29/09/2021
Personalized marketing is a way of communication between a brand and a client, based on building communication and sales taking into account the interests, needs, goals of the client (this is an unconventional definition). Personal marketing increases trust and loyalty, increases conversion and sales, receives real feedback from the client.
Personalized Marketing: Why collect data?
To create an offer that a client cannot refuse, you need to know who your client is, what he does, what he dreams about, what he is afraid of, where he works, and where he would like to work, where he lives, etc.
It is not possible to get an array of data about each client manually. Automation is our everything. Automation not only simplifies data collection and personalization of customer relationships. Knowing more about the customer, you optimize the offer, increase the pace of perception of the offer/brand, speed up the decision-making process and make a purchase.
Companies that personalize their approach to customers increase sales by an average of 19%.
73% of consumers in the US prefer brands that use their personal data to provide a more relevant consumer experience.
How to personalize marketing?
Personalized marketing is not a first-name appeal. For personalization, it is not enough to know the age and location of the client. It is simply impossible to develop a personal approach to the client without a large array of personal data.
Who is your client?
Taking into account the demographic and behavioral data of the user, you get a clear answer — who is who in your target audience, which content will be most effective for each group of consumers, what needs users have. This gives more reliable data for forecasting, so that each new client receives a relevant offer already at the entrance.
Example of demographic data:
position: marketer
location: Ivanovo
field of activity: information technology company
size: up to 100 people
Example of behavioral data:
I spent five minutes in the catalog category
I opened three emails
uploaded two documents
clicked a link in a social network publication
made 1 purchase in the last 3 months
How do I get customer data?
Landing page-users often get to landing pages by clicking on a banner, ad, link in a social network. Landing pages offer a specific product/service and motivate you to leave personal data.
Lead forms are an additional lead generation tool that encourages the client to provide personal data independently. Successful lead forms turn an anonymous visitor into an identified client. Unsuccessful lead forms create conversion friction and often become an obstacle on the user's way to the goal,or even a reason for rejection.
