Personalized marketing: know everything about the client

Did you know that 77% of people will choose, recommend and pay more to those brands that provide a personalized approach to customers (Forrester data)? When customers interact with your business, they want your offering to be tailored to their needs as much as possible.

What is this for< /h3>

First of all, people value personal “acquaintance”. According to an Accenture survey, 75% of users who purchase goods in retail chains want the seller to know them by name, make recommendations based on previous orders, and know their permanent preferences. Customers are more likely to come to stores where they are valued and helped to meet everyone's needs.

Additionally, personalization influences brand perception. Relationships largely depend on the emotions that clients experience. A pleasant experience improves mood, and with it, brand loyalty. And vice versa - the lack of a personal approach upsets a significant part of the audience.

For example, according to Infosys, 74% of users are annoyed by the lack of personalization on websites. At the same time, 63% (Rapt Media) have a positive attitude towards a brand that offers valuable, interesting and relevant information.

In turn, a positive attitude also affects increased sales. People are more willing to come to the store and buy where they are distinguished.

Get data

To offer a client something unique, today it is not enough to know only demographic data - gender, age or occupation. You can understand what influences purchasing decisions if you dig much deeper. It is advisable to know what your audience does in their free time, what interests and opinions they have on various issues. This way you can engage people faster, increase the effectiveness of your marketing tools, and prepare the best offer.

Obtaining information that will help you better understand customer needs is difficult, but possible if you use modern communication tools.

• Surveys

Sending surveys by email, postal mail, or directly in your facility or public places (hotel lobbies, for example) provides valuable insight into the people in whom you are interested. By the way, people willingly share their data, wanting to receive a personalized offer. According to the Magnetic/MyBuys survey, about 60% are ready to provide almost all the requested information.

• Google Analytics and Internet surfing

Google Analytics Interests and Demographics data allow find out about people's ages, gender and interests. You can combine this information with what you already have to better understand your audience.

• Social Media

Interaction with Social Media Users Networking helps a lot not only to get closer to customers, but also to find out their attitude towards your brand or product range. Be sure to pay attention to mentions of your company and respond to them as quickly as possible.

How to use it

Analysis of the data obtained will help you effectively build a marketing policy. With such information, you can easily segment your audience and create more targeted advertising messages.

For example, digital printing today allows you to create unique prints with different texts, images or patterns within one print run. Thus, you can prepare a separate appeal to each user in the literal sense of the word. And send it by mail along with individually selected bonded souvenirs

The choice of communication channels and various referral programs will also largely depend on the interests of potential and existing customers.

In addition, a deep understanding of the audience allows you to adapt the final product/or service, making it as attractive as possible in the eyes of customers.

So, an individual approach is the key to success in many areas of business. The maximum amount of information about the client helps to understand his needs and offer what is really necessary. The result is customer loyalty, increased sales and profits.