What is Personalized Marketing? Examples and Benefits

Customer behaviors shift frequently, affecting the purchasing process. Personalized marketing enables businesses to recognise clients as unique individuals and develop personalized purchasing experiences for them, thereby challenging traditional marketing approaches.

 

What is Personalized Marketing?

 

Personalized Marketing, often known as one-on-one marketing, is a method of marketing that is tailored to the individual. It communicates with and engages each potential customer as an individual. 

 

These campaigns provide recipients with individualized material, messaging, or products. Customers are frequently required to self-identify as members of various categories

 

Data collecting is also required for personalized marketing. For unique and effective targeted campaigns, these ideas blend consumer data with marketing tactics. You can collect data using algorithms, technology, and other data collecting technologies. It is therefore critical to assess and apply the data to create your customized marketing campaign.

 

Personalized marketing is a marketing technique that tailors marketing content to existing and prospective customers in order to improve their overall brand experience. This is accomplished by analyzing their previous and current behavior when dealing with the brand. 

 

Customers are far more inclined to interact with a business that caters to their specific needs and desires, therefore this form of marketing technique increases loyalty. 

 

Customer qualities and demographic information, such as age, gender, geographic area, socioeconomic status, languages spoken, and political affiliations, can also be used to personalize content. 

 

Personalized marketing benefits include improved customer experience, increased brand awareness, increased customer loyalty, and an increase in client retention and revenue as a result.

 

Why Personalized Marketing?

 

If you're a traditional marketer, you might be wondering why firms are ditching the old and embracing the new. In layman's terms, it began with customers, who began tuning out after years of being bombarded with meaningless marketing messages.

 

They hung up on the telemarketer and changed the channel as pointless advertisements invaded their lives: in automobiles, offices, and even their homes. They couldn't shake the idea that firms didn't want to assist them address their problems. 

 

Businesses intended to generate money regardless of if it meant disrupting a family dinner or the Super Bowl. That notion persists to this day. According to research, 63% of customers are extremely irritated by the way firms continue to broadcast generic advertising messages over and over. Customers, on the other hand, demand marketing personalization.

 

Difference between Personalized marketing and Customized Marketing

 

Some marketers interchangeably use the terms personalized marketing and customized marketing . 

 

Personalized marketing refers to the goal to provide a one-to-one experience for customers by tailoring marketing touchpoints to specific customers based on assumptions or knowledge. The creation of personalized items for specific customers based on their unique wants and aspirations is referred to as customized marketing. 

 

Although the words are similar, personalized marketing is the more commonly used term because customized marketing is relevant for luxury or high-value sectors, whereas personalized marketing is appropriate for all industries.

 

Also Read | Network Marketing
 

 

Examples of Personalized Marketing

 

Identity-based campaigns focus on customers self-selecting into segments that may then be targeted with individualized content, or they use existing consumer data to send out ads and promotions likely to appeal to specific groups. Top 10 examples of personalized marketing as follows:- 

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Examples of Personalized Marketing

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1. "Share a Coke" by Coca-Cola

 

Coca- cola started a trend in personalisation with an inventive new idea in the faraway year of 2014 — one that is still having huge impacts on marketing best practices today.
 

Ogilvy's "Share a Coke" campaign for Coca-Cola debuted in Australia before going global, but not before generating 12 million media impressions, a 7% rise in young adult consumption, and a 4% increase in category.

 

 

2. ASOS’s Social Connection Prompts

 

When new consumers sign up, ASOS urges them to connect their social profiles, providing the brand with gender, location, and other data points to send more customized communications. This smartly exploits data from other sources, such as Facebook, without asking customers to provide the data directly.

 

 

3. BustedTees’ Time Zone Segmented Emails

 

BustedTee hyper-targeted the times when it sent email messages, resulting in an 8 percent increase in email revenue overnight from personalized send times, a 17 percent increase in total email response rate, an 11 percent increase in click-through rate, and a 7.6 percent increase in post-click site engagement. 

 

Most marketing automation softwares now includes built-in time zone schedulers for email marketing, making it even easier to guarantee that your email campaigns operate around the schedules of your clients.

 

 

4. The Bowery Presents Location-Based Emails

 

Look no further than The Bowery Presents' promotional emails for a fantastic example of exploiting a subscriber's location to tailor communications. 

 

Because they are promoting events and happenings in specific locations, they must use location-specific information, so it was critical that they incorporate subscriber's location specific information  into their marketing campaigns to improve targeting and produce personalized, relevant content for their subscribers.

 

 

5. Hubspot’s Account Rep Personalized Triggered Emails

 

Hubspot compared company-sent email opt-in response messages to those customized with account reps' information. The original messages resulted in a 0.73 percent click-through rate. When they were sent by a member of HubSpot's marketing team, the click-through rate increased to 0.96 percent, resulting in 292 more clicks. 

 

It's a simple trick, but it's been proven over and again that receiving an email from a real person is more enticing and results in higher open and click rates than receiving it from a brand or larger corporation. So, rather than sending an email from 'the marketing team,' consider sending it from a member of that team.

