Personalized marketing is the present and future of digital marketing—and as technology evolves, it’s increasingly a reality for businesses of all sizes. This presents a huge opportunity for businesses looking to differentiate themselves from the competition and provide a truly personalized omnichannel experience to all prospects and customers. In this blog post, I'll show you how to implement a personalized marketing strategy for your business. What is Personalized Marketing? Personalized marketing (aka one-to-one marketing) is a marketing strategy whereby companies and marketers use technology to deliver personalized marketing messages, content and online experiences to potential customers. It’s about sending the right message at the right time based on potential customers’ behaviors and interests, as well as personalizing product recommendations based on individual needs and interests. But who is it for? Which businesses should use this marketing strategy? Most businesses of any type can use this tactic to increase engagement and increase sales because, quite simply, personalization contributes to better marketing; however, it may be that e-commerce and retail businesses can benefit from one-to-one marketing get the maximum benefit.
Take Amazon, for example; the massive online retailer has been using personalized marketing techniques for years, and they account for a large portion of its impressive growth rate. Mostly through testimonials and product suggestions; if you've ordered anything from Amazon in the past few years, you'll know what I mean. You buy a book and suddenly you get an email from Amazon with other "books you might like" - one catches your eye, you buy it, you get more Recommendations sent to your email and more. Or, every time you browse or buy a product, you notice similar industry mailing list that you might be interested in, other products you usually buy with that product, and a lot of things you probably don't really need in general, but suddenly start thinking about want. Maybe it doesn't work for you personally; but it works great for Amazon and its huge customer base. A few years ago, Amazon’s purchase recommendations reportedly increased their revenue by 10% – 30% – basically, millions of dollars just by targeting the right people with the right content. How to Implement Personalized Marketing:
Useful Tools In order to implement personalized marketing in your digital marketing strategy, you need the help of technology. Here are some of the best tools to help you get started with this strategy and provide a better, more personalized user experience: Pure360: Ecommerce Personalization How to Implement a Personalized Marketing Strategy for Your Business Pure360 has a suite of 4 different modules, two of which – PureTargeting and PureCampaign – are ideal for e-commerce personalization as they allow you to: Create a personalized experience for all users via email and your website Create personalized email marketing and marketing automation campaigns Create unique customer journeys based on data and buyer personas Pure360 will allow you to track customer and visitor behavior so you can automatically generate personalized content on emails and websites in real time. You can then send them a trigger email or set up an email workflow with a marketing automation tool that will automatically pull the right content for you - such as product recommendations based on past purchases, or emails that trigger cart abandonment, with for up-selling and cross-selling. Sales, renewals, and more.
You can even ensure emails are sent at the best time; Pure360 can understand when your customers typically open their emails (on a personal level) so you can automatically send marketing messages at the times when everyone typically opens their emails, Thereby helping you increase your email open rates. As I mentioned earlier, you can not only personalize your email communications, but also personalize your browsing experience on your website. For example, you can let them see products that are directly related to them, see other "buy after viewing" products, and more - a tactic very similar to what Amazon has used successfully. Strands Retail: for retail As the name suggests, Strands Retail is built for retail business; as a personalized marketing tool, it helps retailers: