Are you only thinking about your audience as a whole? If so, you’re holding yourself (and your marketing strategy) back.

Since 2020, consumers have upped their demands and raised the bar for what’s considered a “high-quality” customer experience. (Look at the birth of curbside pickup, for example.)

That’s why brands that customize their marketing and focus on authentic conversations continue pulling ahead.

What is Personalization in Marketing? 

So what does it mean? Personalized marketing is when companies see their audience as individuals, not a monolith. As a strategy, it’s a series of steps that make users feel that brands care about their experience and them as a person. Interactions aren’t generic or manufactured; the user’s needs and pain points are validated and proactively addressed with care.

There are countless opportunities for this in your marketing game plan, including:

• Name tags in email subject lines
• Personalized shopping recommendations
• Personalized or location-based advertisements
• Quick and authentic responses on social media
• Dedicated and helpful customer service experiences
• Follow-up emails (shopping cart reminders, additional products they might like)

Companies realize these tactics are an effective way to build an engaged audience. But they require extra effort and planning, so it begs the question…

Is It Worth It?

Short answer: Yes.

Long answer: Absolutely, yes.

Statista found that 90% of people are pro-personalization marketing. Why? It makes your customers feel special, and everyone loves to feel special.

Personalized marketing lets customers know that you see them as an individual, not just another order number or queued phone call. Each customized experience builds closer customer relationships and boosts overall brand reputation.

Here’s a great example of personalization marketing: In November 2023, a woman made a TikTok exclaiming her disappointment about her North Face jacket not holding up to New Zealand’s rainy climate as they claimed it would. North Face jumped into action and flew out a brand new jacket to this woman so she’d have what she needed to continue her trip.

We wouldn’t be surprised if North Face saw a boom in sales after that. At the very least, people’s opinion of the brand likely increased after seeing its devotion to solving this customer’s problem.

Of course, not everyone has North Face money or can jump in a helicopter headed to the mountains of New Zealand on a day’s notice. But that’s the beauty of personalization marketing: it doesn’t have to be expensive. It’s simply the action of taking an extra step to make someone feel a little special.

So yes, personalization marketing is worth your time — not just for your brand’s reputation but the benefits you’ll see for yourself.

The Benefits

80% of consumers are much more likely to buy a product if they have a more personalized experience with a brand. We love those odds.

Personalizing marketing creates not only more engaged customers but also more loyal customers. Loyal customers become brand evangelists, sharing their personalized experiences with others and persuading them to try your products and services.

Plus, these loyal customers are much more likely to return, ensuring more sales for you in the future. Hello, more revenue!

Build Those Brand Relationships, Baby

While it can take more brainstorming for your strategy and time to implement, personalization marketing is your ticket to creating more robust, long-lasting (and more profitable!) connections with your customers.

Personally? We recommend it, and we’re happy to create a strategy that boosts your connection with your audience! Let’s talk about how we can help.