Why personalization is important 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? 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 adapted 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’s a person’s identity, and when used in marketing campaigns, it shows customers that the brands they choose recognize them, ”said Desirée Gullan, CEO of G&G Digital.

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 their customers, retain them longer, encourage word of mouth referrals, and create better experiences for new customers.

“It is important that brands understand their audiences. We can no longer rely on demographics to inform marketing strategies. Customers want their brands to understand them beyond their gender, race and location. Personalized marketing that speaks to people with empathy will result in better participation, “added Gullan.

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

  1. Better customer experience
    Customers will provide their personal information if they are confident that their data will be protected and can participate in surveys, fill out forms and share their preferences. Customer information makes it easy for brands to create personalized marketing messages.
  2. Increase income
    Brands can get better results talking to their customers in the digital spaces they occupy.
  3. Build loyalty to the brand
    Personalization will create better customer satisfaction, build loyalty and word of mouth referrals, and give brands a competitive advantage.

How to use personalization in your digital marketing

  1. Junk mail
    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 messaging
    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. Create a perfect customer experience
    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,” concluded Gullan.
Digital marketing trends are always evolving. Your brand needs to keep up to date with new methods of interacting with prospects and customers and make sure your brand is always the most important and the most important thing to talk about.

About Desirée Gullan

G&G Digital award-winning co-founder and CEO Desirée Gullan has been instrumental in producing many innovative digital communications based on deep and strategic insights. From strategy to creative direction, Gullan empowers his agency to produce exceptional work and results-oriented campaigns that add value to G&G clients and their consumers.

About G&G

G&G Digital is an award-winning digital agency creating innovative solutions for local and international brands. The G&G team has a passion for producing quality and strategic digital solutions to help organizations with their digital brand strategies and communications. All solutions are based on deep consultation, strategic insights, and data. G&G aims to surprise, delight and exceed customer expectations.

For more information, visit gullanandgullan.com or followTwitter, Facebook, LinkedIn or Instagram. Contact Annie Hodes at [email protected] or 083 325 4445.

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