Due to its ability to connect and retain customers, content marketing has evolved into a prized strategy. However, this is why content marketing has become the solution for the sale of goods, services and, above all, brand. In essence, content marketing helps a brand tell its story and values in the hope of personally engaging with customers on a massive scale. Many brands have turned to automation to help accelerate things and reach their consumers at the same time. However, there is a compromise with automation-the more automation, the less personal the messages are. Of course, it's important to automate your marketing strategy. Systemizing and streamlining all your marketing processes will definitely prevent your hair from being ripped out. But it is not impossible to be personal in your messages. This brings me to the marketing personalized.
What is Personalised Marketing?
Personalized marketing is clearly put in place a strategy that companies implement with the help of data collection, analysis, and automation to deliver individualized content to audiences. It goes beyond widespread content. It is really engaging and communicating individually with consumers by knowing them and their needs and understanding them. You adapt your messages to create a rich experience with content and a special relationship with each consumer.
The audience will immediately feel a connection when you personalize your content to your audience. You know them, you empathize with them. Your brand won't just be a brand for them very quickly. You're going to be a friend. Because when we try to understand and take care of their needs, your consumers will feel that, and the trust bond is therefore created simply and purely.
A great example of personalized marketing is Coke’s “Share A Coke” Campaign in 2014. As you may be familiar with this, Coke gave it’s consumers the ability to customize their Coke bottles, replacing the brand name for personalized names to encourage consumers to share Coke with their family and friends. This campaign was so successful because it promoted self-expression and individual storytelling, allowing their consumers to connect with each other and the brand, on a personal level.
Benefits of Personalised Marketing
There are valuable objectives that your business can benefit from personalized marketing. The first one is an improved customer experience. Personalized marketing leads to happier consumers. Do you remember the last time you shopped from Ebay.com? Have you noticed that they send frequent emails of highly relevant product and deal recommendations, that are personalized by categories you have searched for? Shopping from their website is easy and highly engaging because they are able to focus on each key stages of the customer’s buying journey – interacting specifically at each customer touch-points to ensure a seamless customer experience that is made as relevant to the customer as possible.
When consumers are presented with appealing content that is customized to their needs and interests, consumers will feel connected to you. Because when you address their concerns and show that you understand and care for their needs, consumers will be more trusting in your brand. By creating this special customer experience, this will positively influence their purchasing decisions.
Improved customer experiences lead to increased brand loyalty. How many times have you shopped from Ebay? Thanks to its highly personalized services, customers have chosen eBay as their go-to online marketplace. Why? eBay understands its consumers and is constantly informing its customers of highly relevant products and deals based on what the customers have searched before. From this, consumers become more interactive with the eBay, and over time builds trust and reliance on the brand.
From this example, when trust is created gradually, consumers become more loyal to your brand. This shows that businesses who dedicate time and resources to implement a strong personalized marketing strategy will benefit customer preference, brand loyalty and customer satisfaction.
Personalized marketing also drives revenue. With every purchase you make on eBay, the more sales and revenue produced (of course!). Customizing your content to consumer’s needs creates higher conversion rates and ultimately more sales. According to Experian, “personalized promotional emails have 29% higher unique open rates and 41% higher click rates than non-personalised emails”. Companies that have shown to use personalized marketing also gain an increase of 19% in total sales.
5 Personalized Marketing Statistics & Trends to Watch For
We’ve talked a lot about how personalization can help marketers drive conversions, boost engagement and improve customer loyalty, but where are the facts to back it up? Seeing is believing, right? Take a look at these 5 personalized marketing statistics that have turned even the biggest skeptics into believers.
1. Growing Customer Expectations
1. Customers ' growing customer expectations don't just want personalization - they demand it. In fact, when website content is not personalized, customers feel frustrated. This must be taken into account by marketers, as customization represents a great deal of customer satisfaction.
2. Did you guys know that consumers said that spending more time on personalized content makes them more likely to make a purchase? This means that creating engaging, customized content can make the difference between almost doubling the purchase rate of your potential customer.
1. Customers ' growing customer expectations don't just want personalization - they demand it. In fact, when website content is not personalized, customers feel frustrated. This must be taken into account by marketers, as customization represents a great deal of customer satisfaction.
2. Did you guys know that consumers said that spending more time on personalized content makes them more likely to make a purchase? This means that creating engaging, customized content can make the difference between almost doubling the purchase rate of your potential customer.
3. Email Transaction Rates
Personalized emails provide a six-fold higher rate of the transaction, but brands do not use them properly. Although this is a challenge to deliver personalized emails, the pros should far outweigh the inconvenience. Numbers are not lying and brands should adjust their campaigns.
4. Customers’ Preferences
Any business searching for a way to drive conversions need not look further. of consumers have chosen, recommended, and even paid more for a brand that provides a personalized service or experience. This is a great example that going the extra mile really pays off.
5. Email Open Rates
Emails with personalized subject lines are more likely to be opened. Personalization makes content marketing messages feel more customized to the individual. By leveraging the data you’ve collected from your audience, you can drive open rates while also increasing the overall effectiveness of your marketing efforts.
The Future of Personalized Marketing
As customer expectations and marketing technology constantly evolve, the shift towards personalized marketing for brands will become more important. Customers expect customized communication, better experience, and channel-wide consistency. You can customize your content for each customer with a wide variety of options with the right automation technology.
Conclusion
We must not ignore the importance of personalizing our content with marketing automation. Today's digital world's consumers are thirsty for personalization and unique digital shopping experience. The essence of personalized marketing is that you can not compromise personalization automation; you can streamline your marketing systems while raising the link between your brand and your consumers.
Both to learn how to customize your content and campaigns, stay tuned for the next blog. I'll share a lot of tips, tricks and cool ideas about how to spice up your brand to close the gap between you and your customers.
