Why You Should Emulate These 5 Brands’ Personalized Marketing Strategies

Posted on by Patty Odell

Marketers increasingly prioritize personalization to send the right message to the right person at the right time to maximize engagement and results.

personalized marketing
Eighty-six percent of consumers who have experienced personalization report that it influenced their purchases to some extent.

There are rising expectations among consumers when it comes to personalization, including the need for consistency in brand interactions across channels, a study from Infosys found. One third of surveyed consumers said they wished their shopping experiences were more personalized than they currently are. Twenty-percent said they have never even experienced personalized offers or promotions based on previous purchases.

That’s a misstep for marketers since the majority, 86 percent who have experienced personalization reported that it influences their purchases to some extent, including 25 percent who reported personalization significantly influences what they purchase.

Of those that did experience personalization the majority are highly in favor of personalized coupons (67 percent) and personalized offers and promotions based on previous purchases (58 percent).

Forbes listed five successful brands that serve personalized marketing content “that makes us green with envy:” Amazon, Sainsbury’s, Nike, Cadbury and Netflix.


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For example, Forbes highlights Amazon as number one in behavorial targeting, predictive modeling and personalization because of its data-powered relevant and personalized advertising whether that’s onsite content, personalized emails and or other forms of marketing content. Powerful algorithms personalize customers’ home pages and 44 percent of customers buy from recommendations like “frequently bought together,” Forbes said.

Forbes has all the details, but it also chose Cadbury for its highly personalized marketing campaigns that have brought plenty of attention to its brands and increased market penetration far beyond its current status. Nike gets credit for hyper-personalizng its marketing using aggregated customer data. Netflix focuses on user behavior—not age or gender—to earn its place on this list and Sainsbury’s, the British supermarkets uses targeted coupons, its loyalty system for repeat purchases, apps and ultra-personalized campaigns.

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by Patty Odell

Damon Swenson, Brand Activation Manager at Dr Pepper, on crafting a retail program using custom labels tied to Millennials’ passion points and lifestyle interests like fashion, music and pop-culture. He presented his case study at Marketing to Millennials 2017.



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