But wait, what
is personalisation and how exactly does it work?
Personalisation can be used to enhance the performance of marketing campaigns by making them more relevant to the needs of customers. It is most often used across email marketing, website content and social media activity.
For personalisation to work, you need good quality customer data. To gather this, most organisations use a customer relationship management system and an analytics solution to track customers’ preferences, buying patterns and more. This data is then leveraged to create personalised multi-channel experiences.
Why customers prefer personalisation
Personalisation works because it creates content that is more relevant to customers’ needs and interests.
This makes customers feel more valued and trust your brand more. As a result, they are more likely to become repeat buyers, make recommendations to their friends or leave a positive review.
Striking the right balance between personalisation and privacy
Many customers today are willing to exchange personal data for a more personalised shopping experience. However, they have also become savvier when it comes to their rights.
As a marketer, it is your legal and ethical responsibility to respect their right to privacy. Ensure that you make transparency a priority and only use information that the customer has directly given you.
Learn more about marketing personalisation
If you are interested in learning more about marketing personalisation, we recommend that you take a look at the below infographic from the team at M2OnHold:
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