The question of whether personalisation is worthwhile is an important topic when it comes to marketing. Some people debate that personalisation is hard to implement so it should be avoided. However, others are on the standpoint that personalisation and consumer happiness have a strong correlation which should be utilised to drive marketing initiatives.
In fact, data supports the use of personalisation. According to research, “80% of consumers are more likely to make a purchase when brands offer personalised experiences” (Epsilon).
What is personalisation?
Personalisation in marketing refers to tailoring marketing activity to meet individual needs. Personalisation is crucial in creating loyal, advocates of your brand through creating a human relationship with that lead. It is all about combining context and content to create a ‘moment’ for potential customers. Customers will not engage with generalised content that has no interest to them. Whereas personalised content grabs attention, Gartner claims that “people don’t ever mind being interrupted if the ad’s message is interesting to them”.
What are we referring too when we speak of personalisation?
When people mention personalisation in marketing the first thing that may pop into peoples minds is referring to customers online with their own name. However, personalisation has evolved much more nowadays. There are many opportunities in a customers journey for personalisation. From devices, time of day, paid media messages, website, email, display ads and much more.
Is personalisation actually hard to implement?
Personalisation should not be difficult as long as you are following the right steps;
1) Look at data
2) Create a buyer persona
3) Map out the right content for your audience
4) Create personalised content
Personalisation is easier to implement with a data driven approach. Use as much data as you possibly can to create buyer personas. This is a representation of your customer based on research, including demographics, habits behaviours and motivations, so that you can tailor content based on your buyer. For example, creating targeted Facebook ads based on your audience needs. There are many tools which can help you understand your audience from Google Analytics, Facebook insights and Facebook pixel as examples. Other examples include tailoring website content, email content and organic social media strategies to your researched audience.
Segmenting your audience
Segmentation also accompanies personalisation as a lot of marketeers segment their audience based on their researched data. This simply refers to splitting their audience into segments such as age, gender, location and sending messages to people based on their unique preferences. It is important to not only look at buyer personas but also buyer journeys – where they are at in their relationship with your company. In doing so a truly contextualised experience can be given to customers.
An obvious example is in email marketing, not only can you send behavioural emails to customers based on their interactions with your company but you can segment your audience and send informed emails at the right time based on their needs, whilst personalising the entire experience. In fact this has proven beneficial as according to Hubspot “20% of marketers say personalisation can improve engagement”.
So overall personalisation still plays a large role in reaching marketing goals. With the advancements in online marketing tools personalisation is easier to implement now more than ever. In fact personalisation has become so crucially embedded into marketing that it is now an expectation of customers. A survey by Cloud IQ found that “64% of respondents now expect an individualised experience, while 83% think of an individualised experience as important.”