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The concept of marketing personalization


Author: Valerio Salzano

Publication date: 15.05.2024


Marketing is the process of creating, communicating, and exchanging offers that have value for customers. Therefore, it interfaces with the satisfaction of customers needs. This characteristic is increasingly associated with the theme of personalization in this era. Personalization in marketing involves creating interactions with your customers to adapt your content to their personality.



Why is personalization important?


First of all, it's essential to differentiate between personalization and customization. Two similar concepts that present fundamental differences. The former is executed directly by the company, which creates personalized content through stories, posts, and online material. Customization, on the other hand, is attributed to the customers. For example, many shoe brands offer their buyers the opportunity to choose the style and colour of their model.


Why should personalization be utilized in marketing ? One reason can be found in the modern consumer. An individual is more inclined to purchase, view, or react to anything that they find familiar or similar to themselves. Therefore, its use in online marketing could lead to significant benefits.


Below is a list of motivations behind the use of personalization.


  • Potential consumers could be turned into actual customers. As various online research studies have gathered data regarding an increased interest among individuals towards personalized content marketing.

  • It improves social media management. This factor shouldn’t be underestimated, as it allows for the production of content more suited to one's users. Consequently, enhancing one's social media presence.

  • It strengthens the brand's values. A brand that understands its target audience has a greater ability to engage consumers through online content. Consequently, it enhances its principles and connects more effectively with the target audience


These are just some of the motivations behind this strategy.


How can a personalized marketing experience be created ?


First of all, it's an authentic strategy, based in listening to and understanding the audience. Therefore, collecting data on one's target audience is essential. Moreover, a detailed analysis of the geographical location, preferences, and activities of the target audience could help achieve a deeper comprehension. There are three ways to employ this strategy.


  • Web content personalization. all content should reflect the interests of the audience. Therefore, one should not underestimate the choice of those most suitable to ensure a connection between brand and consumer. This strategy is based on analysis, understanding, and publication.

  • Personalized marketing products. This tactic focuses on 3 steps. Firstly, getting noticed by potential consumers. Subsequently, ensuring to be a great choice for them. And finally, converting consumers into actual customers. These stages are followed by personalized promotional products.

  • Direct relationships between the brand and the consumer. Personalization in marketing also involves direct relationships from both sides. Therefore, responding to questions or engaging the audience through, for example, personalized video marketing can be very effective.


Personalization can be applied across various marketing channels, including email, websites, social media, and online advertising. An excellent example can be found in personalized email marketing, which enables the creation and delivery of customized messages to a specific audience segment. Additionally, it also allows for gathering crucial insights to optimize the strategy.


Conclusion


In conclusion, The context and the evolution of consumer behaviors are leading to a change in the way marketing is conducted. Marketing practices aren’t longer the same as they once were. Online marketing involves an increasingly constant and targeted personalization. Therefore, today we can’t ignore the intimate relationship between these two elements, marketing and personalization.


 

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