“Personalization” is one of the hottest words in marketing right now. A recent study found out that 52% of digital marketers consider the ability to personalize web content to be fundamental to their online strategy.
Although it means slightly different things depending on the marketing context where it is used, new technologies are allowing us to take the concept to new levels.
Minority Report (2002) showed us a science-fiction world where ads personalized for each individual.
Essentially, the concept of personalization in marketing involves the capacity of tailoring our communication to individuals, based on information we have gathered from them through interaction. This means that the communication will be more personalized (and therefore relevant) the more we “know” about a lead.
Just as in a traditional business you would know your clients better the more they did business with you, in the online world the more data you have about a lead the more relevant your communications and offers can be for that lead.
Here are the steps to a good personalization:
1. Identification of a lead as a distinct individual. Technology will help you gather all sorts of data about your leads and gather them together. You can store tracking info (origin of a lead who visits your site, pages visited, time spent on each of them, videos watched, downloads…), info supplied to you by the lead (name, address, preferences) or data collected from previous interactions (past purchases, feedback, etc.).
2. Segment. You need to decide what information will trigger what content. You could segment your leads by very simple criteria (first time / repeat visitors) and make things as complex as you want from there. Some ideas for segmenting: has seen x number of pages, searched with the words x and y, has left telephone number, is from city X… or all of the above.
3. Have a strategy ready for each segment. What content will segment X receive? What about segment Y? It can get as complex as you want. You could just treat repeat visitors to your website with a “Hello again!” message or a nice discount. If you are in the clothing business you can send offers for warm garments to clients living in a region where temperatures plunge below a certain level… The key is knowing how to be relevant, because this is what will drive your sales.
4. Implement all of those personalizations. In some cases the personalized message might me an email, or a text alert, or even a little pop-up on a given page in your site.
And don’t forget that more interactions mean more information collected, so those personalizations can carry within them the ability to collect even more data that will allow future, more precise segmentations and personalization ideas.
The question you need to ask yourself, if you have read this far, is what technology or platform will allow your company to do all the things we have described. You won’t be surprised to know that we recommend Delio as the tool for just that. Delio has powerful tracking and personalizing capabilities that can be easily tailored and implemented for your needs. Request a demo and let us show you how to enter the era of marketing personalization.
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