Listen To The Story 3:52
Personalized marketing strategies focus on delivering the right message, to the right person, at the right time.
You’re essentially forming a strong connection between your brand and your target audience that helps to guide them through the buyer’s journey.
When done right, personalized marketing can be the deciding factor behind an outstanding customer experience that takes your brand to the next level and encourages repeat business.
Making the effort to deliver personalized messages can also make your brand appear to be more approachable.
Faceless brands with marketing messages that are generic can come off as cold and uncaring, or worse, questionable.
On the other hand, marketing messages from a real person, or campaigns and broadcasts that are personalized, are opened far more often, perceived as more genuine, and convert higher.
In other words, personalized marketing strategies take customer-centricity down to the individual level.
It focuses on showing your customers how your business can bring value to their lives, and then following through on that brand promise.
In this special report, we’ll show you how to seize the power of personalized marketing so you can increase conversion rates, maximize exposure, and ultimately, build a stronger brand.
Let’s get started!
Examples of Personalized Marketing Strategies
Chances are that at some point, you’ve been on the receiving end of personalized marketing campaigns. So, you probably already know how persuasive they can be.
But in case you haven’t, here are some examples of successful personalized strategies that I hope inspire you:
Amazon:
Amazon pioneered personalized web experiences in the early 2010s with its “customers also bought” widget.
It uses a combination of technologies like predictive analytics, artificial intelligence, and machine learning to create a tailored experience for every user.
Their systems customize the content of your home page to recommend items that you might be interested in. They also serve widgets of similar items while browsing.
These personalization strategies all work together to give you information you need. It’s a convenient user experience that makes online shopping much easier.
Netflix:
Netflix’s Recommendation Engine uses data like user demographics, browsing behavior, and watch history to build a detailed profile of the user.
Each profile is then matched with some of Netflix’s 70,000 or so “alt-genres” (which is how Netflix breaks down genres, tropes, and determines similar titles).
Spotify:
Another popular recommendation engine is Spotify.
Like Netflix, Spotify uses all its data to feed machine learning models that identify patterns between all the content on Spotify.
These patterns help Spotify offer intelligent recommendations based on both abstract and objective markers like mood, time, location, and ambience.
Spotify is also well known for its year-end “Wrapped” playlists. Wrapped repackaged users’ data into a personalized playlist and shareable infographics for social media.
The shareable infographics were a huge hit with users, many found their listening history intriguing and wanted to share it with their friends.
By sharing and discussing on social media, non-users were also enticed to join Spotify.
Starbucks:
Starbucks uses detailed user profiles from their app to run a personalized rewards system.
Like other recommendation engines, Starbucks uses historic purchase data, location, weather, and other data markers to feed an algorithm that pushes personalized offers via email and the Starbucks app.
Note how most personalized strategies straddle different channels like email, website, and social media. You’ll want to prioritize the channels your customers are on.
All the companies in our examples include personalized marketing throughout different areas of their business, and sales funnel, rather than just one segment.
This includes email, website and interface, social media and even geolocation.
When it comes to personalized marketing strategies, there’s no one-size-fits-all. It’s important that you take a targeted approach with clear goals and objectives.
In the next blog post, I will talk about segmentation.
Cheers.