Marketing personalization, also known as personalized marketing or individual marketing, is the practice of using data to deliver branded messages targeted to an individual lead. personalization means using audience and data analytics to meet the individual needs of a consumer. Start by using your data to describe the details of who each of your customers is, what their intention is at any given time, and where, when, and how they interacted with your brand in the past. Personalization is the act of adapting an experience or communication based on the information that a company has learned about an individual.
We live in a high-tech world, but consumers crave direct contact. They are tired of Silicon Sally answering their calls and they want to be recognized as human beings, not as a username and password or account number. Personalized marketing gives customers a sense of identity. They cease to be one of the masses and instead become an individual with unique wants and needs.
Consumers turn off mass marketing because they are bombarded by it everywhere. A personalized message that is relevant is much more likely to grab their attention and seem more credible. Personalized marketing is much more than just inserting the customer's name into the same marketing email that goes to all your customers. But when Gmail shows you ads based on your interests, it personalizes your experience for you.
Or, social media videos that show your name and personalized information that you may have included in your profile. Your customers should feel that the brand message was made just for them, so personalized marketing can sometimes be called individual or individual marketing. Good personalized marketing makes customers happier, increases brand loyalty and improves profits. Listen carefully to what your customers are saying, and then use the right tactics to deliver personalized experiences that match.
While three-quarters of customers surveyed said they had never had an “invasive experience” with branding, 64% of those who encountered this problem pointed to the problem of brands having information about them that they did not knowingly or voluntarily provide. Now that consumers are actively interacting across multiple channels, 82% interact primarily through smartphones, while 63% use computers, effective personalization depends on an omnichannel approach that satisfies consumers where they are, not where brands expect them to be. Later this year, I will launch The Small Business Expert Academy, and I will use personalized video emails to virtually coach and guide my audience. This level of personalization allows a brand to communicate the benefits of its solution that are most relevant to the individual, naturally increasing conversion rates.
While this type of personalization is memorable for your audience, it can take a long time without the right automation technology. Marketo Engage's real-time personalization, audience targeting, and content optimization features will position your business to create impactful campaigns that encourage shoppers to take action—without demanding more from your team. This tool is useful for marketers who want to use user data to create personalized ad campaigns. It's about reaching the right person with the right message at the right time with the right suggestions.