71% of consumers feel frustrated when a shopping experience is impersonal. – Segment
The logic is very simple. Think about it. If a letter is not marked to you, would you read it? If your spouse gets your name wrong, would you respond? So, if your website does not talk directly to your target audience, why would they engage with you?
Back in the day, when traditional marketing was the only way brands could connect with the audience, it was a whole different story. Customers bought products from brands that could afford advertisements that ran during primetime or on national television during popular shows. Or they decided what their neighbours and friends used.
When technology advanced and digital marketing entered the scene, brands had a tremendous opportunity to showcase their products and services. This was because digital marketing levelled the playing field for everyone. But still, not all of them make it to the target market’s radar, do they? This is because many tend to miss the critical aspects of digital marketing.
The one critical aspect of digital marketing that will get all our attention in this blog is personalization.
- The action of designing or producing something to meet someone’s individual requirements.
- “The goal of search personalization is to help the searcher save time.”
- The action of causing an issue, argument, etc., to become concerned with personalities or feelings rather than with general or abstract matters.
Isn’t that beautifully explained? Personalization is the process of tailoring and customizing content to create beautiful experiences and pass on meaningful messages to specific audiences. You would never give a random gift to a friend. You would not give him what you like or want him to have. You would come up with an idea that is loved by the friend. What he/she wants, needs and identifies with. So, why should digital marketing be any different?
Personalization in Digital Marketing
42% of consumers are annoyed when content isn’t personalized. – CMO by Adobe
In the world of digital marketing, personalized marketing is the art of tailored messaging to specific customers. It helps deliver suitable experiences based on the prospect or customer’s prior actions on social media platforms. It includes his browsing pattern, purchase history, spending habits, etc. His demographics, profession, age. Gender, marital status, etc., are other minor but critical factors that can help you as a brand to connect with your audience better.
Benefits of personalized marketing
91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them. – Accenture
Truer words have never been spoken. And it makes sense to the word. One of the reasons why brands like Amazon, Netflix, etc., are so loved is because of their fantastic ability to read the minds of their customers. Just kidding! It’s not mind reading. It is simple logic that they adopt in their strategy to give their customers exactly what they like.
So if you adopt personalized marketing, this is how you will benefit.
Improved customer experience
The attention and the care that a customer receives when the advertisement talks about specific pain points and benefits are phenomenal. The customer is indeed pleased, and the experience is beyond anything ever imagined.
Increased brand loyalty
When the journey is awesome, the customer will come back for more and more. Ergo, brand loyalty. Brands that pay attention to the target audience and invest time and efforts to find out their tastes and preferences, brand loyalty is just the start.
Positive online reputation
When the customer loves a brand, they will talk about it online. They will share what they felt on their social media platforms and with review sites. 5-star ratings are being given left, right and centre.
Higher conversion rates and sales
When people see these ratings, they are convinced about what the brand has to offer and will be more than inclined to purchase from them. This leads to higher conversion rates and sales. Soaring profits and business growth are not too far away.
84% of consumers say being treated like a person, not a number, is very important to winning their business. – Salesforce
Customer Data Collection
Customer data collection is critical to enhancing marketing intelligence and executing robust strategies. Knowing the prospect helps deliver personalized experiences for a smooth customer journey. Customer data collection is the process of fetching, storing and analyzing qualitative and quantitative data about prospective and existing customers. This includes interests, behaviour patterns, purchasing and spending habits, social media browsing habits, etc. This data helps brands understand the target market’s sentiments and expectations related to their products and services.
Benefits of customer data collection
- Enhances customer database
- Helps understand market expectations and current requirements
- Assists in conceptualizing the right products and services to suit their needs
- Helps frame right pricing strategy
So, how does a brand get to know so much about the customer? Seeing as that is critical to personalized marketing, where does all this information come from, based on which customized digital marketing is executed?
83% of consumers are willing to share their data to create a more personalized experience. – Accenture
First-party data or declared data that is unique to your brand and business helps you construct a concrete marketing strategy. Data collected with the customers’ explicit consent via polls and interactions via various platforms is an excellent way to start.
The pandemic has seen a drastic shift in market preferences, customer’s purchasing habits and priorities in life. It is critical to understand the current situation and deliver personalized marketing to ensure smooth experiences and better decision making. We at Vajra Global help you leverage the power of market sentiments to integrate personalized marketing into your digital strategy.
Connect with us for a free consultation and one week’s worth of content marketing strategy and see the difference it makes to your business.