Personalized Marketing & How to Implement it into Your Digital Marketing Strategies

Brand loyalty is the end result of consistent, positive customer experiences. A great marketing tactic should therefore continuously work on building a great relationship with target clients. One effective way to do this is by implementing ways to connect to the customers on a personal level. Any promotional campaign directed to the general viewers has the potential to gain attention. However, ad materials that are customized to specific users have a greater chance to garner leads and conversions. Customizing messages based on an individual’s preference is a marketing strategy known by the term of personalized marketing.

What is personalized marketing and why is it effective?

Businesses that take time to gather and analyze data and information about their clients in lieu with the goal of improving the products and services they provide are employing a personalization technique. Studies strongly back up the claim that personalization is indeed a powerful tool to strengthen a firm’s marketing strategies. According to a 2019 survey report, 98% of marketers included in the study believe that personalization resulted in a better relationship with their customers. Meanwhile, another survey reveals that 44% of the participants in the study said that a personalized shopping experience will encourage them to buy from the same store again.

The impressive ability of a personalized campaign to leverage marketing initiatives is easy to explain. This technique sends a clear message that a company genuinely wants to be of service to a client. Aside from making users feel valued, it likewise has the power to make a brand stand out from others. It is, therefore, no surprise that more and more digital marketers are making personalization a top priority.

Aside from being effective, personalization is likewise a flexible tactic that can easily be incorporated into various online campaigns. In email marketing, adding the name of a user to the subject line of an email campaign generates a 6% increase in its open rate. Another research from a company, Adlucent proves that personalized ads are likely to get more clicks even if it is from an unknown brand. Although there is no question to the value that personalization can do to an online campaign, making it a part of a marketing strategy may not be as simple or easy as it sounds. The following steps can get you started in exploring the many benefits that your business can get from personalization.

Get to know your customers.

Start with a goal to get up close and personal with your target clientele. Age range, location, lifestyle, and habits are details you want to get ahold of. You can do this by gathering data about them through surveys, interviews, and feedback forms. Your data-gathering methods can be done online or offline.  The insights from the data should allow you to create a buyer persona or an almost accurate profile of your customers. 

Strategize with your clients in mind. 

The buyer persona is a central guiding factor in designing all aspects of your marketing strategies. Your messages, visuals, and approach should match the interest of your buyers. You can also use this client profile to determine where to focus your marketing efforts and display your promos. It can also give you an insight into determining the right platforms or channels to deliver your content.

Know the right tools and technology. 

Technology can greatly help make personalized digital marketing easy. You may want to display a customized landing page for each type of user or show relevant ads based on one’s search history. To make this possible, you may have to invest in content management systems, segmentation, and marketing automation tools. Do some research to know the right tools that can automate personalization in your online campaigns.

Monitor marketing performance.

To create a positive impact and stay relevant to the user, personalized marketing should involve thorough study and constant monitoring. Create a flexible marketing tactic so you can easily make adjustments if necessary. You also want to regularly check the performance of your ads or content to discover what tactics work and which don’t. You can likewise fix a problem immediately if there is any.

Continue marketing efforts offline.

Digital marketing does not exclude offline marketing methods. In fact, traditional marketing techniques can complement your efforts in personalization. You can do this by organizing or participating in events where you can meet your target clients and interact with them personally. It is also a good idea to answer online inquiries directly through a phone call.  

Do you want to grow your clientele and promote your services by building a strong online presence for your brand or business? Let our digital marketing firm in Scottsdale, Arizona, Birch River Design Group be your partner! We diligently study and monitor the latest trends in digital marketing such as personalization and how it can serve as an asset to a firm. Talk to our team today to learn more about personalized marketing and the wonders it can do for your business. Fill out our online form or call us to schedule a meeting!

Written by Sam Barraza
Sam Barraza is a Copywriter and Editor for Birch River Design Group, she specializes in SEO copywriting for digital assets and content creation, as well as proofreading, editing, and email marketing. Sam enjoys writing and reading fiction in her spare time - always with a strong coffee in hand.
Published on July 24, 2019
Filed Under: Marketing Strategy