Getting Personal: Using Personalization to Drive Brand Awareness
Driving brand awareness is all about how you engage with your customers. Gone are the days when mass marketing was the most effective way of boosting brand awareness. Times have changed. Now, companies are starting to abandon this one-size-fits-all approach for more personalized marketing that promotes a strong brand identity.
Personalized marketing involves tailoring experiences to suit individual customer needs. There are a host of benefits that you can reap from this approach, including improved customer loyalty and increased revenue.
Using personalization to drive brand awareness requires a deep understanding of your customers. In this article, we’ll discuss the power of personalized marketing and how your business can achieve it.
What Is Personalization And Why Does It Matter?
Personalization marketing focuses on the specific interests and needs of individual customers. These needs are determined by analyzing buying habits, purchasing patterns, and online shopping histories.
In today’s hyper-connected world, customers expect personalized service and business interactions. In fact, studies have found that 71% of consumers desire personalized interactions, and 76% get frustrated when they don’t receive them.
That’s because personalization enhances the customer experience by making them feel valued and understood. It also boosts customer loyalty when customers feel like their needs are being catered to.
And there are benefits for your business, too. Delivering the right personalized message to the right consumer at the right time can increase conversion rates. Personalization also improves CSI and brand awareness, since a customer-centric brand is more likely to be trustworthy.
Now that you know how personalization can drive brand awareness, take note of how you can use personalized marketing to your advantage.
- Behavioral Tracking
Tracking the behavior of your customers through their interactions on your website, email, and social media channels can help you to identify what they are looking for.
Analyzing this behavior will allow you to promptly create personalized content and recommendations that align with their needs and preferences. This will result in higher engagement with your brand since you will be addressing their needs.
Behavioral tracking also benefits consumers, as they’ll no longer see content that doesn’t interest them.
You can also use behavioral tracking to create audience segments based on their interactions. Segmenting your audience based on the behaviors they have in common narrows your marketing scope and makes it easier to deliver relevant messages.
- Omnichannel Personalization
Develop a consistent personal customer experience across multiple channels, such as websites, mobile apps, social media, and email. It means nothing if you only take a personal approach on one of these platforms and not on the others. Your customers need to receive a personalized experience, no matter how or where they interact with your brand.
There needs to be a constant flow of customer information between these channels for it to work. Personalize your landing pages, email campaigns, and other marketing communications by displaying the products that you know will interest them more.
For example, you can use past data to identify when and where a customer is most likely to buy something next. You can then send them a promotional email, text message, or push notification to quickly promote their favorite products.
- Collaborate With Different Departments
Using personalization to boost brand awareness is not limited to the operations of the marketing department. You need to create a personalized experience across all customer touchpoints. It doesn’t help if your marketing campaigns are personal, but your sales rep treats your customer just like they do everybody else.
Collaborate with other departments like sales, product development, and customer support to create the most personalized approach to your customers possible.
- Leverage Technology
You need the right technology to implement personalization strategies. Luckily, many tools and platforms can help you.
A customer data platform is software that creates unified customer databases using multiple sources. It helps businesses to collect, store, and analyze customer data to make informed personalized experiences.
Personalized engines can analyze data and algorithms to deliver personalized content and recommendations in real time. You can implement this across channels like email marketing, campaigns, social media, and websites.
Marketing automation, artificial intelligence, machine learning, and many other types of technology just like these can be used to personalize your marketing.
Real Examples Of Personalization
Some of the biggest businesses have successfully used personalization to drive brand awareness and build stronger and more loyal relationships with their customers.
A great example is streaming giant, Netflix. They have completely personalized the customer experience. Using sophisticated algorithms, Netflix provides users with personalized recommendations based on their viewing history and preferences. If you like a specific actor, then Netflix makes sure that the film covers they appear on pop up on your screen more often. Personalizing the platform in this way keeps viewers engaged and encourages them to continue using the service, which boosts its brand awareness because customers feel satisfied and understood.
Everyone knows that Starbucks writes your name down for your order. But they do more than that to personalize their marketing. The company leverages its mobile app and loyalty program to offer personalized recommendations, offers, and rewards.
The biggest e-commerce site in the world, Amazon, uses personalized marketing to create accurate product recommendations for its customers. They personalize each customer’s product suggestions, homepage, and email marketing suggestions. Amazon also has a “customers who bought this item also bought” section for more personalized marketing that features a product photograph and a short description of other customers’ recent purchases. This personalized approach helps customers to buy new products and increases the chance of repeat purchases, which ultimately boosts brand awareness.
Time To Get Personal
In today’s competitive landscape, brands need to find ways to stand out from the crowd. Personalization marketing is one way of doing this.
It may sound like technology plays the most important role in personalization strategies. However, it’s more important that you maintain a human touch so that your messages come across as authentic. Doing this will foster a strong emotional connection between your brand and your target audience.
When businesses focus on customer needs and preferences, they can create unique and memorable experiences that resonate with their target audience and ultimately drive brand awareness.
Are you ready to get personal?
