Personalisation is far from new. It has been swirling and building in marketing, retail and sales for years, and has reached a point where it\u2019s no longer just a fun new trend, but something of a necessity.<\/p>\n
Coca Cola famously utilised personalisation with its \u2018Share a Coke with …\u2019 campaign in 2011 – which started right here in Australia – and has been flying high on that success for the past decade.<\/p>\n
These days, audiences have become increasingly ambivalent to marketing efforts, as they receive countless emails and see countless ads every day. That\u2019s why personalisation is king in 2023 – it\u2019s not quite so easy to ignore.<\/p>\n
RELATED<\/strong>: How to segment your audience for maximum impact.\u00a0<\/strong><\/a><\/p>\n Personalisation in marketing is the practice of making customers feel like you are talking directly to them.<\/p>\n And while Coke\u2019s example is a good one, there are far more ways to do it than by simply adding a person’s name to the product.<\/p>\n Creating personalised content, marketing strategies and customer experiences has a lot more to do with customer data than it does with gimmicks. It uses data points harvested from a user\u2019s online habits, such as:<\/p>\n All of these points and others can be used by savvy marketers to personalise a message for a customer.<\/p>\n For example, a customer may not be very receptive to a generalised advertisement, but they may be more likely to welcome an email that suggests similar products to one they have previously purchased, or a display ad that reminds them of a website they recently browsed.<\/p>\n This is personalisation in a nutshell – it makes the message more about the customer than about the product.<\/p>\n Brands that are combining customer data with effective marketing strategies to deliver individualised messaging, products and experiences are seeing these tactics rewarded through increased sales and uplifts in brand awareness.<\/p>\n RELATED: What is marketing automation and how can it help you?<\/a><\/strong><\/p>\n In one study after another personalisation has shown to be not just more effective and profitable, it is also preferred by the customers themselves.<\/p>\n In 2017, Monetate\u2019s Personalization Development Study<\/a> found that 83% of businesses that exceeded their income expectations had personalisation goals in place, compared with just 23% that met revenue goals, and 17% that didn\u2019t meet revenue goals.<\/p>\n Another report, this one from Segment<\/a>, found that 71% of shoppers were frustrated when a shopping experience was impersonal. Yet 44% of customers said they were likely to become repeat shoppers following a personalised shopping experience.<\/p>\n These findings and more point to a win-win situation for marketers. Not only can personalisation help to drive more engagement and sales to boost that all-important bottom line, but it\u2019s also well received by customers who are tired of generalised messaging but are open to messages that take their own needs into account.<\/p>\n So how can you personalise your marketing for better results?<\/p>\nWhat does personalised marketing mean?
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Why personalisation will help you connect with audiences.\u00a0<\/strong><\/h2>\n
How to personalise your marketing.\u00a0<\/strong><\/h2>\n