While 85% of businesses believe they deliver a personalized experience, only 60% of customers believe they actually receive one.
Let’s figure out where exactly that discrepancy lies.
What Is Marketing Personalization?
First, you may be wondering what exactly marketing personalization is. In short, marketing personalization is the process of tailoring unique experiences to each customer to help your message resonate and ultimately deliver more value.
Through the transparent collection of quality, privacy-conscious customer data, from a first name to an online shopping cart status, you can leverage a personalization strategy that maximizes the efficacy of your marketing and overall sales journey.
Benefits of a Successful Marketing Personalization Campaign:
- Improved customer experience
By consistently delivering relevant and engaging marketing, you demonstrate to your customers that you understand their individual wants and needs, creating a more valuable and satisfying experience that ultimately results in stronger customer relationships. - Increased consumer loyalty, retention, and positive word-of-mouth
That heightened value directly translates into more engaged and validated customers who are not only motivated to stick with you for the long run, but also to refer your brand to others. - Higher conversion rates
When you’re promoting a relevant, tailored offer at just the right time, your marketing truly resonates, and your customers are more likely to take action — earning you more sales.
Whether a personalized email subject line to grab immediate attention, targeted ads based on a customer’s browsing history, or unique offers and discounts based on purchase frequency, there are countless ways to deliver a personalized experience to your customers — and with the help of Artificial Intelligence (AI) and marketing automation, doing so doesn’t have to be a difficult or lengthy process.
Bridging the Gap
Now, back to the discrepancy at hand. Studies indicate that the disconnect between the business and consumer perception of personalization lies in the use of (or more appropriately, the lack thereof) omnichannel personalization.
Omnichannel personalization refers to the integration of personalization strategies throughout all customer touchpoints, whether digital or in-person. Take the example of a restaurant: A customer regularly orders takeout via the restaurant’s mobile app, and upon dining in person, is offered the opportunity to apply a $5 coupon that they’ve earned from mobile orders toward their bill. Here, the use of omnichannel personalization demonstrates a consistent, rewarding relationship that transcends multiple channels.
However, here’s another discrepancy to consider: 69% of customers expect a personalized experience across all channels, while only 1 in 4 businesses choose to invest in it.
From social media and search ads to in-person exchanges, ensuring that you deliver your customers the consistent, personalized experience that they expect earns you stronger first impressions and increased brand loyalty.
Take it from your customers themselves: Don’t miss out on the potential of marketing personalization.
