It used to be that a one size fits all approach to marketing was the ‘done thing’. One message and creative would be used for each demographic – predominantly because a lot of messaging was done on TV or in print. It would yield results because there was no other way of making things personalised.
We now live in a day and age where all users, across all ages can have every experience, email, social, print, video or website to be tailored to them. Technology has allowed marketers to harness this opportunity, but it also means that consumers expect it to happen, because it’s become the new norm.
How is personalisation used at the moment?
If you think of your own experiences, Spotify, Apple Music or Netflix all know a lot about you as an individual and serve content that is best suited to you, meaning you get a better experience and in turn continue to love their service. They also compare things you like with people ‘like you’ and then show you content that those others like because you both have similar interests.
Amazon has so much data on their users that every person that lands on their homepage has a personalised experience, serving products for sale that are linked to that individuals tastes. This means that that user is much more likely to buy from them as they are seeing products that they actually want.
Personalisation across multiple devices is essential
For personalisation to truly work, it must actually be personal to that individual across multiple devices. A user may be using a personal computer, work computer, their phone and possibly a tablet – and they’re expecting that experience to be consistent across them all. Fail to connect the devices and it could mean they the consumer is less likely to buy because their experience is not as they were expecting.
It’s not easy, as the image below demonstrates and it’s complex. It’s worth the investment of time to profile your audience in your data, and then put it to task because you’ll see the returns on this investment.
It doesn’t have to stop in digital as well, if you have data on your audience – you should be using personalised Direct Mail to each of your audience profiles. Print has the possibility to increase conversion rates when using in conjunction with digital, so why stop your personalisation in the digital space?
So why is personalisation important?
If your marketing is consistent and personalised to your target audiences, then it will mean that your campaigns are more effective – reaching the right people with the right message, more frequently.
Plus, some data from Experian backs this theory up:
79% of people are more likely to engage with an offer if it’s personalised.
88% of businesses had a measurable uplift due to personalisation, with over half getting more than 10% uplift
50% reduction in acquisition cost due to personalisation
78% of consumers say a personalised message increases purchase intent
As a business, if you’re not personalising your messages to your audience, ask yourself, why not? You don’t have to be a multinational business to segment your data and speak to your clients and prospects on a more personal level. If you can align your business offering with their needs, wants, fears, you’ll find that your conversion rate will increase by personalising the message to each audience profile.
Written by Adam Burrage
Managin Partner at Trident
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