All About Personalized Marketing in 2022

Jess Alien | 27.2.22

It can be a tough crowd to make consumers happy. If you have ever worked in the world of B2C, you are probably very familiar with it. Customers decide in a matter of seconds whether they’re interested in your product or service, so you have to hit them with what you’ve got (without making them irresistible).

Personalized marketing is a particularly important tool in your arsenal. The purpose is to increase engagement, improve communication, and strengthen the relationship between businesses and their customers or potential customers. In short, it makes customers think that you are communicating directly with them.

Take marketing out of the equation. People like to feel special, don’t they? Now put marketing back into the mix and ask yourself why it would be different? Honestly, it’s not. Potential customers are more likely to be paying customers if they feel special and are treated as an individual when they come in contact with your brand. This is exactly why personalized marketing is so important for driving conversions and ROI.

What is personal marketing?

Personalized marketing is a type of data-driven marketing strategy that marketers and businesses use to deliver personalized marketing messages and content to potential or existing customers. It combines data collection, analysis and automation technology

Your marketing strategy can take different forms for each customer. Whether it’s sending a welcome email to a new customer or subscribers, sending a cart abandonment email, using the customer’s name where appropriate, or based on their previous activity on your website, you may find it easier to make an edit of the product.

The benefits of personalized marketing

It is not surprising to hear that personalized marketing has many advantages. It is used by most successful companies in the world for a reason. Let’s break down the main benefits for you here …

Customer experience

There is no doubt that adopting a personalized approach to marketing provides a better customer experience to consumers. Naturally, the better the consumer experience when interacting with your brand, the more likely they are to convert and remain loyal.

Beyond that, a good customer experience encourages customers to provide more personal information (such as filling out forms and surveys to get discounts and downloading white paper, etc.) because they know they’re getting something in return.

Nowadays, consumers expect brands to provide a more rewarding experience when they return to the site based on the data they provide. It goes without saying that their data must be protected securely and comply with local and international regulations.

Brand loyalty

As a result of the above, customers are more likely to come back knowing they are going to have a positive, unique experience. The loyalty of this extended brand should not be underestimated: it may make a difference in the choice of other customers from your business in the future.

Revenue / ROI

Investing effort and money in the right channels and communication methods for consumers means less money wasted and higher profits. Not only are potential customers more likely to convert into payers and return in the future, this will increase profits, but you will probably spend less to get them in the first place. Less money is going to reach consumers in a less personalized, less efficient way.

Automation technology allows marketers to determine which channels and methods of communication are relevant by highlighting data points such as engagement rates, etc.

Omnichannel continuity

Brands are present on many different channels, from social media to apps to websites to emails Customers have different ways to communicate with them. This is why it is essential to be consistent across these diverse channels and to allow the personalized approach to run smoothly through them.

Types of personalized marketing campaigns

We’ve explored what personalized marketing is and its benefits, so you know why you should apply it to your broader marketing strategy. However, now is the time to cover the various ways of personalized marketing that can be used.

Social media marketing

You can increase brand loyalty and awareness by interacting with consumers on social media. That’s how you put your brand at the forefront of people’s minds. Use automation tools to deliver personalized and valuable content and messages to customers, which in turn will enable data collection that will help improve communication in the future. This cycle will eventually increase the conversion.

Email marketing

Email campaigns can be enhanced by personalized marketing. Emails can be segregated based on anything from interest to age and sent to groups divided into a larger subscriber list. To do this, you need to truly understand your audience so that you can make sure that the content you are sending them is highly relevant.

An example of how this can be done is to fill out a form after users sign up for an email newsletter so that you can collect data about their interests, date of birth, location, etc.

The cart abandonment email and the welcome email we mentioned earlier are both examples of email marketing campaigns.


This may surprise you, but the “fear of being missed out” factor is a big tool marketers can and often use at their disposal. No one likes the feeling of being lost, so consumers are actively trying to avoid it. In this case, marketers can try and play against this fear by increasing the feeling that someone may be lost without using their product or service.

Examples of how this can be done include how many people are currently looking at a product, how fast it is selling, how many specific products are in stock, a countdown that shows how long the sale will start / end, a gift with a free purchase and many more. Something.

Personalized Marketing Strategy Guide

The key to an effective personalized marketing campaign lies in the steps you take to get there, from the point you start (such as a competitive analysis) or the tests you run after all your tools have been set up.

1. Competitive analysis

See what your competitors are doing when it comes to personalized marketing. Looking at their approach will help tell you what your goal is to resonate with the audience, what to avoid, how to make yourself stand out, and more. It is always important to keep an eye on the competitors to understand how to position yourself and how to stand before the game. Here is more information on conducting an effective competitive analysis.

2. Select the tool

Content personalization engine exists for a reason, so take advantage. There are countless CRM softwares out there, find one based on the strengths of your business and how they match your KPIs. The same goes for data management and data analytics platforms.

3. Collect data

Collect all the data like number of clicks, time spent on site, history of consumer purchase, abandoned shopping cart etc. The tools you choose at the top level will help you do just that.

4. Data analysis

It’s all about collecting good and good data, but it’s worth it unless you analyze it to be able to use it optimally in your strategy. Your strategy should be tailored to what the data shows to provide consumers with the most relevant, personalized content. Again, the tools you choose will help you achieve this.

5. A / B test

A / B tests give a clear indication of what works and what doesn’t with different types of consumers, exactly what you need for an effective personalized marketing strategy. A / B tests help you verify the effectiveness of your current method (or highlight what you should do instead).

We’ve covered the benefits of personalized marketing, the different types of promotions, the top tips for creating a personalized marketing strategy, and more. Here is a breakdown of the various tools you should consider to help you in your process.

CRM software

CRM is a process by which businesses conduct their interactions with customers and potential customers, typically using data analysis to analyze large amounts of information.

Customer Relationship Management (CRM) software uses technology to manage these interactions to build customer relationships, optimize processes, increase sales, improve customer service and customer experience, and ultimately increase revenue / ROI. Any data you can find out about potential customers, including their names, email addresses, and purchase history, can be stored in your CRM.

Data management platform

To be successful with personalized marketing, data collection is essential. So, you need a tool that will help you collect this information, right? Data management platforms do just that from a variety of sources. They then share relevant visitor data with business or media buyers.

Data analysis platform

Once you have collected the data, you need to understand how to use it and what it means. For example, you need a data analysis platform to conduct behavioral data analysis.


What are the benefits of personalized marketing?

Personalized marketing has many advantages, including improved customer experience, brand loyalty, optimal channel continuity and increased conversions and ROI.

Why is personalized marketing important?

Personalized marketing is important because consumers care more about their experience across websites, apps, newsletters, social media, and more. They hope that they will be treated as individuals of particular interest, which means businesses must keep an eye on it. By offering customers and potential customers the information they want, or appealing to them even without their knowledge, and in the right place at the right time, you are much more likely to meet your KPIs. Potential customers are more likely to become paying customers when they experience personalized marketing campaigns.

What is an example of a famous personalized marketing campaign?

When you log in to your Amazon account, what is the first thing you see? This is probably a curated edit of product recommendations suitable for your browsing and purchase history on the site. This may be right for you, as it gives you instant access to the products you need, and it can certainly attract you in any way that suits Amazon and encourage more purchases. Another popular example is Spotify’s Discover Weekly and Year in Review playlists. The first is an algorithm based on your listening preferences that predicts a playlist of new music you might like, and the second is a playlist of music you’ve listened to the most over the past year.

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