Elevate Your Marketing Game: 14 Brand Examples Taking Personalization to the Next Level
Understanding The Art of Personalized Marketing and Its Impact
Introduction
The world of marketing is ever-evolving, with one of its most intriguing trends being personalized marketing. A startling reveal comes from the Charles Duhigg’s New York Times piece titled “How Companies Learn Your Secrets”. This article sheds light on how a renowned retail company, Target, could predict a teenage girl’s pregnancy based on data they legally collected. While some may deem it creepy, others see it as proficient marketing. This case serves as a perfect segue into understanding the significance and implementation of personalized marketing.
The aim of this article is to familiarize readers with the workings of personalized marketing, and showcase examples of brands that successfully implement it, without crossing privacy boundaries. We will also delve into some crucial takeaways from each brand and what makes their marketing tactics stand out. As we delve into the world of personalized marketing, we’ll explore the strategies of 14 brands that have mastered this aspect in an engaging and respectful manner.
Fifteen Brands Nailing Personalized Marketing
Shutterfly
Primarily associated with creating newspapers, photo books, and calendars, Shutterfly has left quite an impression with its email marketing techniques. Upon permission, their Smartphone app acquires access to customers’ photos to provide personalized product suggestions. One of the critical lessons from Shutterfly’s approach stresses the importance of acquiring explicit consent while using customer data for personalized marketing.
Funko
Funko, a well-known toy manufacturer, exhibited how personalization can become a unique proposition for your brand. While Funko is famous for its bobblehead-like figures of popular culture icons, their POP! Yourself line stands as a testament to brand-customer interaction at its finest. Funko fans can create a figure resembling themselves—a brilliant example of offering a personalized experience to customers.
Penguin Random House
Personalized marketing isn’t confined to custom products. Penguin Random House proves that it can also involve tailoring your products for the customers who will cherish them. The publishing company uses quizzes to direct customers towards books that align with their reading preference. It’s a subtle approach to product recommendation and fits perfectly into our understanding of personalized marketing.
Vidyard
The power of personalization when applied to multimedia content is well personified by Vidyard. Their personalized videos cater specifically to the recipient, going to lengths by mentioning conversations the speaker had with individuals along with addressing them by first name. Even though creating such personalized content can be time-consuming, correctly targeted, it leaves a lasting impact on consumers.
Tony Robbins & Dean Graziosi
The self-improvement experts hosted a webinar, the Own Your Future, in 2021. Attendees received a personalized email in appreciation, which included a picture of Dean holding an envelope with each recipient’s name on it. This unique approach, though seemingly simple, transforms promotional content into personalized messages, making it stand out among customers and enhancing their affinity towards the brand.
IPSY
IPSY’s personalized marketing game is on point as it sends its users match of over five personalized sample-sized products every month. Customers take a quiz to specify their interests when they subscribe, making the selection more tailored to their needs.
Amazon
Amazon has had great success with its personalized recommendation algorithm, designed to suggest products based on a user’s purchasing habits. The algorithm helps users eliminate choice overload by filtering potential products down to those they are most likely to buy. As a result, customers can find products suitable for their interests with a minimal search effort.
Spotify
With an algorithm that generates a “taste profile” based on a user’s listening behaviour, Spotify’s Discover Weekly provides a curated playlist of tracks the user may appreciate. This feature saves time for customers while introducing users to new music they might like.
ProWritingAid
User data is at the heart of ProWritingAid’s personalized marketing strategy, and they utilize this to deliver useful insights to customers. The company tracks and analyzes customers’ writing patterns across multiple platforms, allowing them to provide feedback that helps users improve.
Netflix
Netflix’s personalization relies on AI and Machine Learning to analyze customer preferences and suggest movies or shows that they might enjoy. The app calculates match percentage to provide insights to users about how close a movie or show might align with their preferences.
OpenTable
OpenTable’s personalized marketing approach is based on the data they acquire about customers. They then use this data to send personalized content to them, ensuring that the customer’s buyer journey is as easy as possible.
