RSPJ.co.id – Personalization: If we think about the offline relationships between the customer and the brand, customer loyalty (in part) is born when the brand can form a relationship with the buyer with actions that show that it understands and values it. For example, if the company knows the customer’s preferences, it can recommend a product or service accordingly.
One of the biggest challenges facing businesses today is creating the same experience for customers, on and offline. In essence, when that is accomplished, we call it “personalization” or “personalized marketing.”
Each customer’s buying process is unique, as they are individual and dynamic people with their unique wants, needs and concerns; in addition to their own motivations and goals, which are constantly changing. This has given rise to demand generation, which refers to creating valuable touch points for each customer along their journey, to serve their wants and needs over time.
What is personalization?
Sales personalization is a marketing strategy, thanks to which market positioning campaigns are adapted based on the characteristics and information provided by the client in order to drive the final sale.
Personalization tries to respect the client, not to rush him to carry out the desired action; treat each interaction carefully and consider how much value it brings to the customer journey, to help them achieve their goals.
Consider this: the average consumer goes through about five touch points before conversion. That means that the customer buying process is long (especially for B2B).
In response, brands are competing to provide information and educate the customer from an early stage. But this has created another challenge: consumers have access to multiple content options, so creating and distributing content is no longer enough to drive conversions. Therefore, to achieve this, a personalization strategy is required.
Personalized marketing to the rescue
Personalized marketing is targeted marketing. Their goal is to reach audiences with the solution they are looking for and create an individual experience with each client.
To target audiences with such precision and detail, personalized marketing requires a large amount of data about a customer or a group of customers. This data must be turned into a marketing action, so different marketing technologies are needed and they are supported by different trends to achieve it.
These personalization trends are changing the entire shopper experience. But they also raise some questions related to their impact and the protection of users’ privacy and security. We will discuss these trends in detail below.
What are the most relevant personalization trends?
1. Programmatic Marketing
Paid advertising is the most powerful way to reach customers in this crowded market. The problem is that marketers struggle to turn all the data they’ve gathered into an ad that reaches the right person, at the right time, and in the right place.
Programmatic marketing is a platform that connects marketers with media feeds from around the world. It uses software and technology to automate and optimize ad buying and placement in real time.
In other words, programmatic marketing takes all the information you can gather about a customer and turns it into an action: buying and displaying the right ad, at the right time and place. Marketers can set specific parameters to drive the process and integrate CRM data to provide a higher level of personalization.
To verify this last point, we suggest you try the HubSpot CRM ; even in its free version you will find everything you need to start the customization process with your customer database.
Impact: It is extremely irritating for the busy consumer to be bombarded with irrelevant ads. By using programmatic marketing, customers get ads based on their wants, needs, preferences, and more.
What does this mean for the global customer buying process? It becomes more relevant and therefore more valuable at every touch point.
Retargeting is a type of programmatic marketing that uses cookie technology to track customers as they move from one resource to another. For example, when a customer visits your website, a small cookie is placed in their browser. These cookies store data about your visit, such as the pages you viewed and how long you stayed on them. When they visit another site, cookies trigger programmatic software and the customer is shown an advertisement related to the information they interacted with on your site.
As you can imagine, this strategy can seem a bit aggressive. The key to having a successful retarget is to get as much information as possible about that person and offer something useful; that is, it offers possible solutions to the buyer and acts as a reminder, while they look for other options.
Impact: When done correctly, retargeting takes personalization one step further to provide buyers with ads or content that not only correspond to their wants and needs, but also relate to their behavior and purpose, depending on the stage of the journey. purchase process they are in.
3. Proximity marketing
Proximity marketing involves using smart broadcast technology, where customers can be served on their mobile devices with ads regarding their geographic location. In other words, it’s local advertising at its best.
Proximity marketing can be executed in a number of ways: a Radio Frequency Identification (RFID) chip can be placed in a product, and when Near Field Communication (NFC) is enabled on a smartphone, the product’s chip will communicate directly with nearby devices.
Brands can also set up a perimeter, which will send ads to mobile devices when they enter a “specific zone.” Content can also be streamed via Bluetooth, Wi-Fi connectivity and mobile browsers.
