Up Close and Personal: What You Need to Know About Personalized Marketing

Did you know that 82 percent of marketers report higher open rates when email marketing gets personalized? Of that, a full 75 percent argue that personalized marketing also leads to better click-through rates.

Clearly, personalization represents an important part of your digital marketing toolkit. You want to throw it in there with all your video marketing, SEM, and Search Engine Optimization Packages for use at different stages of your business growth.

But it can also represent an intimidating proposition.

You see, personalization involves one-to-one marketing. This means creating and implementing a strategy that individualizes content through automation technology, data collection, and analysis.

But how do you make this happen in a way that doesn’t eat up your time, destroy your marketing budget, or leave you burned out? That’s where we come in. We understand personalized promotions inside and out.

And we want to give you insights that you can take into your own future marketing campaigns. Read on to learn all about the benefits of personalization and how to use this marketing strategy to your company’s advantage.

The Benefits of Personalized Advertisements

According to Valve+Meter Performance Marketing, individualized marketing comes with countless benefits. These include advantages such as:

  • Increased consistency across marketing channels
  • Increased revenue
  • Improved customer experience
  • Ramped up brand loyalty

Let’s examine these benefits further to see how personalized marketing can give your company a home-court advantage.

The Advantage Your Company Needs

Today’s consumers interact with brands in more ways than ever before. These involve a variety of channels from mobile to social to email. With a personalized marketing approach, you create a more consistent, customer-centric vibe.

Personalization strategies help you appeal to the right customers in the right places. In other words, this approach lets you recognize and respond to customers via their preferred channels.

The result? Ramped up ROI. (And a happy dance from you.)

Customer experience remains a marketing buzzword and with good reason. To make the sale, you have to earn your customer’s trust.

How do you do this? Through personalized interactions that let your customers know that your brand cares about what they want and will go above and beyond to keep them happy. Of course, this starts with individualized attention.

Companies who go the extra mile when it comes to treating their customers like valued individuals earn greater brand loyalty. Why does brand loyalty matter? Because return customers spend 67 percent more than first-timers.

Road Blocks on the Road to Personalization

Of course, personalized marketing, like any other strategy, comes with a unique set of challenges. Your ability to recognize and overcome these will directly impact the success of your marketing efforts.

Here are some of the biggest challenges today’s businesses face when it comes to personalization:

  • Implementing smart segmentation
  • Creating a single customer view
  • Finding the right technology
  • Dedicating enough time and resources to the actualization process

Feeling a bit overwhelmed? That’s okay. Just don’t let these roadblocks discourage you from giving one-to-one marketing a try.

With the right know-how, you can easily surmount these obstacles and ramp up your company’s marketing success rates. Let’s dive into why these factors can sabotage your best-laid marketing efforts and how to avoid this.

Personalized Marketing Pitfalls

Smart segmentation represents more than a trend. It can boost your campaigns’ performances in massive ways. But many marketers struggle with the basic concept.

They focus on simple clustering or broad segments, both of which result in basic segmentation strategies that don’t perform as desired.

When it comes to creating a single customer view, many marketers fail miserably. Why? Because they have trouble linking data with individual customer profiles.

They fail to see the right common threads across channels, and they cannot piece data together so that it points to a single, unified customer profile. As a result, their attempts at personalization look and feel anything but personal.

Outdated technology won’t do your company any favors either. Why? Because automation and data collection remains key to personalization, and you need cutting edge tech to provide this.

Many companies also fail to allocate the right resources to their personalized marketing efforts. For example, they don’t understand that this type of marketing requires a devoted team.

But one thing’s for certain. A lack of dedication to the process will ensure dramatic failure.

Personalized Marketing Best Practices

Now that we’ve taken a look at the benefits and challenges associated with personalized marketing let’s dive into surefire ways to achieve success.

Do you already have a personalized marketing platform? If not, it’s time to get one.

And if you do? Then, spend some time comparing it with other platforms to make sure you’re getting the most value for your money. The world of marketing continues to advance at a lightning pace, so don’t get left behind.

Your next step involves establishing ways to capture data about your customers. In most cases, this just requires a few simple steps. For example, you’ll need to add a handful of code to your website pages.

Once you do this, start collecting essential data about your customer’s behaviors and interests. This data should include everything from purchase history and time on site to click-throughs and abandoned shopping carts.

Congrats! Now you should have a valuable body of data to analyze.

When you take the time to capture data, build the capabilities to analyze it, and develop sites that can adapt, you’ll feel amazed by the results, especially when these processes get fully synchronized.

This is also a prime time to start running A/B tests to gain new insights into how well your personalization efforts are working.

Based on your data and analyses, you’ll sit in a much better place to make future marketing decisions. What’s more, you’ll now be able to act based on the needs of individual customers at different steps along the buyer’s journey.

Get Ready for Skyrocketing Sales

From here, the sky’s the limit when it comes to personalized marketing campaigns. Some of our personal favorite techniques include targeted emails, custom video messages, product recommendations, and social media marketing.

Ready to learn more about effective marketing strategies that’ll skyrocket your business sales? Read on for the full Dishh now.