Personalised marketing is also known as one-to-one marketing is, as the name suggests, a completely customised form of marketing. Personalisation, specifically that of Personal Marketing harnesses the power of data captured from individual consumers and their buying behaviour. Your content is used to craft unique marketing experiences for targeted consumers, using data collected about them. Personalised marketing is the most focused form of targeted marketing. this differs from the bland traditional mass marketing, which is designed for the masses.
Great! How do we get started?
To successfully accomplish personalised marketing, a company has to gather as much personal information pertaining to its clients, fortunately, a vast amount of information is available on individual consumers these days. Consumers are provided with customised, target specific offers and recommendations based on collected data. Individuals are targeted based on past behaviour and interests.
Novelty or Business worthy?
All of this sounds great in theory, however, that is not how business works. One of the main questions when it comes to business is the return on investment, as much as marketing is required, personalised marketing requires a business to layout more, financially. So, is Personalisation actually worth the time, money and effort? Well, let’s break this down further to understand the drive and focus behind personalised marketing.
We have already mentioned that personalisation in marketing material allows a company to target consumers on a one-to-one basis, making the marketing effective with current and prospective clients due to offering them what they want and need! So, what does this mean for businesses? Well, offering the right items to your clients results in an increase in the engagement of clients, which entails an increase in the increase in conversions. As business owners, this doesn’t cut it! We need to know the numbers so let’s get to that.
Numbers, numbers and more … Numbers
According to Experian, emails that are personalised are opened and read 30% more than those that aren’t personalised. Emails to clients that are personalised have a 41% higher click-through rate, in essence, consumers that have emails that are targeted to them are 41% more likely to click on a link to further view the deals the business has to offer them. Last but definitely not least, companies that have utilised the strategy of personalised marketing have seen an approximate total sale increase of 19%.
These are some bold claims however, they are totally justifiable and make total sense. Companies that personalise their marketing leads yield happier clients that feel more connected to them, creating brand loyalty. Clients feel this way because they aren’t cluttered with items, they have no interest in. This creates brand loyalty and directly translate to dollars spent by clients.
Taking a look at the stats and the percentage on ROI, sending a personalised email to your clients seems like the right thing that all businesses should be doing with their marketing team. This is the current and trending means of digital marketing. Although you don’t stay ahead of the game by keeping up with the trends, you stay ahead by taking advantage of becoming a trendsetter. So, we at Zilo, have the answer for you! The future of digital marketing is Personalised Videos! Yes, that’s right! Each of your clients gets offered their own deals with their own video! Now, this has to have caught your attention, so let’s take a look at Personalised Video Marketing and all the benefits your company can have from the future of digital marketing!!