Brilliant Examples Of One-To-One Marketing And Why They Worked:: Today’s consumers expect personalized marketing, and brands that use data-driven campaigns to tailor content to their interests are seeing the results.
Salesforce figures show that high performers use targeting and segmentation data 51% more often than low performers. It is obvious. Our latest research shows:
34% of consumers would be motivated to promote their favorite brand online with content relevant to their interests.
And with 3 out of 4 online adults buying products online every month, today’s customers don’t just expect personalization; they value it.
What Is Personalized Marketing?
Creating personalized experiences and marketing has everything to do with the quality and use of data.
Brands that combine consumer data with advertising technology deliver personalized messages, products, and experiences to consumers more innovatively than ever before.
Compare the classic example of a simple email to consumers by name to this colorful, eye-catching email from Lyft. Apart from the visual appeal, the email proves that the brand knows exactly how its customers like to use its services.
Personalization tactics in many ways; some are more obvious than others. Improvements in technology, algorithms, and the pattern data collected and analyzed mean these tactics are becoming more subtle and ingrained.
Today we see more and more brands offering different web and mobile experiences to each of their customers. It often happens in e-commerce, where content and offers are presented differently depending on the recipient.
Some consumers may not realize how many websites intentionally display more of what interests them.
The Benefits Of Personalized Marketing
When it comes to the benefits of customization, it has a lot to do with convenience.
What could be more effective than offering your audiences’ experiences to them?
The number of options existing to clients can often be overwhelming. One-to-one marketing helps bridge the gap between an endless chasm of choice and consumer needs.
Brands that provide highly targeted suggestions to their consumers can help consumers save time and effort and increase customer loyalty.
These brilliant examples of one-to-one marketing prove the importance of getting to know your audience and realizing the full potential of one-to-one marketing.
Amazon’s recommendation algorithm regularly makes headlines for its strategic approach to one-to-one marketing.
The tool is continuously updated to create more personalized experiences and offers products tailored to the individual and different aspects of their personality.
Skilfully encouraging impulse purchases by highlighting the best flavors and merchandise is a paid tactic.
The company posted revenue of $12.83 billion for the second quarter, up 29% from $9.9 billion for a similar retro last year.
Conclusion: One-to-one marketing isn’t just a brand trust tactic. When done right, it offers endless upsell opportunities to increase sales.
To encourage people to raise money for the High Street charity, The Great Daffodil Appeal was created, collecting geolocation data from every supporter and linking it to its database of fundraising sites.
This information made it possible to integrate real-time personalized mapping into the emailing campaign listing the collection points closest to the supporter. The charity then used the modeling to infer an audience and generate customized messages based on the group’s history and previous interactions with Marie Curie.
The campaign has increased registrations yearly, with a strong trend towards online registrations.
Conclusion: Consumers want to know how something directly affects them, so personalizing a message will give it greater resonance.
Starbucks succeeds in keeping customers engaged with its gamified mobile app. Integrating the brand’s rewards system with the ability to personalize and order drinks through the app, information such as purchase history and location is used to make it as personal as possible.
The launch of the rewards system boosted Starbucks sales to $2.56 billion, while the app generated about 6 million sales per month (about 22% of all sales in the United States).
Conclusion: The more data you get from your consumers, the more we can personalize the market.
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The Swedish sustainable food retailer wanted to promote its offer on Facebook. It ran a series of advertising campaigns segmented by critical audiences and grouped primarily by demographics to attract new visitors to its site.
The retailer then ran highly relevant dynamic ads featuring different products based on different Facebook user profile segments.
Between October 2015 and March 2016, his website saw an 84% increase in sales.
Conclusion: Audience segmentation allows brands to present the most relevant products or services to the right consumers at the right time.
Netflix is famous for its viewing recommendations, which use an ever-evolving and improving algorithm. But the customization doesn’t stop there.
The streaming giant has a firm policy on what artwork subscribers see when browsing its product catalog. Based on the previous actions, it aims to attract the correct viewer to the right content.
And with sales of around $9 billion in 2016, up 30% year over year, that strategy is paying off.
Takeaway: It pays to keep evolving your approach and being creative with your data.
The famous Share a Coke campaign, launched in Australia in 2012, retains its title as one of the most original examples of one-to-one marketing.
The idea was to spread support and love for the brand by replacing the soft drink logo with consumer names, encouraging people to share with friends, and spreading the brand’s message using the hashtag #shareacoke.
After the initial campaign, Coca-Cola Co. saw sales increase for the first time in more than a decade.
Takeaway: Don’t just personalize it; make it shareable.