Did you know that over 80% of consumers are willing to do business with a company if they offer personalised experiences? Yes, you read that right. With the world moving away from traditional marketing, generic advertising messages are also taking a back seat. Now, it’s all about creating one-on-one experiences — fuelled by data and analytics — that add value to a brand.
While it may sound straightforward on the surface, personalising marketing strategy is more nuanced than many of us realise. So if you’re curious, here are some of my top tips:
Leverage data and analytics to research to procure customer knowledge.
Cutting right to the chase — it’s time for you to make the most of Data Management Platforms (DMPs) such as Adobe Systems, Nielsen, Cloudera, or try your hand at analytics available on Facebook and Google. These monitor online users/prospective buyers and collate large amounts of data — from behavioral patterns to demographics — which can help you model customised campaigns.
Once you’ve equipped yourself with data, start by segmenting the audiences based on various criteria such as age, shopping habits, and interests. This will give you a clear picture of your buyer’s persona, challenges they face, and more. Now, map out their journey on how they interact with the product/service end-to-end i.e, need recognition to post-purchase. This will help you identify communication touchpoints at a later stage, target audiences better, and give you a holistic perspective on how to refocus your marketing efforts.
Often, I suggest marketers involve themselves in a little bit of primary research. When you have one-on-one conversations with a prospective customer, you’ll be able to empathise with them better and gain a much deeper understanding of their motivations. Yes, data will guide and support you along the way — but adding a human touch to the process will make a world of a difference!
Identify touchpoints across various channels.
The customer journey that you’ve charted out in the previous step will act as a guide for relevant marketing channels that you could use to personalise the entire experience. For example, if your customer belongs to Gen Z and uses social media platforms such as Snapchat or Instagram regularly, you can target all your efforts at building an active brand presence on them by curating video content, memes, contests, etc. You even give them a virtual experience of your product/service using Augmented Reality (AR) features such as IGTV or Live Session available on these apps.
Make an effort to create links between various touchpoints, and you will impact the whole buying experience. It’s definitely exhaustive — but trust me, it’s worth it. Many e-commerce platforms do a great job of personalisation. One of the best examples is that of a well-known online fashion retailer that gives product suggestions based on your previous searches. The brand’s algorithm closely monitors user behavior and focuses its activities accordingly. It sends periodic emails and text messages with fashion tips, new releases, and other updates on offers and discounts. The brand is also active on social media as they collaborate with influencers regularly, launch new videos, and strategically place ads on various web pages their customers have previously browsed, reminding you to make that purchase.
Put your content strategy in place.
Now, decide on messaging and tone of voice that taps into the emotional side of the brain. This largely depends on the insights derived from step one. First, look at how your consumer engages with the business and communicate how your product/service will impact their lives via various narratives, consistently. Write unique CTAs, address them with their names in your emails and messages, and if possible, and make room for feedback and comments. At the end of the day, just make them feel special and show them that you care with your words and visuals.
So to sum up, data is dynamic in today’s world. So always revisit step one. I’m sure you’ll find something new about your customers, every time. But remember — protect their data at all costs, and don’t overdo it. You don’t want to come off as overzealous! Don’t lose their trust when you should be trying to build a relationship. Just find the balance, and reap the rewards!
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