Unlocking the Power of Personalized Marketing:
Insights from Together Digital’s Illuminate 2024
I recently joined some amazing women at Illuminate 2024, Together Digital’s national conference. If you’re not familiar with the organization, it’s members are on a mission to educate and empower women to succeed in digital. There are 23 chapters across the country.
Among the many thought-provoking topics discussed was the growing importance of personalization in marketing. As brands strive to connect more meaningfully with audiences, personalized marketing strategies are becoming crucial. Here’s a quick recap of learnings from the conference (and some thoughts of my own) on why it’s more important than ever.
Why Personalization Matters
The marketing landscape has transformed rapidly over the last decade, and personalization is quickly becoming a key strategy for engaging consumers. In fact, according to Managing Director Zontee Hou from Convince & Convert a recent survey showed that 85% of U.S. adults said it was somewhat important for brands to share personalized recommendations with them.*
Why is this so important to consumers? Hou says they want to feel that their favorite brands understand them, and they seek convenience in getting the right recommendations from brands that know them. In other words, it has the potential to make their lives easier.
How AI is Playing a Role
From analyzing browsing behaviors to pulling purchase histories, AI can organize and evaluate vast amounts of data quickly helping brands forecast behaviors and better segment customer data. AI-powered tools like chatbots and virtual assistants also enhance personalized support and recommendations.
We are only scratching the surface on what AI can do for marketing and there’s no telling where it will take us. What is clear is that it cannot be ignored.
Top Reasons to Get Personal with Your Customers
It’s Now Expected: Consumers expect more than generic mass communication. In fact, when you get it wrong, it leaves a nasty negative impression. Ever get an email from an organization asking you to become a member when, oops, you already are? With data and technology at our fingertips, consumers expect companies to tailor messages, offers, and experiences to their unique preferences.
There’s Information Overload: With so many marketing messages being delivered daily, standing out requires delivering content that resonates. Personalized messaging cuts through the noise and makes brands more relevant.
Retention and Loyalty Increase: Personalized experiences make customers feel valued, increasing the likelihood that they will return. When customers feel understood and catered to, their loyalty to the brand grows, leading to repeat business and higher lifetime value.
Experience Higher Conversion Rates: When the messaging is aligned with what the customer actually wants, they are more likely to take action, whether it's making a purchase, signing up for a service, or engaging with content. I actually like when a brand says, “we saw you eyeing this product…” even better if they offer me a discount code in the process. I was thinking about buying but now I’m really thinking about buying.
More Efficient Use of Marketing Spend: By targeting specific customer segments with relevant messages, brands can avoid wasting marketing dollars on broad, generic campaigns that may or may not hit on what every one of your customers want. Personalization ensures that marketing efforts are directed toward those most likely to engage, resulting in higher ROI.
How to Add Personalization into a Marketing Strategy
Personalization might seem overwhelming, but there are practical ways to incorporate it across marketing efforts. Here are a few strategies to get your started:
Segment Your Audience: Seems obvious but when you use customer data to segment your audience into specific groups based on demographics, behaviors, purchase history, and interests you have a much better view of who you are targeting. This helps you craft the right messaging at the right time for each group.
Leverage Dynamic Content: Personalize your website or emails with dynamic content that changes based on user behavior or preferences. For example, display product recommendations based on what a user has previously viewed or purchased. Or customized email communication with abandoned cart emails or birthday offers.
Create Tailored Offers: Reward loyal customers or specific segments with personalized offers or discounts. Special promotions based on customer preferences can significantly improve conversion rates.
Utilize Customer Journey Mapping: Map out your customer journey to understand key touchpoints where personalization can be introduced. This could be anything from personalized messaging on a landing page to customized follow-up emails after a purchase.
Implement Behavioral Targeting: Track user behavior on your website and across channels to serve personalized ads and content. Behavioral targeting allows you to show users products or services they’ve shown interest in, increasing the likelihood of a sale.
Personalization is no longer a “nice-to-have” which was a great reminder for me and a key takeaway from the Together Digital event. Brands that embrace it will find themselves not only standing out in a crowded marketplace but also building stronger, more meaningful relationships with customers.
*Media Volery/Researchscape, August 2023