What is personalization in marketing? Simply put, it’s the way businesses leverage the data of your information to provide content or wording that is unique to you. It’s a way for them to say, “We see you, we know you, and we’re here to help you figure out what you want.”
When someone calls you the wrong name, it feels annoying at best and isolating at worst, right? I think, Really? You can’t take a few minutes to know me and figure out my name? It’s the exact same in the world of personalized marketing.
In fact, the data backs it up: 74% of online consumers experience frustration when irrelevant web content appears in ads while they’re browsing. Just like being called the wrong name by someone who should know us, we intuitively want to be distinguished for who we are. Playing on this human desire, personalization answers the frustration of being nameless by customizing online experiences for an individual.
Corporate giants, like Amazon and Netflix, have been putting website personalization examples to work so effectively that we’ve come to expect a truly tailored experience. If you’re like me, sometimes when I use Netflix, I go straight to the “Top Picks for Kathy” list without looking at anything else.
We’re drawn to our names, whether visually or audibly, and personalized marketing knows this. Think about getting an email with your name in the subject line: Stats show you’re 26% more likely to open that email compared to one without your name.
Convinced yet? Now, let’s look at some personalized marketing examples that transform these core principles into actionable results.
Why it works:
The very first frame you are welcomed by name it makes it hard to stop watching. This time, instead of questions, the option to customize your own experience when you go into the café appeals to our sense of individuality. When the coupon offer at the end arrives, the viewer is intrigued enough to try it out.
Comment below and tell me how the video made you feel.
Final Thoughts
When companies tried personalized marketing, 93% saw a significant uplift in conversion rates. The same agency reports that 74% of marketers say targeted personalization increases customer engagement. Another saw a 20% jump in sales through using personalization. The bottom line: Personalization works.
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