Here’s what Insider has done to uplift personalization for some well-known brands:
Personalization software market size was at $620.57 million in 2020 and is expected to reach $2.2 billion by the end of 2026.
What’s behind this growth?
What makes personalization one of the biggest modern marketing trends?
Check this out:
56% of customers will return to a website that recommends products relevant to their needs.
With the help of personalization software, retailers today are searching for the best ways to meet their audience’s needs and provide better customer experiences.’:
Tapping into this growth is a must for modern companies. In fact, fast-growing companies drive 40% more of their revenue from personalization than slower growing companies.
What Is Personalization?
What Is Personalization Software?
How it Works
The Benefits for Marketing
The Importance of Using Personalization Tool
How Companies Use Personalization Tools
Attributes of an Effective Personalization Software
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.”
— Joe Chernov, VP Marketing, Pendo.io
Personalization is a marketing strategy where brands use data analysis and digital technology to deliver personal messages and offers to customers.
What does this mean?
When you shop on sites like Amazon, as you click on a product page, you’ll see related offers that may also interest you.
When you next log onto the website, you will be shown offers based on your last search items.
These are personalized marketing automation strategies designed to:
Seventy-two percent of consumers indicate they expect businesses they buy from to recognize them as individuals and know their interests. When asked to define personalization, consumers associate it with positive experiences where they were made to feel special.
Personalization software is an essential element of the customer experience used to track customer activity and preferences across channels. This tool drives customer loyalty and increases customer lifetime value as a win-win by crafting tailor-made customer journeys and yielding rewards for both the user and the marketer. Using personalization software to improve a brand’s relationship with their customers can also contribute significant uplift for valuable metrics across platforms.
Personalization software is a tool built to monitor customers’ activity, characteristics, and behavior across multiple channels (web, mobile, app) to create a personal customer experience by recommending relevant products or messages based on their activity.
It can be as an extension or a plugin.
The goal of this software is to help your business drive metrics including:
Research proves 42% of customers feel frustrated when content is not personalized. Since customer satisfaction is crucial for customer retention, personalization is vital to providing a shopping experience your customers will want to return to.
“Personalization is not about the first name/last name. It’s about relevant content.”
— Dan Jak
To ensure you are targeting relevant customer context, your marketing teams need an effective tool to show customers what they need before they realize it themselves.
Recommended Reading: Website Personalization Best Practices
Personalization is the same as A/B testing.
While personalization involves A/B testing to analyze and demonstrate added value and uplift from campaigns, it is not the same as A/B testing technology. Personalisation requires a high level of user segmentation and data to provide a unique and tailored experience for each user. Comparatively, A/B testing is a user experience research methodology that does not necessarily require user segmentation beyond a control group.
Personalization solutions automatically modify content based on the characteristics and behavior of customers.
Characteristics are customer data consistent across channels.
Customer characteristics include:
Customer behaviors may not be similar across channels. These include:
Personalization uses this data to provide a unique user experience to each customer, rather than a one-size-fits-all experience.
If a customer who often buys gifts from your website changes to buying novels, personalization software will help you identify this shift in behavior and adjust personalized content to send recommendations relating to the customer’s new trend.
This increases customer loyalty, as the products you offer continue to align with their needs.
Invesp research shows 56% of online shoppers are likely to return if a website recommends relevant products to them.
Customers are more likely to prefer personalized product recommendations related to their desires. Successfully identifying customer preferences and delivering relevant offers will lead to increased customer satisfaction, which will improve long-term customer loyalty and sales.
Here’s an interesting fact:
Smarter HQ confirms 72% of consumers agree that a personalized shopping experience sparks customer interest. These experiences reduce stress for customers, as they cut down the amount of time spent searching for the right products. There are various ways to provide personalized recommendations to your customers.
You can get more from your campaigns and advertisements by integrating customer data, using the characteristics and behavior of each customer to make relevant and engaging offers.
“Ultimate personalization is going into a bar to sit down, and the bartender puts a whiskey in front of you without having to ask what you want.”
