Businesses realize the value of customer data in this digital age. They collect information from their target market and use this in more ways than one, such as in personalized marketing. In recent years, personalization has been one of the key trends in marketing, making it possible for companies to speak directly to their audience instead of having generic campaigns. In this article, we will have a quick round-up of some of the most popular global brands and how they practice personalized marketing.
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Amazon has one of the best examples of personalized marketing. In fact, personalized advertising is one of the strongest suits of the company. When you shop on their website, there is a section that says “Frequently Bought Together” and “Customers Who Bought This Item Also Bought.” They also have wishlists and they send personalized email to their customers.
You can attribute the success of Nike to a number of factors, but one thing that helps it to dominate the market is its approach in personalized marketing. It allows them to engage better to their audiences while amplifying the message of their brand. Customers have the option to customize their sneakers. It also uses its exercise-tracking products to retrieve information about the users and use them in crafting meaningful marketing campaigns.
In 2011, the company started one of their most successful marketing initiatives to date – the Share-a-Coke campaign, which is another brilliant example of personalization. It is an effort to reach out to the young generation. The bottles have labels containing some of the most popular names of the current generation. According to industry insiders, the company will also be releasing bottles with surnames and names of popular vacation places in an effort to deliver personalized marketing.
Spotify uses the power of data analytics in their marketing campaign. The app has a Live Concert feature, which allows members to receive emails about live events that feature their favorite artists depending on who they are listening to on Spotify. It also has a Discover Weekly feature wherein they partner with a music intelligence company to create curated playlists depending on the music interests of the user.
It is impossible to talk about coffee without a mention of Starbucks. While their product and service contribute to their success, do not ignore the influence of their marketing campaigns. Starbucks developed a personalization system to improve its customer service and to take advantage of an effective marketing tool. Their rewards program allows them to be more personal while also building customer loyalty.
Take your marketing to the next level! Learn from the way the brands mentioned above used personalization to increase the effectiveness of their marketing campaigns.