Personalisation in Marketing

Data-driven marketing campaigns have come a long way. Depictions of the past may cause Don Draper’s lightbulb realisations about target markets to come to mind, but our access to specific data about consumers has helped make marketing move away from guesswork. And the proof is in the pudding – with businesses that personalise web experiences seeing an average of 19% increase in sales.


But what is personalised marketing?
There are many ways one can define personalised marketing, but according to Emarsys, it can be explained as “the implementation of a strategy by which companies deliver individualised content to recipients through data collection, analysis, and the use of automation technology.”
Continued moves towards personalised marketing is set to truly engage customers and brand followers by communicating with each as an individual.

What are the benefits of personalised marketing?
Personalised marketing is full of advantages for both the business and the consumers. When strategies are implemented successfully, the following advantages can be identified:

• Improved Customer Experience
It is well known that customers are more inclined to share personal information with their favourite brands if they receive something in return. They fill out forms and participate in surveys to get discounts. This is a great way to get an insight into the customer’s favourite purchases and preferences. This outcome is a win-win situation, the business gets an extremely valuable set of customer data, while the customer receives a discount, and the following marketing can be targeted to relevant interests.

•Drive Revenue and Create Consistency Across Channels
By identifying the most used channel for each customer, companies can increase their return on investment. With the right approach, marketers can identify which channel customers engage the most with, then follow up across these channels as part of an omnichannel approach.

Today, consumers engage with brands across a number of channels (email, social, mobile, etc.). Personalised marketing across a variety of channels can build loyalty, and ultimately drive revenue.

How do you create a successful personalised marketing strategy?
We understand that creating a personalised marketing strategy can be extremely difficult. In order to make your journey as easy as possible, we listed four key aspects that need to be considered:

• Compare: If your company is not using any kind of content personalisation engine then you should seriously consider investigating. These tools are a brilliant way of saving both time and energy, making data collection less tedious. However, before you decide on one consider your needs against any other solution that may offer more value.

• Capture: For most engines, the implementation process is fairly easy. Once the software has been added to your website, you can start capturing data, including clicks, time spent on site, purchase history, even the location of the entries.

• Analyse: It is not enough to only record data, you have to also develop and understand it. Spend some time and observe the emerging patterns. These patterns are sure to give you an insight into who your customers are and what they like.

• Act: Now that you understand your data, you need to act. Data collection informs your marketing decisions. However, you should still let the software do the heavy work. Use personalisation platforms to send emails that are personalised, retarget relevant advertising, and send relevant content to those who are interested.

How can Personalised Marketing help the real estate industry?
he real estate industry is one of the sectors that can benefit from improving their personalised marketing. In this industry, it’s important to understand both your customers characteristics, but also their desires and home specifications. With the help of personalised marketing, your business use information such as:
• The age range of your clients
• Their location preference
• What their budget is
• Their property preference

To support business growth. A great way to start building this customer trust is when sending the newsletter. Instead of sending the generic one to all the subscribers, try and break it down into smaller groups according to their needs. Why send a list of 4 bedroom houses to recipients who are interested in studio apartments? If you target your emails to match the customer needs and interests you will see a significant improvement in your open rates, but also your conversions. Moreover, by using data analysis software you can accurately see what type of property your customers are interested in and immediately send more suggestions.

If you need help with implementing a personalised marketing approach or are just interested in finding more on how it can improve your business, don’t hesitate to contact us.