Marketing Personalisation

“80% of consumers are more likely to make a purchase from a brand that provides personalised experiences” (Powell, 2022)

What is it?

In an increasingly digital world, the majority of marketing is now conducted online. It is how you reach out to your clients that differentiates your business from your competitors. Marketing personalisation involves engaging with existing and potential customers by communicating with each as an individual. These days, customers expect personalised marketing. Indeed, as the quotation above highlights, customers who receive personalised marketing tend to buy more. What more could you want?

How do you do it?

It can take time and resources to manage the process, however, delivering a personalised marketing strategy can help drive sales.

• Firstly, make sure you have the right technology to capture customer data.
• Gather and monitor customer data, for example by deploying the technology through your website to monitor customer behaviour.
• Analyse the data.
• Act on it!
• It is important not to rush the process! Poor personalisation can have a damaging impact on brand reputation.

“63% of consumers will stop buying from brands that use poor personalisation tactics” (Powell, 2022)**

Personalising your marketing campaigns also needs to be delivered across all your marketing channels at once, in order to ensure consistency. Done well, it can ensure a seamless service with the in-person customer experience.

Some examples:

• Personalised emails targeting individuals and groups of individuals.
• Customised video messages to individuals and groups.
• Targeted product recommendations.
• Social media marketing.

What are the benefits?

“55% of marketers say the top benefit of personalization is increased visitor engagement and improved customer experience” (Powell, 2022)

• An improved customer experience. Customers are more likely to become raving fans if you tailor your products to their needs.
• Marketing personalisation encourages a give and take culture. Generally, customers are far more comfortable providing personal information if they receive something in return.
• Increased sales. Personalised emails are more likely to be opened, as well as being far more likely to lead to a sale.
• Improved customer loyalty and a stronger brand.

At JudgeService we believe the more personal a customer experience you provide, the more personal a relationship you will build. The result? You will create raving fans of your business!

Bibliography Powell, A. (2022, January 12). Personalisation: Stats and Trends for 2022. Retrieved from MarteChalliance: https://www.martechalliance.com/stories/personalisation-stats-trends#:~:text=55%25%20of%20marketers%20say%20the,up%20to%2030%25%20%2D%20Adweek.

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