Personalization in Digital Marketing: The Key to More Effective Campaigns

Personalization in digital marketing is all about tailoring your campaigns to the unique needs and interests of individual customers. But what exactly does personalization in digital marketing involve and how can you do it for your business in the UK?

In this guide, we will explore the concept of personalization in digital marketing in the UK, the benefits it can offer, and the strategies and tools you can use to make it a reality for your business!

What Is Personalization in Digital Marketing?

Personalization is the key to creating tailored and relevant experiences for your customers.

By understanding their needs, preferences, and interests, you can deliver the right message at the right time, resulting in increased engagement, customer satisfaction, and ultimately sales.

In this guide, we'll explore the strategies and tools you can use to make personalization a reality for your business.

From utilizing customer data to implementing personalization technology, we'll cover it all and help you create a personalized digital marketing strategy in the UK that drives results:

1. Personalized Videos

2. Smart Content

3. Exit Intent Pop-Ups

4. AI Chatbots

 

1. Personalized Videos

With consumers watching videos online for an average of 6 hours and 48 minutes per week, videos have become a popular type of material among users of all ages.

Because videos are so engaging, the amount of time people spend watching them has increased by 59% since 2016. Since viewers retain information better when it is presented in a video format, personalized videos are regarded as the greatest interactive marketing strategy.

In fact, 68% of people prefer watching videos when learning about new products or services over text, infographics, eBooks, and presentations.

By incorporating personalized videos into your marketing strategy, you can make your customers and prospects feel special, and potentially encourage them to share the videos online, creating a viral campaign.

2. Smart Content

Personalization in digital marketing involves adapting your messaging and content to the specific needs and interests of your target audience in the UK. One way to achieve this is through the use of smart content, also known as adaptive or dynamic content.

This refers to elements of your website, emails, ads, and landing pages that can be customized based on a user's past behavior or interests.

By using tools like HubSpot, you can create smart content that adjusts to a visitor's location, demographics, device type, referral source, and language.

If you utilize this type of personalization, you can create a more engaging and relevant experience for your audience, leading to increased loyalty, retention, and sales.

3. Exit Intent Pop-Ups

Did you know that only a small portion of first-time website visitors truly want to make a purchase? Most are merely looking for information about your goods or services or their costs, and once they have it, they will move on.

But what if you could seize some of these leads before they depart?

Exit intent pop-ups that are specifically tailored to each user are useful in this situation. When a person tries to exit your website, these pop-ups show on their screen. According to studies, these pop-ups can re-engage up to 35% of lost visitors.

One example of a digital marketing automation software in the UK that can help you create exit intent pop-ups easily is OptinMonster.

It allows you to display a pop-up that takes over most of the user's screen when they try to close the browser, capturing their attention and potentially converting them into a lead.

4. AI Chatbots

WeChat, WhatsApp, Facebook Messenger, and other platforms all have chatbots, which are automated programs that can also be found on websites.

They are made to give visitors immediate access to information or support. Chatbots that are driven by AI are very good at interacting with leads and giving them a tailored experience.

One example of an excellent chatbot can be found on the website of a Singapore-based co-living firm, Hmlet.

The chatbot is designed to help users easily find a new home by asking a few questions to understand their preferences and interests. It then uses that information to assist users in finding the information they need.

The Hmlet chatbot uses a personalized approach to help users find their desired information.

How to Make Your Personalization Goals a Reality?

It's important to take baby steps and start small when implementing personalization in your digital marketing strategy, especially if you are a beginner in the UK.

Jumping in headfirst without a solid plan in place can lead to confusion and wasted resources.

Start with simple tactics, such as segmenting your email list, and gradually build upon them as you gain more experience and data to work with.

Are Your Customers Prepared?

Before diving into personalization, it's important to understand if your customers are ready for it. Take the time to get to know your customers and their preferences.

Ask them what they like and dislike about your services and use their feedback as a starting point. Utilize tools like Qualaroo or SurveyAnyPlace to conduct surveys and gather insights on your customers’ readiness for personalization.

Consider the Costs and Benefits

Assessing if the benefits of personalization outweigh these additional complexities and costs can be done by identifying specific problems that personalization can help solve and evaluating the necessary data collection and management systems.

Additionally, gathering customer insights through tools like Qualaroo or SurveyAnyPlace can help determine if they are ready for a personalized experience.

B2C vs B2B Personalization

It's critical to remember that B2B personalization can be harder than B2C because there are more decision-makers involved in the sales process and the customer journey is more dispersed.

It is not, however, impossible to accomplish.

The important thing is to make sure that each stakeholder receives material and information that is tailored to their interests.

Effective personalization in digital marketing services can improve customer engagement and ROI, but it's important to have a thorough testing program in place before implementation.

Tools like smart content, personalized videos, chatbots, and exit intent pop-ups can be effective but ensure both you and your customers are prepared to use them, you may seek assistance from a UK digital marketing agency if any more questions arise.

By VROX Content Team - 16 Feb 2023