 

Also Read | 5 Best Email Marketing Companies 

 

 

6. TED’s Segmented Email Opt-Ins

 

The opt- in form is used by TED, a well-known global conference, to allow users to select the type of information they want to see. 

 

While you may want to do this for your potential customers by cleverly using data you collect and working behind the scenes to present them with content you know they'll enjoy, TED actually puts that power in the hands of their subscribers through a simple form they can fill out that tells TED what that subscriber wants.

 

 

7. BBC’s Email Gamification

 

By sending an intricate, gamified email to advertise BBC One, the BBC found a new approach to engage their email audience by allowing subscribers to hover over the photographs of the animals to learn more about them. 

 

This type of gamification not only engages your audience and gets them enthused about a brand or product, but it also develops excitement and expectation. However, gamification may be utilized to boost email sign-ups in the first place by leveraging gamification mechanics to promote conversions.

 

 

8. Birchbox’s Hyper-Personalization

 

Birchbox, a subscription-based firm that provides cosmetics, skincare items, and other goodies, uses hyper personalization in its contacts with customers to engage them with relevant products. 

 

They may develop targeted messages and recommendations that engage their audience by diving into their subscription data. You can do this with product recommendations, as Birchbox does, but you can also do it with the content you provide. 

 

By segmenting your audience, you can use automation tools to deliver hyper-personalized newsletters to those audiences rather than just sending them a generic, broad-reaching message that they may not be interested in.

 

 

9. Grammarly’s Weekly Writing Updates

 

Grammarly expertly employs productivity reports  to increase user engagement via their Weekly Writing Update. They offer a number of important insights – with a gamification twist – in the hyper-personalized email that they send out to their consumers, ranging from writing streak and productivity to terminology and tone. 

 

It not only provides the user with a personalized and engaging experience, but it also attracts their attention to the value they receive from the platform and motivates them to continue using it.

 

 

10. HelloFresh’s Behavior-Triggered Email

 

HelloFresh, a subscription-based meal kit service, enrolls new email subscribers who are not yet customers in an onboarding sequence that not only introduces them to the Hello Fresh brand but also sends them emails based on their website activity (i.e. perusing menu options and familiarizing themselves with the brand's offer).

 

It encourages them to take the leap and become a customer. With so many different paths to go, it might become complicated. Yet triggered emails have a greater open rate than regular marketing emails more than 70% 

 

However, with marketing automation technology, you can design behavioral triggers for specific emails to grab potential consumers lucratively and convert them into happy customers. 

 

Also Read | AI in Marketing Automation

 

Benefits of Personalized Marketing

 

Personalized marketing has various advantages for both organizations and customers. Here are a few to get you thinking about the strategies you'll need for your firm in the future.

 

1. Increase revenue - A corporation can guarantee an increase in revenue if a plan is correctly executed, identifies the right channel, and uses resources to successfully implement it. 

 

For most entrepreneurs, this is one of the ultimate end goals of a tailored marketing approach. Though not the only goal of the strategy, raising ROI and generating sales on sales is one of the ultimate manifestations of a well-executed technique.

 

2. Improved Customer Experience - Customers have faith in a firm when they consistently receive something in return. For example, if you run surveys, require people to fill out forms, or inquire about their preferences for discounts, they will wait in exchange for something of value to be offered to them. 

 

This boosts and enhances the overall client experience. Personalized marketing is an effective technique to provide your clients with a better shopping experience with each purchase.

 

3. Create Uniformity Across Channels - In this day and age of current technology, we all know that clients continually interact with your company through various channels. Emails, social media, smartphone apps, websites, and so on are examples of such channels. 

 

The conversation could take place in a single day. Personalization must be consistent across all channels, which happily it is. It creates consistent material for your business and sends a clear message to your customers.

 

4. Brand Loyalty is produced - Customers that supply personal information expect to be regarded as unique as the profile information they offer, as previously noted. 

 

When a company invests time and resources in targeted marketing, it reaps the benefits of brand loyalty. Apart from that, genuine client satisfaction is obtained.

 

5. Conversion and lead nurturing - While various efforts can be made when it comes to lead nurturing for your business, personalized marketing is one of the most tried and true methods for successful lead nurturing that leads to conversion. 

 

Personalization is unquestionably an excellent method of caring for your target clients and converting them into actual buyers.

 

Also Read | Targeted Advertising
 

Personalization has transformed marketing from the ground up, improving the consumer experience and, as a result, increasing corporate profitability. Despite this, many businesses continue to struggle with implementation. 

 

Overzealous people appear creepy. Lazy people make do with adding a first name to email subject lines. Some people are so perplexed that they don't even try. Today, we'll answer some questions about personalisation and what it takes to get it right.

 

Aside from demonstrating the different methods you may tailor your marketing to better engage and convert customers, as well as ideally inspire you, it's critical to accomplish whatever personalisation you can. 

 

Every effort to personalize your marketing moves the needle and brings you closer to seeing the benefits we discussed earlier. However, if you don't try to customize your marketing, your clients aren't going to bother with you, and they'll gravitate toward firms who do.