Personal experiences are becoming increasingly important to consumers – and marketers are listening. Just look at Amy James, a product and marketing expert for the condition of the widely considered scanned brand.
She appeared in many brand campaigns, showing how products work, recommendations, development images and indications of use.
I am rapidly affected how conditions create opportunities for consumers to take care of users, watch and understand. Feel Recent matter point: This brand immediately focused on feedback about the aroma of the faded serum.
If you are right now with your digital marketing strategy – or want to find out more about ways to start a personal strategy – you’re in the right place.
The table of content
What is the personal nature of marketing?
Are you one of the millions of users who download and post non -wrapped your spots every year? It has a personal marketing right. A strategy that includes the customs of messages, materials, products, or experiments for users and individually.
In a 5,000 global consumer survey of the Boston Consulting Group (BCG), more than 80 % respondents say they both want and expect personal experiences.
Some common examples of personal marketing include:
- Special email campaigns.
- Customer Loyalty Program.
- Birthday gifts.
- Name in email articles lines and email content.
- Location -based push information.
- Welcome back messages on a website home page.
- Notifications to abandon the cart.
- Product Recommendations based on purchase and/or search date.
- Customer Loyalty Program.
Often, brands set these decisions on statistics such as behavior, location, interests and population publications.
“Many times personal meanings mean the only thing, like email content,” says Vivian Tess, a freelance marketing expert. “But I think personal measure should be done. Everything should be made personal.”
What are B?Personalization of personal marketing?
1. Sale conversion and loyalty to consumers
Connecting personal marketing will undoubtedly increase sales exchanges. Consumers, 96 % say that brands are likely to make purchases when they send personal messages.
Why? Consumers like it when a brand recognizes who they are and what they like – and feed them more based on the date of their past shopping.
2. Organic engagement and community construction
I am a great fan of brands that makes me feel like I am part of something and say it in its development. It turns out, most consumers echo my emotions.
According to the attention report, these are the younger generations of buyers who are more interested in being part of a brand community. General Z is more likely to engage with event invitations, brand values and content behind the curtains than other races. Thousands of people are more inclined to engage with product maintenance and styling points, brand -interested updates, and opportunities to distribute feedback.
3. Data use
Data runs with personal marketing. In fact, 99.6 % of users are willing to share some kind of personal data in exchange for developed experiences. This is a great opportunity – if you are doing it right.
Every touchpoint of your marketing should collect useful, viable data. This data is even more smart in a more relevant way of reaching your users and resonating.
Brands with great personalized strategy
1. Conditions
Joining the Topicals community means obtaining the content made, such as the initial access product launches and special program invitations – some examples of how the topicals are leading the charge with personal marketing, while promoting a joint love for scan care.
Topics also have a TYB (try your best) program that educates, rewards and engages its community, called the “Spotite Circle”. There are different degrees within the universe – “Spoti Huti” for fans, “internal” for content creators, and “specialist” for licensed skin care professionals.
Another key example of the success of the situation with personal marketing is in the resonance of a clutter product, blurred under the eye mask. Thanks to the smart campaign, consumers are empowered to distribute their mask games on the go.
James says, “The situation has really enabled Skin Care to wear public. This is a wonderful strategy that users feel that they are part of a movement.
Why do I think it works: In the circumstances, not only is his finger that his finger on his pulse that is currently driving the culture of beauty, it is also making a successful brand around a morality that promotes skin, real IRL moments (yes, I refer to this famous Ghana -affected journey, and refer to the product.
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2.
When a user first signs up, Helfrish asks them for key information that includes their nutritional preferences, home size, and cooking skills so that they can create customized food projects and a fully personal app dashboard.
In addition to your past choice, you get occasionally recommended food based on special promotions and ads.
Why do I think it works: Helfrish is not setting unrealistic kitchen standards or serving all one -sized model. This brand improves its marketing to meet the needs of individual consumers who are looking for a cooking project that is appropriate Their Needed
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3. The lip bar
With lip bar virtual -on -on -technology, consumers can see how lips and colorful products appear on their faces before deciding to purchase. TLB also has a “colorful quiz” that guides users in their perfect foundation match.
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Why do I think it works: The lip bar also estimates the beauty of the beauty buying, even for virtual buyers. The purpose is “deliberately produced for your color” – and it is clear in brand messaging and services.
If you are looking for more brands, check out some other brands that take personal experiences to the next level.
Expert’s points for personal marketing
1. Know your customer – but also your own things.
Twenty -one percent of users are disappointed with irrelevant messages. Ensure that you are giving users the content that resonates – and they don’t feel that they are just part of some ordinary mailing list – this is very important.
Equally important on James, equally important, to know the products you are extracting like the back of your hand and Original Be excited about them.
James says, “It’s very important to me that I know exactly what the product does, how it works, how it works.” “It’s about authenticity. People can tell that when you don’t like anything. People can also tell that when you are trying to sell it.”
Pro Tip: Things like the personal nature and advertising of the website can play a major role here, which can help users to promote this unique experience. And if you are working with the CRM and/or the Center of Hub Spot for your marketing, there are many tools that include the personal features of the content.
2. Feel the customer special.
Customs offer, such as referring users to your first name and sending special birthday gifts, is far ahead.
In its clients, TSE applies a ton A/B testing for e -mail articles lines. A strategy that she says about almost Always is always the “mutual” perspective – when you offer the price (gifts, waivers, etc.) without asking for anything in return.
“It’s psychology,” says TSE. “Here is a offer for you, or here’s a gift for you. And since I have given you something, you want to return me something.”
3. Don’t be weird.
There is an excellent line between auxiliary and sticks.
“Don’t be weird,” says Tess. The results may be harmful: According to the BCG results, two -thirds of users say they have recently experienced at least one personal experience with a brand that was wrong or unpleasant, which often causes them to subscribe or disconnect.
4. Don’t forget to entertain.
More frequently, people are looking for experiences that easily smile them.
“Everyone likes to laugh, everyone likes to enjoy, and I know that the world is so serious that it is very important for people to take time to entertain you,” says James.
To make the purchase experience human
Above all, the personal marketing purchase experience is about humanity. How will it be? You Want to talk to? At the end of the day, people want to feel that they are not only buying a product but also joining a community they feel.
Take Mother’s Day for example. Base -like brands are recognizing emotions around the holiday, which allows consumers to get out of the respective marketing. It is very important to give voice to your customers.
Down line: Keep yourself in the shoes of your users. It makes a long journey.
Editor’s Note: This post was originally published in October 2014 and has been updated for comprehensiveness.
