Personalization in Digital Marketing: What it is and How to Make It Happen
In the Marketing world, Personalization seems to be one of the hottest buzzwords at the moment. However, only a few people know how to do it effectively. It is not surprising though, as there’s a lot of confusion around this concept naturally.
What is personalization in digital marketing?
Personalization is defined plainly as the process of determining the needs, preferences, and interests of your customers and prospective customers in order to serve in accordance with what they’re looking for when they’re looking for it. When executed properly via relevant communication channels, personalization can help you engage customers better, offer exceptional customer experiences, increase customer retention and loyalty, and increase sales.
Boston Consulting Group predicts that by 2022, $800 billion in revenue is likely to shift to 15% of companies that invest rightly in personalization. In light of these, here are some great tips on how technology can be used to make your personalization goals a reality.
1. Smart Content
Smart Content which can also be called adaptive or dynamic content is referred to as the aspects of an email, landing page, ad or website that can be changed depending on the past or previous behaviours or interest of a user. You can think of it as content that’s customized specifically for the individual who’s viewing it.
With HubSpot, you can create smart content for your audience using their demographics, location, referral source, device type, and language as criteria. It does this by using cookies, which are stored in the browser of a visitor.
Smart Content Example
HubSpot enables you to develop smart content for your audience, making use of their location, demographics, device type, referral source, and language as criteria.
When a prospective customer goes on your website for the first time, HubSpot is able to analyze their device type, language, location, and so on. And should they meet any of your smart rules, they will be content that’s relevant to them will be displayed. When they visit your site subsequently, HubSpot makes use of their stored cookies to extract the information and display relevant content based on smart rules you set up earlier.
These features are currently accessible to HubSpot Marketing Hub Enterprise and Professional customers. You’ll be able to create smart forms, CTAs, or rich text modules in emails, website or landing pages.
Below is an example of smart content in an email from e-commerce brand Myntra. Depending on the products that have been added to a user’s wishlist, Myntra sends them an email to prompt them of these items and admonishes them to make a purchase. Such personalization moves the needle greatly in engaging customers better and boosts sales.
Myntra Smart Content Example
Here’s an example of smart content in an email from Ecommerce brand Myntra.
2. Personalized Videos
The popularity of video is steadily increasing every day among users of all age groups today. People spend on average 6 hours and 48 minutes each week watching videos online. What’s more? The average amount of time spent by people watching videos has witnessed a 59% increase since 2016.
In a study, it was discovered that on average, people spend 6 hours and 48 minutes per week watching videos online. The major reason why people tend to watch videos is as a result of its highly interactive nature in comparison with other media forms. Personalized videos can be the best form of interactive marketing in actual fact, given that messages communicated via videos are retained better. It’s not a surprise, therefore, that 68% of people opt for video format when it comes to learning about a new business, product or service over text, presentations, infographics and ebooks.
Hence you can utilize this highly engaging form of media to achieve personalization goals for your brand or business. Each time you send a personalized video to your customers or prospects, it gives them a special feeling and more often than not encourages them to share online to create a viral campaign.
You can make use of Vintom to create personalized videos for your audience utilizing personalized voice-overs, dynamic images and data, geolocalization, and a lot more. Here’s an example of such a video.
3. AI Chatbots
Chatbots are automated programs, which are designed to reside on applications such as Facebook Messenger, WeChat, WhatsApp, or on web pages that gives your visitors instant to access useful information or support. AI driven chatbots are great at engaging your leads and can help in providing them with a highly personalized experience.
For example, one of the most intuitive chatbots in Singapore can be seen on the website of Hmlet, a co-living firm. It is specially designed to help users find a new home very easily. It starts the chat experience by first asking a few questions to understand the user’s preferences and interests. It then goes on to assist you in finding the information you’re looking for.
The Hmlet chatbot starts the chat experience by asking a few questions to grasp the user’s preferences and interests. It then assists you to find the information you’re looking for.
4. Exit Intent Pop-Ups
It may come as a surprise that only 1% of your first-time website visitors will actually make a purchase. The rest are simply searching for information regarding your products or services or their prices and will exit as soon as they’ve found it.
Now just imagine if you could capture some of these leads? Here’s where a personalized exit intent pop-up comes to the rescue. These pop-ups would appear on the screen of a user whenever they make an attempt to exit your site. Studies have also shown that 35% of lost visitors can be re-engaged using these pop-ups.
Exit intent popup example
OptinMonster is a solution that helps you create exit-intent pop-ups easily and capture some of the traffic on your website.
OptinMonster is a good example of a marketing automation tool that can help you create exit intent pop-ups easily which you can use in capturing some of the traffic on your website. As soon as the user tries to hit the ‘X’ button on their browser, you can display a pop-up that occupies most of their screen (this is to grab their attention). For example, in the pop-up below, it takes over your entire screen whenever you attempt to leave Neil Patel’s website.
How to Make Your Personalization Goals a Reality
While personalization might be the rave of the moment, you must not try to fly before you can walk, especially if you’re new to the game. You need to ensure certain things are in place before embarking on this journey.
Are Your Customers Ready?
The very first step in this direction would be to know your customers well enough. Are they satisfied with your services? Would they like you to improve on any aspect of your business? The answers to these questions can be a great starting point in understanding whether or not they are ripe for personalization. You can make use of tools like Qualaroo or SurveyAnyPlace to float such surveys and gather insights.
Consider the Benefits and Costs
Another thing you need to do is to think strategically consider what problems personalization can help to resolve. Personalization is going to require a lot of data collection, analysis, and targeting which implies that there will be some serious complexities.
You’ll need a whole system to manage the data, which typically demands additional costs to manage customized content or experiences. So, you’ll need to carefully evaluate if the benefits of personalization might outweigh these additional costs and complexities or not.
B2B vs B2C Personalization
You need to also have it at the back of your mind that B2B personalization will naturally be more complex than B2C because there are several decision-makers in a B2B sales process and the customer journey is fragmented than B2C. Nonetheless, it’s not impossible. What is important however is that you provide each stakeholder with personalized information and content that they might be most interested in.
By now you would agree that effective personalization can give a large number of benefits including better customer engagement and increased ROI. However, you’ll need to have a rigorous testing process in place before you start.
Smart content, personalized videos, chatbots, and exit intent pop-ups are all very useful tools to have in your personalization strategy, but above all make sure both you and your customers are ready for them.