The progression of personalised marketing

Personalised marketing has been one of the biggest digital marketing buzzwords, however, its brevity has proven it is much more than a gimmick.

Personalised marketing has long surpassed the concept of inserting a first name. Personalisation allows you to subtly tailor your content to the various segments of your audiences based on both demographics and psychographics. The digital age has made consumer life easier, quicker and much more responsive. In turn, this has made audiences much more demanding concerning what they want from brands. This level of one to one marketing requires data in order to create a customer experience personal to the individual.

What is dynamic content 

One of the most useful aspects of personalised marketing is that you can ensure the dynamic content is completely in fit with your brand and marketing strategy. Further, it’s more than a name on an email. Dynamic content can be directed to blogs, landing pages and all other web content. This style of personalisation has been easily applied to retail and ecommerce style of businesses. It is commonly in forms of purchase history and abandoned carts. However, this does not ostracise B2B and other forms of business offerings. The buyer journey is now transformed, with a much larger emphasis on research, common throughout. Therefore, with people in need of information and content, you can ensure that you give them the right data for exactly what they want.

Does personalised marketing work? 

So does personalised marketing really work? Taking a simple email personalisation of a first-name insertion, emails received a 29% increase in open rate and a 41% increase in click-through rate.  Progressing deeper into personalised marketing and focusing on the psychographic data, 42% of UK marketers are creating dynamic content based on behavioural data. Whether its based on user journey, interests or location, you are able to dynamically cater to your audience. Build a rapport, starting with names, which allows understanding of what information is wanted, when the information is wanted and even down to how your audience wants to receive this information. The consumer demand is focused on a fully-fledged personalised service as part of a brand’s agenda.

How does it improve the customer experience

The customer experience is vital for your brand loyalty. Part of your branding strategy should incorporate how to create loyalty between your audience and your brand. Therefore, brand loyalty needs to be focused on building a relationship. This is beneficial to your business as loyal customers buy 90% more frequently. They can even can spend up to 60% more per transaction. Building a digital relationship can be difficult; therefore personalisation is the perfect opportunity to make your customer feel unique and valued. 78% of customers equate brands that create personalised content for them with brands who value their business and want to build a unique relationship with.

Personalised marketing is permanently transform marketing media and communications, which is why your business needs to embrace it. However, it isn’t without its boundaries. Personalised marketing requires resources, technology and data. Thump can offer you an end-to-end solution with personalised marketing from set up to retention. If you want to discuss how personalised marketing can improve your communications and strategy, call Thump on 01638 663 600.

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