Do you want to make a real impression on your customers? Treat them as an individual and make them feel like you're communicating to them 1 on 1 rather than to a group of potential customers? Of course you do. Personalisation is no longer a luxury, it’s a marketing imperative.
Rewind a few years, business success would be measured heavily by number of sales. However customers expectations have expanded phenomenally. Customers have shifted from wanting the cheapest product to demanding to be recognised as individuals and dealt with in a manner that makes them feel understood, appreciated and most of all, unique.
With digital companies such as Amazon and Netflix leading the way for creating remarkable personalised experiences, other companies are struggling to focus on this relationship. Marketing personalisation done right is integral for better interaction with customers.
What is personalisation?
Personalisation in marketing is a strategy used by business' and marketers alike to serve up tailored communications to meet their customers individual needs. It makes the customer feel like the business knows, understands, and cares for them. When integrated strategically with sales and marketing campaigns, it helps build strong relationships quickly.
Changes the game
In the modern marketing landscape, personalisation is considered an integral factor for business success in 2018. A recent study conducted by Salesforce found that 52% of consumers will move away from a brand if they do not tailor communications. A further 65% indicated personalisation highly contributes to their brand loyalty. Long gone is traditional marketing where success is solely measured by reach and/or independent sales. Modern day marketers now have the closest eye on engagement, conversions and retention rates.
Right message, right time. People are impatient online and will bounce for one simple reason: your site doesn’t have what they need. But if you think your site does have the content they need, you need to sort through the mess and serve it to them instantly. Tracking behavioural data, personalisation backed by artificial intelligence ensures only relevant content is served to the customer thus increasing conversion rates and making sure customers get what they need, instantly.
Predictive marketing. Whilst AI constantly interprets what people want and expect, your marketing efforts become predictive, rather than reactive. You are giving the people what they want before they have even asked for it.
Increased lead quality. Being too focused on lead quantity as opposed to lead quality can be frustrating for sales teams. They waste valuable time on leads that are only half-interested. Personalised messages throughout the customer journey improves real time user engagement and hence improves lead quality – ultimately increasing conversion rates.
Shortens sales cycle. Marketing personalisation streamlines the sales phase of getting to understand customers and establishing a relationship. Adding personalisation to your marketing strategy makes potential customers feel special as you’ve provided a personal touch to an otherwise impersonal process. They build a trust with the process.
Lead nurture and retention rate increases. Sending personalised content or product recommendations after a customer has made a purchase positions your brand at the forefront of customers minds. Constant and personal communication builds on the relationship foundation evoking repeat purchases and referrals.
Personalisation is a valuable secret weapon that will soon become the norm for marketers. Regardless of the type of business you are in, there is always an opportunity to personalise the customer experience.
Need help with personalisation or don’t know where to begin? Lets talk.