media update’s Nakedi Phala reveals four reasons why brands should incorporate personalised marketing into their strategies.
Personalising your marketing strategy can have a great impact on your audience. When used
correctly, it is a powerful tool for a marketer who is looking to improve their marketing efforts, their communication with their audience and to hike brand consumption.
Some marketers have been using this strategy for a while now and it’s clear as to why that is. For instance,
using a personalised email campaign can receive close to 30% higher email rates and above 40% higher click through rates as opposed to usual emails.
Without wasting time, here are the five reasons why personalised marketing is a good game plan for your brand to consider:
1. It makes your customers feel exclusive
Customers
want to feel special — like they’re the only consumer at the core of your brand’s focus. So, how do you make them feel
exclusive? You need to personalise your content in a way that is different from that of your competitors, as well as in a way that is sentimental to the consumer. When your customers see content that is sentimental and that they can relate to, they feel happy or motivated to act; this helps because emotional content is memorable, meaning the consumer is more likely to remember your brand.
One company that has excelled in personalisation is Coca-Cola; it branded its cans and bottles with popular South African names for its ‘Share a Coke’ campaign. This turned into a fun adventure for consumers as they went searching for cans or bottles printed with their own names.
The biggest benefit of customised content is that you’re able to offer more than just your service or product. Because the campaign had consumers looking to buy a Coca-Cola beverage with their names, more people bought the product, as it felt like the product ‘belonged to them’.
2. It helps build long-term relationships with your audience
Personalised marketing is good for brands looking to build long-term relationships because it offers consumers tailored service or incentives, as well as exclusive brand experience. Marketers need to show their target market that they care about their audience and buyers, even after they have used or purchased the service or product.
Brands can show that they care by giving clients incentives after a successful purchase or partnership. They can also SMS or email customers, wishing them a happy birthday, providing updates on the service or asking if the client is enjoying the product. Even a simple ‘thank you’ goes a long way — it shows gratitude and it makes the consumer feel appreciated.
3. Personalised marketing helps you find the right customers
Remember, not everyone is your target market and using personalised marketing to find the
right audience can save you time and effort. This is because having a set target in mind makes it easier to tailor your content to your consumers’ needs, which increases sales and engagement. But how
do you find the right audience? You can start by researching and using list segments and surveys to find out who’s interested in your brand and who isn’t.
Segmenting your audience means that you’ll be able to send only the most relevant content at a convenient time, which boosts your brand’s overall performance. Advanced marketing platforms have the capacity to create lists with an extensive assertion so that you can use as much as you need. This offers sufficient data that can be used to repurpose your brand or marketing campaigns.
Surveys are another convenient way to gather data and offer distinctive statistics for marketing research. Distributing surveys for audiences to complete has now become easier and quicker. You can also use an SMS system, which allows the customer to reply by selecting options, or share the link that they click and direct them to survey on your website.
There are various ways to channel audiences; it's just a matter of conducting it in a way that works for your brand or services.
4. It fosters brand innovation
Innovation for any brand is usually pushed by the demands of consumers. It’s good to listen to consumers’ suggestions in terms of what your brand could change or improve regarding your product. At the end of the day, it is your audience who are buying it, so their opinion matters.
Loyal consumers enjoy being ahead of the game and they’re willing to pay as long as you improve your brand and provide an exceptional customer experience. An example of this would be Mercedes Benz. Although expensive, the auto brand is less likely to drop brand value than other car retailers, as it
offers customers vehicles that are equipped with the latest in-demand technology and safety and lifestyle features..Personalised marketing allows brands to understand and go straight for the needs of a consumer. Do you agree? Let us know in the comments section below.
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