With the introduction of digital technologies into our lives, changing habits, shopping experiences, consumer expectations have led to an increase in the efforts of marketers to differentiate in their strategies. At this point, attracting the attention of consumers who are faced with an intense advertising activity from every channel during the day and providing a successful shopping experience has started to be of critical importance.
Catching the consumer at the right place and time, we are similar to the personal information it offers with customized opportunities, and creating perfect shopping experiences has moved to the forefront as factors that strengthen the relationship that marketers establish with the customer. Personalized marketing, one of the most powerful strategies that will push the consumer from browsing to purchasing during the shopping experience, brings together the most accurate principles to be applied to meet all these expectations. In this context, we have evaluated personalized marketing that strengthens the steps of brands in their journey to success, invests in brand loyalty that facilitates consumer bonding, and creates an enhanced customer experience:
What Does Personalized Marketing Promise to the Brand?
Personalized marketing, in its simplest definition, is a marketing strategy in which brands act with the principles of collecting data and analyzing consumers with the support of digital technologies and presenting personalized content and campaigns. Successful maintenance of personalized marketing depends on how well the consumer group that constitutes the target audience is known. At this point, data collection activity is seen as the first and most important step. After the customer profile is clearly defined by methods such as surveys and e-mail lists, the steps are taken with which opportunities the target audience can be captured and how the campaigns to be presented will be customized. What are the opportunities awaiting brands that take all these steps and resort to personalized marketing?
Detailed Analysis of Target Audience Characteristics: It is very important to know and define the basic characteristics, habits and preferences of the target audience to be addressed in order for marketing activities to be successful. Personalized marketing, supported by digital technologies, website software, tracking cookies and online applications, allows you to determine the position of your target audience, record their previous shopping experiences, discover their interests and likes, and thus create the most special and personal experience for your product and service by making the most accurate analysis.
Brand Image Responding to Customers’ Expectations: The technology taking up more space in our lives every day and the increasing widespread use of online platforms resulted in changes in customer expectations. Customers’ expectation from brands is now seen as the personalization of marketing. Feeling special and unique is one of the most important criteria in the purchasing activities of the customer. The brands that accurately determine the channels in which the target audience is active by accessing the information of the customers and appearing before the customers with a personalized campaign at the right time in this channel can achieve success. It has a strong brand image that offers opportunities to make its customers feel special.
Reassuring Customer Experience: Consumers tend to respond to the demands of brands that offer campaigns that make them feel special, approach with consistency and manage to attract their attention. They share their personal information with these brands without much thought, because they are confident that the brand will offer opportunities that will meet their expectations. They are confident that their personal information will be stored and will result in an activity that will benefit them. This allows the brand and the consumer to establish a secure connection.
Opportunity to Strengthen Brand Loyalty: When the target audience is fed with marketing activities such as e-mail, messages, campaigns, videos, and product suggestions personalized by the brand, the loyalty between the consumer and the brand is increased and brand loyalty is strengthened.
Which Campaigns Can You Use in Personalized Marketing?
Data Collection by Registration Form:
It is now a fact that all brands know and acknowledge that creating a personalized experience in e-mail marketing is very important to attract the target audience. Creating a registration form to obtain information about the target audience that will be interested in your brand’s product or service and to collect various data from demographic information to interests is seen as the key to catching customers. While creating e-mail operations, brands can succeed in attracting consumers to their brands through personalized mails tailored to the interests of the target audience in line with these collected data.
Suggestion and Referral Tactic:
You can provide similar suggestions to the target audience by creating analyzes based on data such as the most recently reviewed products and the most recently browsed videos, and you can turn the evaluation and scoring tools into an advantage in referring as a data source. As an example of a brand that skillfully continues the method of submitting suggestions, Netflix offers a personalized viewing experience by listing suggestions under the heading you may also like, based on past views. It presents you not only as a name suggestion, but also by changing the images it offers in the focus of your personal tastes. Creating different view combinations for each profile with the data it collects, it attracts the user to the brand with personalized marketing. Spotify is another one of the most successful brands implementing this tactic. Investing in personalized marketing, the brand was able to connect with users with special playlists it prepared for each user, and took its place among the most shared brands on social media.
Social Media Marketing:
Social media platforms stand out as the most advantageous channels in terms of collecting customer data and ensuring customer satisfaction by creating a personal online conversation experience for the user. By transmitting personalized messages to the target audience via social media, brands manage to turn each response they receive into data.
Customized Videos:
Social media platforms have become one of the most basic habits for everyone today. In social media channels where personal experiences are shared, personalized videos are one of the most powerful tools to make customers feel special, exactly what they want. Approaches such as Yemeksepeti’s presentation of videos specially prepared for its users on their birthdays, Facebook has memories you want to remember, and its suggestions to develop content that creates value for the user, encourage the target audience to share these works from their social media accounts and strengthen the interaction rate.
Personalized marketing, which allows interaction by increasing conversions, helps to establish brand loyalty by strengthening the bond between the brand and the user, not only creates brand loyalty, but also supports the increase in sales, requires a long process as a strategy that should be carried out with the right steps and with a professional perspective.
Dwt Mandalina / Dilşat İldiz / Advertising Writer
