What Advanced Marketing Personalization Is and How to Use It

What Advanced Marketing Personalization Is and How to Use It

Marketers have used personalization as a powerful tool in their
strategy to improve their marketing efforts for many years, but as
marketing technology is moving forward, the personalized marketing
is getting more advanced.

Studies
show
 that personalized email campaigns achieve 41% percent
higher click-through rates and 29% higher open rates than
non-personalized emails. Furthermore, your customers now expect
personalized experiences. In fact, this study found
that 32% of your customers expect to be delivered a personalized
experience from your brand.

Personalized email campaigns achieve 41% higher click-through
rates and 29% higher open rates than non-personalized emails.

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personalize experiences statistics

What is Personalized Marketing?

Personalized marketing is a whole lot more than simply using
customers’ first names in emails.

In fact, it is a strategy that can be integrated into various
types of marketing mediums, including blogs, social media, and
emails to achieve better results.

Personalized marketing comprises gathering data relating to
customers and then crafting marketing experiences and content that
target specific customer types.

User Data

Any personalized marketing strategy starts with user data. The
success of a campaign depends on the quality of data collected and
measured. Different data can be collected to learn more about
users, be it through surveys or email list segments. It is the only
way in which you can offer more personalized experiences via
marketing campaigns.

Luckily, there are a few great free tools that help you collect
user data.

Google Analytics allows you
to analyze your users’ age and gender.

When it comes to your site users location, nothing beats
Finteza’s
“Audience” research which breaks the report into most common
cities allowing you to personalize your user experience based on
the city they are landing from.

Finteza

Finteza is a free web analytics software that offers some solid
and unique audience segmentation features.

You can only start painting a picture of a typical customer once
you have enough data and that will allow you to start personalizing
your marketing campaigns properly.

The examples described below will help show you some of the
power marketing personalization has.

Boost Conversions and Sales

Personalized marketing is not only about connecting with an
audience. It will also help customers while growing sales at the
same time. A simple product suggestion or recommendation could help
bring better results.

Advanced content management systems offer some personalized
marketing features. For example, Duda allows
you to personalize
calls to action based on time of day,
geolocation, number of visits and more:

Duda personalization

Personalized marketing is one of the best ways to
improve the performance
of your site CTAs, as well as boost
social media engagement.

Make Recommendations

It is good to learn about the buying habits of customers. Big
retail sites including eBay and Amazon use this data very
effectively to offer their customers relevant product
recommendations. They also occasionally use emails that contain
catalogs of recommended products.

Amazon gives very good suggestions on what you may need to buy
(often even before you yourself realize you need it). This
eliminates the need to ask friends or searching the web.

More and more, brand and product discovery is influenced by
Amazon’s AI algorithm that takes into account past shopping
history as well as items in the Wishlists, items left in the
shopping carts, and even
customers’ reviews
.

RecommendationsBig players’ adoption
means that customers almost expect the same level of
personalization whenever they interact with any brand online.

Create More Engaging Content

Personalization can help you differentiate yourself by creating
unique and better content that leaves special memories for
customers.

One of my favorite examples is Boosterthon that allows schools to
host fun fund-raisers. For every participating student, there’s a
personalized video created using the child’s picture and name.
The result is pretty astounding audience engagement — both
parents and students love their personalized videos!

Boosterthon

Target Specific Audiences

A major benefit of personalized marketing is that you will be
able to reach specific audiences. Gathering user data from studies,
surveys and list segments will enable you to create effective email
campaigns that target audiences based on their buying habits or
interests.

If your audience, for example, likes movies, you can offer more
personalized experiences by using pop-culture references in email
opt-in forms, blog posts and email campaigns’ content to
increase conversions.

One of the best ways to know your audience interests to be able
to personalize your content better is to explore which keywords
your target customers are typing in the search box to find you or
your competitors. Keyword research
is not just for SEO
: It gives you lots of insight into your
customers’ struggles allowing you to refine your marketing
strategy.

Serpstat provides an
in-depth analysis of queries you or your competitors show up in
Google for. Just type in your domain and proceed to “Top Pages” report behind
“SEO Research” tab.

Serpstat provides an in-depth analysis of queries you or your competitors show up in Google for. Just type in your domain and proceed to "Top Pages" report behind "SEO Research" tab.

This section finds pages from any domain that rank well for the
highest number of queries. Clicking any number in “Organic
Keywords” column generates the list of queries the page is
ranking for. This report allows you to identify your top landing
pages and personalize them based on search queries that drive
people to the site.

Another useful tool to identify if your pages are doing a good
job giving your target customers what they need is TextOptimizer. Its on-page content
analysis shows which audience type your content is optimized for
and
suggests
how to better cater to your target audience.

TextOptimizer analysis

Build Meaningful Relationships


Customer loyalty
should always be a long-term goal of any
marketing campaign and personalized marketing is a great way to
achieve that.

Personalized marketing helps build more personal and stronger
relationships with customers. It is easy to show that you care
about your customers by sending thank you emails on the anniversary
of them joining your email list, or sending emails wishing them
well for their birthdays.

Always use personalization when improving landing pages or your
entire website. This will help your customers feel at home on your
website, which will in turn generate more conversions and
sales.

Summary

Personalization is ultimately about implementing tactics that
will serve your customers best. Try to put yourself in your
customers’ shoes once in a while and try to look at things from
their perspective. This will really help you to improve your
personalized marketing strategy.

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What Advanced Marketing Personalization Is and How to Use It

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What Advanced Marketing Personalization Is and How to Use It