In the world of digital marketing, personalization is a concept that can’t be ignored. Tailoring your marketing towards a specific individual in your audience not only enhances user engagement but is a big influence on conversion rates. If you want to succeed as a digital marketer, you’ll need Personalization.
That’s why we’ll be exploring it today. We’ll delve into the nuances of the greatest weapon in your digital marketing arsenal, and show you how to leverage it for maximum impact.
First off, Personalization goes beyond just calling your customers by their first names. It’s more of analysing customer data to understand their preferences, behavior, and demographics. It’s up to you to use this data to make content that appeals to them, as well as offers that’ll resonate with your customers or users on a personal level.
One of the key elements of personalization is delivering content that will resonate with your audience. The truth is, if your audience doesn’t see your content as relevant, they won’t really care about it. You need to deliver marketing that appeals to their logic and their emotions. As an example, you can’t market baby products to a 40-year old man. Not unless you know his wife’s got a baby on the way.
This is where understanding your audience’s journey is important. Whether it’s through polls, queries, comments on social media posts, a good digital marketer should constantly find out his audience’s needs and interests.
Bonus points if you do so in a way your customers would prefer.
Segmentation
Segmentation is pretty much what makes Personalization so easy AND powerful. Segmenting your audience into different categories based on similar behaviours, ages, interests and preferences, you can tailor your marketing campaigns way more effectively by speaking directly to one audience in a language they’d understand.
A great example here would be selling jewellery to women. While some women prefer flashy, shiny jewellery, some others like something simple yet alluring.
Shifting your marketing based on preferences as subtle as that could make all the difference in your conversion rates.
Personalised Websites
Imagine walking into a clothing store filled with every piece of clothing, shoes, hats and accessories you’d ever wanted.
At every turn, there’s that jacket you’ve always adored, or that gown with the softest colours, or that pair of Nike shoes you’d been eyeing for a while, or that watch and necklace that would go perfect with your Sunday Best.
You’re more likely to keep that store in mind next time you go shopping, aren’t you?
It’s the same with a Website, especially if you’re selling something on it.
The reason Amazon did as well as it did is because it learned to personalise user experiences. Everytime a user bought a pair of heels, the store would offer a similar pair of heels, or a necklace that matches it, or a dress they’d know the user couldn’t resist.
And one reason Spotify is getting even more popular is because of a personalisation package commonly called “Spotify Wrapped.”
All they did is collect user data on how much music they listened to, and give it back to the user in a more colourful presentation.
And, as a bonus, they only call their users by their first names.
That’s the power of personalization, especially when applied to websites.
Why Personalization?
Believe it or not, personalization isn’t about sales.
Personalization is about building long-lasting relationships with your audience and customers.
When your audience feels like you understand them even better than your competitors, when they feel like they’re connecting with a friend instead of the other marketers trying to take their money, when they connect with you deeper than anyone else, they’ll always come back to you. Just like that, you’d have created a long-lasting relationship with your customers.
Which means they’ll always buy from you.
In the end, that’s the greatest benefit of personalization; long-lasting relationships.
Be careful not to over-personalise your user data, though. Or else you’d come off as a stalker. And the last thing you’d want is to make your customers uncomfortable.
You’ll also need to be sure you’re not tampering with your audience’s privacy while you’re collecting data about them. It’s a bit of a tightrope, but once you get personalization right you’ll be surprised how many more sales you’d get.
In the end, personalization in the digital marketing landscape is the ultimate game changer; powerful enough to retain your audience for the rest of their lives. If you’re a business into digital marketing, you’d better start personalising your content.
It just might make all the difference in your business.
