In a world where people are constantly overwhelmed by a barrage of information, making your brand stand out may seem like an arduous task. But the goal of advertising is seldom to make a brand stand out. If anything, the goal is to make the brand a part of the customer’s daily routine and culture. This means that advertisers now look to personalize their brands so that it aligns with the needs of the customer. This new wave of advertising is called personalized advertising or personalized marketing.
How does personalization work?
Personalization utilizes automation technology to analyze customer’s purchasing and content streaming patterns to scientifically deduce their requirements. This is usually achieved with the use of a personalization or recommendation engine. These engines analyze the data accumulated through a customer’s internet footprint and then uses that data to suggest customized options that are more likely to appease them. For marketing, the modus operandi of personalization involves an in-depth look into the user’s time on site, purchase history, number of clicks, etc.
The psychology behind personalized ads
Understanding that such data collection is beneficial, beguiles the customer into filling out surveys and allowing others to access their information. This subsequently enriches the customer’s shopping experience and gradually increments the company’s revenue. Over time the brand that understands the customers’ needs gains their loyalty, thus providing a consistent customer base for the brand. With the help of the right technology, along with adequate time and workforce, any company can personalize its framework to suit the customer’s needs.
The Easy-Jet Campaign.
Some of the brands that used personalization tactics, often employed these strategies to tap into the customer’s emotional side. The “EasyJet” promotional campaign can be considered an excellent example of this approach. For their 20th anniversary, EasyJet decided to look back at their customers’ flight records and chart a narrative that took them through a nostalgic lane. With a series of 12 emails, they were able to capture the memories of their customers’ journeys while offering them a chance to make new ones. The responses to these emails were 100% higher than their usual emails, and this method of action was able to create a significant surge in their booking rates.
Personalization of advertisements brings out the individuality of every customer. Things like targeted emails, custom messages, or product recommendations bring out a certain character study of that person. In a world where everyone’s vying for attention, the customer feels like he/she is being listened to or attended to. Personalized advertisements are an extension of excellent customer care and time has often shown us that a satisfied customer is the one that gives satisfying returns.