Marketing Trend: Personalized Marketing
Consumers are not strangers to personalized content. People tend to love when they receive offers and content that really fit them and their needs. Think back to email marketing. As a consumer, you may receive emails that seem to know everything about what you are looking for from any number of stores. This is a big example of how personalized marketing can work, but there are also social media ads, banner ads, video ads and more, which can all be personalized to the consumer, either through data collection or extensive targeting.
The key to creating great personalization is having a strategy to create data-driven content. With the content you build using the data you have, your marketing options expand innumerably, and include personalized content.
Defining personalized marketing
Beyond email, personalized marketing may be something you are not familiar with as a consumer, but you will realize that you have been seeing it every day.
The Content Marketing Institute defines the concept of personalized content by saying the following: “content personalization is a strategy that exploits visitor or prospect data to deliver relevant content based on the interests and preferences of the target audience.” You can read more about the approach to content personalization here.
Want to learn more? These companies are doing personalized marketing right!
Online retail giant Amazon’s product curation and product recommendations are not new features but are definitely some of the biggest examples of personalized marketing around right now. Each section on your Amazon homepage should harken back to not only your purchase history but also your browsing history and streaming history on Amazon Video.
Recommendations for music, compiled playlists and the “Discover Weekly” feature are all built on a Spotify user’s “taste profile”. When you are listening to music, data is taken from each listening session to create stations that fit in with that profile.
As discussed in an earlier post about user-generated content, Coca Cola’s “Share a Coke” campaign has remained a staple for the brand since it’s 2011 beginnings, and one reason why is because the personalization factor of finding your own name (especially with the correct spelling or if you have an unusual name) keeps consumers purchasing and engaging with the brand as they find their names.
Facebook is already a personalized experience just based on the nature of how it is used, but the addition of “Friendship History Videos” and other personalized options for photos as well as the obvious page, event and friend suggestions make Facebook not only a great platform for individual personalization but also great for marketers looking to target a very specific audience.
Netflix is an essential part of many households today, and their rating system is a great way to sort through the amount of content that is available to stream. When you see a show or movie on Netflix you’ll see a rating amount out of five stars. Contrary to normal reviews and ratings, the stars appear based on how Netflix’s algorithm believes you will rate the content based on your past activity.
Personalized content and marketing are a great way to reach your audience even further and perhaps you’ve even seen some other great examples. Share your experiences with personalized marketing in the comments section.