Want to really get inside a customer’s head? Personalized marketing is where it’s at.
Did you know that 84% of all email traffic was spam in 2013? That’s a crap ton of spam and a crap ton of what we like to call “information overload.” Until 2017, personalization in marketing had been a woefully underutilized strategy. But now that it’s 2018, it’s no secret that we not only expect personalized marketing, we’re actually starting to value it.
Relevant and Specific Content
We’re bombarded with ads literally everywhere we go. The problem with that is that information tends to fade away in the background when we ingest too much of it. With personalized marketing, companies can completely tailor each consumers experience to their own personal interests. Accenture’s 2016 survey shows that more than one in two consumers (56%) are likely to shop at a retailer that recognizes them by name, while two in three (65%) are more likely to shop at a retailer that knows their purchase history.
A great example: think of Coca Cola’s first-of-its-kind “Share A Coke” campaign which was first introduced in Australia in 2011.The company celebrated the power of the first name in a playful, social way by swapping out Coke branding on bottles and cans with popular names. That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people.
A Sense of Identity
We’re humans, and we like feeling special sometimes. (Don’t deny it.) No one wants to feel like another username, another account holder, or just another regular customer. Personalized marketing gives consumers a sense of identity. When you tailor to a consumer’s individual wants and needs, you make them feel like they aren’t just one among the masses. Just think about how special you feel when a company remembers your birthday and sends you some sort of incentive or coupon.
Personalization isn’t just about the details. It’s about convenience, too. It’s beyond frustrating to go to a website on your phone and the page isn’t user friendly. There are so many websites that are designed for desktop, and in this day and age that’s just downright lazy. Consumers are more likely to stay on a site for longer periods of time when there mobile-friendly features like swiping, location services and “click-to-call”.
Some other successful examples of personalized marketing techniques that can lead to a great deal of success are targeted emails, custom video messages, product recommendations and social media marketing.
The future of personalized marketing is looking bright. Due to the constantly evolving nature of customer expectations and marketing technology, the shift towards personalization will become more and more crucial.