{"id":12283,"date":"2022-02-11T16:37:08","date_gmt":"2022-02-11T16:37:08","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/11\/guide-to-marketing-personalization\/"},"modified":"2022-02-11T16:37:08","modified_gmt":"2022-02-11T16:37:08","slug":"guide-to-marketing-personalization","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/11\/guide-to-marketing-personalization\/","title":{"rendered":"Guide to Marketing Personalization"},"content":{"rendered":"

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With so many brand messages flooding customer inboxes and smartphones, it\u2019s no wonder marketers are having a hard time connecting with audiences. Even with more technology solutions available than ever before, 74%<\/a> of marketing leaders say they struggle to scale their personalization efforts, according to a Gartner survey. What\u2019s more, that same data suggests brands may risk losing 38% of customers due to poor personalization.<\/p>\n

Customers want to be treated as individuals, not as users, accounts, or prospects.<\/p>\n

In this guide to personalized marketing, we\u2019ll dive deep into personalization and its potential to increase customer engagement. We\u2019ll cover:<\/p>\n

<\/svg><\/span>Estimated reading time: <\/span>16<\/span> minutes<\/span><\/p>\n

What is personalization?<\/h2>\n

Personalization is a one-to-one marketing strategy<\/a> that seeks to better understand and connect with customers. It uses real-time data and insights to deliver highly relevant messages and offers.<\/p>\n

Personalization as a strategy represents a shift from what had been a traditional one-size-fits-all approach that prioritizes reach and breadth of an audience to methods that target customers based on their needs and interests. It places a heavy emphasis on tailoring messages to specific individuals or segments of buyers.<\/p>\n

One might think of personalization as a set of tactics marketers employ that primarily focus on remembering key details about customers, but they\u2019d only be partially right. Personalization encompasses much more. It\u2019s about changing the face of marketing, moving from assumption-based, batch-and-blast approaches to meaningful, personalized customer experiences.<\/p>\n

\u201cIf you stop at adding someone\u2019s first name to an email I think you\u2019re missing this changing face idea,\u201d wrote speaker and marketing consultant John Jantsch<\/a>. \u201cTo me, personalization happens when a marketer or salesperson can take a piece of content and make it more useful for a specific prospect or customer.\u201d<\/p>\n

Personalization is the process in which brands tailor their offers, communications, and advertising to the needs of buyers. Customers \u2013 whether B2B or B2C \u2013 expect customized experiences, and marketers must lean on smart targeting solutions to fully understand the people they\u2019re selling to. Marketers using personalization tactics apply the insights gleaned from these audiences to guide customers through the buying process.<\/p>\n

Seth Godin, entrepreneur and bestselling author, summed up the goal of personalized marketing on his blog<\/a>: \u201cPersonalization wasn\u2019t supposed to be a cleverly veiled way to chase prospects around the web, showing them the same spammy ad for the same lame stuff as everyone else sees. No, it is a chance to differentiate at a human scale, to use behavior as the most important clue about what people want and more importantly, what they need.\u201d<\/p>\n

Examples of personalized marketing<\/h2>\n

Today\u2019s customers expect personalization in each interaction they have with brands. Whether it\u2019s name recognition, location-based recommendations, or messages based on preferences, marketers need practical ways to enact personalization across their campaigns to meet this demand.<\/p>\n