Personalisation enables businesses to deliver more tailored brand experiences. This article outlines the importance of personalisation and the best ways to achieve a personalised digital marketing strategy.
Why is personalisation important?
Personalisation is a significant factor in online marketing. Research by Accenture revealed modern consumers demand digital experiences that cater to their needs and expectations. 91% of consumers are more likely to shop with brands that provide customised online experience with offers and recommendations specific to them. Consumers are increasingly less tolerant of over-communication elevating the need for more relevant, timely, value-adding interactions customised for a particular consumer’s preferences and needs.
Top reasons to use personalisation in modern marketing strategy:
1. Delivers compelling omnichannel digital experiences that are seamless.
2. Taps into the modern consumer expectation for simplicity and convenience.
3. Shown to improve campaign ROI by five to eight times, improving sales by 10%.
4. Offers competitive advantage in a concentrated and fast-moving environment – delivering a unique experience can make a brand stand out and help foster a positive relationship with a consumer.
How do I adopt personalisation in my marketing strategies?
Delivering personalised digital experience centers on the ability to harness data to design targeted campaigns. Marketers can achieve this strategy across various digital marketing channels including Google Ads, organic search optimisation (SEO), and social media advertising.
Google Ads offers several powerful tools and features to help collect user data, analyse it, and build targeted campaigns.
Strategies to employ when designing personalised campaigns in Google Ads include:
1. Retargeting campaigns are a great tactic to employ to deliver personalised experiences. These campaigns targeted users that are actively or previously invested with a brand to convert or re-engage them. Unfortunately, 96% of users leave a website without converting, often requiring between two and four return visits to finally purchase or get in contact.
2. Custom Match – re-engaging previously collected client lists to design an ideal customer match to target based on identifiers like age, gender, interest categories, historical interactions with campaigns.
3. Localised targeting – Geo-customisers in ad copy to dynamically change ads to cater to a user’s location or interest. Previous website visits, existing contacts included on target accounts list.
4. Discover niche – Matched Audiences to target consumers at different stages of the buyer journey and segment prospects based on the level of engagement with a brand.
Google plays a small role in delivering personalised experience in SERPs by targeting users based on geography and language. In addition, individuals that log in to Google via the Chrome browser can achieve additional personalisation based on their history, social media accounts, and use of other Google products (i.e., Maps, Gmail, Calendar). In understanding this structure, marketers can develop highly targeted content that drives engaged users. This is achieved by combining Google’s standard targeting approach with SEO content optimisation to return the most relevant search listings. For the best results, regularly review company data and adjust buyer personas accordingly to influence webpage content and structure.
Key strategies to explore for improved personalisation using SEO include:
1. Publishing content for transactional queries or that answers a question or offers a solution i.e., buy iPhone.
2. Geographical targeting for e-commerce and hyper-local strategies – local structured data, Google My Business listing, optimise content for different segments.
3. Optimise for different devices – mobile-first indexing.
4. Language targeting for global brands (seamless transition between different languages).
5. Target search intent for key segments to develop content for, i.e. new home buyers.
Social Media Advertising
Social media advertising can be a great way to tie a targeted digital marketing campaign together. Considering a target consumer’s demographics can help inform which channels to advertise to and provide the best reach and conversion.
Three personalisation strategies to use in social media advertising:
1. Design campaigns to capture the right audience’s attention – platforms like Twitter offer persona targeting, such as Millennials, professionals, and seniors.
2. Similarly to Google Ads, it is crucial that the overall campaign explicitly targets a certain type of consumer through tone of voice, creative, and execution, i.e., feed, stories, messenger, lead gen form.
3. Consider the buyer journey – strategically running paid campaigns across social media at key phases in a consumer’s journey can foster long-term loyalty and position a brand at the forefront when making a final decision.