The Power of Personalisation

In today’s realm of marketing, customers want more than a one-size-fits-all experience when it comes to content. They’re after something personalised that speaks directly to them.

According to studies, a whopping 71% of consumers expect personalisation every time they engage with a brand and 76% express frustration when they don’t get it. These are pretty clear numbers, and they show personalisation is no longer a nice bonus – it’s a must-have for brands to keep up in the marketing world. 

So let’s dive into what personalisation is, why it’s important and what it could do for your brand.

What is personalisation?

Personalisation, in simple terms, is giving customers a tailored experience to fit their wants, needs and motivations. The easiest way to do this is by segmenting your audience based on factors such as age, gender, location, behaviours and interests. This way each segment will resonate more with your messaging, as you’ve based it on them. 

It’s not all about crafting the perfect message; you need to deliver it in the right way too. Whether that’s through social media, email or something else, figure out which medium will reach your segments most effectively.

Personalisation boils down to making sure you’re showing the right content to the right people at the right time. After that, you can reap the rewards.

How does this benefit your business?

So, what makes all this effort, research and resources worth it? Well, there’s a whole host of things that personalisation can do for you and your business.

Build stronger connections

Personalisation is all about building connections with your audience. When customers feel like a brand gets them, it makes them want to stick around. They trust you as a company, and this loyalty can lead to word-of-mouth promotion, which is a great tool. 

By tailoring your interactions based on the customer, you’ll boost your sales and retention. For example, something as simple as using the recipient’s name in your email campaigns and including content that they’re interested in increases open rates by 26%. This goes to show how much of a difference personalisation can make. 

Better Business Results

Personalisation also delivers results and a better brand reputation. The payoff is clear: improved returns and sales and happier customers. Studies have shown over three-quarters of customers see personalised messages as a big factor in choosing a brand, giving you an edge over the competition.

Plus, personalised offers and recommendations can boost sales conversion rates by 10-30%, which is a massive bonus. It shows putting that extra effort in pays off.

Enhance Customer Satisfaction 

Making customers happy is always top of the list. Without satisfied customers, you won’t get very far. Rather than painting your entire audience with one brush, consider what each of them wants. 

Personal touches, such as using a name or showing them products they’ve browsed before not only catch your customer’s eye but make them feel seen. And when you keep this up, it creates a pretty strong sense of satisfaction. So it’s no surprise that personalisation leads to happier customers in the long run.

The Future of Personalisation

Looking ahead, we’re sure personalisation will continue to rise to new heights thanks to advancing technology. With tools like AI and machine learning, brands can now analyse heaps of data to predict what their customers want with great accuracy. This tech can send tailored content in real time all over the world.

But as with all areas of marketing, human touch is still needed. Understanding why customers make the decisions they do takes empathy and understanding – something a machine can’t conjure up (yet!). So finding the right balance between using technology to streamline your personalisation efforts while still keeping that human voice is crucial.

Personalisation isn’t just a trend – it’s a game-changer for marketers. So jump on the train because it isn’t going anywhere yet!

Not sure where to start? Get in contact with our expert team for guidance.