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Why Personalized Marketing Matters to Growth

Updated: May 1

There is a rise in expectations when it comes to how customers connect with brands. 73% of shoppers expect brands to understand their unique needs and expectations. Strategize connecting with clients more easily by personalizing your approach.

It is quite common to hear about customizing your car, coffee mugs, and Christmas gifts. So, why wouldn't you customize your content too? Similar to gifts and cars, these customizations not only aim in making things more personal but also more enjoyable.

According to Shopify research, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen. But there’s clearly work for retailers to do––while 85% of brands believe they’re offering personalized experiences, only 60% of consumers seem to agree.

Examining the benefits of integrating personalization into marketing tactics would be helpful.

Here are a few key elements in personalized marketing strategies:

Targeted Messaging

Have you ever started a new job and found yourself surrounded by colleagues using jargon and work-specific language that you don't understand? It can be awkward, but it's a common mistake. Now having that visual, we'll be straight to the point: Don’t assume your customers speak the same language you do.

When targeting your audience, don't rely solely on your industry knowledge. Instead, aim for a balance by tailoring your content to each platform and considering the amount of content and information available. This approach will help you reach your target audience effectively.

A great way to find ways to leverage messaging comes from your client data; one of the simplest ways to begin is through social analytics. Through social listening, pinpoint individuals who are discussing your brand and products on social media, regardless of whether they are following you or not.

Customized Content

Customized marketing content addresses individual customer interests, pain points, and aspirations. Your personalized marketing strategy showcases what your brand values and what you know about your client's connections connection to you. This strengthens the bond between your brand and your audience.

An effective content strategy uses many types of content, and almost all of them can benefit from personalization.

Tailoring your content to specific segments is key to reaching your audience effectively. Personalized emails that use subscriber data like name, age, and location can give your customers relevant and valuable information.

Re-target customers who may have previously visited your site.

One way to get someone to buy something they were interested in before is to use this tactic when promoting the product. Customers who regularly shop your brand are more likely to engage with an email alerting them to a members-only discount, for instance.

Enhanced Customer Experience

Personalizing the customer experience with tailored recommendations, offers, and product suggestions is key for a satisfying interaction that promotes loyalty and satisfaction. Currently, 55% of global consumers say that personalized rewards are why they join loyalty programs.

A number of online retailers are experimenting with ways to replicate the in-store experience, such as trying before buying. For example, Amazon’s Try Before You Buy program allows customers to order clothing and other items online and try them at home for seven days, at which time they can return or purchase the items.

Data-Driven Insights

Data-driven approaches inform of targeted strategies, content creation, and campaign optimization. However, be sure to always give customers the option to decline personalization methods and prioritize their consent.

Omnichannel Personalization

Personalization extends across your websites, emails, social media platforms, mobile apps, and more. Enhancing the customer experience and engagement means integrating data and insights across all to provide a seamless buyer journey.

Disney is a brand that has undoubtedly excelled in this aspect. Disney gets the omnichannel experience right, down to the smallest details. A visitor’s experience starts with the website, then moves on to the My Disney Experience tool that can be used to plan every detail of the trip. It also has a very mobile-responsive website. Even its trip-planning website works well on mobile — that alone is something that you don't see very often.

In order to create successful personalized marketing strategies, it is important to thoroughly analyze the preferences and desires of your target audience. However, it is equally crucial to not overlook the data you already have by conducting frequent evaluations of the entire customer journey. By investing time in gaining a deep understanding of them, you can create content that is relevant and valuable, thereby strengthening your relationship with them and increasing engagement with your brand.

Thinking of refreshing your personalized marketing strategies?

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