The importance of brand personalisation

You need to understand your customers to provide them with what they want. To stand out in today’s competitive business environment, providing a relevant and targeted customer experience is necessary. In this article, we’re going to focus on how personalisation can foster relationships and increase engagement.

Understanding what personalisation means today

In the past, seeing your name within an email subject title was considered a noteworthy advancement in online marketing. However, personalisation needs a more strategic, comprehensive approach, which involves providing bespoke experiences designed to keep customers engaged.

Consumers today are drawn towards brands that they feel understand them, as well as companies that pay attention to their needs and wants. Personalisation is a means for brands to contextualise offers, messages and experiences according to each customer’s unique profile. It’s transitioning from traditional marketing to digital communication, with data at its core. By collecting, analysing, and efficiently using data insights on consumer interests, demographics, and behaviours you can create content, campaigns and experiences that will resonate with your intended audience.

Why personalisation matters

When thinking about our own experiences as consumers, it’s easy to understand the significance of personalisation. When browsing a brand’s website, do you like to receive personalised recommendations, offers and content that is relevant to your interests or recent purchases? Most consumers today expect this experience as a core part of their online journey.

The digital era has raised expectations for personalised, convenient, and contextual experiences. Simply put, customers are now used to getting what they want. From this perspective, they choose brands that recognise them as unique individuals throughout their journey. Marketers are responsible for meeting these expectations, and for achieving this, they must use innovative personalisation tactics to keep customers engaged.

How to implement personalisation

Personalisation involves using data analytics to cater to the consumer’s unique needs. It begins by using data to understand the specifics of your customers, their current intent, and their past interactions with your company. Having a deep understanding of your customers makes it possible to anticipate consumer needs and preferences at different touchpoints. Data is the foundation for personalisation, as it lets you know your customers intimately and provides them with a tailored experience.

Brand personalisation examples include:

• Weekly email summaries of your use on an app or platform
• Personalised shopping profiles with recent purchases and recommended products
• Personalised reward programs with milestone rewards

Personalisation can help your brand connect with customers more deeply when implemented correctly. This means more interactions, greater loyalty, and, crucially, greater return on investment. If you want to know more about the advantages of harnessing data for personalisation, please get in touch!