Have you ever pondered why so few companies in any given industry hold such a commanding market share? The secret to their success is in their targeted advertising campaign.
91 percent of customers are more likely to buy from brands that provide personalised experiences like recommendations and offers, and 83 percent of customers are willing to share information for the sake of personalization, according to a recent Forbes study.
There is a wealth of information available to marketers, but few make effective use of it. Yet there are those who use hyper-personalization strategies for the sake of their limitless advantages.
Among its many applications, this tool helps businesses better cater to their website visitors, target their advertisements, and connect with the right people on social media.
If you can’t wait to start using this booster, develop a unique approach to social media advertising right away. It’s common knowledge that social media is the quickest route to reaching a wide audience, including potential customers.
Just what is meant by “personalised marketing”?
Data is used in personalised marketing to send more pertinent messages to the intended audience. Essentially, businesses gather information about their target audience’s demographics, interests, and actions so that they can tailor their content to them.
The proliferation of information sources has led to a rise in this practise. In order to stand out from the crowd, you’ll need to implement some form of customization.
According to research out of the University of Texas, there are two channels opened up by personalization to reach consumers:
Customized media gives viewers a sense of agency over their media consumption.
They won’t have to process as much data.
If you want to succeed with social media marketing, you need to know how to personalise your efforts.
Take a look at these 5 case studies of successful social media campaigns that employ personalised content.
It’s important to put a personal touch on retargeting campaigns on social media 1
When retargeting campaigns are combined with personalization, amazing possibilities emerge.
The term “retargeting” refers to the act of sending ads specifically to people who have visited or interacted with your website before. A customer reads one of your blog posts, clicks through to your pricing page, and even puts an item in their shopping cart, but they ultimately don’t buy anything.
If a customer has already shown interest in a particular product on your site, you can send them a tailored message in the form of dynamic product ads. Or, after they’ve bought something, they’ll be exposed to ads for related items.
2) Customized video
There is a growing trend towards using video content on social media platforms. Even more recently, we’ve seen some well-known brands add personalised videos to their marketing strategies.
Facebook’s videos that detail the friendship’s social history are a great illustration of this trend. In terms of personalization and contextual relevance, these videos are as good as it gets, since they are only of use to you and your friends.
Quizzes that can be tailored to an individual’s interests on social media
A quiz’s strengths lie in its ability to do two distinct things. They get people interested in what you have to say and provide you with data you can use to tailor your users’ experiences.
They are also highly sharable, which is a nice bonus. In fact, a Buzzsumo report found that the typical quiz can receive up to 1900 shares.
That means you’ll have a lot more chances to collect the data you need to customise the experience. All of this will increase the likelihood that visitors will take your quiz, giving you valuable data you can use to tailor your future interactions with them.
4. Customized chatbots for use on social media
These days, chatbots are all the rage, and for good reason; they offer tremendous potential. But let’s take it further and see if we can tailor this instrument to our specific needs.
Conversations with chatbots are typically rather impersonal, with the exception of the occasional use of the user’s first name. It’s like having a persuasive friend in the business. They will probe for details and make suggestions based on your responses. Through the use of AI chatbots, they will create a customised experience for each user based on their responses. An online chatbot could theoretically perform the same function.
5. Social media data-driven, personally tailored, real-world campaigns
How would you feel about getting a present made just for you while you wait in an airport? The Dutch airline KLM actually did that. KLM Surprise was the name given to it.
They stationed a group at Schiphol Amsterdam Airport whose job it was to find KLM passengers who had checked in via Foursquare and give them a special, personalised gift to brighten their trip. Team members looked through the passengers’ social media accounts to select unique souvenirs.
A short documentary was produced about the campaign, and an exclusive website was set up to showcase the many unique KLM-themed surprises that were created. It was quickly picked up by media outlets around the globe, and it was widely shared on social media.
Conclusion
One of the most important aspects of social media marketing is personalization. Because of the increased competition for the same audience, tailoring your social media posts is more crucial than ever.
Using social media tools, you can avoid the hassle of posting and instead put your energy into developing targeted campaigns. Businesses that don’t adapt to the changing landscape risk being left in the dust as new technologies continue to enhance the personalization and relevance of content delivery.