How Important is Personalization in Digital Marketing?
In the digital space, rapid shifts in customer behavior warrant personalization. The competition can easily outshine entrepreneurs seeking to build brand awareness if this component is missing from their techniques. In addition, it makes automated contact strategies more efficient.
Personalizing messages can build that missing piece of the puzzle between a potential customer and a brand. But not all entrepreneurs realize that personalization can have a huge effect on attracting the right audience. No wonder some struggle at times to relate to their target market and provide relevant and engaging content.
In the digital marketing context, this article will help you understand the value of personalization. It will also provide an example of the retail e-commerce sector and explain why it is necessary to have different automated contact strategies.
Let us take a closer look!
What is Personalization in Digital Marketing?
According to Wikipedia, “Personalization consists of tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals.” That means you can tailor advertisement campaigns based on customer preferences, addressing individual needs, eliciting more engagement with the right audience at the right time on various platforms. That inhibits the spreading of generic messages to a larger audience, which might not be responsive to your offer.
Email marketing is viewed as one of the best ways to personalize your message to consumers. Research shows that personalized emails have greater opening and click through rates. Why? You are providing personally tailored messages and more relevant content that improves customer interactions, providing customer value. This approach will increase customer satisfaction and can potentially lead to loyalty. It is also more likely to trigger a sale than non-personalized communications.
As HubSpot reveals, “80% of consumers are more likely to make a purchase when brands offer personalized experiences.”
But entrepreneurs must perform their research diligently to know their target audience for personalization to be effective. Now, let us move on to automated contact strategies!
Why Are Different Types of Automated Contact Strategies Important for Retail?
In an e-commerce retail setting, businesses must create and optimize personalized messages to customers using different contact strategies, such as social networks, email marketing, etc. The pre-eminence of such a notion stems from the complexities of customer preferences. Cultural diversity contributes to different needs and desires that are affected by social norms and technological growth. As such, it is not easy to communicate with various segments with differing needs conventionally.
The secret to getting maximum customer engagement is to create several contact strategies that describe the offer’s communications messaging, priorities, and timespan. Let us look at Amazon, for example. Amazon Connect is an omnichannel cloud contact center that helps companies provide superior customer service across voice and chat,” according to AWS. Such a framework provides a smooth, integrated, and reliable customer experience and gives retailers vast opportunities to engage with customers.
Conclusion
When it comes to digital marketing, personalization is a critical aspect. It allows entrepreneurs to communicate with their target audience meaningfully and build a deeper connection to develop their brands. It is also important to implement various automated communication strategies for retail e-commerce industries, which will further advance a seamless customer experience.
Nonetheless, a business must get to know its customers and understand them. Therefore, by gathering feedback and using that information to construct a customized message that is persuasive, it is important to listen to the voice of the customer. When informative data is at hand, integrating the different contact strategies will become more efficient.
So, let us review the voice of the customer (VOC) to help you develop your engagement and optimize your company’s impact.
Share your thoughts and suggestions, please!
Donnicka Robert
Founder of Brandzers, helping entrepreneurs build authentic and profitable brands
Brandzers.com