Personalization is the act of adapting an experience or communication based on the information that a company has learned about an individual. Just like you can personalize a gift for a good friend, companies can tailor experiences or communications based on the information they learn about their prospects and customers. personalization is the act of adapting a service or product to suit a specific person or group. As the name suggests, personalization is focused on the person, meeting the needs of a particular customer and reflecting them in the product or service.
Customization can be implemented in many design disciplines. But thanks to new technology, personalization is having a particularly big impact on digital design (websites and apps) and marketing communication. Here, personalization means that products and services can be adapted to attract different modern customers who favor individuality and uniqueness. A wide variety of organizations use personalization to improve customer satisfaction, sales conversion, branding, advertising and marketing, as well as to improve website metrics.
However, it’s worth noting that there is a difference between personalization and personalization. In personalization, it is the company that designs changes using customer data and predictive technology, for example, the ads chosen for you to see on Instagram. With personalization, the customer designs the modifications, for example, the modern world is flooded with marketing messages. But personalized communications can eliminate noise and speak directly to a customer by focusing on their needs.
In digital design, a truly customized website or application interface will feel as if you are starting a dialogue with the user. Your name will be visible, as well as a history of your previous activity. There is even the opportunity to include personalized content, designed for your needs. On the whole, this amounts to greater commitment.
Unsurprisingly, good marketing personalization also drives conversions and sales. Econsultancy reported that 93% of companies saw an increase in sales due to personalization. Marketing personalization automation also allows marketers to identify which channel customers are interacting with, and then automatically follow up across channels as part of an omnichannel approach. This makes the sign-up process more intuitive, as customers feel they are being spoken to individually, encouraging leads along the funnel.
In a marketing context, personalization provides a company with the data it needs not only to track its campaigns, but also the performance of the company as a whole. Knowing what customers are buying, looking for and committing to is critical to making strategic decisions and creating a clear business image of the business. However, there is a fine line between targeted marketing and intrusion. Good campaigns will subtly capture consumer needs, without violating their privacy.
We suggest that you familiarize yourself with the privacy laws around data collection to avoid ending up in the trash folder. In these cases, the more searches you perform on the platform, the more data your systems can store to create a detailed profile of you as a consumer. Each time you visit it, they will be directed to products based on your previous searches in the hope of leveraging your interests. While personalization is done by brands, customers initiate or drive personalization.
For example, brands can ship climate-specific products and offer them to their climate-based customer segments in their respective regions. Later, customers can customize these products according to their preferences for brand colors, sizes and more. .