Personalized Marketing – 5-step Framework for Building a strategy

Do you want to be called with your name or just “hey you, hey buddy, hey friend”? I’m sure most people want to be called by their name, why?

Have you ever thought about it why you like to be called by your name? There’s is a simple reason behind this, when we’re called by our name it makes us feel valued. It is a psychological fact that we attract to the person who calls us by our name. It shows that someone is paying attention to us, we are very important to that person, because it is personalized. This is why personalized marketing originated, but personalized marketing isn’t all about calling us by our name, it’s much more than that. Then, what is personalized marketing all about?

What is personalized marketing?

There’re two important factors of every successful business, user interface and user experience. If you’re lacking in any one of them, you’re losing so many of your customers. Personalized marketing focuses on the second user experience. It’s the opposite of mass marketing (which is designed to target a broad demographic or audience) as it focuses on each individual.

It is a marketing technique that focuses on the needs of an individual current or prospective customer, because of this it is also called one-to-one marketing. As it focuses on an individual, it is essentially called the most focused form of targeted marketing.

Personalized marketing is about reaching the right message to the right person with the right offer at the right time, and with the right product or service suggestions by approaching the customers with their name, offering what they want, and providing the most accurate data they’re looking for.

And all of this can be possible if we’ve collected enough data about the customers, their behaviour, interest, and desires.

So, how does the data inform personalized marketing strategy?

How does the data inform personalized marketing?

Data is everything you need to expect the future needs and actions of your customers for better customizing your interactions with your users. It became popular when marketers realized the power of the data.

When you’ll have enough data about your users you can predict where they can land in the buyer’s journey. At that right moment, you can communicate to your user with the right message and the right offer.

There are two channels for collecting the data:

Analytics: Analytics helps you in understanding the user’s behaviour. There are various software to track the behaviour of users, and the most famous tool is google analytics. Google Analytics is the official tool of google that provides data in several fields like how many visitors did visit your website or app, what devices they are using, paid visits or organic visits, bounce rate, etc.

Feedback Form & Customers Surveys: Feedback forms and customer surveys are the most transparent and efficient way of knowing about user experience, user interface, and so many other factors. They tell us what type of products, or services customers are willing to buy from the brand.

People prefer to fill out the survey form and are more comfortable with this technique, but a long-form might irritate them, so always try to keep it precise and short.

The data that will be most beneficial for you for personalized marketing can include:

• Name
• Location
• Paid visits or organic visits
• Devices users are using
• Pages on the website a particular user visited
• Click through rates of every page
• Products viewed by the user
• Time spent on specific pages by the user
• Bounce rate
• Interests
• Spending Levels
• Clicking on call to action or contacting the support
• Chatting on messenger bot or not

On the basis of these factors, we can create a customer persona for our potential buyer, and on the basis of customer persona, we can design a customer journey map. These things will help us personalise the data in every step of our sales funnel. This data can benefit us a lot in different aspects of personalized marketing strategy.

How to create a personalized marketing strategy for your business?

When you have enough data about your customer’s name, location, behaviour and interests then you can easily build a personalized marketing strategy for your business.

A personalized marketing strategy is the most focused and accurate marketing strategy because of paying attention to an individual’s needs. People fear incorporating this marketing strategy into their system because it needs data and clarity on how to perform. Some people only use this for just including the name of the users in their email marketing campaigns, others might not even try because of the confusion.

We’ve tried to cover every aspect of personalized marketing strategy in this blog. Follow the following steps and make a personalized marketing campaign for your own brand:

Build a Team, Research and Compare

If you want to make a successful personalized marketing strategy for your business then you should work with skilled professionals in this field. Make a team, and research the market about the tools and everything they’re using to collect the users’ data.

Leveraging a personalization tool or platform will help you get structured and refined data. If you’re not currently using it then compare all the available options in the market, and make use of the best suitable tool for you.

Collect Data

Once you’ve chosen the best personalization tools for your business, collecting data would be easier for you. Implementation of these tools is easy. Eg when you want to add Google Analytics or Search Console to your website, it just takes a code snippet to connect with your website. Once the code is added, you can get a lot of information from the tool like the time spent on the website, total clicks on the webpages, bounce rate, total visitors, etc.

Analyse & Segment Your Data

In this phase you need to analyse your data on the basis of several factors, after analysing you can segment your data based on the following factors:

• Demographic Data
• Behavioural Data
• Spending Data
• Interests
• Buying Patterns
• Medium of Traffic
• Expectations

You can segment data according to the needs of your business. You need to customize the messages, and marketing material, so you need to decide what factors will affect the most to your customers.

Customize & Personalize the Marketing Material

Here, you need to customize your data, by adding the personalization tone of communication in your marketing material, like addressing your users with their names, providing them with what they want, talking to them and solving their problems through customized messages. You personalize your emails, retargeting ads, landing pages, welcome message, support systems, and much more.

