It’s very important that brands understand their audiences. However, we can no longer depend on demographics to inform marketing strategies as customers want their brands to understand them beyond their gender, race, and location. We now require personalised marketing.
Today, customers are gravitating toward brands which feel like they listen to them, understand them as well as pay attention to their particular wants and needs. That’s where personalisation comes in. It’s a way for brands to contextualise the messages, offers as well as experiences that they deliver, in accordance with each visitor’s unique profile.
Think of it as growth from marketing communications to digital conversations, with data as the beginning point. Collecting, analysing, as well as effectively utilising information about consumer demographics, interests, and behaviours will assist you to create campaigns, content, and experiences which resonate with your target audience.
The Benefits Of A Personalisation Strategy
A clever personalised marketing strategy will reap the following benefits for your brand. It will:
- Create a better customer experience: Customers will provide their personal information if they’re sure their data will be protected. They could even participate in surveys, fill out forms and share their preferences.
- Increase revenue: Brands can get better results by talking to their customers in the digital spaces they occupy, and
- Build brand loyalty: Personalisation will create better customer satisfaction and give brands a competitive advantage.
Why Does Personalisation Matter?
The importance of personalisation is the simplest to grasp when you think of your own experience as a consumer:
- When you’re on a brand’s site, do you like receiving personalised recommendations as well as offers?
- How about content which is relevant to you, or related to a product or service you’ve recently purchased?
Like most consumers, perhaps you’ve even come to expect it as an essential aspect of your online experience.
The digital age has raised consumer wants for relevant, contextual as well as convenient experiences to unprecedented heights. Put plainly, consumers have become used to getting what they want, and they’re gravitating toward the brands which recognise them as individuals at every step of their journey.
Responding to those expectations lands squarely on the shoulders of marketers, who need to leverage intelligent personalisation tactics if they have any hope to keep consumers engaged as well as coming back for more.
Map Out Your Content
If your content is not mapped out to the specific interests and needs of each buyer persona, it will not be seen or shared. In addition, it will probably not yield any brand ambassadors. This means that marketers need to identify what content would be of unique interest to each persona as well as map these interests using a diagram.
In your content library diagram, map content interests to your buyer’s life cycle:
- What content would be of highest interest to your buyer and most helpful in nurturing them down the conversion funnel at each interaction?
- What triggers the deployment of that content?
For instance, an ecommerce site selling cookware may see that a user viewed various cake pans. They may be interested to see recipes for cakes as well as a stand mixer that would assist to make preparing the batter easier. Make use of this map as a guide to help plan your content production, inventory as well as deployment.
Organisations may need an account-based marketing platform in order to implement content. This will give them one single view of their customer in addition to a platform in order to deploy personalised content to those customers across various owned and paid marketing channels.
Want to become an advanced digital marketer? If you do, then you need to do our Advanced Digital Marketing Course. Follow this link for more information.
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