Impressions and visibility are all well and good, but at the end of the day what really counts is how much money your digital marketing efforts bring in. Digital and online outlets have completely changed the marketing game by giving control to consumers. They can not only choose what they tune in to, but when and where. While some marketers may see the loss of control as a challenge, we see it as an opportunity. Since consumers control their media intake more than ever, they’re more willing to tune into your branded content… if it’s personalized.
Personalized marketing is no longer a luxury for digital marketers. Consumers have come to expect a customized online experience and it shows in the bottom line. According to a recent McKinsey study, companies who put data-driven personalization at the center of marketing and sales improve marketing ROI by 15%-20% or more.
How can you use personalization in your digital marketing to increase your ROI? Read on to find out.
1. Think cross-platform, cross-channel and cross-device
As digital marketers, we are no longer limited to television, radio, print or desktops to reach consumers. There are endless devices and channels accessed everyday; 60% of online adults access at least 2 devices a day and 40% start an activity on one device and finish it on another.
To ensure your message breaks through the noise you want to implement personalization across all channels, platforms and devices. Consistency is key. If a customer begins their buyer journey with a personalized email on a smartphone that experience should continue whether they switch to your company’s app on a tablet or your website on their laptop, etc. This will ignite psychological triggers but more about that in the next section.
2. Connect with customers
Why do people prefer personalized content? The answer is very simple: it’s relevant to them. It makes them feel special, gives consumers a sense of control and ultimately delivers a better experience.
If your website is able to please visitors and give them a unique, personalized experience, of course they’ll be back! It’s not just psychology, it’s common sense. By bringing people back to your website you will turn leads into customers, who will evolve into brand advocates. Brand advocates mean word of your company is spreading. Which means more website visitors, whom you personalize content to and… do you see where we’re going with this?
3. Reengage first-time visitors
Think of first-time visitors to your site as a first date. You want to enchant and engage so you get that second date. But HOW do you get that second date?
It’s all in the follow through. If you have an amazing first date, what do you do? You call, text, email, send a carrier pigeon, anything to set up that second date! Reengaging first-time visitors is the same thing.
Try to capture an email address with compelling calls-to-action during their first visit. From there you can easily send out personalized content based on what they interacted with on your website or any other data your were able to collect. If the visitors don’t opt-in, utilize the data visitors’ digital tracks leave behind, called cookies, to learn more about who they are and where they came from.
4. Deliver content they’re interested in
A digital marketer’s greatest leverage when it comes to personalization is the fact that consumers want it. That’s right. No tricks or anything. Customers prefer customized content.
75% of consumers say the prefer personalized offers and 64% believe it’s more important that companies present them with relevant offers rather than prevent the website from tracking their activity. So give the people what they’re asking for! Not only will it delight visitors and build a relationship with them and your brand, it will also translate to dollars in your pocket.
