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“Personalized marketing is the one-to-one strategy that brings the human element back to digital lifestyles. Brands that run a marketing personalization strategy earn 5x-8x ROI on their marketing spend. Most personalization efforts are currently underpinned by customer preferences and purchase history,” – Forbes.com
Human beings live and work amidst the trends that define modern consumer society and therefore, without realizing it, most people interact with brands every day. This interaction is driven by and leads to multiple outcomes that impact commercial ecosystems as well as social processes. One of the outcomes of such interaction is the battle that brands undertake when they vie for the consumer’s attention. The huge number of brands that pervade the commercial landscape makes this battle an interesting situation. In light of the above, we note that brands and businesses must create and develop the right personalization strategy in a bid to capture and retain the customer’s attention.
Brand personalization occurs when business enterprises add a personal touch to a mass produced product. This action comprises the essence of personalization and applies equally to both offline and online business activities. For instance, a beverage manufacturer can brand its beverage bottles with popular names in its pursuit of the right personalization strategy. This action immediately transforms the glass bottle into an artefact that consumers associate with common names. The intent behind this strategy is to enable customers and consumers select a bottle with their name on it, or the name of their friends. In addition, this strategy enables the emblazoned bottle to participate in social processes wherein, a group of young people can distribute beverage bottles in line with their name preferences. The net effect of this strategy boosts the sales figures for the beverage manufacturer, thereby meeting the commercial objectives of the right personalization strategy.
Both Internet-based businesses and traditional business enterprises can elect to design and deploy branded landing pages in a bid to boost online customer traffic. Contextually, these landing pages represent the right personalization strategy and enable said businesses to attract and retain the attentions of online audiences. For instance, a home security company can deploy online landing pages that encourage customers to interact with the business through websites, micro-sites, and social media platforms. The personalization aspect operates when subsequent communications target interested customers. Following this, the said company can customise its offers and products to suit the tastes and requirements of a particular customer. In a similar vein, online businesses can initiate the right personalization strategy when they peruse purchase histories of individual customers and then create custom suggestions for future purchases. These strategies can be refined and re-worked depending on the nature of the enterprise and its levels of engagement with its customers.
Modern printing technologies can create the right personalization strategy for brands that sell FMCG products. This is possible because these products are typically marketed with colourful and attractive designs, and rendered in multiple colours. For instance, digital printing technologies can enable shampoo products and other personal care products to be housed in attractive packaging. The different colours emblazoned on these containers can attract different customer preferences, thereby enabling the brand to sell more product.
Brands and businesses can allow customers to participate in creating the right personalization strategy for a certain product. This allows the brand to tap directly into consumer preferences and create space for enhanced customer participation. For instance, an alcoholic beverage brand may request its consumers to create and upload custom patterns and colour combinations on the company’s website or via a mobile app. The brand may then proceed to select some of these customer creations and apply these creations to its glass bottles. We may assume that the novelty factor inherent in this situation will likely cause higher product uptake, thereby validating the success of the right personalization strategy.
A personalization strategy can operate at the level of data and the nature of content served to customers. This is especially relevant to online customers that shop at e-commerce websites and mobile apps. For instance, an e-commerce vendor can choose to activate the right personalization strategy by learning more information about the tastes and preferences of its customers. The key inputs into said strategy include customer purchase history, personal trends in browsing, time spent on each product page, the average dollar value of each shopping expedition, among others. In light of these facts, the website can make custom recommendations for each customer whenever they log into the website or the app. We must note that this strategy represents an important aspect of personalization for e-commerce operators because every business needs to promote the sales of various products in its inventory. Further, personalization makes business interaction efficient and satisfying for both parties.
Geography can be a lynchpin in the right personalization strategy. For instance, a nation-wide commercial organization can use consumer data to bucket its consumers based on their geographical location. Customers that are located near water bodies and oceans can be offered beachwear, swimming equipment, beach umbrellas, and scuba gear. Those that reside in the mountains can be offered appropriate clothing in addition to heating equipment. People that reside in metropolitan areas can be marketed a wide range of products because such customers tend to have high disposable incomes. We note that certain sub-strategies can be worked into these personalization campaigns in a bid to refine the customer targeting mechanisms. In addition, brands and businesses must collect customer information in order to create better targeting algorithms.
Businesses that sell eyewear can use modern computer technology in their pursuit of the right personalization strategy. The said businesses can empower customers to upload an image of their visage onto the website and then peruse the various designs of eyewear super-imposed on the images. We note that this comprises an astute expression of deploying the right personalization strategy for every individual customer. Further, we note that this strategy enables interested customers to view the entire range of eyewear designs that are available on the business websites. The customer’s final selection of the eyewear product represents a victory for modern personalization strategies. Interestingly, we note that this strategy can be extended to cover ladies’ dresses and various types of formal and informal clothing for both sexes.
Push notifications delivered via smartphones represent a certain aspect of the right personalization strategy. This works when a commercial enterprise chooses to alert a customer about the open availability of a product or service required or preferred by said customer. We note that said notification works as a reminder but the customer would be correct to appreciate the gesture extended by the business enterprise. Further, active notifications can help consumers to repose deeper faith in business enterprises because these gestures help businesses to claim and reinforce customer confidence.
In the preceding paragraphs, we have examined some of the devices that enable enterprises to create the right personalization strategy for a brand or business. The purveyors of commerce must realize that the multiplicity of modern brands crowds the customer mindscape and therefore, each brand must exert itself in an attempt to gain visibility. Additionally, personalization strategies should be refined and developed in tune with market demands and the evolving sensibilities of customers. These aspects of a corporate strategy should enable modern businesses to attract and retain customer attention, thereby enabling a degree of success in open markets.
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