There is no doubt that personalized marketing goes a long way in encouraging consumers to buy into a brand. People like to feel special and this is reflected in the way they behave on a daily basis.
Developing a personalized marketing strategy requires much more effort than directly addressing a segment of the audience. Each person must feel that the brand addresses them directly.
Some hugely successful personalized marketing campaigns in recent memory have left an indelible impact on our popular culture.
Personalized video in emails
Personalized video in emails, leveraging platforms like Loom or Bonjoro, is an excellent personalization strategy that offers increased engagement. Personalized videos can take just a minute or so to record, but offer huge value to recipients, measured in more than just time. They are a great way to humanize a brand, as well as create higher open rates for campaigns implemented via email.
Year-end report of the Spotify
Spotify's year-end Wrapped report is a great example of personalization. Users are curious about their own listening habits, and there's a fun disclosure component. Social graph templates and personalized playlists make it easy to influence the platform's millions of users. The report also shares whether a user is in the highest percentage of an artist's fan base, adding a level of competition that can be shared.
IKEA AR app launched
The launch of IKEA's augmented reality app in 2017 changed the landscape of personalized marketing. Consumers were able to visualize IKEA products in their space with full-scale 3D virtual products in the comfort of their homes. Virtual experiences are the future of personalized marketing, offering fun, creative engagement tactics and maximum convenience.
Segmentation of prospects and new customers
Marketing teams can also segment potential customers during the onboarding process to aid their personalization strategy. For example, Owler, a provider of business analytics services, asks simple questions to get to know new free tier users, such as their job title, career path and reasons for joining the site. This allows them to segment their audience by role and potential intention to use the platform.