The fact that personalization is mandatory in modern marketing is not at all new. In fact, in B2B marketing, personalization is an absolute must. Even so, although this need is clear, many marketers still fail at properly improving the personalization of the campaign that is launched.
2020 is a year in which we simply cannot deny personalization. It is the right time to create a lasting relationship with current and potential customers while also taking care of branding. Your digital marketing strategy has to be different in order to work. It needs to appeal to people and personalization is a great way to do that.
With all this in mind, here are some personalization marketing strategies that are sure to be really good this year.
Using DAM (Digital Asset Management)
Numerous organizations now have problems with personalization marketing because scaling can easily lead to branding problems. If controls are not in place, rogue marketing assets appear that do not properly reflect the brand identity.
The use of DAM platforms gives you access to marketing asset customization. This means you can personalize your marketing campaigns without having to worry about a member of the team making branding mistakes.
Simply put, DAM stands out as a personalization framework that removes a lot of the hard work done by marketing teams that need to create countless messages and materials.
Creating Relevant, Purposeful Content
Google is heavily focusing on building an algorithm that rewards the high-quality site content. This is why what you offer for your users is so important right now. You cannot just randomly create content and you need to be sure that there is a reason why something is published. When you deliver content that is irrelevant, the reputation of the brand can be drastically damaged. Users want relevancy so when you personalize your marketing strategy, you have to be sure that focus on quality.
Email Marketing Is Still Popular And Effective
The basic touchpoints in the digital world are always the same. This is the case with email marketing. One of the best personalization marketing strategies you can use is related to email marketing. To put it as simple as possible, email subscribers have to be segmented as soon as they sign up. This is very easy to do as you can let the user choose the categories that are of high interest to them while they avoid receiving communication-related to categories they are not interested in.
It does take time to properly personalize and segment email newsletters and subscriber lists. However, after it is done, you end up with lower bounce rates, higher clickthrough rates, and increased conversion rates. You can even hyper-personalize emails to a user level but this is not mandatory. At least segment the lists.
Creating A Context For Marketing Personalization
With personalization, your goal is to offer an engaging and positive user experience. You do this by proving that you understand the customer. User experience needs to always be taken into account whenever you think about brand messaging and creative strategy.
Sequential messaging is necessary when you personalize campaigns. This is especially the case when referring to digital marketing funnels. When you retarget users that engaged in the past with the content or the ads you launched, the user journey you create can be much more effective. Marketer performance becomes effective, just like customer experience.
As an example, let’s say you run a video ad. With the use of retargeting, you can personalize your campaign so you take into account the action of the viewer. If he watched until a specific point and they say a banner without a conversion, another banner can be shown when that point is reached by the same person.
The Use Of Deep Insights
Nowadays, many companies struggle because they do not have the appropriate data they need or they do not use the data that they have. In addition, companies personalize with the use of really slight variations, based on persona or industry. At the end of the process, the result is canned and stiff.
With real personalization, you incorporate as much data as possible at the level of the person, the buying journey stage, the firmographic background, and even what colleagues do. It is very important that you have the appropriate insights into individual and account activity. This includes granular details that offer very strong contextual clues.