Three ways to implement personalization in digital marketing

In 2011, Coca Cola launched its ‘Share a Coke’ campaign in Australia, which was a personalized campaign with the most common Australian names printed on Coca Cola bottles and cans.

The result was more than 250 million personalized bottles and cans sold during the summer months to a population of less than 23 million people at the time.

This personalization campaign was so successful that it was adopted in other territories, including South Africa. Everyone wanted a can with their name on it. South Africa’s ‘Share a Coke’ campaign went one step further and included a pronunciation guide under each name.

A name is personal and unique. It is the identity of a person and when used in marketing campaigns, it shows customers that the brands they choose recognize them.

Fast forward to 2021. Research shows personalized emails have a higher click-through rate. When brands incorporate personalization into their digital marketing strategies, they:

  • build stronger relationships with your customers
  • retain customers longer
  • encourages word of mouth referrals, and
  • create better experiences for new customers.

A smart personalized marketing strategy will reap the following benefits for your brand. Going to:

  1. create a better customer experience: Customers will provide their personal information if they are confident that their data will be protected. They could even take surveys, fill out forms, and share their preferences.
  2. increase revenue: Brands can get better results talking to their customers in the digital spaces they occupy and
  3. build brand loyalty: Personalization will create better customer satisfaction and give brands a competitive advantage.

So, here are three areas in which you can implement personalization in your digital marketing:

1. Email marketing

Gather customer preferences through registration forms and use them to personalize emails for customer segments of people. You will see better open and participation rates. Make sure you comply with the Personal Information Protection Act (POPI).

2. Video messages

Personalized video messages, technology, and research can help you scale personalized video messages. Segment customers based on their passions and preferences and create video messages to cater to each type of audience. These video messages should always be memorable, engaging, identifiable, and accessible.

3. Customer experiences

Create a consistent and seamless customer experience, no matter the point of contact. Make sure the tone and key messages are consistent whether customers are in store or accessing your brand online.

While personalizing messages at scale is a contradiction, marketers can personalize messages for large audiences by segmenting audiences based on data and ensuring that messaging segments resonate with those segments.

Digital marketing trends are always evolving. Your brand has to keep up with new methods of interacting with prospects and customers and make sure your brand is always top and foremost in the conversation.

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