Personalization and Why It Matters in Digital Marketing
Personalization is a highly effective tool that enhances digital marketing campaigns in many ways. And there’s no secret reason why. According to Segment, as many as 71% of customers feel frustrated when their shopping experience is irrelevant or distanced. In a similar study, SmarterHQ found that 70% of millennials hate it when emails they receive from brands are impersonal or not tailored to their needs.
Now, more than ever, consumers are expecting a heightened level of personalization, especially since they’re surrounded by it every single day. In fact, customers don’t just expect it—they value it and that’s reflected in many companies that use personalization in their digital marketing efforts.
What is personalization?
Personalization has many definitions but within a digital marketing context, it is best defined as “tools and methods that help deliver customized content for consumers, usually through website visits, email newsletters, and mobile messages.”
Basically, it’s a way to tailor your marketing content based on the consumer data you collect. Some primary examples of personalization in marketing are customized emails, discounts, and ads.
What’s an example of personalization in digital marketing today?
In this day and age, many brands are taking advantage of personalization. Have you ever received the right email at the exact right time and day? Chances are, that brand was using personalization based on data they’ve already collected from you through previous purchases or website visits. Of course, their goal with personalization is one key thing: to convince you to make a purchase!
One prime example of a brand that uses intense personalization in its digital marketing efforts is Netflix. With a current user base of 207 million subscribers, Netflix’s algorithm works to recommend to users what to watch next after a viewing—-usually with surprising accuracy!
Netflix also utilizes a strategy that changes the artwork featured on a film or TV show based on a user’s previous viewings. The algorithm is constantly being improved every year so there’s no stopping Netflix’s success any time soon.
Amazon is also another great contender for personalization done right. Like Netflix, Amazon uses an algorithm that accurately recommends users with products they might like after they make a purchase. This allows Amazon entices its users to make an impulsive purchase. When combined with their one-click purchase button and easy-to-use website design, Amazon’s methods are paying off quite well.
Of course, your business may not be a video streaming service or an online product marketplace but that doesn’t mean you can’t introduce personalization into your marketing efforts. And no, this doesn’t just mean adding your customer’s name at the top of every e-newsletter you send out.
You can use AI to help you gather data to build better campaigns, tailor the tone of your ad and email copy to align with your customers, and continue engaging with customers after they make a purchase.
It’s important for brands to start implementing personalization into their campaigns. By using the right tools and strategy, you can amplify your marketing campaigns in a way that resonates with audiences and increases your ROI.