The digital trend that has worked the best is that of personalization. Your information is incredibly valuable for companies for this very reason, and it is why companies like Facebook and Google have the monopoly on advertising. They track your usage and are then able to personalize ads towards your tastes. This means that when a business owner creates an ad campaign, these companies only show it to people that would be interested. People don’t typically turn off the data collection; therefore this means personalization is possible.

It is this very information that makes marketing automation possible, and it is what every business should focus on doing. People love it when sites and brands customize their experience. 88% of marketers claim a significant increase in business once they started to use personalization. Not only do you direct your product towards people who would be interested, but you also create a custom experience for everyone.

So, where do you use personalization?


  1. With Email Marketing

Email marketing is still one of the most effective tools out there for increasing repeat business. The secret to a successful email campaign is to have each email tailored to the user. Send welcome emails, birthday emails, suggestion emails, or even emails that remind them of products still in their shopping carts that they have yet to purchase. Take it up a notch by offering your most loyal customers discounts, early access sales, and more. It is a great way to keep ongoing engagement with your customers.


  1. On Your Website

Users should be able to see suggestions based on their search results, a way to return to a previous shopping spree, or more. Think of how Amazon has tailored its front page for users. It suggests things based on what users have already shopped for, increasing the chances that the customer will purchase again. Knowing a customer’s habits and interests is the best way to sell to them because it is only to them.


  1. In Your Advertising Campaigns

Nowadays, personalizing your advertising campaigns is a must. There is no reason for you to waste money advertising your product to people who are not in your audience. You wouldn’t sell diving equipment to someone interested in DIY, and you wouldn’t typically sell women’s clothes to a man. Tailor your ad campaign to a specific audience. This means tailoring every part of the campaign, from the content to who you pay to advertise to.

Personalized experience is the only way to build a relationship with your customers, because it shows them that you care about them and their interests. Showing people products they don’t want will do nothing except turn them away from your brand. Personalization is for everyone, even businesses. It makes everyone’s lives easier, and more pleasant because you are showing things within your interests from the get-go.

The best way to run a business is first to cater it to your audience to increase awareness and contacts, and then you will need to cater yourself to give your customers the best personal experience to increase repeat business.

By Kar

Dr. Kar works in the interface of digital transformation and data science. Professionally a professor in one of the top B-Schools of Asia and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a regular contributor of Business Fundas and a frequent author in research platforms. He is widely cited as a researcher. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.

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