Thanks to the rise of a mobile-driven, social media society, the way that consumers behave and the means by which they interact with brands has changed considerably. Their expectations of brand communications have changed too – today’s consumers are savvy, they increasingly tune out adverts and seek content and recommendations via influencers and reviews for more authentic experiences.
Alongside this, brands also have more access to data than ever before, more ways to get to know their audiences and with it, the opportunity to personalise experiences to a greater degree. Many firms fail to leverage this sufficiently – so just how important is marketing personalisation really, and is it worth the time and effort needed to deliver more personalised experiences?
A Pricewaterhouse Coopers and Forrester Research report, The Power of Personalization concluded that personalisation is critical for companies who want to put the customer at the centre of their marketing and increase engagement.
However, the fact that customers now connect with brands across so many channels and devices has increased expectations too – an ideal many brands find challenging. In today’s day and age of social media however, with the depth of detail professional networks such as Instagram and Facebook provide, there really is no excuse for not knowing your customers or prospects.
The Pricewaterhouse Coopers study found that while 87% of firms personalise emails to clients, they struggle when it comes to implementing personalisation in new channels. Only 62% implement social media personalisation with just 51% personalising mobile experiences.
Less than half of those participating were found to use customer data for personalisation and segmentation – suggesting their personalised marketing is actually not very personal at all. Does this matter? Yes. We live in a mobile age and the micro-moment is thriving. Consumers are conditioned to adopt an ‘I want it now’ mind set. Being able to pull out a smartphone to do a search or conducting a hands free voice search means consumers expect to be able to get what they want, when they want, in the context they want it.
Previous marketing personalisation approaches might have relied on making product recommendations or offering personalised messages based on demographic marketing. The new demand for personalisation goes deeper – with recommendations, marketing, messaging and experiences delivered at an individual level. This could be based on factors such as device type, location and current behaviour, with individual and contextual markers feeding in to the personalisation experience.
If you’re able to get this right, and put the effort into using the data available to create differentiated customer experiences personal to your audience, you can expect a plethora of benefits:
Improved customer loyalty: By making your customer feel valued, they’re more likely to stick with you rather than jump ship to a competitor.
Increased conversions: A more personalised approach means messages tailored to the individual client – this is the holy grail of conversion rate optimisation (CRO).
Increased customer satisfaction: A personalised experience removes friction, leading to happier customers and better customer satisfaction ratings.
Bigger cart values: Personalisation lends itself to cross-selling and can help to increase average order values with more targeted recommendations.
Here at Adrac we understand that getting marketing personalisation right can be tough. Speak to our team to find out how we can help you tap into the benefits of marketing personalisation.