What is Personalisation?
Personalisation, often referred to as one-to-one marketing, is where companies tailor content and messaging to each individual user to help consumer experience by making them feel more important to the business.
In some ways this harkens back to earlier times. Where consumer relationships were more closely tailored to the individual. Now, purchasing items online, companies get a range of data about the consumer including personal details and purchasing trends. When the consumer returns the company will now attempt to personalise the webpage using that personal data and recommendations based on what has been purchased previously. This can also extend to other forms of communication such as email, mobile and other methods.
Personalisation in Digital Marketing
Digital has transformed the way in which businesses build and maintain relationships with consumers. Instead of collecting customer information through costly surveys, it’s possible to use data and personal data, available through sources such as Google Analytics, to sculpt a user experience and tailor it to an individual. The underlying assumption behind personalisation in marketing is that the overall message will be better received by the consumer.
This is because when we personalise something, we are helping a consumer have a richer experience with the content or information provided by the business. It’s content that they have shown a preference for, whilst also predicting what kind of content they might interact with in the future. At the heart of all marketing management lies the desire to present the right content, on the right platform, to the right person at the right time.
The 4 Steps to Personalise Content Effectively
1. Data Gathering
The first step is to source consumer data that will provide meaningful insights. Whether it’s cookies on your website to track where your consumers go after your site, Google Analytics to track webpage activity or collating purchase history, you need to fully understand what data you need to capture and the method you will use to capture it.
Once you have enough data, you can start to compile a consumer profile and begin to implement personalisation in your marketing campaigns.
2. Build your Consumer Profiles
Once you have enough data, you can segment their audience based on a range of factors, like age, gender, income, location, interests and shopping habits like frequency and purchases, what incentives they respond to well and what information they need to make a decision.
Now you have your consumer profiles, you are able to create a content strategy and devise messaging they’re more likely to engage with in the future.
3. Distribution of Content
You need to roll out your personalised content to your customers. You have the power to offer personalised messages, experiences, services, and products. Depending on your company and customers, this can vary but you must remember to offer something of genuine value to the consumer.
4. Track the right metrics
Obviously, it is impossible to determine a strategy's effectiveness if the results from its implementation are not accurately tracked and analysed.
To see whether your personalised content is working, examine three key metrics:
1. Revenue per visit from each customer? Are your personalised messaging and offers driving customers to purchase more from your brand?
2. Repeat customers resulting from personalised content. Personalised content can influence emotions that leads to loyalty, so if this number shrinks or remains the same, it could be a sign that the emotional connection is simply not there.
3. Sentiment analytics measure consumer satisfaction or gathers suggestions for better strategies which can be just what your team needs for better content. This one is not black and white, It will require a bit of reading between the lines and identifying patterns as to what people are saying.
No matter what strategy your business implements, ensure that your data-collection tactics inspire consumer confidence. Many people worry about the security of their private data these days, especially when in relation to shopping online and using social media. However, when businesses are transparent about data collection and clearly state value propositions, people are far more likely to share their information.
Let your audience know why you’re asking for their data and what you will do with it and include a GDPR compliant opt-out option for those who do not wish to participate.
If you’re interested in utilising personalisation in your marketing campaigns, but need assistance at any of the 4 stages, then please get in touch at firstname.lastname@example.org or call on 01780 757666 We can begin to build your consumer profile and brand loyalty through a strategic and integrated marketing plan.