The power of ecommerce personalisation. Personalisation in digital marketing is an incredible tool that’s consistently proven to improve campaign results if executed in an engaging, authentic manner. This article explores how looking at things from the customer’s perspective could be a game-changer in your digital marketing strategy.
Below, we explore a few of reasons why modern marketers are personalising their marketing to force more intimate connections with their target audience:
People Demand Personalisation
Personalisation isn’t just a fervently overused buzzword in the digital marketing landscape. It’s what people expect from their favourite brands. They want to feel heard and there is no better way to make them feel valuable than to personalise how you speak to each individual.
Unfortunately, not all businesses realise the importance of it. According to an Accenture report, nearly 41% of people switched to rival companies due to a lack of trust and poor personalisation. It cost a staggering $756 Bn just for U.S. organisations, imagine the the whole world lost!
By this logic, if brands create ways to send the right message at the right time to the right person, it can go a long way towards retaining customers, and capturing the attention of prospective users or buyers. In fact, most customers don’t hesitate to deliver a greater return when offered personalised products selections.
Personalisation Humanises the Brand
Most people tend to think that automation takes away the “human element” from their campaigns, which is unbelievable untrue, demonstrated by the unadulterated success of those ecommerce retailers that are embracing it. While that is true to an extent, it doesn’t have to be that way. For instance, marketers can offer individual shopper’s personalised product selection throughout a consumer’s lifetime via their automated emails.
An enormous array of stats are available to demonstrate the power of personalisation. It is also widely appreciated by those achieving a degree of comprehension of the potential that segmenting is not personalisation, it also marginalises a significant traunch of your database. Those still using segmentation software, are losing as much as 20 times the returns automatic predictive personalisation software is achieving.
Businesses Can Strengthen Relationships
Personalisation allows businesses to convey their gratitude to customers. This is most obviously demonstrated in churn, or rather the lack of it, the percentage of people that leave your database measured each year. you do the maths, if the average shopper spends a basked value of, and the number of baskets sold each year are (insert your data here), then eliminating the percentage of customers lost each year by this value is worth what to you?
This digital marketing strategy works like magic for driving greater conversions and sales. In essence, brands should strive to make their website, apps, or landing pages feel like home for their users.
Data is the Backbone
Personalising marketing cannot be possible without the collection of customer data. In fact, the campaign’s success depends on how effectively businesses gather and measure data. Ethical data collection methods such as surveys and emails can help marketers gain more knowledge about their target customers, ensuring the efforts to personalise experiences and products are actually effective. Plugins such as SwiftERM, gather data from all the impressions from every KPI on your site to calculate, based on both buying history on an each individual consumer basis, what they are most likely to buy next. the less obvious benefit of this is the massive likelihood of those item being kept instead of returned. the value of adoption of personalisation is huge.
By consistently evolving the buyer persona, you can target the right people and personalise the message delivered through the marketing campaigns. Your consumers get to love you, because it always appears as if you know their taste, their preferences, indeed their inner-most thoughts before they do, the definition of true empathy.
To Sum it Up
Being empathetic to the needs and preferences of customers goes a long way for businesses. More and more brands are thus leveraging the power of personalisation to take their digital marketing game to the next level. this isn’t bunging a load of people into a convenient group to offer a couple of pallets of product to that you need to shift. That was yesterday’s technology solution, and where are those customers now?
Customers appreciate this one-on-one marketing strategy which is why they reciprocate by engaging with the content and project. As customers become increasingly bombarded by digital marketing messages through virtually every medium, personalisation will continue to play an even more prominent role in capturing attention and retaining and engaging customers.
