What is personalized marketing?
Personalized marketing allows marketers to create customized messages for different audiences or segments of their customer base in order to foster more meaningful relationships with customers.
This type of marketing involves leveraging user data such as website visits and other interactions with campaigns or content, purchase history, demographic profile, and more. This data gives marketers an insight into the wants and needs of their consumers which can then be used to develop and deliver more accurate marketing campaigns that better meet their customers’ expectations.
Overall, personalized marketing lets businesses identify each individual consumer’s needs from early stages of the journey all the way through loyalty programs in order to deliver an engaging and impactful experience that builds lasting relationships between brands and customers alike.
What is an example of personalized marketing?
Let’s say a marketer working for a clothing brand wants to offer tailored discount codes to a select group of customers based on past purchase behavior or demographics.
To begin, the marketer looks through the CRM database to identify customers who have already purchased items from their store. From here, the marketer segments those users into smaller, more specific groups based on the types of items they’ve bought or other information about them such as age or location.
Next, the retailer creates custom discounts for each segment. These discounts are specifically tailored to each customer’s individual past purchase behavior, their interests, browsing history, or where they’re at in the customer lifecycle.
For example, if a store has identified a group of customers who primarily purchase t-shirts and jeans, they could offer these specific customers a special discount code for 10% off any future purchases of items in those categories.
On the other hand, if there is a group of customers who tend to buy more dressy attire, like blazers and suits, the store might provide them with a different code for 15% off all formal wear.
By doing this, the store is able to not only make sure that their various customer segments are receiving relevant promotions, but also provide them with an incentive to make another purchase from their brand.
This type of personalized marketing can go a long way in creating meaningful relationships with consumers and establishing trust between brands and customers.
Which types of data are commonly used for personalization?
Demographic data: This includes information like age, gender, location, and income level. This data helps marketers understand their target audience and gives a general idea of the type of products they might be interested in, so that they can tailor content accordingly.
Behavioral data: Shows how customers have interacted with a business in the past. This could include things like pages visited on a website, items purchased from an online store, or other activities related to a brand’s offerings.
Psychographic data: Looks at the interests, values, and attitudes of customers. By understanding what motivates them and drives their decisions, businesses can create messaging that not only resonates with their target market but also provides them with valuable content or discounts that match their needs and preferences.
Feedback data: Allows businesses to track customer sentiment over time in order to improve service or product offerings based on consumer demand. By having access to this information, brands can be more agile when adapting their marketing strategies and engaging potential customers in meaningful ways.
Personalized marketing with Emarsys
Emarsys works with leading brands like PUMA, Pizza Hut, and Nike to increase acquisition, purchase frequency, average order value, and retention by using a rich set of customer, sales, and product data to power personalization.