In 2011, Coca Cola launched its Share a Coke in Australia, it was a custom campaign with the most common Australian names printed on Coca Cola bottles and cans. The result? During the summer months, more than 250 million personalized bottles and cans were sold to a population of less than 23 million people at the time.
A name is personal and unique. It is the identity of a person and, when used in marketing campaigns, shows customers that the brands they choose recognize them.
Fast forward to 2021, and research has shown that 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 targets people with empathy will result in better engagement.
A smart personalized marketing strategy will reap the following benefits for your brand.
Better customer experience
Customers will provide their personal information if they are confident that their data will be protected. They can also participate in surveys, fill out forms, and share their preferences. Customer information makes it easy for brands to create personalized marketing messages.
Brands can get better results talking to their customers in the digital spaces they occupy.
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
- Email Marketing – Collect 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.
- 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.
- Create a seamless customer experience – Create a seamless and consistent 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 needs to keep up 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.