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In recent years, personalized marketing has become one of the most effective methods business owners use to promote themselves and drive revenue. Serving the right message to the right customer (at the correct time, on the best platform) makes your message resonate that much more.
According to a survey by Infosys, 86% of consumers say that personalization has some impact on what they purchase; and one quarter admit personalization ‘significantly influences’ their buying decisions.
Providing an entirely personalized customer service is a goal for many businesses, because entrepreneurs implicitly understand that it breeds loyalty and increases conversions. That said, it is incredibly difficult to execute. According to a report by Ascend2 published on eMarketer, almost two-thirds of digital marketers contend that it’s the single most difficult tactic: trickier than content marketing, SEO and email marketing.
That’s not to say successful personalized marketing eludes everyone. The following is a summary of five successful brands who serve personalized marketing content that makes us green with envy. In creating campaigns that are highly relevant to the consumer, dispatched at the optimal moment, and to the respondents’ preferred platform/device, these businesses have shown the rest of us how it’s done. We would do well to emulate their efforts.
When it comes to behavioral targeting, predictive modelling and personalization, Amazon is number one. With the incredible amount of data at their disposal, is it any wonder?
Contextually relevant, personalized advertising is the e-commerce giant’s stock-in-trade. From personalized onsite content to personalized emails and offers, the company delivers dynamic, data-powered messaging in real-time. This goes beyond sending an email to remind you of products you’d browsed or placed in your basket prior to bouncing; Amazon uses powerful algorithms to personalize your homepage, tailoring product recommendations based on your search and purchase record.
Think about those handy “frequently bought together” and “customers who bought this item also bought” prompts: these don’t happen by accident and are based on mountains of insightful data. What’s more, 44% of customers buy from such recommendations. Wishlists are another personalized feature which works wonders for the company.
So what can we learn from Amazon? Well, for starters, if you don’t implement recommendations – developed with actionable customer data – customers will flit to another, more personalized competitor (perhaps Amazon). Incorporating dynamic cart thresholds is another technique we can pinch from Amazon.
One of Britain’s best-loved supermarkets, Sainsbury’s started to make data-driven personalization a priority in 2012, when it implemented coupon-at-till technology to print targeted coupons on products customers wanted to buy.
Sainsbury’s was also the first European retailer to adopt self-service checkouts in all of its stores, which can be considered a form of personalization: after all, it gave consumers more control at the checkout. Its Nectar loyalty system, meanwhile, is great for encouraging repeat purchasing. In the spring of 2018, the supermarket trialed a new app-based structure for how Nectar points are accrued, granting rewards on a more personalized basis. The scheme, which was trialed in stores throughout the Isle of Wight, enabled customers to earn points based not only on the value of their shop but on how long, and how often, they had shopped at Sainsbury’s.
The same year, Sainsbury’s picked up the gong for Mobile and Messaging at the Marketing Week Masters Awards. The honor was for their ‘This time it’s ultra personalized!’ campaign, which used smartphone location data to deliver personalized offers to customers in and around the shop on their mobiles. It also helped the company gain insights about the way people navigated their stores, thereby influencing merchandising decisions.
Few brands are better at engaging audiences and amplifying their core message than Nike. The global sportswear brand, with their instantly recognizable swoosh icon, has always stood out; and in the 21st-century they are furthering their vision by hyper-personalizing their marketing using aggregated customer data.
From their Nike+ loyalty scheme and the innovative SNKRS personalized shopping experience, to the product personalization app NikeID, they like to operate at the cutting edge. And their 2018 World Cup campaign was another reminder of their zen for making customers feel extra special.
Following on from their purchase of consumer analytics firm Zodiac, Nike targeted consumers in different regions with personalized content for mobile devices: thus we were treated to sprawling, multi-screen, country-specific adverts tailored for younger audiences spending more time on Instagram, Snapchat and YouTube. This flowing narrative gave viewers what they wanted where they wanted it, capturing the essence of personalization.
Chocolates and personalization go hand in hand, and don’t Cadbury know it? The confectionary giant have found success with a number of personalization campaigns over the years, raising brand awareness and increasing market penetration in hitherto unexplored territories.
In 2017, for example, the company used Idomoo’s Personalized Video as a Service (PVaaS) to spread the word about its special Cadbury Glow gift chocolate in India, a region where chocolate as gift-giving is less common than in other nations. The integrated social video marketing campaign let consumers craft a personalized video that incorporated photos and names extracted from their Facebook account. Recipients got to watch the touching video when they received a box of Cadbury Glow chocolate, either via a QR code or by typing their phone number into the Cadbury Glow page.
Cadbury achieved a 65% Click Through Rate with recipients, not to mention a 33% conversion rate for viewers who filled in a subsequent promotion form. The same year, Cadbury forged a similar consumer-brand connection with a Flavor Matcher campaign targeting Australian customers.
Netflix has the personalization game sewn up. Not only does the streaming service show you film and TV recommendations based on the content you’ve watched, it even personalizes film covers, giving prominence to actors or actresses you’re familiar with.
Every move Netflix makes is driven by vast amounts of data, and in a way your Watchlist is as much customized by them as it is by you. The service, which runs 250 A/B tests per year, knows when you hit play or pause; when you stop watching a title halfway through; when you click that little + button to add something to your Watchlist. It harvests information from over 300 million member profiles, then feeds the data into its personalization endeavors. This is why no user is ever shown exactly the same combination rows on the Netflix homepage. You might justifiably feel that the service knows you better than your other half!
Interestingly, Netflix doesn’t figure age or gender into its recommendation system, deeming user behavior to be a far more meaningful metric. It’s not just the suggested titles which change either: the personalization can alter how the Netflix player looks in terms of design, and you are fed different recommendations depending on when you log in.
Brands will only get better at personalized marketing, so if you want to compete you should start thinking about it – and soon. Use these examples to influence your own future campaigns, and set about blazing a trail that elicits a greater likelihood of interest, conversion and retention.
December 28, 2018 at 05:07AM
Forbes – Entrepreneurs