Personalized marketing: What it is, strategies & real-life examples

Personalized marketing: What it is, strategies & real-life examples

June 26, 2024
Illustration of a modern office setting where a marketing team is actively working on personalized marketing strategies

Across the board, brands are adopting personalized approaches. A report by McKinsey & Company highlights the significant value of personalization, stating that companies excelling in personalization generate faster revenue growth than their peers by creating closer consumer relationships. 71% percent of consumers expect personalized interactions, and 76% feel frustrated when this does not happen. At its core, personalization is about recognizing and responding to the unique needs and interests of each customer. It is a strategy that transforms generic interactions into meaningful conversations, fostering a sense of individual attention and care.

Consumers that expect personalized interactions

Customers feel frustrated when they don’t receive a personalized experience.

What is personalized Digital Marketing?

Marketing personalization is a strategy that uses data to target and retarget leads with a brand message that speaks directly to specific customers’ interests, demographics, and buying behavior.

While personalization isn’t a new concept, recent technological advances have transformed how and where it can be used. Whether your audience interacts with your brand through social media, on your website, or by email, they expect a personalized experience that makes them feel valued and prioritized. From the ads that pop up on your social media feed to the barista at the local coffee shop who greets you by name, customers are growing accustomed to personalized experiences.

The importance of personalized Digital Marketing in 2024

The main reason for personalizing your marketing is that customers expect it. Personalization is the difference between your customers feeling like you are speaking directly to them versus feeling like just a number. Business leaders who offer their customers a tailored experience can see a return on their bottom line.

Imagine a customer named Mary, who frequently shops at an online shoes retailer. The retailer uses a personalization strategy to enhance Mary’s shopping experience based on her past interactions, purchase history, and preferences inferred from her online behavior.

Effective personalize strategies

Tailored Email Marketing

Targeted emails are a way to deliver personalized content to different audience segments. When Maria logs into her account, the system analyzes her past purchases and browsing history. She recently viewed several pages of summer dresses but didn’t make a purchase. The next day, Sarah receives an email from the retailer highlighting a new collection of shoes that align with the styles and colors she viewed. The email also includes a personalized discount on her first dress purchase.

Customized Website Experience or eCommerce Personalization This type of personalization refers to the various ways an online store customizes the browsing and buying experience to fit the user. Personalization can be based on data like past purchases, browsing history, personal demographics, and expressed preferences.

  • Product Recommendations: A smart eCommerce platform will recognize your preferences and suggest similar products.
  • Browsing Experiences: Instead of adopting a one-size-fits-all homepage, optimize your site to reflect the preferences and interests of your target audience.
  • Content Suggestions: The online experience can be enhanced with tailored content suggestions.
  • Personalized Promotions and Discounts: Offer special discounts based on the customer’s buying history and on-site behavior.
  • Interactive Quizzes and Tools: Allow customers to interact and find products that fit their specific needs by embedding interactive quizzes or tools.

Personalization in PPC Campaigns

In 2024, personalization in advertising continues to advance, driven by consumer trust and the demands of a privacy-conscious digital era. Imagine an ad that not only knows the user’s location but also factors in the time of day, platform name, local offers, and more. The expectations of younger generations play a pivotal role in shaping personalized advertising. Research from Salesforce reveals that 67% of Millennials and Gen-Zers expect offers from companies to always be personalized.

Rules for Personalization in PPC:

  1. Brand Recognition: Without a perceived brand relationship or value, personalization can seem intrusive.
  2. Understanding the Audience: Before understanding the type of ad creative your audience wants to watch, you need to understand the audience segments.
  3. Ad Variations: Ad variations are a great way to capture your audience’s attention and promote personalization. You can adjust almost every element of the video to make these variations.
  4. Stay Updated with Industry Trends: New ad formats, streaming platforms, and other opportunities arise constantly, so marketing teams need to stay informed about industry trends.
  5. Testing Strategy: Testing is an essential part of any marketing strategy, but it’s particularly important for successful personalization.
  6. Use Available Data: With clean, accurate data, you can create audience-based conversations that help you reach your target audience segments more efficiently.

Success stories

Living Proof

This hair care brand collects zero-party data in its AI-powered hair care routine quiz. After customers provide their answers, they are prompted to take a selfie and enter their contact information so Living Proof can send them personalized recommendations. A recent study by Bond Brand Loyalty states that 87% of people are willing to share their online activity or be tracked in exchange for personalized rewards and engagements.

Living proof _Website

Best Buy

The brand has a program called My Best Buy that provides benefits like earning points, receiving special offers, and free shipping. Another program called The Totaltech is a paid loyalty program for brand enthusiasts, offering benefits like 24/7 support, product protection, VIP access to customer service, fast shipping, and an extended return window.

ASOS

They place a small message with a discount code for new visitors directly into the product pages. This ensures that the discount is top of mind while customers look at products. They also recommend sizes for different items based on what a customer has bought in the past.

Evaluating success through metrics

The effectiveness of personalization strategies can be measured through various metrics. Engagement metrics, such as time spent on-site and interaction rates, can provide insights into how compelling and relevant personalized content is to the audience. Conversion metrics, including lead generation rates and sales conversions, directly correlate personalized experiences with business outcomes. Regularly analyzing these KPIs helps businesses refine their approaches and enhance the personalization experience.

Conclusion

In 2024, personalized advertising is not just a luxury; it’s essential. Consumers demand it, and marketers can harness its power to drive engagement and conversions. We hope these examples of personalization have inspired you for your own brand or store. This not only enhances customer satisfaction and loyalty but also sets the stage for sustainable growth.

If you’re ready to start personalizing your strategy, contact BlueTide and let’s talk about your project. You can set a meeting in just a few minutes.

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Ready to elevate your digital presence?

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