Do you remember the first advertising e-mail that came to your mailbox from any company on your behalf? It was undoubtedly one of those m...
Do you remember the first advertising e-mail that came to your mailbox from any company on your behalf? It was undoubtedly one of those moments when we all felt special. Most of the time, while such methods appeal to our emotions, they also encourage us to buy without realizing it. In 2001, the first behavioral e-mails started to be sent to customers in our country. Then, brands that quickly realized the importance of personalization began to use these e-mails in marketing . However, recently, some brands have exceeded the limits of the use of these methods and started to intervene in our private lives.
As Amazon CEO Jeff Bezos said in a 2000 interview about target personalization, "personalization is when you go to a bar, sit down, and the bartender puts a whiskey in front of you without you having to ask what you want." After a conversation 20 years ago, we see that the company's vision has come to life with the personalization that started in Amazon's web journey and that it has pioneered many companies in this sense.
Personalization in Your Web Journey
We can briefly call personalization on the web the act of constantly adapting the website itself to the user. The purpose of personalization here is; While meeting the individual needs of the visitor and increasing the relevance of the existing content to the visitor, it also touches the emotional side of the visitor and makes them purchase. Nowadays, people are turning to brands that make them feel like they are listening to them, the places they are going, and that they pay attention to their specific needs. This is where personalization comes into play. Brands achieve personalization by customizing the messages and purchase offers they offer to people according to the unique profile of each visitor.
Nowadays, when online shopping has started to replace physical shopping, consumers' purchasing behavior is now measured online, that is, on the web. Personalization in the web journey also becomes very important at this point. Personalization has long ceased to be a preference for companies and has now become a necessity. We are moving away from all kinds of mass-produced products and turning to brands that make us feel more valuable. The biggest reason for this is actually just the desire to feel valuable compared to some concepts that have become worthless.
Digital Personalized Marketing and Our Emotions
According to research and consulting firm Gartner, at least 90 percent of online advertisers will begin using marketing personalization by 2020. And there will be a significant increase in fully personalized websites by 2021. We can say that personalization, which is seen as the future of digital marketing, will be the key to a successful digital marketing campaign in 2020.
"Remember that a person's name, in any language, is the sweetest sound in the world," said author Dale Carnegie. Carnegie's point here is to try to explain that remembering a person's name and using it when appropriate is an important factor in influencing that person.
When you are in an environment where there are dozens of people chatting around you, most conversations probably come to you as a hum. Imagine that someone among these sounds that sound like background noise uses a word that concerns you. Suddenly the buzzing makes sense and you listen to the conversation. With the part of our brain called RAS, which allows us to draw our attention to one place at a time, we direct our attention to the words that interest us. From a scientific perspective, it has been observed that when people hear their own name (compared to the name of others), there is a part of the brain that reacts uniquely. More specifically, hearing your own name—as opposed to other names—triggers greater brain activation, particularly in the middle frontal cortex (which is associated with social behavior) and the middle and superior temporal cortex (which is associated with long-term development).
E-commerce and Personalized Marketing
Based on scientific research, it is a proven fact that hearing our own name definitely causes something special in your brain. So how should this scientific data be used by marketers in practice? Once you've provided enough data about your audience contacts, you can organize them by:
Demographic data (such as age, gender, marital status, education)
Purchasing models
By dividing your target audience and customer portfolio into groups as above, you can take a step towards personalization. Then, you identify the common tastes and needs of these people and offer products and services accordingly. With this method called web personalization, a customized web experience is provided for each visitor. Many methods such as personalized targeted e-mail sending, personalized product recommendations, special membership pages for members, and special video pages are examples of personalized e-commerce marketing.
Examples of Personalized Marketing Campaigns
If you're looking for inspiration to launch your own personalized digital marketing campaign, let's take a look at 3 brands that have done it successfully.
Coca-Cola : Launched in 2012, the company's "Share a Coke" campaign created labels with people's names instead of brands. He signed up for such a campaign knowing that customers would be excited to find their personalized bottle and share it with their friends. The famous 'Share a Coke' campaign, first launched in Australia in 2012, remains one of the most original examples of personalized marketing to date.
The idea was to spread advocacy and love for the brand by replacing the soft drink logo with consumer names, encouraging people to share it with their friends and spread the brand's message using the hashtag #shareacoke. Following the original campaign, Coca Cola Co. saw an increase in sales for the first time in more than a decade. A spokesperson for Coca-Cola said: “This campaign taught us that personalization can only be highly engaging and effective if it can be shared with a wide audience.”
Starbucks : If you haven't downloaded the app, you're among the minority. Regular Starbucks patrons have the opportunity to track their rewards, customize and order drinks on their phones, and pick up their treats at the nearest store. The more Starbucks learns about your ordering habits, the more messages you receive. Starbucks successfully maintains customers' attention with its gamified mobile application. It uses information like purchase history and location to personalize it as much as possible, integrating the brand's rewards system with the ability to personalize and order drinks through the app.
Netflix: Have you ever paid attention to the “You might also like” section where Netflix generates your past viewing behavior? Not only do they adapt their suggestions to your liking, but they also adapt the images you see with each title. They take personalization to the next step, directing the viewer to the right content for them. A smartly encouraging tactic by highlighting key tastes and products to match is a tactic that pays off.
Personalized marketing isn't just a tactic for building brand trust. When done right, it offers endless upselling opportunities to increase sales. Consumers are demanding more personalization throughout the purchasing journey than ever before. If your personalized marketing strategy is not properly tailored for each individual, they are less likely to buy from you.
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