems connecting data with individual customer profiles.
Intelligent segmentation is also a problem. Many marketers still have problems with the transition to the basic segmentation strategy. Most segmentation strategies are based on broad segments and simple grouping.<
When introducing a successful personalized marketing strategy, you need to consider a few issues.
Best to start with a comparison of the existing types of content personalization engine. If you already use the platform to personalize, make sure that you compare with other existing solutions that provide greater value.
Next you should go to add the code to your site through which you can begin to capture data, including clicks, time on site, abandoned shopping, history, shopping and much more. Capturing data, building analytical capabilities and creating responsive websites is beneficial to the organization, but they are the most valuable when they are fully synchronized. After just a few weeks, your personalization solution should provide customers with relevant content recommendations. It then perform A / B testing to validate the operation of the system relative to the control.
Since the expectations of customers and marketing technology constantly evolving, changing in the direction of personalized marketing will become more important for brands. Customers expect customized communication, and better experience consistency between channels. Personalization in marketing will simply be more personal, because companies use new technologies, consumers will soon have shown they need things before they have a chance to find them.
The next wave of personalization techniques will appear in offline contacts. Intelligent marketers use predictive analytics and use buyer-level signals at the account level to ensure that their sales representatives know that a potential customer has a product need, even before the customer. Brands that successfully implement these technologies and use all the important purchase signals, gain a significant advantage over the competition.
Nobody wants to feel like an empty face in the crowd. Focusing on the individual needs of customers will give them the feeling that they are really heard. Consumers are demanding more personalization throughout the entire shopping trip. If your personalized marketing strategy is not well suited to each person, it will not feel involved and therefore less likely to buy from you. Having an effective personalized marketing strategy can be the company’s greatest asset.
It can not be denied that if you want to have a steady increase in sales and loyal customers, personalization is a good way to do this.