The Power of Personalization in Marketing Strategy
You probably have a local store that you love visiting. It can be the stylist who greets you by name as you enter the door, or a shoe store who knows your size. Maybe it’s the burger shop in the corner who served you the medium-rare burger without onions, because that’s what you prefer.
It’s such a good feeling to be recognized, welcomed and made to feel special as we walk into a shop, right? We even appreciate the personalized treatment when we receive something special during our birthdays.
And maybe it’s one reason why people also enjoy getting their caffeine fix at Starbucks. The Starbucks barista scribbles our name on the cup and calls our name when it’s done. Even if your name gets misspelled a couple of times, it’s still about experience, connections and word-of-mouth marketing.
We enjoy that personal touch, and when it comes to online, we expect to relish the same feeling.
Learn from Amazon.com and Netflix
Consumers are more likely to engage with brands that fit their needs.
Amazon personalizes the shopping experience of their users. Amazon knows you by name. There’s that personal “Hello, your name” as you log in. Pay attention to how this site also tracks absolutely everything that you do. Almost every element of the page has an effort to personalize your experience. There’s your own browsing history, shopping history, your wish list, recommendations for you section, etc.
Similarly, Netflix gives you a list of suggestions based on your viewing history and movie preferences with their “Recommended for You” section. When you receive their emails, there’s a huge chance that you’ll click the links. Why? Because Netflix personalized them to suit your wants, interests and needs.
Personalized Marketing Is the Golden Key
Consumers desire connection. Personalized marketing has a strong impact, for it connects with people on a personal level.
In today’s digital and physical world, most consumers want a more personalized experienced and customized service. They demand a more relevant experience. As a business owner, your marketing has to focus on being personalized. This will take your consumers on their own personalized journey.
By personalizing your website and across brand touch points, from your advertising campaign to your day-to-day communications, you can give your customers a better experience.
Marketing with a personal touch is good marketing. It’s an effective way to reach your customers.
It’s a powerful key for improving customer retention, increasing conversion and gaining customer insight. When you personalize your customer’s experience across all channels, customer loyalty and satisfaction is achieved.
Take a Lesson from Coke
Coca-Cola’s personalized bottle “Share a Coke” marketing campaign successfully penetrated social media and retail stores.
They picked out popular names and printed them on Coke bottles. Consumers took the steps to seek out a bottle featuring their name, or to buy bottles for people they know.
Having that personalized bottle makes consumers feel special and appreciated. It’s like giving consumers control and a sense of brand ownership.
Such a cool and brilliant campaign!
This created a steady online buzz as people use the hashtag #ShareaCoke as they share their own experiences with everyone. Plus, there’s a Facebook app where you can personalize a bottle and share it with your loved ones.
Coke has even taken their personalization on tour, where consumers – especially with those unique names – can have their own personalized bottle on the spot. We’ve seen thousands of photos, memes and short video clips of people with their personalized Coke bottles. Now that’s personalized marketing power!
This campaign shows that people enjoy seeing their names on the products they love.
Nothing captures a consumer’s attention more than hearing or seeing their own name, receiving personalized messages, and knowing that their needs are appreciated. Personalization is part of modern marketing, and will be well into the future. It makes a huge difference in your consumer’s life and your business success – from getting a customer’s attention to delivering messages that increase sales.
Interested in knowing how to personalize your marketing campaigns?
Start by watching our business-altering video titled “The 3 Biggest Lead Generation Mistakes Small Businesses Make… And How to Overcome Them All.” We’ll reveal the strategies you can immediately deploy that will enable you to out-think, out-market and out-sell your competition. http://maximizeracademy.com/
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