PERSONALIZATION IN DIGITAL MARKETING

As we all may know digital marketing has been forcing marketing communications to be more and more personalized in recent years. However, many business owners are still using a “spray and pray” method with mixed results.
 
Let’s take a look at what personalization in digital marketing is and how to apply it.

What is personalization in digital marketing?

When you personalize your digital marketing, you adjust your message and delivery based on who the consumer is. This is in contrast to having a standardized message regardless of the gender, socioeconomic status, culture, age or other attribute of the message recipient.
 
This is very important because the more personalized a message is, the more likely it is that the consumer will consider, engage, and purchase your product from your ad.

How to personalize your digital marketing

There are two main ways to personalize your digital marketing. The first way to personalize is by mapping out your customer personas via demographic and psychographic data as well as their customer journeys. Once you understand your customer, you can use this information to target their attributes in your advertising. Some examples can be listed below:
 
  • Delivering Facebook ads to women with pets with the message “Attention all Dog Moms!”
  • Targeting Youtube ads to people who subscribe to Jimmy Fallon with the message “Want to see Jimmy Fallon live and in person?”
 
The second main way to personalize your digital marketing is to leverage data you already have on customers or leads stored in a CRM. It can be information as simple as a name or even more personal information like a birthday. See examples below.
 
  • Sending a personalized email with a person’s first name in the subject lined through merge tags.
  • Automatically send birthday cards to your customers on their birthday.
 
There are of course many ways to personalize your digital marketing. I encourage you to experiment and find what works best for you and customer base. 

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