How to create a tailored customer experience with marketing personalisation
Over 91% of consumers are more likely to shop with brands that recognise, remember, and provide personalised offers and recommendations (Accenture). And over 69% want personalised, consistent customer experiences across multiple channels — from in-store to email, SMS and even the ads they see.
Why should that matter to your business and brand? Because understanding and catering to the unique needs and preferences of your customers is crucial for success.
This is where marketing personalisation plays a starring role.
By tailoring marketing efforts to individual customers, businesses create a more meaningful and engaging experience, ultimately leading to increased customer loyalty and higher conversions. And who doesn’t want that?
What is marketing personalisation?
Marketing personalisation refers to the practice of delivering tailored content, products, and offers to individual customers based on their behaviours, preferences, demographics and more.
Marketing personalisation goes beyond generic mass marketing and aims to create a one-on-one connection with each customer.
Want an in-depth take on personalisation with real-life business examples to back it up?
Importance of personalisation in marketing
We’re in an era of information overload, and consumers want (even expect) personalised experiences that resonate with their specific interests.
Personalisation enhances customer satisfaction, fosters brand loyalty, and drives repeat business. If your businesses can effectively implement marketing personalisation, you’ll gain a major competitive edge in the market.
Just look at Matas. They increased the repurchase rate by 300% with marketing personalisation.
Understanding customer behaviour
Effective personalisation starts with comprehensive data collection. Businesses gather data through various touchpoints, such as website interactions, purchase history, and social media engagement. Analysing this data provides valuable insights into customer behaviour and preferences.
Sounds great, but what is customer behaviour?
Customer behaviour is a combined term that refers to someone’s buying habits, including social trends, frequency patterns, and factors that influence their decision to buy something.
Studying these customer behaviours helps your brand and business better understand your target audience and create personalised products, services and offers that will truly impact.
Once the data is collected, your customer base is divided (segmented) into groups with similar characteristics. This segmentation allows for targeted marketing efforts, ensuring that customers receive content and offers relevant to their needs.
How do you tailor content and offers with marketing personalisation?
From customising website experiences to tailoring ads on social media, using first-party data to tailor your content and offers is key to giving customers the personalised experiences they’re after.
Customise website experiences
Personalising the website experience involves dynamically adjusting content, product recommendations, and offers based on each visitor’s past interactions and preferences, giving a more engaging and relevant browsing experience.
Personalise email campaigns
Email marketing remains a powerful tool, and personalisation takes it to the next level. By sending personalised and relevant content to subscribers, businesses can increase email open rates and click-through rates, leading to higher conversions.
Like Miinto did. Since implementing automated personalised email flows in Agillic, they have increased the CLV (Customer Lifetime Value) by more than 18%.
Implement dynamic product recommendations
Dynamic product recommendation engines analyse customer behaviour in real-time to suggest products that align with their interests. This encourages customers to explore more products and increases the chances of making a purchase.
Create dynamic landing pages
Dynamic landing pages adapt their content based on the source of traffic and the user’s browsing history. This ensures that visitors see content that aligns with their intent, increasing the likelihood of conversion.
Personalisation in social media marketing
Social media platforms offer powerful targeting options that enable businesses to deliver personalised advertisements to specific audience segments. This improves ad relevance and drives better campaign results.
Beyond ads, businesses can create personalised content for their social media audience. This includes tailored posts, polls, and interactive content that resonate with specific segments of their followers.
With Agillic, you can use first-party data and customer behavioural insights to supercharge your paid media and target customers with the right message at the right time on the right channel.
Leveraging Artificial Intelligence (AI) for personalisation
Artificial Intelligence plays a transformative role in marketing personalisation. AI-powered algorithms analyse vast amounts of data and deliver personalised content and offers at scale, making personalisation more efficient.
AI not only improves personalisation but also enables businesses to predict customer behaviour and optimise marketing efforts. From chatbots to predictive analytics, AI has the power to enhance the overall customer experience.
Balancing personalisation and privacy
As businesses gather more customer data, ensuring data privacy becomes crucial. Respecting customer privacy and complying with data protection regulations are essential for building trust with consumers.
Businesses must be transparent about the data they collect and how they use it. Obtaining explicit consent from customers for data processing is essential to maintain ethical personalisation practices.
If you’re concerned with data security, talk to one of our product experts today and see how Agillic operates to keep your customer data safe.
How do you measure marketing personalisation success?
Measuring the effectiveness of personalisation requires tracking relevant metrics like conversion rate, customer retention, and average order value. These metrics help businesses evaluate the impact of their personalisation efforts.
A/B testing allows businesses to experiment with different personalisation strategies to determine the most effective ones. This iterative process helps refine personalisation efforts over time.
The future of marketing personalisation holds exciting possibilities. Advancements in AI, machine learning, and data analytics will drive even more sophisticated personalisation strategies.
Experts predict that hyper-personalisation, omnichannel personalisation, and voice-based personal assistants will shape the future of marketing personalisation.
Despite what the future holds, marketing personalisation is a game-changer in the digital age, changing the way B2C brands operate today.
By embracing this approach, your business can create exceptional customer experiences, foster brand loyalty, and achieve significant growth. As technology continues to evolve, the potential for even more personalised marketing experiences is boundless.
You asked — We answered
Why is marketing personalisation essential for businesses?
Marketing personalisation enhances customer satisfaction and loyalty by delivering tailored experiences that resonate with individual needs. By embracing this approach, brands can create exceptional customer experiences, boost loyalty, and achieve significant growth.
What data is essential for effective marketing personalisation?
Data such as customer behaviour, preferences, purchase history, and social media interactions are critical for successful personalisation.
Businesses gather this data through different touchpoints — website interactions, purchase history, social media engagement and more. Analysing this data provides valuable insights into someone’s buying habits, including social trends, frequency patterns, and factors that influence their reasons for buying.
Can AI improve marketing personalisation efforts?
Yes, AI-powered algorithms analyse data at scale, enabling more efficient and accurate personalisation strategies. That’s great news for smaller marketing teams and growing companies.
How can businesses balance personalisation with customer privacy?
Businesses must be transparent about data usage, obtain consent, and prioritise customer data privacy to maintain ethical personalisation practices.
