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Personalised Marketing Is A Success Strategy

PERSONALISED MARKETING IS A SUCCESS STRATEGY

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"Build something 100 people love, not something 1 million people kind of like." — Quote by Brian Chesky, Co-Founder & CEO, Airbnb

If you and your company are looking for ways to minimise website bounce rates, increase form completion numbers, enhance prospect generation as well as client engagement, then look no further. This blog lets you into a little known secret - personalised marketing. This form of marketing provides for a superior experience for prospects & clients at every possible stage modified to suit client behaviour, geography, item and so on. Personalisation to win the hearts and minds begins with the website and then spreads across all mediums. Let's see some ways to do so.

  • Embedded experience modification - This modifies the website experience discreetly without it being apparent to the visitor. For example, a visitor clicks on a display ad with the help of a campaign tracking code. When the visitor lands on the campaign landing page, its visuals modify based on the visitor’s specific domain. This strategy led to a massive fall in bounce rates. The visitor feels a connect of sorts and hence they are hooked.

  • Journey accelerating overlays - This strategy enables brands to lead visitors to different sections of the website such as bottom banners and so on.

  • Artificial Intelligence fuelled content. Artificial Intelligence refers to the concept where machines “think like human beings”.  Machines are able to perform tasks like reasoning, planning, learning, and understanding language.  It works on a technology known as “machine learning”. Machine learning is the concept of having computers learn from data with minimal programming. This is not to say that AI is going to replace humans and their brains anytime soon.  It just makes our jobs easier and productive.  Artificial Intelligence or AI will be commonplace in our work lives and everyday experience is it in the workflow, process automation, guided selling, customer communication, and customer data platforms, AI will be everywhere.  Content suggestions provides curated / personalised for further reading or products. People appreciate relevant / reading suggestions based on certain attributes (assisted by data collated).

As you would know already, personalised marketing success depends on one factor - clean and accurate mass of data collected from different sources for each lead / client and parked in one place. A great web analytics tool search as google analytics is a must for all companies to have in their kitty. This is the source of all strategies, plans and actions. So, if your company wants to make hay with personalised marketing, time to onboard a good analytics tool right away.

The trick to offer personalised offerings to people across languages, demographics and geographies boils down to the visuals / pictures. Changing images is all that is needed to convey the right impression on the segment being targeted. So now you have a tip for personalised marketing.

About the Author

author
Vineet Rana

Vineet Rana is the digital marketing manager in the #Awesome team at Codleo. He is passionate about all things branding, and his mission is to get amazing content out to everyone as much as possible. When He is not online, he loves cooking, lifting weights, and hiking in the Himalayas with his friends.

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