Personalised Marketing

Personalised Marketing

What is personalisation marketing?

Personalised marketing is the act of creating tailored content for individual consumers. This involves targeting your messages or adverts specifically to the user, so that the right message richest them at the right time.

Why is personalisation important?

Personalisation is important in marketing, as it increases sales. 73% of consumers prefer a personalised shopping experience, and consumers buy on average 34% more, when their experience has been personalised. 

Why does personalised content change consumer behaviour?

Personalisation is so influential on consumer buying behaviour. This effect can be explained with psychology! There are two main reasons when consumers enjoy personalised shopping experiences.

Firstly, there is a phenomenon called “The Cocktail Party Effect”. This means that we are filtering all of the information that we come across, in order to find that which is relevant to use. This allows the brain to give attention to only information that is perceived as relevant, interesting, or useful. By creating personalised content, the content is more likely to break through the noise and grab the consumer’s attention. 

Secondly, people like to have control. Through personalisation, consumers feel more control as they are getting an individualised experience. They are not the same as everyone else and this makes them feel more powerful and in control. 

Examples

So now you understand personalisation and why it is important but how do you implement it into your marketing? 

Personalisation is not just saying the user’s name at the start of all your adverts. This is the wrong place, and time for this method of personalisation and does not have enough depth to truly create a personalised experience. So here are some examples of what you can do.

• Addressing consumers by name in email or other correspondences 

• Targeted advertisements based on previous shopping behaviour

• Personalised images or content (Using initials/names on personalisable product images)

• Personal recommended items when shopping online based on their current or previous shopping experience

• Celebrating the users milestones are achievements (eg- gaining 100 loyalty points)

– From Marketing to Mind –

Photo by Brett Jordan on Unsplash