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How Getting Personal Can Raise your Digital Marketing to New Heights

When asked to identify the single most important capability for online marketing success this year, 33% of marketers had the same answer: personalization.

These days, personalization and data-driven are essentially synonymous when we talk about engaging and delighting buyers through customized digital marketing. From emails to landing pages to unique offers, brands are making personalization a priority to take customer engagement to the next level — and ultimately increase sales.

Is your brand’s online marketing strategy lacking the personal touch? By collecting and parsing your CRM data, you can create the “we know you” experience buyers want, while giving your brand’s online marketing a huge competitive edge.

 

Facebook advertising: Leading the pack on personalization opportunities

When did personalization hit the big time? When Facebook introduced News Feed ads that launch a chat in WhatsApp, allowing customers to initiate a dialogue with a brand in their encrypted messaging app. It’s a high-profile example of how advertising agencies and brands are moving toward more personal interaction with customers to create additional opportunities to drive ad revenue and further expand their reach.

Seventy-four percent of marketers say targeted personalization increases customer engagement. Because when you get to know your customers (their name, purchase history, preferences and more), you can target them with content that best resonates with their wants and needs.

Of course, injecting effective personalization into your digital marketing ranges from the obvious to more complex efforts — take a look:

Email. Email marketing personalization gives your customers the satisfaction of opening a relevant, well-crafted email just for them. It goes way beyond using a recipient’s name; personalization is really about pinpointing them in their customer journey and giving them what they need to become loyal, repeat buyers.

Landing pages. To keep the momentum going, the next stop after an email is a personalized landing page. Align the experiences and use the additional space to expand on your messaging as buyers follow the path to a purchase.

Offers. One of the biggest benefits of personalization is the ability to offer recommendations and offers based on products that match buying history. For example, you use segmentation to identify buyers of running shoes. Since you can assume with some degree of certainty that they’re not running naked, they’re likely a good audience when you’re offering special deals on running apparel.

Mobile. A recent eMarketer survey revealed that mobile app personalization is the #1 expectation among today’s internet and mobile users. By targeting customers with mobile-friendly pop-ups, dialogue boxes and tailored deals, you encourage more interaction and engagement with your brand.

Trigger programs. Trigger-based messaging allows you to recognize customers for their purchasing behaviors or milestones — like if they’re a few dollars away from their next loyalty reward. Use tools like trigger lightboxes, emails or direct mail postcards based on browsing habits, buying patterns and cart abandons to get them back on the path to purchase.

There are numerous ways to show customers that you’re keeping their wants and needs top of mind. And when done correctly, the benefits to your brand can be tremendous. But only if your strategy is implemented carefully and correctly.

 

When personalization backfires: Keeping up with data hygiene

Personalization blunders can happen. A systemic generalization or dirty data can insert the wrong name (or worse, the dreaded {NAME} placeholder), in a subject line or blast a mother-to-be product offer to your teen list segment.

So, how can you avoid making the 2019 top 10 digital marketing blunders list?

  • Cross-reference data. Integrate and document all available data from first-party sources and second-party sources. Did a customer make changes to their profile on your website? Was there a status change on Facebook? Cross-reference everything.
  • Commit to squeaky clean data. Data hygiene can not only save you from embarrassing mistakes. By correcting or culling inaccurate information, you also reduce mailing and deployment costs, boost the value of your data assets and reduce the risk of being blacklisted for too many undeliverables.
  • Consider the context. You have what you need to create a personal message, so make sure that it’s appropriate to the customer’s immediate circumstances whenever possible. For example, a customer has historically purchased ski gear — why tease them with your new swimsuit line when a January offer for hand warmers, ski wax or the latest in goggle technology is more likely to catch their attention?

Having the right technology systems in place can help ensure the reliability of your data, but regular hygiene is still recommended to make sure that the data is supporting your marketing personalization strategy. Be sure to:

  • Use analytics to gauge the effectiveness of your personalization strategy
  • Review forms to confirm that you’re collecting data that aids in your targeting efforts
  • Asses data fields and delete repetitive information that can cause errors and confusion
  • Periodically refine your market segmentation methodology to stay current with buyer behavior

Remember, before you can even begin thinking about a personalization strategy, you need reliable customer data. Gathering data from landing pages and social network channels is at the discretion of the user, and in some cases, can be a challenge. Be sure to offer a compelling reason or incentive for potential customers to dole out their personal details. Check out a recent d3 blog post for more tips on ensuring data that delivers.

You want customers to hand over their hard-earned dollars. Having an omni-channel presence isn’t enough. Consumers want personalized communications and the d3 specialists team can help. Contact our digital marketing agency today to get your personalized marketing plan off the ground.


Related Questions

What’s the best way to target abandoned cart shoppers?

From pre-purchase cold feet to payment security fears, shoppers abandon their carts for a range of reasons. It doesn’t necessarily mean that they don’t want your product. Consider creating personalized email sequences or pop-ups to entice them to order those must-have items in their cart.

How can you use personalization to reactivate inactive customers?

Data allows you to zero in on when and how a customer stopped engaging, as well as what they last purchased. By leveraging this information, you can remarket with consistent brand visibility across the channels frequented by your buyers, offering the products they tend to like. A personalized “we miss you” email can be a great way to show them their value.

Kathy Hermann
Kathy Hermann
Digital Product Guru

Kathy Hermann has 20 years of experience in the marketing field with expertise in new business development and strategic partnerships. She has worked with an impressive client roster over the years, and integrates all digital and traditional marketing tactics for maximum results. Kathy is known to work around the clock, but when she does take a break, her husband, 4 kids and new puppy keep her plenty busy.

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