Three things marketers must understand before they personalise

Three things marketers must understand before they personalise

When we look at personalisation we think of tailored, relevant communication to the correct customer at the correct time to provide a richer experience. Many companies in reality are still way off from delivering on this. Search engine marketing will help the company to get a greater presence. SEO marketing has helped many different companies to get noticed for personalised service.

The challenge for many companies is that the consumers have come to expect much more personalisation from companies. There are corporate brands out there such as Netflix, Facebook and Amazon who have set the bar high by delivering personalised experiences and recommendations to their customers which in turn increases the customer expectation and puts more pressure on other companies to follow suit.

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Almost three quarters of consumers have said that they would much rather prefer an individualised experience whilst two thirds said that they expected it from the service. The B2B customers have an even higher expectation for personalisation.

Personalisation has the potential to increase sales and revenue, this is true of the 80% of consumers that indicated they are more likely to do business with companies who offer a personalised experience. Having a personalised experience can be a major differentiator and influence which brands people prefer and lead to greater customer loyalty. 61% of people have said that they are more loyal to a company if they tailor their experiences to their needs and preferences.

Here are some things that marketers must understand before they personalise:

  • Effective personalisation is meant to be strategic and not tactical. You need to have a clear understanding of what personalisation means to your company and put that personalisation at the heart of the business strategy and build it into the DNA of your company.  You will then be able to understand what you can achieve with it and whether this is what your customers want. Personalisation requires very clear objectives and goals with the right support within the company and must be as part of an overall digital strategy and not delivered in isolation.
  • Excellent personalisation requires you to have clear data strategy. Organisations need to ensure the right data sources are in to help identify and prioritise the best areas for personalisation. A personalisation model can help you to determine who to target and how to target them. The model will identify which data is available, which signals to use to define and enrich the user personas around which a personalisation strategy can be built.
  • Marketers must understand customer context as interviewees talked about the need to be customer led to ensure personalisation is beneficial rather than disrupting the customer journey. To personalise in a way which is relevant, companies need to understand the context of their products and how they fit with the context of their customers.

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