Mass consumption and mass production - becoming a thing of the past?
Personalisation still seems to be the ‘in’ thing amongst brands. In the current climate, the brands which are noticeable and successful, those which truly resonate with consumers are the brands which feel genuine, which have been designed just for you. The era of personalisation is continuing through 2020.
“The buzzword for 2020 should be 'hyper-personalisation' - the harnessing of all forms of data used in unison across all marketing channels and customer journey stages. Embracing this approach is going to move customers from the top of funnel awareness to post-purchase happiness in record time through higher and more effective engagement at every stage.”
Consumers today gravitate towards brands who demonstrate they are listening to their customers, understand their customer and are paying attention to their specific needs and preferences; this is where personalisation comes to the fore. This approach enables the brands to contextualise their message and the experience they can offer, according to that individual's unique profile.
Using data as a starting point, you can collect, analyse and effectively use information about consumer demographics, interests, and behaviours to assist in producing content, campaigns, and experiences with which your target audience can connect. The digital age has inflated consumers' expectations for relevant, circumstantial, and convenient experiences. It has become customary for consumers to find what they want; people are gravitating towards the brands who recognise them as individuals at every step of their journey.
“80% of consumers are more likely to make a purchase when the brand offers a personalised experience.”
Personalisation can impact your bottom line; a survey carried out by McKinsey revealed that it can increase company profits by 15-20%, but there is a fine line between personalisation and being intrusive. The key is keeping it relevant, purposeful, timely and contextual.
Steps to helping you nail personalisation marketing:
- Data - Access the right data and then spend some time analysing and understanding it. Who are your customers, what do they like, how do they behave?
- User Profiles - Create user profiles, adapting communication to their characters.
- Desires - Offer what they want, offer dynamic content, based on their profile and interests.
- Study - Continually analyse data; consumers are continually changing as people and so is their online behaviour. By consistently analysing and adapting to changes, you stay relevant.
- Be Genuine - Stay authentic, show that you care about the consumers' needs rather than profit. This will gain trust and loyalty.
To acquire a tailored approach to personalising your customers’ experience contact Reach in the first instance. Get in touch with us today to see how we can provide your brand with personalised marketing material to help you hit your goals.