If you’re ready to increase your customer base and grow your business, it’s time to start using personalised marketing to achieve your goals. By tailoring content to individuals, you can provide them with the specific type of engagement required to prompt their action. Whether you’re looking to inform a new audience, create awareness within a new market or trigger a sale, the custom nature of personalised marketing enables you to engage with your targets more easily and more effectively.
What is Personalised Marketing?
Personalised marketing combines data collection and analysis to deliver highly targeted content to recipients. When using personalised marketing techniques to engage B2C customers, for example, you may use their browsing history, frequency of logins, number of in-person interactions and past purchasing behaviour to tailor subsequent content directly to them.
According to eConsultancy, 75% of consumers are more likely to make a purchase from a retailer that recognises them, knows their purchase history or recommends products and services based on past interactions. What’s more, Conversant Media reports 77% of consumers have recommended, chosen or paid more for a product or service is the brand offers a highly personalised service.
With the potential to increase your sales by a significant amount, it’s clear that personalised marketing can have a transformative effect on your business.
Online vs Offline Personalised Marketing
To make the most of personalised marketing, it’s important to leverage it at every opportunity. While most people assume personalised marketing can only be executed online, offline personalised marketing is surprisingly easy and highly effective. With fast-run digital printing, for example, personalised direct mail campaigns can be created in minutes. According to Forbes, more than 84% of people are more likely to open marketing content if it’s personalised, so you can look forward to a massive increase in your engagement figures simply by adding personalised data to your marketing materials.
As you might expect, the most successful marketing strategies combine both online and offline techniques and the same applies to personalisation. The level of data available online and the ability to monitor traffic sources means businesses can gather an increasing amount of user data in this format. Similarly, online personalised content can be delivered in the form of emails, app messages, social media posts and even live chats.
When you incorporate personalised targeting in both your offline and online marketing activities, the potential to enhance your results skyrockets. If you want to see an immediate increase in engagement, start preparing your personalised marketing campaign now.
Geographical Targeting Using Personalised Content
The vast majority of businesses aim to target specific geographical locations, particularly if they provide services within a particular area or region. Similarly, if web data suggests that the majority of online customers hail from one part of the world, they’re more likely to invest in offline marketing activity within this location.
Now that GPS and AI are more capable than ever before, the increased accuracy regarding location-based services means businesses can really utilise this information. Although individuals do need to consent to sharing their location, a significant proportion of the population have no qualms about sharing this data, providing it’s used responsibly and stored securely. Furthermore, Evergage reports that 88% of consumers actually want brands to get to know them better and use personalisation to meet their needs.
While an excessive amount of any type of marketing content could drive users away, rather than gaining their trust, a well-planned marketing strategy will actually meet your target audiences’ needs and ensure they receive the recognition they deserve.
If you run a bricks and mortar store, you’ll definitely be focusing on promoting your brand within a particular location. To this end, personalised offline marketing can have a staggering impact on your corporate performance. Similarly, local SEO and targeted online activity can provide a secondary form of encouragement to potential customers who require a little extra incentive to visit you in person.
When to use Personalised Marketing
Personalised marketing can be used to facilitate customer acquisition, although you might find it’s even more effective when it comes to garnering trust and increasing customer lifecycle value. The more customers interact with you, the more data you’ll be able to gather about them. This enhances the level of detail you can ascribe to their browsing and buying behaviour and will enable you to deliver more relevant and more personal content directly to them.
As so much personalised marketing activity can be automated, you won’t need to worry about there being an increased need for resources either. In fact, you can rely on personalised marketing to substantially enhance your business performance whilst having a minimal impact on your budget requirements.