Personalization is the way of the future. Consumers don’t just prefer it—they expect it. Think of music suggestions on Spotify, purchase recommendations on Amazon, and “top picks” on Netflix. If the algorithms on these platforms cannot identify what interests us, we tend to be disappointed.
The long-term benefit isn’t just for businesses—consumers want personalization, too. In fact, 52% of consumers are likely to switch brands or products if they don’t receive personalized content. Find out how you can prioritize personalization for your customers.
According to a study by the University of Texas, consumers prefer personalization for two reasons:
- It makes them feel as if they are in control.
- They feel less overloaded with information.
When personalized content appears in a person’s feed, it doesn’t feel like a random advertisement. Instead of having to sift through irrelevant products, consumers follow a logical progression—whether or not they consciously know the content is personalized.
The potential grows as more data becomes available to companies. This data may fall into a few categories, such as first-party data, social data, search data, and offline data. Creating an accurate buyer persona based on this information is the first step to determining what you’ll use to generate quality leads through personalization. Learn where your audience spends time, the type of communication they prefer, and the products they care most about so that you can create a strategy to draw them further down your marketing funnel.
Segmenting your target audience lets you effectively engage them by delivering only what interests them. For example, if you have a flash sale or special deal, you can announce it only to the segments of your email list that will be most likely to purchase that product. But be sure to select the best platforms for each segment.
The point of personalization is humanization—you want to present your company as caring about your buyers. If you can identify your audience’s common pain points and desires from their current behavior, you can implement a strategy that will connect with them, solve their problems, and ultimately develop loyal brand supporters. The key to a successful personalization experience is leveraging the power of both digital technology and traditional human touch. Find out how to balance the two by reading our white paper.