Personalization in marketing – Why it’s more than what meets the eye?

Your consumers are the ones who run the business. If you expect them to be loyal, you need to connect with them at the personal level. I believe in this ideology and ensure to instill this value in all my ventures.

Marketing

Let me start by saying that the power of digital marketing cannot be refuted. It is more prevalent today than ever, especially the importance of digital marketing paired with personalization or a personal touch is paramount. In a market where your competitors are just using technology and digital channels to recruit new prospects or clients, a personal touch can be a differentiator. This is true when you want to create meaningful engagements, which have an immediate impact. Implementing a digital strategy only, with no personal touch, can be a miss for businesses looking to have significant engagement with potential customers.

Again, I’m a firm believer in having a strong digital strategy. The analytics and insights that a digital strategy provides can create a data-driven roadmap to a buyers’ journey with your brand. The data points are imperative in both B2B or B2C sales and marketing and can show you exactly where and how these engagements occur. These insights can help craft meaningful digital experiences through multi-channel or omnichannel strategies. But, I’m a huge proponent of person-to-person marketing.

Here are my top 3 tips for retailers on how marketers can utilize personalization.

Building trust with your customers

The first step to creating a personalization project is to gain the trust of your customers. This way they will offer up more personal information about themselves that will allow true personalization to occur.

The more data a retailer is able to gather about its customers, the more refined and targeted marketing messages become. 

Don’t track people who don’t want to be tracked

Building a relationship with customers includes not tracking those people who don’t want to be tracked.

Retailers have to have explicit permission to collect certain information about customers.

A retailer can ask for as much information they want to but this has to be weighed up with turning off some customers who will not be happy about a retailer collecting certain information about them.

Create segments of one

Marketers have been used to creating segments of their customers based on common traits they share.

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