What Is Personalized Marketing?

Team TeachWiki

The market offers a huge selection of products and services, which is why consumers are demanding. Personalized marketing is a marketing strategy in which not a general, but an individual offer is created for each consumer. An offer can be a promotion, content, advertising, discount, and more. This is an approach that helps to form a trusting relationship between the brand and customers, make them more loyal and prone to purchase.

What is personalized marketing

Personalized marketing allows you to increase sales and successfully bring new products to the market. Its goal is not to reach as many users as possible, but to get to know them as best as possible. After all, if you know the personal needs of each person, then you can offer exactly what he wants.

When forming an individual offer, they use data about users that help to understand their goals and interests. To do this, they collect information about their previous purchases, demographics, etc. But in order to maintain loyalty and good relations with the client, it is important to remain open: to warn what kind of data is being used and how it happens.

How is it different from other types

Personalized marketing differs from other types of marketing in two ways:

  • use of individualized methods of interaction with the audience,
  • the focus is not so much on sales as on increasing customer loyalty in the long term.

The shift away from traditional marketing was due to increased competition in the market, when it became important not only to attract new users, but also to try to retain old ones. In addition, many new tools and technologies have appeared that allow collecting and analyzing customer data and individualizing the approach to sales.

Why personalize marketing

Although personalized marketing is not aimed at sales, in the long run it still leads to their increase. The audience is more willing to trust brands that personalize their approach, even if this requires using personal information of customers.

Personalized marketing allows you to create individualized advertising and messages, unique content that is relevant to a specific target audience. If you carefully analyze your customers and create the most accurate portrait, you can increase the conversion.

Strategies

It is important for the client to know the characteristics of the product and its cost, therefore, the site should always have a description and price, but in such a way as to satisfy the needs of each individual client. To do this, personalized marketing uses the technique of customization (individualization of products) in order to:

  • stand out from competitors.

Companies that provide the same product are not much different. Their structure and form of work are very similar. Customization helps to differentiate - an individual approach will highlight the company and the client will remember it.

  • develop a relationship with the audience.

To make it easier for the client to communicate with the company, an online chat or feedback form is placed on the site, where the user can receive information as soon as possible. This increases the overall effectiveness of communication with the client and reinforces his loyalty.

  • prepare handouts.

Handouts are the face of the company, on which the attitude of the audience depends. The design of booklets, brochures and business cards should be trusted only to professional designers. Business cards should contain the most important information about the person and the company they represent.

  • make a landing.

The landing page attracts users, so high-quality design and content are also needed here. Useful information, the design of the site in the style of the company helps the client navigate and leaves a pleasant impression.

Tools

Personalized marketing adjusts the tools to the goals of the company. To collect information about customers, a database is created that is used in the development of a new advertising campaign.

To communicate with customers, they create online chats and mail for requests. Surveys are conducted to get feedback from consumers. The company can focus on it and form an action plan.

How to collect data for personalization

Data collection is the basis of personalized marketing. To implement it, use:

  • Landings. On the site, you can place forms in which customers will be asked to leave personal information.
  • Lead forms. This method allows you to make a completely identified user from an unknown user and find out all the information for further work. But if the lead form is poorly designed, then, on the contrary, it will only interfere with the conversion.
  • Creating a portrait of the target audience. This helps to get to know customers better and use the information to create advertising campaigns.

It is important to explain to users why their personal data is being collected. It is easier to request not at once entirely, but optionally, in parts.

The process of creating a client portrait for individualization

If a company has a website, then web analytics will collect basic information about users by default: age, gender, behavior. You need to take into account the blog analytics, especially if it is integrated into the site, and track the statistics of the mobile application.

Advertising analysis will show which banners the user clicked on and what interests him. It is important to distinguish intentional clicks from unintentional ones, then you can evaluate not only the desires of the user, but also the effectiveness of advertising.

Interviews and surveys are useful if the sample is first defined. You need to create them very carefully, it is advisable to consult with specialists. Properly designed surveys and interviews will allow you to involve customers in the company's activities and increase their loyalty.

To correctly create a client portrait, you need to integrate CRM with the site and other services. This will allow you to accumulate all information about the target audience in one place, so it is conveniently uploaded and segmented.

How to use the data

Personalized marketing helps to understand what users like and dislike, what can be changed. To build effective marketing , you need to modify advertising, design and strategy for the identified interests of the user. This will increase the relevance of the offer, increase the effectiveness of individual tools and content in general.

Examples of personalized marketing

Consider examples of personalized marketing.

Personalized Landing Pages

A personalized landing allows you to divide the audience by interests and direct everyone in an individual direction. For example, the landing page of the Proof company is the same for everyone. But in order to view the demo, users need to indicate in which direction they work and what position they hold in their company. The site builds on this information and generates a title for this page. As a result, the pages will be unique for each type of client.

Shopping Cart Retargeting

Revolve's personalized marketing uses shopping cart retargeting . Thus, it shows users of social networks (for example, Instagram) those products that they left in the shopping cart earlier.

Conclusion

There are so many offers on the market that the consumer is ready to spend time only on what fully meets his interests. Through personalization of marketing, you can create an individual offer , gain trust and keep the attention of a demanding customer.

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