B2C buying preferences have set the new standard for digital marketing practices in every industry. Buyers expect personalization in any interaction they have with a brand: recommendations, sales conversations, customer service interactions, email outreach, and more.
In fact, Statista reports that 62 percent of consumers stated a brand would lose their loyalty if it delivered an un-personalized experience. To put into perspective how rapidly this landscape is shifting, just one year earlier (in 2021), the share was only 45 percent.
As you think about ways to improve the digital side of your overall marketing strategy, consider these facts about personalization.
Personalization Increases the Likelihood of Conversions
Personalization tokens such as a person’s first name or job title can be used in digital marketing assets to grab a person’s attention and increase conversions.
According to a survey of marketers, 63% stated that using personalization led to better conversion rates.
Some simple ways to use personalization in a digital marketing campaign include:
- Addressing someone by their first name in the subject line of an email.
- Adjusting content on a webpage based on someone’s industry.
- Offering someone recommended products or services based on their buying history.
While it can be enticing to use personalization at every turn in your digital marketing efforts, be aware that too much personalization can backfire. Use contextual knowledge of the contact’s buying journey when you’re considering where to incorporate personalization.
Personalization Can Make Your Broader Digital Marketing Strategy More Effective
Beyond just using personalization on a one-to-one basis in a specific campaign, think about your marketing strategy as a whole.
You wouldn’t offer the same messaging, calls to action, or resources for contacts in different verticals or at different points of the buying cycle. These people have different pain points and will require much different approaches.
To address each audience’s needs, utilize personalization as part of the broader digital experience you provide. Create each piece of your digital marketing strategy with a specific persona in mind, and customize the assets accordingly.
A brand new website visitor in the trucking industry won’t feel seen by your brand if the website page they land on is meant for a known customer in the pharmaceuticals industry. To avoid this, ensure that the click paths you create on your site, through your social media posts, and with your online advertising are personalized for each of your key audiences.
Personalization Allows You to Expand Your Marketing Approach
When you personalize your marketing based on unique identifiers like IP address, it opens a new world of marketing possibilities.
An IP address is a unique numerical sequence attributed to a device that accesses an online network. IP targeting is the practice of marketing directly to a known contact using their IP address, meaning you can target someone on any device when they use the same online network.
In the past, advertising capabilities were often limited in terms of targeting, leading to an ineffective approach with too broad an audience. With IP targeting, you can:
- Create hyper-personalized display advertising: We know personalized assets convert, so make your advertising budget work harder with more focused ads.
- Enable cross-channel marketing: Expand on direct mail campaigns by advertising online to the same contacts that receive a direct mail piece. The ad will be personalized to what the contact has already received in the mail.
- Get more high-quality leads: When you gather personalization information from your current customers, you can engage look-alike modeling to match the profile of your customers to prospects in specific areas.
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