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Personalisation in Marketing

Personalisation is about relevance.

Personalised marketing is set to be a huge trend for the future of digital.

In a discussion on our social media, we established that personalisation is definitely a good thing. One of the conclusions was that personalisation is all about relevancy. The story or message can be tailored to the moment, the location and the context.

So how can it be achieved? Through a data-driven strategy.

If a brand is adapting or building their strategy based on their customer insights, wants and needs, they’ll be creating awareness in the right place, at the right time and with the right people; essentially ensuring their invaluable marketing spend is used wisely.

How to Do it Right

Break down your content into smaller components

Generate personalised content broken down into smaller components (atomic content) based on specific messages or purposes that contribute to the bigger experience to manage expectations and deliver on objectives effectively.

Invest In Accurate, Real-Time Data

As discussed previously, data is the fuel of personalisation. According to a recent report, 69% of consumers say they appreciate personalisation, so long as it’s based on data, they’ve shared with a business directly.

To keep up with the customer demand, companies need to invest more in their own data.

Test and Learn

One of the first things brands can do to fine-tune their personalisation strategy is testing out different content. See what works best for your audiences!

Start Small

It’s more realistic to make personalisation a gradual process rather than an overnight success. Brands can introduce small, incremental changes to see what works for their audience and refine from there.

Consider Your Customers’ Journey

The more knowledge brands have about their customers, the easier it will be to provide a relevant experience.

Consider their journey and how they interact with the brand when deciding what personalised content or actions are best suited for each stage to keep this interaction smooth throughout every step.

The Bottom Line

In order to create a successful personalisation strategy, take the time to understand how customers think and what they want.

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