Execute the Campaign & Deliver personalized Content, Engagement, Outreach, Products & Services, Recommendations, and Support

After personalizing your data, here you can execute the campaign by giving your users a personalized experience.

Start with personalized content. You can personalize your content in many forms like customizing your email automation, lead magnets, media apps, social media interactions, and landing pages of the website.

Then you can move on to personalize engagement. It is customized. This is real-time. It can be via chat, phone call, or comments. You should give your customers time and promptly reply to your customers. This can help you in establishing a brand, and lead to long-term relationships with recurring income.

Next is personalized outreach. Representatives from your brand should reach out one-on-one with customers. It is the ultimate in personalized outreach. The representative can use phone, email, or chat app. personalized outreach is beneficial in nurturing the leads. Custom outreach is beneficial for both b2b and b2c brands.

Let’s discuss the next, Products and services. Many companies (most of the brands related to clothing and beauty) provide custom products. This is done to give the products personal touch, and they feel like this has been made only for them. First, companies know about the customer’s needs and on the basis of that, they provide customized products and services. E.g. whenever any projects come to DigiAvtar, we first keep a one-on-one meeting with the client, and then after understanding all the customer’s needs, we start developing the project.

Next is providing personalized recommendations. This is being done somewhat in every industry. But the biggest industry that is using this technique is e-commerce. E.g. someone who visited their online store and liked or disliked something, then while visiting again they show you the similar recommended products of different brands. The big brands that are using this technique are Amazon, Flipkart, Hotstar, YouTube, etc.

So, we’ve discussed the 5-step framework for building a personalized marketing strategy. Follow all the steps along and make a personalized marketing strategy for your brand.

Now, let’s discuss the benefits of personalized marketing

Benefits of Personalized Marketing

There’re a lot of benefits we can get after implementing the techniques of personalized marketing strategies in our marketing materials. As we all know, personalized marketing is focused on the experience of each user. So, user experience is the most important factor in personalized marketing. And there are a lot of benefits we can get by improving our user experience through personalized marketing.

It’s the best strategy for getting closer to our audience along with improving ROI and achieving the desired financial outcomes.

Next, let’s discuss the other benefits of personalized marketing!

1. Builds a happier and satisfied customer base
2. Better and Improved Customer Experience
3. Increase in Brand Loyalty and Brand advocates
4. Customers Get Relevant Content
5. Increment in Brand Engagement
6. Customers Gain Valuable Suggestions
7. More Accurate and Targeted Advertising
8. Drive more Sales and Revenue
9. Consistent brand voice across all the channels
10. Better & Optimized ROI (Return on Investment)

Let’s move ahead and discuss the examples of personalized marketing

Examples of personalized marketing trends

1. Custom & Targeted Emails
2. Custom Messages (Video or Text)
3. Targeted Discounts
4. Engagement Campaign on Social Media Marketing
5. Targeted Ads Campaigns
6. Service and Product Recommendations
7. FOMO (Fear of Missing Out) Campaigns

We also have seen the benefits and examples of personalized marketing, along with how to build a personalized marketing strategy for our brand. Now, let’s move a step further and discuss how companies are using this strategy

How companies are using Personalized Marketing Strategy?

In the starting, there were only some brands that were using this strategy. But, nowadays every business is looking to this strategy. Let’s see how big giants are using this strategy

1. Netflix: – Nextflix is the oldest OTT platform. It shows you your favourite shows, movies, and everything on the basis of only one thing, the behaviour of the user on the platform.
2. Amazon & Flipkart: – These are eCommerce companies which show you relevant products on the basis of your browsing history and previous purchases.
3. FB, Insta YouTube, Spotify, and Jio Saavn: – These are also working on the same strategy of personalization. These show you posts, videos, and songs in the same genre you’ve watched earlier on these platforms.

We’ve seen how big giants are using this marketing strategy for better engagement and seamless user experience. Whether your brand is small or big, you can always start over with this technology.

Tools for Personalized Marketing

For making easier all the processes automated and smooth, we need to take the help of the tools. With the help of tools, we can save a lot of our time, with more efficiency. We can also easily scale with the help of the tools. Let’s list the different types of tools for a successful personalized marketing strategy:

1. Data Management
2. Data Analytics Tools & platform
3. Customer Relationship Management(CRM) Software
4. E-mail Marketing Tool

Conclusion

We’ve discussed everything already from what is personalized marketing to, benefits, examples, strategy, and the top companies using this strategy.

In conclusion, it is a technique completely focussing on the needs of an individual, and making him happier by building strong relationships and providing them with the value they yearn for. Brands are building close relationships and improving user experience with the help of this excellent strategy. It can be the greatest asset for the success of your business.

Now, you are free to start over with your own personalized marketing strategy for your business. If you still have questions, you can ask in the comment sections. To read more similar and valuable blogs, visit our blog.