Why Personalization Matters: How to Prove You Know Your Audience

Marketing has long involved using data to get more targeted. But today, brands have access to detailed data that allows for a much more refined and tailored approach.

Personalized marketing is rapidly becoming the gold standard, being used successfully by brands of all sizes, across sectors. According to Marketingprofs, businesses that personalize web experiences see an average 19% increase in sales.

Today’s consumers expect personalization, and brands who use data-driven campaigns to deliver this are seeing the results.

Here’s how you can prove you know your audience and personalize your targeting strategy.

Move from segmentation to profiling.

“High performing businesses use data-targeting and segmentation 51% more than underperforming businesses.” (Salesforce, 2016)

Audience profiling goes far beyond traditional segmentation methods. It gives brands deep insight into their consumers that enable them to be defined, segmented and profiled in a microscopic way.

It involves the kind of complex analysis that builds a true view of behavior and intent.

With the help of global data that tracks consumer behaviors and perceptions  on a massive scale, it’s now possible to create bespoke profiles that portray your target consumers how they see themselves.

Use consumer data to build real-life personas.

“More than one in two consumers (56%) are more likely to shop at a retailer that recognizes them by name, while two in three (65%) are more likely to shop at a retailer that knows their purchase history.” (Accenture, 2016)

Buyer personas are as-accurate-as-possible representations of your target consumers, created to determine their intent and, ultimately, have sufficient information to map a consistent and true consumer journey.

By using deep data to build your personas, you’re adding the emotional and behavioral component.

This will aid in uncovering an end goal for each target consumer.

With this knowledge at hand, backed up by hard facts, you can get into the minds of your target audiences to make real connections.

Map the consumer journey.

“Over half of digital consumers are now following brands on social media and social networks are now the top research channel among consumers aged 16-24.” (GlobalWebIndex, 2017)

Customers and potential customers interact with brands in numerous different ways depending on their individual needs and preferences.

Using insight to map the crucial touchpoints, you can identify the key moments, devices and channels to put personalization into practice.

With your consumer journeys firmly established, you can plan communications and outreach to the key consumers you’re looking to target and be assured that there’s data that supports you.

Use data to determine how and when to engage.

“Personalized email messages improve click-through rates by an average of 14% and conversions by 10%.” (Aberdeen, 2015)

With the aid of clear consumer journeys and elaborate buyer personas, you can start putting personalization to the test. While there are many tactics proven to work, some stand out above the rest.

Content marketing: Content can take numerous shapes, but leveraging insight from beginning to end will help you develop a strategy that fits for your brand and resonates with your audience.

Email marketing: According to research by Econsultancy, 74% of marketers say targeted personalization in emails increases customer engagement, proving this traditional form of marketing isn’t going anywhere. Incorporate profiling and targeting based on deep insight to ensure the most ROI on your efforts.

Retargeting: This form of online advertising allows you to ensure you’re communicating with those previously exposed to your brand in the right way. This tactic utilizes your consumer maps and personas to retarget key consumers in a way they will respond to.

Keep it real.

“63% of consumers say they would think more positively of a brand if it gave them content that was more valuable, interesting or relevant.” (Rapt Media, 2016)

Authenticity is key to any modern marketer as consumers increasingly demand direct and transparent communication.

By remaining honest with your audience, you’re removing the appearance of perfection that consumers are unable to relate to, presenting yourself as more personable.

But to hit the right note with your target audience, you need to understand them on a granular scale. Using deep insight, you can identify the message and tone your audience will respond to, while portraying the human side of your brand.