Personalization in marketing requires meeting customers’ needs and catering to their interests effectively and efficiently. This implies creating seamless and faster interactions to increase customer satisfaction and improve conversions.
Personalization is different from customization. While personalization is done by brands, customization is initiated or driven by customers. For example, brands can send weather-specific products and offer to their customer segments based on the weather in their respective regions. Customers can later customize these products with their preference for the brand’s colors, sizes, and more.
Importance of Personalization:
Customers are more likely to purchase products from brands that know their name, purchase behavior, and purchase history. Brands that deliver relevant communications using these data will see an incredible result. If you’re going to do what your customer expects you to, you need an effective way to leverage consumer data to deliver content and experiences across all channels that feel timely, in-context, and personalized.
Customers’ expectations have radically shifted from getting a seamless product experience to the point that they expect a personal one-to-one digital experience that mirrors the typical level of personalization they receive offline. Most customers have grown accustomed to digitally personalized experiences from their content recommendation, product recommendations, a dynamic news feed, and social network. In fact, customer expectations have risen so high that businesses who want to improve their products and services are changing their strategy to address this need directly. Most business and technology marketers name personalization as a top investment priority.
Customer data is the key to delivering personalized experiences and to knowing them intimately enough to then begin trying to meet their needs, and even predict what they might want at a particular touchpoint going forward.