Exploring the Impact of Personalization on Digital Marketing Strategies

Personalized marketing (or one-to-one marketing) can be defined in a number of ways, but at the most basic level, it can be explained as follows: “Personalized marketing Is the implementation of a strategy by which companies deliver individualized content to recipients through data collection, analysis, and the use of automation technology” (Murray, 2017). We are going to discuss one main topic today:

1. Personalization in Digital Marketing

“The internet is becoming the town square for the global village of tomorrow.” - Bill Gates

Personalization in Digital Marketing

The goal of personalized marketing is to truly engage customers or future customers by communicating with each as an individual. It might sound impossible or extremely tedious to reach out to one customer at a time; however, different strategies help with this.

Let’s go over a couple of benefits of personalized marketing:

1. Improved Customer Experience:

   1. Jen Murray in their article, ‘What is personalized Marketing? Strategy, Examples & Trends, “customers are more comfortable providing personal information to their favorite brands if they get something in return. Through surveys and forms, the consumer expects the brand to protect this sensitive information.”
      

2. Increase Brand Loyalty:

   1. This might be the most important aspect for brands and retain their consumers after
      

Various personalized marketing tools, such as data analytics platforms, customer relationship management (CRM) software, and data management platforms, can help the audience. Some trends to watch out for are customers’ preferences, email open rates, and purchasing behaviors.

Now let’s take a look at a couple of personalized marketing campaigns:

1. Targeted Emails:

   1. Jen Murray states, “through personalization, marketers can create and send individualized emails to a specific group with certain needs.” Understanding your audience is pivotal, and one way to do that is through sign-up forms.
      

2. Product Recommendations:

   1. “This type of campaign uses data collection to determine what type of product, service, or offer a user is most likely interested in and tailors recommendations accordingly” (Murray, 2017). “Businesses that dedicate time and resources to implement successful personalized marketing strategies will benefit from a competitive advantage that will garner loyalty” (Murray, 2017).
      

Looking Ahead

If you have a personalized marketing strategy, consumers will feel engaged and are more likely to purchase from you.

Catch us each week for more on Digital Marketing!