Personalisation refers to, one to one marketing among a consumer and a company. Digital technology is the current, most ideal way to deliver a personalised message in regards to communicating, such as product offers and promotion to current customers.

A personal service allows customers to receive personalised and private messages from companies, allowing them to keep personal information of customers such as name and usual products purchases in their database. When a digital business sends an email to consumers they are usually addressing them by their name this is personalisation. Therefore personalisation is known to be a pivotal element in marketing strategies and beneficial to use.

Personalisation is an Excellent Form of customer service

Personalisation is great strategy to provide customer service. Customer service is the most predominant aspect within a business brand. Therefore, for your business to evolve and succeed you must provide a well-established customer service towards your customers. For example, if you were to visit your favourite coffee shop and you didn’t have to ask the staff your order in oppose to swiping a member card which will automatically make your order is a form of Personalisation, this is a great strategy to market your brand to individual consumers and allows you to create a sense of a customer bond.

Benefits of personalised marketing

The most crucial reason why personalised marketing is created in the first place is to improve customer service. We are aware customers are beginning to like the process of providing personal information to their favourite brands by signing forms and contributing in surveys to obtain future discounts and credit. The concept of this process enables customers to come back for a more personalised experience after they trust providing private information, they expect for it to be protected. This creates a sense of trust between the customer and the brand.

Another benefit of personalised marketing is that it aims to increase overall revenue by providing customers with different options of preferred channels and then by responding to their preference this increases ROI. Technology is a great way for marketers to identify which channels customers tend to engage with the most. Lastly this enables marketers to continue to follow up across channels and keep updated with crucial customer information.

The process of creating a personalised marketing strategy.

Firstly, it`s important you engage with a content personalization engine in order to maximise engagement with customers and communicating with them individually. If you are already in use of a personalisation platform, remember to compare current solutions in oppose to other solutions that offer more value.

The next step is essential, it involves coding on your webpage, and once the codes are identified they must be added to the website. This enables the website to capture data, examples such as click through rate, purchase history and open rates. After all vital information is collected the data must be analysed to ensure valuable content in synchronize with other marketing silos. Typically after a personalisation solution you should be able to provide customers with relevant content. To test this usually an A/B test is embarked on to examine the performance.


References: 2