Personalization a primary focus for marketers now.
Nonetheless, with many still attempting to execute the policy correctly in an intelligent and flexible manner, recent research indicates that others are preparing to fully abandon investment.
So the question is, is personalized marketing still worth it? Here, we’ll dive into the main benefits of personalized marketing and its impact.
What is marketing personalization?
Personalized marketing is the practice of using data to deliver targeted brand messages to an individual prospect. This method differs from traditional marketing, which relies mostly on trying to cast a wide net for a small number of customers to earn.
These days, people are continually flooded with all sorts of information, whether it’s billboard advertisements, television advertising, emails, social media, and hundreds of brands crying out nonstop for publicity. So it’s only normal that we will start tuning out much of that, particularly what we don’t find interesting to us personally.
Personalization means interacting with your audience and customers in a way that looks personal and human, having taken their likes, preferences, and interests into account. This strategy can include personalized email marketing campaigns, tailored advertisements, targeted product reviews, custom content, and much more.
Why is personalized marketing so important?
- 90% of U.S. consumers find personalized marketing content somewhat to very appealing (Statista)
- Message Personalization is the #1 tactic used by email marketers to increase engagement rates (HubSpot)
- More than 20% of marketers say personalization can improve email engagement (HubSpot)
- 99% of marketers say personalization helps advance customer relationships, with 78% claiming it has a“strong” or “extremely strong” impact (Evergage)
- 64% of consumers are fine with retailers saving purchase history and personal preferences if more personalization is offered (Unified Commerce)
- 44% of consumers say they will likely repeat after a personalized shopping experience (Forbes)
Benefits of personalized marketing
Increase conversions and revenue
It makes sense to have a customized service. If customers get suggestions to read recommendations for products that speak to their interests, they are more likely to consume it. If they are happy with the service they receive and the communications they receive from you, they are more likely to stick it to your competitors with you.
It is reasonable that personalizing your services and offering a customized experience will enhance your sales and conversions. According to Vibetrace, 75% of consumers prefer buying from a brand that knows their name and purchase history, and analysis by Forbes shows that marketers that deliver personalized web experiences are getting double-digit returns in marketing performance and response.
Improve customer retention
Customer retention is important. Increasing customer retention by 5% can increase profits by 25% up to 95%, and, it’s less expensive to retain customers than to acquire new ones. Adobe’s Digital Index shows that 40% of eCommerce revenue is produced by 8% of returning customers, and US and European marketers need to bring in between 5 and 7 new customers to match the revenue of only one repeat customer.
If you provide a personalized experience, your odds of getting those numbers to increase: according to research by Segment, after a personalized experience with a company, 44% of customers are likely to become regular customers, while 49% have purchased a product they did not originally plan to purchase after having personalized experience.
Find more information on how to improve customer retention here.
Build a better customer experience
It’s great to have friendly customer teams to help your customers but it’s no longer enough. You have to have outstanding customer service for you during their entire journey-and this includes connections for social media, automated emails, reviews, and much more.
Indeed, that numbers of customers demand a customized and exclusive experience with companies. Research conducted by Salesforce has found that in return for personalized marketing, consumers are more willing to provide more data, with 58% of those surveyed saying that personalized experience is very essential when buying from a company.
Furthermore, 52% of consumers are rather likely to switch unless a company provides sufficient personalization and 57% are open to sharing data in exchange for personalized offers and discounts.
Create consistency across channels
Users engage with brands across a range of channels, including email, social, mobile, and so on, sometimes all within a single day. For that reason, maintaining continuity across different platforms is more critical than ever for brands. The experience in-store will suit the experience of the user which will fit email messaging.
Make better recommendations
It is not a bad thing to learn about your customer’s purchasing habits. Retail sites like Amazon and eBay make good use of this to give their customers more specific product recommendations. They also send emails with suggested product catalogs from time to time.
Rather than calling for friends or browsing the internet for books you should read next, Amazon provides better recommendations based on your own behavior.
The majority of expert marketers now state with confidence that marketing is the future of personalization. And it is. It improves the results of the business and has a great impact on it.
Personalization is all about putting things first in order to please the client. So, once in a while, you should try to put yourself in your customer’s shoes to look at things from their perspective.