After binge-watching a favorite show on Netflix, you land on a screen that kindly introduces you to a few other options you are likely to enjoy. Respond to the siren's song, and you'll soon be hours into another series marathon. Personalized marketing engages consumers with custom offers and services. This strategy has been gaining speed and will become imperative for companies looking to grow in 2015. Most marketers know this is true, but only 6 percent are planning with personalization in mind.
To keep your company's edge, 2015 is the year to personalize your marketing. Research shows 45 percent of online shoppers prefer websites with tailored recommendations. How can your products and services better serve each unique customer?
Formstack, an online form builder tailored for conversion rate optimization, recently released a new infographic on five personalized marketing predictions you can use to help prepare your marketing strategy. Check it out below, and leverage these tips as you begin planning your 2015 content and campaigns.
How do you begin?
Getting to know your customers is the first step in creating a customized experience. Interviews, case studies, customer surveys, and website cookies can all provide valuable data about the people who need your goods or services. With more than 268 billion downloads expected, mobile downloads offer a rich stream of personalized marketing data. Take advantage of available data to craft custom user experiences for your website that target those most likely to buy.
Take back the inbox
Everyone has a crowded inbox, so it's crucial to stand out if you want your email marketing campaigns to be successful. Sadly, there's no magic subject line to keep you from being archived by some of your list, but there is hope. Personalized emails are shown to have a 25 percent higher open rate and 51 percent higher click rate. If you are not customizing your emails, you are not engaging customers at the level you could be.
It's important to work with your email marketing platform to segment your lists. You might subdivide your customers by industry, geographic location, or past purchasing habits.Then, craft emails that explicitly address the unique needs of each subgroup. A clothing retailer, for example, might advertise email deals for local college apparel by leveraging geographic data. When you can demonstrate how your product solves their specific problem or meets their unique need, your email will become something valuable in your customer's inbox.
Find your ideal customer
As your marketing becomes more personalized, you can see stronger results with the same marketing dollars. Imagine walking down the street on a warm day selling bottled water. You are going to have some takers, and you may even make enough to justify your efforts. On the other hand, imagine taking your same bottles of water and selling them at an outdoor Arizona basketball camp in August. Meeting your target demographic will impact your sales. In fact, companies leveraging personalized marketing in effective ways are seeking an average 19 percent lift in sales!
Mediums like social media offer marketers data to reach the perfect customer. Facebook boasts a stream of data 500 times that of the New York Stock Exchange. This kind of specialized information about your leads' preferences, habits, and interests can help you tailor offers in ways that will convert sales.
Personalized marketing is here to stay
In 2015, we'll see more companies taking advantage of what Big Data has to offer. Expect an uptick in custom messaging, individualized email campaigns, and targeted advertising. For those who want to see increased profits next year, personalized marketing is a must.