Excerpt - Personalisation will be the most important factor in marketing success. Here are the skills that businesses must have to stay ahead of the competition.
Customers expect brands to treat them as individuals, and tailored marketing can help. Customer retention and brand loyalty can both benefit from personalisation. There is a stark requirement for all the brands willing to make big in the digital space to make serious and immediate changes in their digital marketing strategy.
Personalised digital marketing, also known as one-to-one marketing, occurs when a brand tailors a marketing message for an individual based on data gathered by that brand, such as purchase history, interests, and demography. It differs from traditional marketing, which uses broad message strategies such as generic emails and cold sales calls to reach a broader spectrum of clients. Personalised marketing can easily be incorporated with the help of expert digital marketing services by leading digital marketing companies.
“Personalisation is not a trend. It is a marketing Tsunami.” - Avi Dan
Brands have multiple chances to tailor their messages with various means to engage current and prospective customers, including in-store branding and across social media platforms, emails, and ads. But, what do brands get out of putting so much effort in personalising their digital marketing strategy? In this blog, we will go through the top reasons why we are witnessing a shift towards personalisation and how to ensure seamless personalisation for your brand. Let’s get started!
Reasons to Switch to Personalised Digital Marketing
Customers do not want to be bombarded with useless ads and marketing communication, especially from brands they have previously interacted with. Customers may opt not to interact with a brand if it appears to be out of touch with their interests. Companies that include personalisation in their digital marketing strategy may be able to retain customers more successfully and build long-term connections with them.
- Feedback and Customer Engagement - Customers may be more willing to provide comments, complete surveys, and provide personal information if they receive something in exchange, such as a coupon or discount on their next purchase. Companies obtain personal data from customers through direct customer feedback to personalise the user experience.
- Conversions - When a company sends a marketing message to a prospective client at the right moment, the likelihood of conversion increases compared to when a customer receives an irrelevant message, especially at an inconvenient time.
- Lead Nurturing - If marketers focus on a specific prospective client and discover what they want and need, they can personalise the experience for that lead and have a greater chance of converting that lead into a customer than if they tried the same technique on everyone.
- Better ROI - Marketers can target their efforts to drive a purchase if they know a customer's preferred channels of contact. For example, if a consumer frequently visits a company's website as well as its social media page, the marketer may prioritise those channels, make product recommendations based on specified interests, and personalise the experience.
- Increased Social Sharing - Customers that have a pleasant experience with a personalised experience are more likely to tell their friends and relatives about it. When a product satisfies customers and they respond positively, they may share their appreciation on social media, increasing the brand and/or product reach.
How to Make Your Brand More Personalised
1. Invest in Better Analytics and Data Foundation
Personalisation is difficult if marketers do not have the right tools to continuously understand the needs of high-value customers. As a result, leading marketers are creating systems that can collect and analyse data, algorithms that can recognize behavioural patterns and customer proclivity, and analysis skills, that can feed that data into simple dashboards. Now is the correct time to invest a part of your digital marketing strategy budget in data and analytics.
Companies must also produce and connect with new types of data, ranging from voice to visual, to personalise reach across platforms. The finest are already experimenting with these technologies by creating previous cases to figure out how to use them most effectively. Setting up a robust analytic system and monitoring it can be made effectively easy with digital marketing services by leading marketing agencies.
2. Deploy Advanced Technology
Personalising spaces will necessitate completely different skill sets than those that are currently required in typical marketing operations. This method requires a serious will and commitment from the brand’s marketing team to include such technologies in their digital marketing strategy. Marketing organisations will require analytics translators to convey business goals to tech stakeholders and data-driven outcomes to the company. The demand for these translators will grow as data becomes more complicated and personalised use cases become more advanced.
3. Build a Cross-Functional Team Setup
Personalisation necessitates an agile management commitment, which includes cross-functional teams committed to specific client groups or journeys and the capacity to execute quickly. Performance evaluations must evolve in the same way, with a greater emphasis on success rates and creative daring.
Strategy processes and budgeting must also become more flexible with periodic reviews to evaluate current projects, map new ones and realign funds and resources in support of important priorities.
Challenges You Might Face
Businesses must also deal with the challenges when using a personalised marketing strategy. Brands can face various challenges like -
- Privacy Concerns
Country-wise regulations might make it difficult for businesses to acquire data and focus on their digital marketing strategy. If customers choose not to share their information with a company, it must find alternative ways to personalize content for them.
- Data Sharing Complications
Brands must be cautious with their marketing efforts and avoid disclosing how much information they have on their clients. Customers may not recognise or recall giving a company permission to utilise their data. Personalisation may frighten them. Companies should notify their customers about the information they intend to use and how they intend to utilise it.
These challenges can be tackled with transparent data sharing and privacy regulations by brands.
With the digital-age booming tremendously in the last decade, brands need to have an agile marketing strategy in place to meet their business goals. The one size fits all formula cannot work anymore for brands that are looking for growth. These digital marketing strategies can overwhelm some marketers, but they can always hire an expert digital marketing company to handle and ideate a seamless and robust personalised digital marketing strategy for their brand.
For a detailed insight on this topic, you can download our annual playbook DIGITAL PLATTER: 2022 from by Clicking on this LINK.