— Jeff Bezos
Making your customer feel that you are talking to them alone, and not a group of people all at once gives you a higher chance of converting them to paying customers.
Grammarly is a popular brand almost every writer — be it amateur or professional — is familiar with.
How they use personalization:
Grammarly corrects grammar mistakes in users’ work and sends tailored weekly reports showing them how their writing has improved.
Grammarly reports include:
With this feedback, users can improve their grammar skills to get the most value from this product, encouraging them to continue using the service.
Netflix is a popular movie streaming site.
How they use personalization:
In their browsing menu, Netflix has a section labeled “You might also like” which suggests movies and shows to the user. These suggestions are chosen based on data indicating user interest.
Also, they also include recommendation menus with streaming options that are similar to those recently viewed by the user, so they can quickly find more content that matches their current mood.
These suggestions save users from the stress of scrolling through hundreds of titles before finding a movie that interests them.
How they use personalization:
In 2015, Cadbury launched a Facebook campaign in Australia. They used user profiles to match each person to one of the brand’s new flavors, one that paired well with their personality, described as a ‘flavor match’. Then Cadbury used customer profile pictures to create a personalized video introducing the product.
For a personalization tool to be effective, it must include these features:
Remember that personalization needs to go beyond first name/last name. Effective personalization should be based on relevance to each customer.
Personalization software must be able to integrate customer data such as personal history, touchpoints, keywords, and other behaviors, then use this information to suggest relevant products and offers.
The software should allow you to capture your customer data across channels in real-time so you won’t miss any important information and can respond quickly to changes in customer behavior and desires
A beneficial personalization software should not only provide you with static data, but give you details about who performed an action, why the action occurred, and when it took place.
Software which effectively makes use of AI technology will allow you to better analyze and predict customer behavior. A clearer understanding of customer behavior will lead to more successful personalized campaigns.
Marketing field is growing daily and the competition is fierce.
Your marketing teams must adapt to the new world of personalization or risk missing out on your share of the profits.
Marketers in B2B companies, eCommerce, physical stores, and many others are adopting personalization tools to create and provide seamless customer experiences.
Sending relevant offers to your customer at every stage of their journey will:
Over to you:
Now you know about personalization software and the benefits it will bring to your marketing strategy.
Get started right away to keep your company current.
“It’s important to remember your competitor is only one mouse click away.”
— Douglas Warner III, Former CEO, J.P. Morgan Chase & Co
There are two puzzles left to solve:
Here’s how we can help you:
We’ve outplayed all providers as the #1 platform in Mobile Marketing Software and Personalization Software on the G2 Summer’21 Report by delivering up to 3X faster time to value (TTV). You can read more.
User reviews demonstrate we’ve achieved an average user satisfaction score of 4.6/5 on G2, with 81% of our users giving Insider a 5 star rating.
We’ve explored how a personalization platform can set you up for success. Our growth consultants work across all industries and have a depth of experience that we can apply to help your company access the full benefits offered by personalization software.
Drop us a line at email@example.com or schedule a demo to get started today.
The difference between personalization and customization depends on who is making the changes.
Personalization is an automatic process that uses machine learning to create or adjust an item to match a customer’s needs.
Customization is when a customer manually adjusts data to create an experience that meets their specific needs.
Personalization leads to improvements in:
To better craft personally relevant customer journeys, brands themselves must craft their own customized marketing journey to fast track the most responsive pathways for their consumers. Modern B2B customer demands require this because personalization is now a huge factor affecting customer retention. Personalization software also helps your business scale with impact, influence customer purchasing decisions effectively, and increase revenue for your company.
By placing a premium on your information architecture, as a brand you will access greater insights into customer preferences so that the journey can be a delightful one for both your consumers and your brand. Schedule a demonstration now to see what enhanced personalization can do for your brand.
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With 12+ years of experience in consulting, building, and marketing technology products for clients across industries, Srikant is a product leader, storyteller, data fanatic, and UX/usability enthusiast. He often appears as a speaker on panels about personalization and optimization and has a passion for building simple solutions to complex problems, and is currently pursuing that at Insider.