How to use personalization in digital marketing to improve customer relations

One of the advantages of digital marketing over traditional mass media such as television, newspapers or radio, is undoubtedly the personalization that can be achieved with it. There are tools that allow us to fine-tune our advertising to reach the ideal medium, time and message for the potential customer.

How can personalization improve the customer experience?

Let's talk about the importance of personalization in digital marketing, focusing on how we interact with a potential customer.

When we think of ourselves as consumers, there is nothing more annoying than being harassed by a plethora of ads that have nothing to do with our interests. If, for example, a single man in his 30s, who works in the business sector, starts seeing ads everywhere for lipstick, baby toys and feminine pads, he will not only dismiss the ads, he will create a dislike for these brands.

But, if instead, you see ads for executive clothing, laptops or business magazines, you are likely to feel interested, follow the CTA of such advertising and feel a positive association with the brands.

Thus, with personalization we improve the customer's experience, since they find the brand as a solution to their needs, we increase retention by knowing exactly what type of advertising they need, with what language, images and products they identify, and above all, we boost sales and business growth.

What types of customization can be implemented?

There are different ways to determine custom targeting for the ads to be shown in a campaign. Among these we have:

• Behavior: Using tracking tools, it is possible to know the customer's habits, including between applications, schedules, trips abroad, type of connection and others.
• Demographics: You can separate by gender, age groups and locations to determine the best customer for each campaign.
• Preferences: It is possible to determine what type of ads are preferred, according to format or particular media, by each market sector.
• Purchase history: Whether by abandoned cart or previous purchases, it is possible to show a specific customer ads for a product of their interest.

Personalization strategies in digital marketing

The first thing to be done is the optimization of digital tools for the collection and analysis of data generated by our potential customers or customers already in contact with the brand.

After this, we must determine which tools we will use to implement the personalization campaigns, and proceed to create content to match.

In addition, it is always good to consider marketing automation tools to personalize communication with customers, such as automated email marketing, access to chat bots and others.

Who uses personalization in digital marketing?

The best examples of companies that use these tools effectively are brands that have been able to generate a unique experience for each user.

An example is Netflix, which offers each profile not only its own history and similar recommendations, but personalized lists and different cover art, according to what it has been testing, draws more attention to the person.

Thus, when comparing 2 Netflix accounts, the same program will possibly have a different picture and be rated differently.

Another great example is Amazon, which, by learning from its users through tools such as Alexa, searches on the platform and streaming videos, recommends and personalizes offers and products that it knows could be of interest to the user.

Tips for implementing personalization in your campaigns

Now that you know a little more, here are some recommendations that you should follow to ensure the success of your campaigns.

• Have a clear strategy of what you want to achieve with this campaign.
• Make sure you have the necessary resources and tools, including an optimized website, Meta and Google accounts, among others.
• Be transparent and respect your customers' privacy. You should have clear policies on your site that explain the use of cookies and tracking.
• Monitor and measure the results of your campaigns. You should be able to make adjustments on the fly.

Now that you know more about this type of campaigns, we are sure you are thinking about the great possibilities and profits it can bring to your brand, so we invite you to contact us for an audit of your digital channels and help you define and implement a personalization strategy for your brand.