Safeway for U
Safeway’s personalized marketing revolves around putting the desired products in the shopper’s cart and incentivizing them to make the purchase. The Safeway for U application offers special discounts to the users, which motivates buyers to shop more.
Complain.biz
Complain.biz offers an AI complaint letter generator, making it easier for consumers to file complaints against businesses. Although the AI tool provides a foundation, a human expert vets the final output, ensuring a balance between automation and personalization.
Alibaba
Alibaba partnered with traditional mom-and-pop stores to launch a Ling Shou Tong app. This app digitalizes the inventory management of these stores, making personalized product suggestions based on the previously collected sales data.
Conclusion: Embrace Personalized Marketing
The primary goal of personalized marketing is communicating to your customers that you understand and value their needs. It, however, requires striking the right balance between providing a tailored experience and respecting privacy. Whether it’s Shutterfly’s user-tailored product suggestions or Alibaba’s sales data-based recommendations, every example accentuates the importance of research, planning, and testing for personalized marketing.
Remember to consider the customer’s perspective when attempting personalized marketing experiments. Ask yourself, “Is this delightful? Or is it intrusive?”. If the answer leans more towards the latter, reassess, and endeavor to try out different approaches until the balance is found.
How to Implement Personalized Marketing
Embracing personalized marketing offers a significant benefit in gaining attention in the crowded digital world. Now that we’ve explored some brands that have successfully utilized personalized marketing, let’s discuss how MKTG Plan can help you implement it for your company.
Comprehend Your Audience
At MKTG Plan, we emphasize the importance of understanding your audience, and this is the first vital step to take. Our specialists aid in collecting data on your audience’s behaviors, interests, and preferences—the secret ingredients that drive personalized marketing.
Use Efficient Tools
Equipping yourself with effective tools to collect and analyze data is crucial. As a website design and SEO agency, MKTG Plan utilizes software, such as CRM systems and web analytics, to collect data from varying sources and analyze it effectively.
Segment Your Customers
After gathering data, our team at MKTG Plan segments your customers into various groups based on common behaviors and characteristics. This helps to send the right message to the right group of people, improving success rates.
Create Tailored Content
MKTG Plan’s content creators then start developing personalized content based on the obtained data that caters to each customer segment. The idea here is to create connections with your audience through content that addresses their unique needs, interests, and preferences.
Analyze and Improve
After implementing personalised marketing strategies, MKTG Plan conducts frequent assessments to measure the success of these actions. Based on the results obtained, further adjustments are made to enhance the effectiveness of personalized marketing.
Why Hire MKTG Plan for Personalized Marketing
MKTG Plan is exceptional not just in delivering results but also in ensuring every client experience is personalized. We offer a blend of several key factors that makes us one of the leading website design and SEO agencies:
Experience
As an experienced digital marketing agency, MKTG Plan has helped numerous businesses establish and deepen their customer relationships through personalized marketing.
Expertise
Our team comprises expert strategists, designers, developers, and marketers collectively pooling their experiences to benefit your business.
Dedication
At MKTG Plan, we are dedicated to ensuring your business stands out and achieves its marketing objectives. We believe the success of our clients equates to our success.
Custom Solutions
Our team tailors every solution to accommodate the unique needs and budget constraints of each business we work with. We offer personalized marketing solutions that guarantee increased customer engagement and growth.
Take Your Business to the Next Level with MKTG Plan
Investing in personalized marketing can give your business that extra edge needed in today’s competitive market. As a leading website design and SEO agency, MKTG Plan can help you create and implement a personalized marketing strategy that will effectively engage your audience and grow your business. Ready to take your business to new heights? Get in touch with us today.
Personalized marketing is emerging as a powerful strategy successful businesses employ to achieve their marketing and sales objectives. MKTG Plan hopes this article gave you insights into personalized marketing, and inspired you to embrace this strategy. We are excited to see how personalized marketing continues to evolve in the future.
