Personalized marketing has been around since before the internet, but the internet transformed the way companies do it, since it became much easier to get to know the target audience up close, taking advantage of the continuous exchange of information that happens in the virtual world.
With it, you can make the customer experience truly unique, which is why it’s being used by every organization looking to stand out and generate more profit. Want to learn more about the subject and find out how to make your customers feel special and valued? Then keep reading!
What is personalized marketing?
Personalized marketing consists of attracting potential customers with messages, promotions, and distinctive products tailored to their tastes and needs. It is a very effective tool for creating, producing, and distributing content and advertising online and through offline channels, such as phone calls, letters, etc.
That way, marketing doesn’t really feel like marketing, and customers feel valued by a highly personalized service.
It can also be applied to manufacturing the products themselves through online systems that let shoppers choose size, color, etc.
Personalized marketing fosters a close relationship with the target audience, and that relationship becomes more transparent as well. As a result, new customers are reached and existing ones become loyal.
Beyond growing the customer base and loyalty, personalized marketing can boost a company’s brand recognition and deliver a much higher return on investment. Overall, the company increases its sales and earns more profit with something consumers love: personalization.
How to make the most of this strategy?
To run personalized marketing that generates positive results for the company, you need to tailor it to your target audience and your industry. This type of marketing shouldn’t leave consumers feeling like they’re being watched, as often happens.
Below are five ways to use personalized marketing, hassle-free, to achieve your company’s goals. Check them out!
Collect and use consumer data properly
Online privacy and ethics issues must be taken seriously; that’s why customer information must be collected transparently and honestly. Misusing personal data can do serious damage to your business and undo all the effort put into personalized marketing.
Before asking, offer your customer something of value
Most companies mistakenly ask consumers to take some action right away, such as clicking, filling out a form, subscribing, etc., which annoys them and, in a way, invades their privacy. That’s why the ideal approach is to offer something of value, such as impressive content, before asking a potential customer for anything, making them more receptive and building a good relationship.
So, in personalized marketing, the privacy of your current and potential customers isn’t invaded. First, something meaningful is offered, and only after getting permission do you ask for something. Content marketing is, without a doubt, a great tool for this strategy.
Show customers what’s new
A technique widely used by companies is to show people products they’ve already viewed on the website but didn’t end up buying. This usually doesn’t work very well, since consumers aren’t always interested in seeing the same products again; they’d rather discover new items that also suit their taste.
The solution would be to send a personalized selection by email, curated especially for that person, with new products and some of the ones they viewed.
Another very common practice is emailing customers products similar to the ones they just bought. This is a mistake, because it suggests the company doesn’t even know the customer already bought what they wanted; plus, it’s pointless, since customers don’t want to buy the same things they just purchased.
In this case, the ideal approach is to show products that may interest the customer and relate to what they bought before, at compatible prices, showing that you understand that customer’s consumer profile.
Run promotions on special dates
Creating promotions for holidays and special occasions is essential, and in personalized marketing the idea is to create them on an individual basis. For example, offering special deals to a customer on their one-year loyalty anniversary with the company, or on their birthday, is a great way to show that your company cares!
National holidays are also a great way to generate leads, since they bring excellent traffic spikes to websites. That way, you can scale up by automating your personalized marketing processes.
These actions strengthen the relationship between consumer and brand, creating a sense of closeness and a better shopping experience.
Sending to fewer people delivers better results
When a company knows its customers and their particularities, its communication becomes more on target; that way, you can make an impact with just a few words. That’s why swapping a scattershot newsletter full of very generic messages and offers for one that offers products to a smaller number of people, but that you know they’ll love, is much more effective!
Who is the audience for personalized marketing?
Today, personalized marketing is ideal for people who are always online, shop on the internet, check their email, and use social media frequently. These consumers seek out distinctive experiences because they’re always up to date on the latest trends, and they’re also very demanding and confident about what they want.
Here are three insights that help with personalized marketing:
- the smartphone is the device most used to access the internet: with mobile marketing, you can communicate with customers through SMS marketing and offer distinctive services via QR Code, for example;
- Facebook allows organic campaigns via notifications: for this, the customer must have logged into your website with Facebook and allowed the company to communicate through notifications. This should be used wisely, since it’s a very personal way of communicating with the customer;
- customers have a “time to shop”: each consumer researches and buys at different times of day. Personalized emails, for example, should be sent when the consumer is most likely to open them.
As we’ve seen, personalized marketing can offer customers highly relevant products, greatly increasing the chances of a purchase. Any company that wants to build a good relationship with its customers, improve their shopping experience, and achieve a greater financial return needs to use this marketing strategy!
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