Personalization is a way to build business relationships, as customers react positively to personalization. According to grow.segment.com, 71% of customers feel frustrated when their experience is impersonal, and as per the survey by SmarterHQ, 72% of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. 

Personalization In Digital Marketing 

Personalization is the process of understanding your customers and your target customers’ needs, interests, and preferences so that you can give them what they are looking for at the right time. 

Survey By Gartner Shows Brands Risk Losing 38 % of Customers Owing To Poor Marketing Personalization Efforts.

As per SmarterHQ, 90% of customers are ready to share their behavioral data if the brands provide them with a more accessible and inexpensive shopping experience. 

Best Personalization Communication Methods

Brands need different communication ways to collect the data safely and securely, involving customer privacy. 

Sharing personalized messages via the channels that customers have chosen may show more impressive results along with garnering brand trust.

As per Smart insights, 51% of consumers choose to be contacted via email; the least favorite was mobile push notifications and calls which are 3 and 2 percent, respectively. 

Another popular channel is social media; about 25% of customers found it the best way to contact them. Hence best results in terms of ROI could be cashed in through email marketing and social media marketing. 

Types Of Personalization Strategies

• Marketing Personalization 
• Sales Personalization
• Customer Service Personalization

Marketing Personalization 

In terms of marketing, personalization can be done in the form of content, software, and messaging. It showcases how customers’ needs are taken into account. 

Use Data To Enhance Experiences.

When it comes to understanding action patterns or behavioral patterns, data is the foundation of it all. Pinning on what data to use for personalization could be difficult, as the data is continuously growing with high numbers of customers and visitors. With a lot of data, the marketing team can have difficulty with infobesity and difficulty in the execution of the goals. 

Below are a few metrics that can be helpful in personalization, and avoiding infobesity.

• Demographic data – The data collected about a person includes their name, email, title, and location.
• Behavioral data – This is data that revolves around the actions of the visitor while using either the website or the app. This includes the average time on site, links clicked, pages visited, and the number of visits.
• Firmographic data – Firmographic data is all about the data points such as the company name, number of employees, industry, annual revenue, and stage in the sales cycle.
• Contextual data – This is the data related to the visitors’ unique properties while providing context to their behavior on a website or an app.

When your marketing teams get hold of the right data, they can react appropriately whenever a lead takes a specific action beneficial for the business.

Personalized Email Marketing 

Coming to email marketing, the highly-voted marketing medium by the customer. Email marketing involves sending emails, customized newsletters, and campaigns per the customer’s needs and interests. 

• Email marketing done right can give you 6x more click-throughs.
• It can provide a 66% rate of conversion when compared to social or other marketing channels in terms of sales, along with an ROI OF 3,800%.

But these cannot be achieved easily, as more than half the number of emails are deleted within 2 seconds from when they are opened, and the reason which can be pinned to this is ‘Irrelevance.

The emails which go straight to the bin are the ones that are sent only with the purpose of sale, without having any material to solve the customer’s problem or add value, or even address their needs. 

Below are a few ways the email marketing strategy can be personalized. 

• Address the customer with their name, rather than customer or just a “hello.”
• Use a friendly tone like you are talking to a person, a human, and make it sound friendly and relatable.

You will avoid making the mistakes of about 89% of marketers if you include the above-mentioned points in your email personalization. 

Sales Personalization

Personalization in sales is understanding customer pain points and needs and then providing solutions while making the customer feel valued. 

Personalizing the sales team activities improves efficiency and conversations and convinces your leads that the product you are selling is the best option for them.

Below are ways in which your sales team can use personalization 

Talk With Your Prospects In Real Time 

When a customer comes to your website, you need a representative who can strike up a conversation. 

About 3% of the customers prefer getting support via social media, 23% prefer email support, 32% prefer phone and about 41% of the customers look forward to live chat support, and about 51% of customers are even likely to stay with you or order from your if you offer live chat according to Kayako.com. 

Turn Visitors Into Leads

Marketing operates on too many principles, but it is a one-to-one experience that prevails when it comes to sales. Hence, personalization is important in your sales strategy. 

Tracking visitor behavior on your website is very important as you will be able to see how the customers interact with your site or how they access the information, helping you suggest products and resources that fit their actions, interests, and behavior.

If you want to help your sales team, you must ensure your sales reps know as much as possible about the people visiting your website. This way, salespeople can recommend products and resources that fit your visitors’ interests, actions, and behaviors.

Tracking a visitor’s behavior on your website allows you to see how people interact with your site, what content they browse, and the entire customer journey. 

So now, instead of a demo or discovery call, you have a database full of relevant and prepared information from the sales point of view.

Having excellent customer support is as essential as selling a fine product. It is virtually the other side of the coin. Below we share tips on how you can personalize customer support.  

Context-Based Support

Contextual Communication should be implemented while handling conversations, as this helps provide customer experience by being timely, up-to-date, and positive. 

Educate Your Customer

Educating your customers is one of the most straightforward approaches to providing critical information about the product to your customer. You chose one source and can mention all the information in one place, such as the elements of the business, products, and services. 

Solve Customer Complaints Immediately.

33% of customers feel frustrated when they have to wait on hold. When customers have any problem, as a brand, they expect you to help them with their problems and deliver them support as soon as possible. 

Final Words

Personalization is no longer a buzzword; when done right, it can offer many benefits, including better customer engagement and greater ROI. In fact, it is so effective that it can boost revenue by 15%. Sales, marketing, and customer support will help accelerate personalization, and new strategies to implement your business will help with even better experiences and high sales.

If you want to outsource the digital marketing of your business, then DMC is the right digital marketing agency for you. DMC is a well-known digital marketing agency based out of Hyderabad. We have worked with more than 800+ businesses from all genres and have helped improve their online business presence by driving traffic through both social and local marketing channels with our trusted, time-tested and skillfully planned Digital Marketing strategies garnering businesses more revenues and leads. 

You can fill in the details at digitalmarketingconsulting.in/contact-us.php, and our team will get back to you.