Ready to get personal? This article provides tips for taking the first step in adding personalisation to your digital marketing strategy.

How many times have you been told in life to ‘not take it personally’? Well, if you want to make an impression in the 2021 digital marketing world, you must do the opposite; please take it personally! Including personalisation in your digital marketing strategy is the key to standing out from your competitors. Whether that be the use of a name in an email, a personalised video or the opportunity to personalise a product, consumers want to get personal.

What’s it all about?

“Presenting the right product, to the right consumer, at the right time.”

Fundamentally, personalisation is about presenting the right product, to the right consumer, at the right time. Not only does this build brand trust, it adds meaning to an online interaction, making the conversion process easier.

Personalisation = Power 

It’s your chance to show off. Consumers know what they want and thanks to existing data so do marketers! Take Netflix as an example. They have already predicted and suggested the show you will be bingeing on before you’ve even completed your last binge… 

This personalisation helps consumers to feel understood by a brand, improving their experience. Consumers are presented with similar content that they have favoured in the past and a user profile is built from this. Marketers can use this as a valuable tool in continuing to predict what consumers may favour in the future. 

A Richer Experience

Data is your currency so use it! Personalisation is a great way to do so digital marketers have an abundance of data about their customers acting as an insight into who they are and what they want. You would be crazy not to use it! Also, with 63% of consumers stating that they were annoyed by generic advertising, it must be time to get personal. Personalisation of ads creates a one on one experience for a customer, creating a unique experience that directly relates to their needs. Read more tips for creating a richer ad campaign here.

Fill in the gaps!

Personalisation essentially works for the consumer, building the bridge between their specific needs and the limitless information and products available to them. For this reason 90% of consumers find personalisation appealing.

PERSONalistion 

One of the major challenges of digital marketing will always be the fact that there are no ‘people’ online. As a result of this, in the digital world, it is difficult to match the welcoming feeling of being greeted by an assistant in a shop. However, personalisation can act in place of a friendly face! This can be as simple as addressing a consumer by name in marketing emails or sending a birthday message, mimicking this friendly experience.

“62% of consumers stated they felt excited to respond to a personalised email.”

If you don’t listen to the advice from this blog post- I will take it personally! 

References:

Why Personalisation Will Transform The Way We Think About Global Brands, A Dan (2013) https://www.forbes.com/sites/avidan/2013/05/15/why-personalization-will-transform-the-way-we-think-about-global-brands/?sh=7d6efd4169f0

The State of Personalisation in Email, Dynamic Yield Research https://www.dynamicyield.com/files/research/state-of-personalization-in-email.pdf

Consumers to Brands: The Louder You Scream, the Less We Care, Marketo (2015) https://www.prnewswire.com/news-releases/consumers-to-brands-the-louder-you-scream-the-less-we-care-300102426.html

What is Personalized Marketing & How Can You Excel at It? T Quick (2019) https://instapage.com/blog/personalized-marketing