What is Personalised Marketing?
Also known as one-to-one marketing, personalised marketing has been defined by Emarsys as “the implementation of a strategy by which companies deliver individualized content to recipients through data collection, analysis, and the use of automation technology.” It leverages data gathered from Customer Relationships Systems (CRMs) and advanced analytics tools to create marketing materials tailored to each individual customer’s demographic profile, buying preferences, and website habits.
The Rise of Personalised Marketing
“Personalisation is not a trend, it’s a marketing tsunami.”
- Avi Dan
One Salesforce survey reports that data-targeting and smart segmentation is used 51% more by high-performing businesses than by underperforming businesses. Studies have also found links between marketing personalisation and increased average order values, customer retention, and conversion rates. The figures back this up - with 31% of consumers saying that they wished their shopping experience was more personalised than it currently is.
How to Get It Right
Today’s digital consumers are far more protective of their personal data rights. A survey from YouGov revealed that 28% of people dislike it when companies have their information without them explicitly providing it first. As such, customers are far less likely to trust and make purchases from businesses that use personalisation in a careless and “creepy” way. What’s more, the roll-out of GDPR in 2018 means that brands operating in Europe have an ethical and legal duty to use data in a responsible and secure way. Robust data protection security, transparency and compliance with the law are all key to this.
This infographic from M2OnHold explores the power and practicalities of personalised marketing in 2019.
