When it comes to digital marketing, personalization can be the difference between a qualified lead and a time-wasting tire kicker. Personalization allows you to tailor your marketing efforts to the specific needs and interests of your target audience, creating a more personalized and meaningful experience that resonates with your customers. The need to focus on relevant customer experiences has become expected and foundational in increasing customer engagement, loyalty, and chiefly, high-quality leads.
According to Search Engine Journal, 80% of consumers are more likely to buy from a company that provides a tailored experience, furthering the need for a personalized content marketing strategy. Ninety-seven percent of marketers report a measurable lift from their personalization efforts. and 51% of retailers with an end-to-end personalization strategy earned 300% ROI or more.
There are several personalization strategies that can be campaign game-changers if you have the right AI tools and resources:
Don’t mix up personalization with name insertions in your emails or in your landing pages as it simply comes off as insincere. In an article by TechTarget about why personalization is so important, Natalie Daigle, manager of UX research at consulting firm Brooks Bell, states “While brands may feel like adding the customer’s name throughout the page is ‘personalized,’ it’s not driving the value customers expect,” she said. This is faux personalization, according to Daigle, as consumers continue to get desensitized to seeing their names in every promotional email.
Although collecting first-party customer data with an appropriate balance of customer value exchange and privacy will become more challenging with Third-party cookie depreciation, according to a survey by Gartner marketers are leaning into personalization more than ever before.
Fran Jakubowicz is the CEO of SunHouse Marketing, a full service digital marketing agency with a track record of excellence. A digital lead generation expert, Fran and her team have generated hundreds of thousands of leads and millions of dollars in sales for her clients. Fran invests in training and certifying her team across all digital marketing channels to ensure that her clients are benefiting from the freshest digital marketing strategies, Google best practices and tools available. Working across multiple verticals including health, pharmaceutical, finance, law, education, non-profit and eCommerce, Fran and her team have been helping organizations reach their digital goals since 2009. Fran grew up in communications. Early in her career, she worked in her family’s public relations firm, DCI (Dworkin Communications Inc). Since that time Fran has been involved in an impressive array of projects, assisting companies and non-profit organizations to attain their goals. In the days before the internet Fran practiced traditional marketing and PR. With this background, it was only natural for Fran to evolve her skills, and to become a very successful online marketer. In a rare combination, Fran blends over 20 years of experience with her love and passion for the latest and hottest technologies. This unique worldview allows Fran to assist companies to achieve their goals. Connect with Fran on LinkedIn.