The Importance of Personalization
In a world where consumers are ever-evolving, keeping up with their preferences and habits has never been more important. In the last decade, companies have invested tremendous resources to adapt their strategies to focus on using data and technology in order to effectively target their audiences. A result from this change is the shift from mass marketing to personalized marketing. When executed properly, marketers have found that personalization is simply a win-win for everyone.
1. Increase conversion and lower costs by leveraging consumer insights
Leveraging individual consumer insights on a mass scale allows companies to provide customers with tailored messaging and interactions including product recommendations curated specifically for them based on their preferences.
2. Generate profits and improve customer retention through engagement
Companies who engage their audience in order to understand their preferences in order to deliver personalized content see an increase in ROI. Deloitte’s Consumer Review report explains that “Not only would the majority of consumers be willing to pay more for a customized product or service, they would also like to be actively involved in the process”. Teams can use the data collected through engagement to distribute personalized marketing messaging on a mass scale, resulting in increased product sales and improved efficiency, cost and speed.
3. Personalized attention drives brand lift
Consumers who receive personalized attention and content are more likely to be willing to provide their personal information and feedback. Consequently, companies who give their user base the opportunity to partner with them in shaping the brand’s development have been awarded with a boost in customer satisfaction and brand loyalty across all channels.
4. Personalization powers compelling customer experiences
Consumers have become accustomed to receiving highly targeted messaging that is specifically tailored to them. The delivery of personalized content to achieve better customer experience allows brands to begin cultivating relationships with potential customers as well as deepen their relationships with existing customers.
How Segmanta Can Help
There are a variety of ways you can start implementing personalization at scale using Segmanta.
1. Collect feedback from your audience
Segmanta empowers teams with little to no technical background to create and distribute surveys in order to reach existing or potential respondents giving them the opportunity to take an active role in the personalization process.
2. Discover what respondents truly want & need by using Segmanta’s analytics dashboard
Teams can collect, track, and interpret data in real time using Segmanta’s analytics dashboard in order to match consumers to their desired outcome or personalized product/service.
3. Create personalized content based on feedback
Using the collected data and insights discovered using Segmanta’s analytics dashboard, marketers can create customized products and deliver personalized content to their customers according to user feedback.
4. Append URL parameters to send out surveys tailored to a specific audience.
URL parameters allow marketers to do the following:
- Measure advertisement performance
- Personalize survey marketing communication
- Send data to your database to enrich your consumer profiles
- Reach out to leads at the moment they are most likely to convert in order to ultimately drive growth for your business
5. Integrate your survey with your database and marketing tools in order to implement personalization at scale.
Send data from your survey using Segmanta’s Integration Manager in order to seamlessly implement personalization at scale, serve hyper-relevant ads to new leads powered by lookalikes, enrich leads, grow your database, drive loyalty, and create automated, personalized messaging.
Implement Personalization to Gain a Competitive Advantage
Quite simply, cutting-edge, digital technologies play a critical role in how companies reach potential and existing customers. The collection and integration of data has enabled teams not only to make informed decisions about how to more effectively market to consumers but also measurably improve conversion ROI and drive loyalty and growth. Companies have seen that a shift in their resources towards personalization at scale has given them a competitive advantage, drives brand loyalty, produces better consumer understanding and improves customer experience.