You won't believe how much customers appreciate it when companies develop a product based on their needs and likings. Consumers expect businesses to offer a unique and personalized experience that is different from any other brands or businesses.
According to Adobe, "42% of consumers are annoyed when content isn't personalized". Not just that, but research by Segment states that when a shopping experience is impersonal, 71% of buyers express dissatisfaction with it.
There is no doubt that personalized marketing can boost your overall brand value and can help establish your brand identity. It can be said to be one of the most effective online marketing strategy for businesses or brands regardless of their size.
We live in a world where every other brand is trying to bring more customers to the platform, and customers are leaning toward brands that understand their needs and pay attention to their demands.
In this blog, I will tell you how you can boost your brand value with personalized marketing. But before that, let us take a look at the benefits of personalized marketing so that you can understand better why you should do personalized marketing for your brand now more than ever.
Benefits of personalized marketing
Let us take a look at the benefits of personalized marketing to discover why you need to use it to make the most out of your business.
Enhanced customer experience
Customers also seek fast and simple solutions. In other words, you must provide a seamless and personalized user experience so that they remember your business or brand.
Customer satisfaction soars when businesses can quickly and precisely identify what their clients want and then deliver it to them. Think about the times when Netflix showed you the series or movies that you may like. This is how Netflix enhanced your experience as their customer.
Boost brand loyalty and value
Customers expect that if they give you their personal information, that information will be utilized to make more relevant offers. This enhances the value of the consumer.
Your customers' loyalty to your brand is directly related to the level of care and attention you provide them. Their passion for your brands will grow, and they will become long-time customers.
Generally, customers are likely to take action and make a purchase if a campaign features a customer's name.
You'll get more information from potential consumers if your content matters to them and they take interest. You'll be able to produce even more impactful content armed with this information, thereby increasing consumer engagement.
Businesses may improve ROI by determining which channels their customers prefer and catering to their preferences.
Omnichannel marketing may be achieved with the correct automation technology, which identifies which channel clients use, and then automatically follows up across channels. You may combine personalization with loyalty programs and sales incentives to increase sales and income.
How to boost brand value with personalized marketing?
Now that you know personalized marketing can boost your brand value, let us discuss some of the popular channels of personalized marketing:
It is true that personalized emails are losing their importance. However, if the brand can prepare a perfect recipe for personalized emails, they can crack the code. A well-designed personalized email is designed to address the recipient's personal needs that can convert that lead into a customer.
When it comes to their impact on email marketing initiatives, personalized emails beat all other trends. One of the major issues is automated emails that have no personalization. Even though the relevance of personalized emails has decreased, customers prefer personalized mail to automated ones.
Automating your emails might save you time, but you should still use unique merge tags to avoid bland, generic emails. Engage with your subscribers through personalized emails to strengthen your relationship.
You can also level up email personalization by adding videos and images that will interest the subscribers. As videos are gaining importance day-by-day, it is always a good choice to use videos in your email marketing strategy so as to boost engagement.
One-to-one personalized marketing
Personalized marketing is about reaching out to a customer by creating tailored content for each individual. This approach will take personalized marketing to the next level. One-to-one marketing means reaching out to consumers directly through person to person or any other way that involves direct involvement of the consumers.
Personalized searches are also highly on demand. Customers expect to be able to find what they're searching for as quickly as feasible on the internet. In fact, once a visitor arrives at a retailer's website, 80% of them look for a product through searches.
Customer behavior and general trends are used to provide highly tailored search results, which ensures that customers find the things that are most relevant to them and with accuracy.
Moreover, according to Google research, 85% of people are more willing to purchase from brands that give personalized discounts and special offers. By displaying highly-incentivized notifications and overlays in real-time, based on the user's intent, demographics, preferred product attributes, on-site interactions, prior actions, and other data collected, online retail brands can cater to customer needs on a personal level and maximize purchase possibility.
One example would be the time when Vidyard took marketing to a whole new level by writing down their customer's name on a whiteboard and keeping the rest of the script the same.
Customers prefer personalized messages
We all love personalized messages—likewise, most customers like something that caters to them. Various data shows that consumers lean towards those brands that offer an appealing personalized experience of any kind. Personalized marketing involves tailored campaigns and follow-up emails that make customers feel valued.
Ask consumers what they want
It is always a good idea to have a clear understanding of what the consumer wants so that you can target and segment the right audience. You can do this by asking for consumer feedback that matters.
You can collect all the performance and feedback information through the following ways:
- Using Analytics tools such as Google Analytics
- SEO Platforms & email marketing reports
- Social media analytics and listening tools
- Ad campaign reports & Customer relationship management tools
All this data will give you insights into your customers' wants and what they're looking for. Using the right SEO tools and analytics insights will allow you to understand what keywords people are searching for.
Build matching landing pages
Once you have a clear idea of what your consumer is looking for, you can create a matching landing page. You can drive sales with all the data available by building solid landing pages. The only thing you have to do is to make sure that you create dedicated landing pages where the message, tone, and visuals match what's in your email.
A targeted direct response page that is personalized to a specific set of keywords that a website visitor could use when searching for a solution is known as a personalized landing page. Personalized landing pages have a purpose more than simply putting material in front of prospective buyers. It all comes down to using your understanding of your target consumers in order to create highly relevant experiences for them.
Personalization in digital marketing makes all the difference for a business or brand to succeed or fail. When you shift the priorities to personalization, you put the customer yourself in the customer's shoes, which impacts your overall customer experience.
Personalized marketing is the future of marketing as it is all about doing things to serve your customer first.
Are you looking to make a personalized website, landing pages, or videos? You are in the right place if you need assistance. Feel free to reach out to us!