In fact, your customers don’t just expect personalization, they appreciate it.
But taking a more personalized approach isn't just about giving consumers more of what they want; it's also about responding to complex changes in their behaviors.
And that’s not all! It’s important to know that personalization has changed list of azerbaijan whatsapp phone numbers marketing from top to bottom, improving the customer experience and, in turn, making businesses more profitable. Yet, many companies continue to fail in its implementation.
That’s why we think it’s time for us to come along with you. This article will serve as your guide, as we’ll cover the following points:
Img_Article_MarketingPerso_Hero_Digit
Summary
What is personalized marketing?
The 3 categories of personalized marketing
What is the difference between personalization and hyper personalization?
The main elements of personalized marketing
How to use personalized marketing based on the customer journey?
3 Examples of Personalized Marketing You Can Learn From
Moving from personalization to hyper-personalization
What is personalized marketing?
Definition of personalized marketing
Personalized marketing is the practice of using data to deliver targeted brand messages to an individual prospect.
This method differs from traditional marketing, which was primarily about casting a wide net to gain a small number of customers. With billboards, phone calls, mailings, etc., traditional marketing focuses on the quantity of messages rather than their relevance.
Today, analytics have become more sophisticated and data on individual prospects has increased. Marketers are now leveraging both to deliver the most relevant message to prospects at the right time.
4 Benefits of Personalized Marketing
The benefits of personalized marketing are numerous, both for businesses and consumers. When the strategies are successfully implemented, the following benefits come into play:
1. Improving customer experience
Customers are more comfortable providing personal information to their favorite brands if they get something in return.
2. Increased income
Businesses can increase their return on investment by identifying customers' personal needs.
With the right automation technology, marketers can identify which channel customers are engaging with and then automatically follow up across all channels as part of an omnichannel approach.
3. Increased brand loyalty
When consumers provide information and data, they expect to be treated as unique individuals with specific preferences.
Companies that invest time and resources into implementing effective personalized marketing strategies will gain a competitive advantage in terms of brand loyalty and customer satisfaction.
4. Consistency between channels
Consumers interact with brands across multiple channels including email, social media, mobile messaging, and more, sometimes within a single day.
For this reason, it is more important than ever for brands to create consistency across different channels.
How to do it? Well, your website, your newsletter, your marketing strategies are all channels that you can use to implement personalized marketing. Let’s discover together 3 categories of personalized marketing.
The 3 categories of personalized marketing
If you're considering implementing a personalization system in your marketing organization or expanding your existing infrastructure, you need to know your options.
Just as standard marketing does not adequately address the needs of individual customers, a standard approach to personalization is not optimal. Below we present 3 main approaches.
Recommendation engines
Content Filtering
Content filtering systems compare items to users' individual preferences. For example, such a system might "see" that a user tends to buy pants online rather than jackets, so it will recommend pants over jackets.
Collaborative filtering
To address some of the limitations of content-based filtering, collaborative filtering simultaneously uses similarities between users and articles to provide recommendations.
This enables serendipitous recommendations, i.e. collaborative filtering models can recommend an article to user A based on the interests of a similar user B.
Hybrid systems
Mixed recommender systems combine two or more recommendation strategies in various ways to achieve complementary benefits.
This filtering takes into account both the individual user in relation to articles and the user in relation to other users.
Real-time personalization
Real-time personalization, as the name suggests, personalizes the user experience in real-time.
It relies on both real-time and historical data, such as:
time of day
the geographic location
the type of device used
purchase history
Now that we have an overview of the approaches you can take, let’s look at what the difference is between personalization and hyper-personalization.
What is the difference between personalization a