Personalized Marketing: Turning Consumers into Customers

Jun 22, 2021 | All, Blog, Marketing

Personalized marketing isn’t just about competitive advantage anymore. As technology was advancing over the last decade, many traditional marketers saw a drop in their buyer engagement. Why? Nothing stood out anymore. The average consumer has been constantly bombarded with ads via billboards, commercials, emails, social media, and texts. After years of irrelevant information being sent their way, they started tuning most of it out.

Lack of personalization in marketing has not only resulted in an uninterested society, but also began hurting brands. In fact, 63% of consumers are annoyed with the way companies still blast generic messaging. At this point, not including personalization in your marketing means leaving opportunities on the table.

What is personalized marketing?

Personalized marketing, or 1-to-1 marketing, is the practice of delivering individualized content or brand messages based on data and analysis. The goal is to communicate individually with consumers in a timely, relevant manner in hopes of gaining their trust and business. Aside from gaining more business, personalized marketing strengthens customer experience, increases brand loyalty and customer retention, and drives stronger referrals.

How does personalized marketing work?

Data is the core of personalized marketing. Whether you decide to use a personalized marketing engine or simply use a data management platform, collecting user data about your consumers will help you build your campaigns. According to Instapage, in order to get the personalization working for consumers, you must start with data that helps you:

  • Know the consumer’s needs
  • Capture who they are and what they’ve done on any channel or device
  • Anticipate their future needs 

This might look like triggering a personalized email after they check out your resources center or triggering a digital coffee gift card sent the morning of a meeting. Whatever it may be, you can do a lot with data from your buyers and website visitors.

How do you personalize without being creepy or annoying?

The key part to personalized marketing many marketers seem to miss is relevancy. If you’re delivering irrelevant information, you’re going to get tuned out (or worse — completely rejected). Your personalization in marketing should make sense. Say you’re a real estate agent and your consumer just downloaded a white paper about the current buying market. You don’t want to send them a triggered email with content about something irrelevant to that topic. You would instead share some options of current homes for sale in the area or resources on low mortgage rates through their preferred lender. Ultimately, you want to deliver marketing that makes sense to the buyer and not disrupt consumers for the sake of outreach.

There is such a thing as being too personalized. If a consumer is still in the research or awareness stage, calling or emailing asking for a meeting is a little much. In fact, many consumers would find it creepy to have a voicemail that says, “Hey, I saw you were just checking out our website…” when all they did was look at a blog post. 

Timeliness is the other piece of the puzzle. Engaging with relevant content at the right time is difficult, but data is your friend and can help you see when that consumer has visited your website three or four times and might be ready for a conversation. 

All in all, personalization isn’t easy, but it’s necessary. Again, it’s not about getting ahead of the competition anymore. Consumers want it, even demand it. Personalized marketing isn’t about being #1, it’s about hearing your consumers before they leave you behind. 

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