Personalization Is Key To Relevance
Personalization Of Customer Experiences
With recent changes to the web and mobile experience and the shift in media consumption patterns of our customers, it has become increasingly easy for marketers to obtain data that tells them who gets what content, where they get it and what they do with it. Marketers will be expected to tailor their messaging and experiences to better match what their customers expect – relevance. In 2016, you can expect more personalization of brand experiences.
Personalization is the ultimate form of targeted marketing, creating messages for individual consumers – it delivers to a market of one. With the customer data we’re able to collect from multiple points of interaction with our brand – online and offline, we’re able to develop more concise buyer personas that paint a clearer picture of who our customers are, where they go, what they do and what their needs are. Marketers can now develop experiences that are specifically tailored to these customers, like custom landing pages, or features on a website that are in line with what users want to access.
Personalized services have always been an element of small businesses and local stores, where people know their customers by name; now database technologies are equipping larger businesses to personalize as well. The ability to personalize depends on the information available on the customer; therefore, personalized marketing is most effective with consumers who are most comfortable with sharing information.
Fortunately, more people are willing to exchange a degree of privacy for a personalized experience. Compared to the total population, younger people—who have grown up with technology—are more comfortable with sharing information than older customers.
- Apart from making personalized recommendations, web pages should be designed to display other content based on customer history. You should consider building your landing pages on the same premise; when a customer arrives at the website, the referral source, geographic location, and purchase history can all influence what is presented on the page.
- Greeting your customer by first name is more engaging than an impersonal “Dear customer.” Lead data can be integrated into the emails so that specific products or offers are highlighted accordingly. For example, if your mailing list is generated from your customer/lead database, then information on prior purchases or lead activity can be used to suggest future actions.
- You should adopt the same personalization approach when responding to customers on social media, answering their questions and engaging them. A personal interaction here (as opposed to automated responses) goes a long way.