These days, marketing personalisation has become the expected norm. Even if you don’t think you’re affected by it, chances are you’ve been recommended products or services based on browser history. This is all down to innovative tech, hard at work.
Personalisation marketing can even be viewed as helpful and can seriously increase conversions. As an example, Co-operative Travel witnessed a 95% rise in website visitors and a staggering 217% increase in revenue after it implemented personalisation. And over in the US, BMW increased revenue by $500,000 after it sent out personalised texts to its US customers, boosting conversions by 30%.
Relationships and familiarity are the foundations for customer retention – and personalisation manages to improve both of these. The overwhelming amount of content out there means that, by providing a message that is predictive instead of reactive, brands can ensure their voices get heard amongst the din of other marketing information.
When we think of brands that need to embrace personalisation, we tend to think of retailers. But B2B businesses are also guilty of sending out one stock message or pitch that is dished out to the masses in the hope that someone out there will actually need what they’re offering.
But doesn’t anything less than a personalised message now look lazy and insincere? And what does the future of personalisation hold?
Most agree that it’s not going anywhere. “Micropersonalisation” looks to be the future buzzword, where any data gathered is used to create an omnichannel experience specifically designed for the individual. Can you imagine logging onto a company website to see the homepage tailored specifically for you, with all the content you’re looking for presented in the way you like, and a big ‘hello [insert name]’ at the top? It could happen sooner than you think...