Without a doubt, content personalization is the new buzzword in the world of advertising and marketing.
Any marketing campaign today that is not built upon the foundation of content personalization is not a good marketing campaign at all. So what exactly is content personalization, and why is it so important?
Content personalization means the crafting of any content in such a way that it is customized to the very needs and behaviours of each and every consumer it is reaching out to. When a piece of content seems to understand what we exactly need, our pain points, we are naturally far more inclined to pay attention.
In short, relatability is a determining factor in the success of any marketing strategy. For influencing or persuading anyone, therefore, content needs to be tailor-made for them.
And today, we are here to tell you how content personalization can make or break your game!
Benefits of Content Personalization
A. Increased Engagement and Conversions
There’s no doubt that engagement is the most important thing when it comes to running a marketing campaign. Even if every audience out there is not purchasing the product you are advertising, the very fact that they are liking or commenting on your posts works to increase the popularity of your product/service.
However, the trick is to create personalized content that is appealing enough to maintain a healthy ratio between near engagement and active conversions.
B. Improved Customer Loyalty and Retention
How do you retain customers? By convincing them that it is with you that they belong. The idea of belongingness comes from the thought that one is seen and respected. With personalized content, every customer you have will believe they have a special place with your brand.
C. Better Targeting and Relevancy of Content to Individual Customers
Remember, you are not conducting advertising campaigns for free. Then why should you waste your energy and money in reaching random users when you can instead target potential users who are most likely to make a purchase? Content personalization has made it possible to reach out to clients who need what you provide.
Methods of Content Personalization
A. Segmentation Based on Demographic and Behavioural Data
In this method, the potential client or customer base is categorized depending on the demographic they belong to and the behavioural patterns they exhibit. You can easily make use of AI-based algorithms to get this done. Different marketing strategies are formed for each of these categories so that maximum conversions can happen.
B. Personalized Email Campaigns
Email campaigns are perhaps the easiest way to add a personal touch to otherwise mass-generated content. Even the simple addition of the customer’s first name is enough to make them feel included!
Further, you can make use of any data available from their previous consumer behaviour and show them the products they were already interested in – had searched for on your app or put on the wish list!
C. Dynamic Website Content Based on User Behaviour
Website content can be confusing in the beginning, but it has one of the highest success rates among all methods of content personalization.
In this method, the marketing team uses user data generated on their website to bring to the user exactly what they need. For this large-scale data, the incoming traffic needs to be analyzed. Every website has a unique experience with consumer behaviour; which is why data analysis is extremely crucial.
D. Personalized Social Media Posts and Advertisements
Most of us are extremely familiar with this kind of marketing. In fact, this is one of the most cost-effective methods to reach out to potential clients, as social media platforms already use user data to suggest new content to them. So your sponsored content or advertisement will organically come up in people’s feeds as long as you optimize the content appropriately!
Challenges of Implementing Content Personalization
A. Balancing Personalization with Privacy Concerns
Modern laws regarding privacy on social media do not allow any website owner to make use of identifiable data left by users. This means you cannot reach out to any user without having first obtained their consent. However, you can make use of large-scale data from your regular website traffic to conduct scientific research about the nature of your audience base.
B. The Need for High-Quality Customer Data
Even if you learn the art of personalized content creation, how will you be able to give it its final shape if you do not have solid customer data to build your campaign on? High-quality customer data can only be obtained through detailed research and interpretation carried out by trained data analysts and researchers. This is a time-consuming and costly affair.
C. The Cost and Resources Required for Personalization Technology and Processes
Personalization technology also needs you to pour resources on the output end – invest in website advertising automation, AI-based data analysis, laborious email campaigns, SMS marketing campaigns, conduct pilot surveys, and, most importantly, constantly analyze and upgrade the actual campaign itself! Truly, content personalization is a route that not every up-and-coming business can take.
Case Studies and Success Stories of Content Personalization
One of the most over-the-top yet traditionalized content personalization campaigns was started by the Dutch Airline known as the KLM Surprise. What they basically did was to send in personalized gifts for customers waiting in the airport – and made a mini-documentary compiling the best responses.
This documentary was shared widely across social media platforms. How did it reach 1 million impressions on Twitter? A major appeal of this kind of campaign is the ‘Good Story’ factor, i.e., potential customers are far more likely to be attracted by emotionally moving stories than by factually correct information. Secondly, the success was not related to how personalized the gifts actually were to the needs of the travelers. Rather it was the gesture that was well received.
My LV – Louis Vuitton successfully launched an excellent marketing strategy that was customized to meet not only the emotional needs of the customer but also the actual physical requirements. Louis Vuitton announced that buyers could now request customization on a number of Louis Vuitton products, and they could be as creative with this as possible. In the end, they received items that looked unique, to say the least!
Content personalization is an innovative base for any marketing campaign, which can increase its probability of success drastically. It not only helps you reach out to the correct customers but also helps your brand retain these customers long-term.
And yet not every business can afford to spend the amount of money it requires to conduct a successful personalized marketing campaign. The same is true for personalized marketing as it is for traditional marketing. Keeping your budget in mind, try to create something so fascinatingly unique that it grabs everyone’s attention or you can contact Textuar Communication LLP, an affordable content writing company in Mumbai.
They offer affordable content writing solutions to businesses across various industries. Their team of experienced content writers can help you create personalized content that speaks directly to your customers and helps you build a strong connection with them.