Master Personalized Marketing – a how-to guide

Personalized marketing – 72% of consumers get frustrated when they see ads that don’t match their interests of purchase behaviour. As a result, marketeers are under constant pressure to deliver more personalised marketing messages. What is personalized marketing and how can one master personalized marketing?

Personalized marketing is about reaching consumers at the right moment with the right message. The ad itself, as well as the advertising channel and time it shows, can be tailored to the behavior and personal characteristic of consumers. It’s the perfect tool to reach the modern consumer.

Personalization marketing goes beyond adding a customer’s name to your emails, it’s about personalizing your content across different channels. With this strategy, you use the customer’s profile, as well as contextual, historical, and behavioral customer data to serve experiences at the right time when the customer needs it. Digital marketers who use such a strategy witness an increase between 70% and 84% in the effectiveness of different key metrics.

So, when you deploy a personalization strategy, the customer gets a unique, personal experience regardless of the customer’s place in the customer journey. This type of experience provides a differentiated, valuable customer experience. So how exactly do you do that? We’ll take you there in a few steps.

The most important thing in personalized marketing is customer data and you use it. It’s relatively easy to get an insight into customers, however, to turn data into actionable insights you need solutions that allow you to reach them. There are various ways to use personalized marketing, ranging from email to advertising on social and the open web.

To give you some inspiration see how Heineken did uses personalized marketing in the video below.

 

What Heineken did here is to personalize the video based on location, weather, number of terraces open nearby and the age of the viewer. It makes the video much more relevant and interesting for the viewer.

The Van Gogh Museum uses the data they gather from the online ticketing sales to improve customer experience before they visit the museum. You can see how the museum decided to add value at this touchpoint in the customer journey. You can read more about this example here.