Advances in technology and the introduction of concepts such as artificial intelligence (AI) and machine learning have changed the way people buy. According to Salesforce, 61% of consumers agree that technology is changing their expectations and behavior.
Today’s consumers expect to get a personalized experience based on their tastes and preferences. They also expect each brand interaction to be immediate, personalized and proactive.
In fact, 66% of them say that they are likely to change brands if the brand treats them as a number instead of an individual.
Brands also understand these changing demands from consumers around the world and, therefore, encourage the use of personalized marketing. If you want to incorporate personalization in the marketing of your brand, this article is a must read for you. Let’s break down everything you need to know about personalized marketing here.
Benefits of personalized marketing
Personalized marketing has numerous advantages for both brands and consumers. Here are the most notable:
Improve the customer experience
Consumers want their favorite brands to understand them. They are ready to provide personal information through survey forms and purchase preferences. In return, they want brands to provide more personalized experiences.
Understanding your customers will help you determine your preferred communication channel and purchase preferences. This will help you better plan your marketing and participation strategies.
A good example of how personalized marketing can generate a higher ROI is based on the product recommendation tactics used by most eCommerce brands. They recommend products based on their previous search history and purchase patterns.
According to Barilliance’s findings, personalized product recommendations represent 12% of total revenues. Increase conversion rates and increase commitment and loyalty.
Develop customer loyalty
Personalization improves the overall consumer experience in all stages of the purchase cycle. This makes them want to buy also in the future, making them their loyal customers.
Effective personalized marketing campaigns
Do you want to attract consumers with personalized marketing? Here are some examples of how you can execute effective and personalized marketing campaigns to increase sales and gain customer loyalty.
Recommendations for personalized products
As previously shared, the recommendations of personalized products are those that are seen when buying in different websites of electronic commerce. Brands offer recommendations for customized products based on the products that their buyers saw in the past or based on their purchase history.
Here are some of the types of product recommendations that brands use to generate clicks and increase conversions.
1. Featured products
Most online shopping websites use their homepage to showcase their best products. It is important that brands present their best products or product categories to create a good impression on visitors.
Sometimes, brands also use this section to show the newcomers.
2. Similar products or related products
When buyers see a product, brands offer a list of similar products that they may like or that other buyers saw. Let’s say that if a buyer searches for an iPhone X, he receives recommendations for other Apple smartphones or phones with similar configurations.
Along with this, the brands also offer recommendations for related products, such as a mobile case and a tempered glass screen protector for the iPhone X in this case.
3. Popular products
Another form of personalized product recommendations is the showcase of popular products or best sellers. If a buyer searches for a Dell Inspiron series laptop, the laptop brand would recommend the most purchased Dell laptops from the same series or those with a similar configuration.
The abandoned emails from the shopping cart
According to SaleCycle, 77% of people who add items to their shopping carts go without making a purchase. The abandonment of cars is often a big problem for online shopping sites.
But, abandoned emails from the shopping cart can come to your rescue.
The abandoned cart emails are a powerful tactic to increase the return on investment of your personalized marketing efforts. Brands launch a personalized email at some point after a buyer leaves the items in their cart. These emails are great to force buyers to complete their purchase.
In fact, people open almost 50% of all abandoned cart mails and more than a third of clicks lead to purchases.
When consumers search for products, watch videos or search Google, they leave a trail of data.
Brands must collect this data and analyze it to understand the behavior and search patterns of their clients. You can provide valuable information about your needs. Taking advantage of this knowledge in your marketing strategy can generate higher sales and profits.
Maybelline, the first-class beauty brand, pays close attention to what its consumers are looking for. Using data from Google searches of its buyers, Maybelline created a series of short videos of “How to do” YouTube videos about the art of the outline.
With this, Maybelline was able to connect with more than 9 million people who were looking for contouring tips. The brand resonated with the unique needs of its buyers before launching its Maybelline Master Contour makeup line.
Consumers want to see consistency across all channels, so you must create a seamless, multi-channel experience for them. Also, keep in mind that each channel must offer some kind of customization as well.
Mastering a balance between multichannel consistency and personalization will help brands increase customer loyalty and retention across all channels.
Offers and personalized offers
Many brands enjoy the benefits of offering personalized incentives, offers and offers to their customers.
Based on the shopping itinerary of your customers, you can offer them special offers such as a 20% discount coupon or free shipping via emails.
This is an effective way to help your frequent or high-paying customers feel valued and drive conversions. And, since you are sending this offer to only a few people, you will ensure that you can keep your marketing expenses aligned within the necessary margins.
Today’s consumers do not believe in a unique communication style for everyone. Each of them is a unique individual, who wants to be treated as such.
The only option that brands have is to adopt personalization for all communication and marketing strategies. Brands should be pleased to collect data, understand consumer behavior, technological updates and the use of automation.
It is also important that brands are up to date with the future of personalized marketing. You must take into account emerging technologies that will affect personalization, such as AI marketing, data-driven technology, data analysis, and the commitment to omnichannel excellence.
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