As humans we all like to be loved, we want affection and the need for someone to understand our feelings is paramount. We want things that are personal to us and in the world of online marketing, brands are scrambling to make sure that their content is not only unique but that it is personal.
Personalised marketing (or one-to-one marketing) can be defined in a number of ways, but at the most basic level, it can be explained as follows:
It is the implementation of a strategy by which companies deliver bespoke content to recipients through data collection, analysis, and the use of automated technology.
The main goal of running a personalised marketing strategy is to engage the user at the highest level by communicating to and connecting them with a wider message, in a way that makes them think it is tailored directly for them.
‘The Power of Personalisation’ eBook contains sections that cover:
- What is personalisation?
- The history of personalisation
- Personalisation benefits
- Personalisation in email marketing
- 4 good examples of personalisation
- 4 bad examples of personalisation
What businesses want to know when they are putting together their strategy is ‘what are the benefits of building a strategy that revolves around personalisation?’ Well the answer to this is pretty simple. Personalisation leads to both a greater conversion rate than non-personalised marketing and it delivers a higher level of user experience (UX) – which is something of a ‘holy grail’ in search marketing.
Some of the main benefits for personalising your search marketing strategy to meet the needs of your audience are:
Increase in conversions
Like we mentioned in the stats section of this resource, there is a direct link between the increase of personalisation and the improvement in conversion rate. This alone should bring home the message that it is a vital part of a forward thinking strategy.
For any business (not just online), the aim is to drive conversions, and increase sales. Personalisation can help to achieve this in a number of ways, including:
Pre-filled personal details – By remembering purchase information, shipping addresses, or other details, it removes one barrier that would otherwise stop the customer from converting. All of this helps the UX and makes the process smother. As was mentioned earlier, time is precious and many people choose short windows such as when commuting to shop. Pre-saved details also allow for a shopper to make a purchase if they haven’t got their cards to hand.
Providing the best deals – Personalisation helps to find the best, most relevant deals for the customer in particular, which encourages them to convert, as they do not have to hunt for the deal most suited to them. The below example from Amazon covers both trending deals and new products that the buyer might be interested in.
Customised content – Personalised content can encourage customers to engage and do business with you, such as personalised subject lines, greetings, or references to previous actions taken in email campaigns, (something we will cover in a little more detail later).
Landing pages – Specific landing pages pre-loaded with customer information such as the form for those that download more than one piece of content (hint hint).