Have you ever walked into a store and been instantly welcomed and acknowledged as an individual with a personalised greeting? Do you recall that warm feeling it gave you? Did you feel special? Valued perhaps?
Personalisation is the new emerging trend businesses are adopting to improve customer experience and increase brand loyalty. According to Instapage, research shows that 63% of consumers find it highly irritating when they receive common and randomised advertising alerts. People don’t want an automated message or speak to a chatbot, people want to feel special and recognised by the brands they buy from. Brands are unable to provide the right solution until they fully understand their customers’ needs. Businesses need to find an approach to show customers that they are being listened to by real people. For example, using names when interacting can go a long way introducing a one-to-one relationship. This is a powerful tool that makes consumers feel welcomed and not like a stranger every time they visit. Now with the amazing capabilities of artificial intelligence customers are expecting brands to understand and know their preferences as well as daily habits. In order for companies to deliver this personalised experience they are now taking the time and effort into knowing more about the people that buy their products and services. How you may ask? Data!
Data is an essential tool that successful companies have become experts in by analysing consumer interests in order to create personalised content for their marketing plans. Let us have a look at Coca-Cola. Starring a delicious fizzy drink that has attracted and enticed the taste buds of all people around the world. According to Bluerush, in 2011 approximately 50% of Australian teenagers and young millennials at the time had not even tasted Coke before the campaign. #Shareacoke was created! This campaign featured labelled drinks with the top 150 Australian names which was genius as people were not sharing to advertise the brand itself but to show themselves in their own special experiences. Not only did this strategy create an emotional appeal, target and excite a whole new market, but it also enabled Coca-Cola to include their consumers as a chapter in their story. This is what makes #Shareacoke so special. Inclusiveness. Simply embracing customers.
Personalisation in marketing can be achieved in various forms like custom video messages, product recommendations based on recent activity and emails. This can even be tailored to particular events like Valentine’s Day, Christmas and New Year’s. By creating relevant custom messages and content through analysing data trends, companies can have the ability to drive sales, generate long-term brand loyalty as well as customer experience. Even though personalisation in marketing is a growing trend, some organisations do not express it online enough. Don’t we all relish the online personal touch, so, why shouldn’t businesses do the same?
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