How To Harness The Power Of Personalization In Marketing

Personalization helps you create a more tailored offer for an individual prospect, which can make them likely to purchase. It is a data-based approach that allows you to leverage the power of technology to not only scale your brand but also make your customers happier and grow in every direction imaginable.

Although the definition might make it sound like your possibilities are limited, you are actually free to do anything you want here. Because personalization can take many forms, you can apply it in many different areas of your business and products.

What You Can Personalize

When we think of personalization, what comes to mind are extreme examples where we tailor our offer to one specific client. Once every marketer’s dream, we can now often make offers as personal as they get, but that isn’t always the case. For example, there are millions of physical products produced each day, so it would be impossible to create one with a specific person in mind. So you need to think bigger.

Most of the time, personalization will take a different form. Instead of trying to appeal to one individual, you will focus your efforts on a group of people who meet specific criteria. This strategy is not only more versatile and easier to pull off, but it is also sometimes the only personalization solution available to you, so you need to take what you are given or risk leaving empty-handed.

Why Customers Want It

We are faced with oversaturation in the market everywhere we look, and customers have gotten used to companies that only care about their money. They push a half-baked product into the market and get some sales, often to disappear moments later.

This is what we are used to, and we assume every company is the same. Once we see one that isn’t, we are drawn to it like a magnet because it is different. Finally, we have found a corporation that cares about us and is willing to give us what we need and not what they want us to purchase. And we will cherish it like the treasure it is.

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Jumping On The Bandwagon

Today, personalization had never been easier. There is more information out there than we could ever wish for. Big companies love collecting their datasets on various customers, which they then use to better tailor their offers — among other things — whether we like it or not.

Recommendations are the most prominent example of personalization, and today, we can’t imagine a world without them. Whether it is Amazon telling us what products other users frequently buy together or Netflix letting us know which shows we might like based on the last thing we watched, there is no denying that it makes our lives easier — even if we end up spending a little bit more on things we didn’t even know existed.

Your Turn

One question you might be asking yourself now is how you can use personalization in your offers. After all, you don’t have access to the data big companies collect, and you clearly don’t have the resources they do or even the means to start collecting that much data. So, is there anything you can do? It turns out that there are a couple of options for you.

Using Data Someone Else Has Already Collected

We collect a lot of data. Much of it is hidden, and you will never have a chance to see it, but fortunately, there are large samples readily available for everybody who wants it, and it is often enough to personalize your offer. You can often find this data in various analytics tools on social media, and it’s presented to you in a way that allows you to easily explore it.

There are a lot of metrics that you can use to personalize your offers. Some of the best and easiest to access are age, demographics and location. There are two ways you can use it. First, you can track this data for your own audience to better understand what types of people are most interested in your products. But suppose your audience isn’t big enough for objective analysis. In that case, you can use one of the many tools available on the internet to see who buys this particular product or service in general based on data from your competition.

Not Using Data At All

Interestingly enough, you don’t even need huge volumes of data to make your offerings stand out. Take the example of the Coca-Cola cans and bottles with various names and words on them. The company may not have used any data to do this (other than researching which names are the most popular to reach as many people as possible). Other than that, I believe the idea is pure genius — marketing genius.

In my experience, people often value creativity more than money, and it is no surprise that Coke’s sales increased after 11 years of continuously going down when it introduced the new packaging. While there is no perfect recipe for how you can implement an idea like this in your offerings, you can be sure that once you find a way, the rewards will likely still be there for a long time to come.

Playing The Long Game

No matter how well you personalize your offer or product, chances are good that people still won’t buy it, or they will buy, but you will never hear from them again. That is because you need strong foundations in your customer base if you even want to start thinking about further tailoring your offers. After all, if there is nobody to buy in the first place, you will only be personalizing your products for all the crickets gathering around your business. And soon they could be gone, too.