Personalization in marketing is a strategy that allows you to tailor marketing communications and offers to the individual needs, interests, and preferences of the customer. Instead of using universal approaches to the audience, it allows you to tailor content and offers and content to the needs of a specific customer.
For example, Client A wants to buy an apartment quickly and is looking for a real estate agency. The slogan "We will help you close the deal in a couple of weeks" will definitely attract him. Another Client B does not need urgency: he wants to take a closer look at the areas, compare many options by characteristics and only then choose the right one. A slogan that will speak, for example, about the many years of expert experience of the agency's realtors and their successful cases will work better for him.
It seems that clients A and B need completely different things, but in fact the same company can satisfy their needs - it just needs to emphasize its different features: speed of work to attract A, and expertise to interest B.
When personalization is used, users feel as if the company is instagram data reaching out to them personally and offering products tailored to their individual needs. All they have to do is place an order.
Why is personalization needed?
The goal of personalization is to create a closer connection with each customer, increase loyalty, increase sales and customer lifetime value (LTV). Personalized marketing takes into account various factors such as demographics, customer behavior, preferences and past purchases.
At the same time, personalization does not violate the security of user data, they are anonymized and collected in one profile - no one will be able to obtain information about specific orders of Ivan Petrovich Sidorov from Nagornaya Street.
The main principles of personalized marketing:
Using customer data. Collecting and analyzing data about customer behavior, interests, and needs helps to better understand the target audience and create personalized offers. For example, a clothing store knows in which season sales of certain products naturally decline — in particular, with the arrival of autumn, buyers are less interested in summer clothes. A sale held during this period can increase interest — it makes sense to buy a quality item while it is inexpensive, even though it will only be useful next season.
Audience segmentation. Dividing customers into groups based on specific criteria (age, gender, location, interests, history and frequency of purchases) allows you to create more accurate and effective marketing campaigns. For example, a pet store knows how often its customers buy food or shampoos. As soon as the time for the next purchase approaches, you can send a reminder message, and perhaps even offer a discount so that the buyer does not even look at competitors.
Content adaptation. Creating content that will match the interests and needs of each customer group. These can be articles, videos, or other formats. For example, short vertical videos have become popular in the last few years — they are convenient to watch in a variety of situations, including without sound, since the content is often duplicated with subtitles.