Impact: Proximity marketing allows marketers to target customers that are best placed relative to the places they visit offline. This makes it easier to get closer to the customer and improves their shopping experience by offering them information about products or services that are within their reach, at the moment they need it.
4. User Generated Content Marketing
Today, this strategy has become increasingly popular among users and useful for brands: using consumer-generated content for personalized marketing.
This type of marketing consists of offering (reposting) content created and shared by the client, which can consist, for example, of photos or Instagram stories, a publication on Facebook or Twitter, and even test videos on TikTok or YouTube.
On the one hand, it is valuable for companies to share user content that is so characteristic and peculiar but aligned with the brand. It also attracts other users and motivates them to copy that gesture.
Impact: It could mean that the customer’s buying process is an experience with which they feel familiar and identified. Content and ads could be created just for the customer around the things they said, watched, liked, and appear on their own social media channels, as the customer helps create their own ads.
5. Custom Websites
Personalized websites use content optimization systems, which implies that they help your site to be taken into account as a priority by search engines.
Some personalized sites have the ability to present content tailored to a visitor’s specific information, which depends on the geographic location where their IP address is registered, their age group (if they enter with a linked account), or previous interactions with your site. (offers him what he wants or is used to seeing).
Marketers create rules to determine what content to provide to each user, so each visitor has a unique view tailored just for them.
Impact: personalized websites shorten the conversion process by providing service that is more in line with the moment of purchase in which the customer is. This also creates an unrivaled experience for the customer with regard to specific details about their wants and needs. With personalized messages, the customer immediately acquires more value for his visit.
With HubSpot’s website builder, you don’t need to be a developer to build a beautiful, mobile-optimized page. Our drag-and-drop website builder allows you to seamlessly design your business website to your liking and in the blink of an eye.
The best? How easy it is. To create your website you only have to follow the following steps:
- Select a template to start your website for free.
- Set up your domain and web hosting.
- Incorporate the content and commercial data to personalize your design.
- Use the drag-and-drop feature to edit different types of web pages.
- Publish your website and share it with your audience.
Additionally, you’ll be able to track the success of your website in HubSpot’s CRM platform and watch your business grow.
6. Activity trackers
An activity tracker is a technological device programmed to record some indicator of a user’s physical condition, such as sleep, stress level, heart rate, number of steps, running speed, etc.
These types of devices are usually connected to a network that sends information about the habits and state of health of users and that serves precisely to generate offers that are appropriate to those needs.
Impact: we are talking about a revolutionary level of commitment and personalization between the customer and the brand. However, once again, privacy and information security issues are a very important concern for consumers.
7. Product recommendation engines
Amazon, Netflix, Facebook (and their “people you may know” feature) all use recommendation engines to recommend products (or people) they think a specific visitor will be interested in or use. Product recommendation engines work in several ways:
- Collaborative filtering methods collect and analyze broad sets of information about a prospect’s behaviors, activities, or preferences to predict which products or services they will like.
- Content -based filtering uses keywords from a prospect’s previous purchases to recommend similar products.
- Hybrid filtering combines collaborative and content-based methods, so it naturally performs better.
Impact: Product recommendation engines change the buying process by helping customers learn about products or services they love, but may not have known existed. By displaying products that customers might be interested in based on their preferences, the relationship between the customer and the brand can extend beyond a simple purchase. So brands can better serve customers, as an advisor to new interests.
8. Behavior Activation Emails
Behavior activation emails involve the use of specialized software that allows you to create specific messages for each subscriber, depending on the actions they take on your website or your e-commerce. For example, you can send emails that remind the user that they searched but abandoned it, bookmarked some products, put a product in a cart, pending payment for their order, etc.
To trigger a behavior, these emails must offer a direct access button to the visited landing page, to the favorites, to the shopping cart; and, even better, offer a coupon or discount to encourage conversion.
Impact: Behavioral trigger emails are cheap and easy to implement, but they also drive more conversions, facilitate better measurement and analysis of your users’ preferences. It also improves the experience of your customers as it guides them through the purchase cycle and makes them feel cared for.
These personalization trends are helping shape the future of marketing. But there’s one thing marketers need to remember: almost all consumers are concerned about how we use their information for personalization.
What we offer customers in exchange for their information must have a significant benefit to them. So instead of giving them what you want them to see, give them what they want to see and you’ll be rewarded.