Personalisation is now believed to be essential for more than nine out of ten businesses in the UK, but less than 50% of them use the technique to refine their website experience. Companies’ failure to provide personalised content is chiefly due to their unawareness of how exactly the technique works; however, given consumers’ increasing expectations from brands, it’s vital that companies build experiences around the needs of the individual. Here are some fresh ideas from Econsultancy on how to correctly use personalisation and help build strong relationships with customers.
According to previous research by the digital marketing expert, 95% of younger consumers now expect brands to target them with vouchers or discounts, as they are highly unlikely to place an order without researching whether an offer is available first. Sending treats and vouchers can help brands seeking the trust of younger generations succeed, as it will spare shoppers the need to look for deals.
Facebook and Foursquare can also come in handy for brands seeking to add a personal touch to their user’s experience, since many mobile consumers now use such sites to ‘check in’ and share where they are and what they are doing. For retailers, this could help tempt users to visit their store as they are privy to their location. Foursquare also provides recommendations about places to eat, have fun etc., allowing local businesses to advertise themselves to consumers in close proximity.
Twitter can also help a brand personalise its marketing content. The micro-blogging service already offers promoted tweets and is working on the introduction of ads based on keywords, giving brands the opportunity to target users in real-time based on the words they use in their tweets.