Coca Cola’s “Share a Coke” campaign shook up the marketing world in 2012.
The campaign inspired Coke, and non-Coke fans alike to seek bottles, or cans, with their names printed on them. Many also looked for products with the names of their partners, family, and best friends.
This personal touch “moved the needle” (and some) for the Coke brand!
- After a decade of decline, overall sales across the globe increased by 3%
- Consumption amongst certain age groups grew by about 7%
- Social media traffic grew by 870%
- The brand has received over 1 billion impressions for the #ShareaCoke hashtag alone
Personalized messaging – the key ingredient
Personalized messaging was the key ingredient behind the #ShareaCoke campaign’s huge success.
Since then, consumers have come to expect sophisticated targeted messaging.
They want to buy from brands that listen to them, understand their wants and needs, and deliver a highly personalized experience.
It’s why personalized marketing – using consumer data to deliver personalized experiences at every touchpoint – e.g., email campaigns, social media posts, blogs, meta descriptions, Google ads and even popup ads – is a business essential today.
Why personalized messaging matters
A recent story on Forbes.com highlighted many key stats about the power, value, and demand from customers for more personalization – standout outcomes include:
- 92% of consumers say they expect the brands with which they shop to deliver a personalized experience, up from 85% in 2019.
- As of 2018, 91% of shoppers say they are more likely to buy from brands that recognize and recollect them and that cater marketing content to previous shopping behaviors.
- 31% of shoppers say they wish brands offered more personalized experiences than they currently do.
- 36% of respondents said they would buy personalized products, while nearly 50% said they would wait longer for a custom product.
- 67% of consumers say it’s important for brands to adjust content based on context, and 42% say they get annoyed when brands don’t.
- 52% of consumers say they are somewhat likely to switch brands if brands fail to provide a curated shopping experience.
Marketers have seized on the trend. For instance, targeted messaging is the number one tactic email marketers use to increase engagement rates, and it works.
Research shows that emails with personalized messaging have a 29% higher open rate than non-personalized campaigns and a 41% higher click-through rate.
Moreover, 80% of consumers are more likely to make the purchase if they are subject to a personalized marketing campaign, and 99% of marketers say that tailoring marketing campaigns help strengthen customer relationships.
Finally, personalizing marketing is worth the effort – according to one study, 49% of consumers said they have made an unintended purchase after having a personalized shopping experience.
Another 44% said they’re likely to become repeat buyers after having an adapted experience. As you’re probably well-aware, retention is everything. If you increase your customer retention by just 5%, you stand to increase your profits from 25% to 95%. When you do the math, you may find that you have to attract between five to seven new customers to garner the same ROI from a single existing customer.
Personalize without coming across as creepy
While personalization works, there is a fine line between customization and invasion of privacy.
Here are few best practices to keep in mind.
Ask for permission to consumer data
If you use secondhand info to develop personalized messaging, you risk coming off as creepy or invasive.
However, if you just ask your visitors to share that info with you, chances are high they will reciprocate.
In fact (per the data) while 79% of consumers agree that brands know too much about them, 83% are more than happy to share personal data in exchange for more tailored shopping experiences. If sharing behavioral data means obtaining discounts, 90% are on board.
“Just ask” is the key message – if you do, 77% of consumers say they’re more likely to trust you.
Segment your audience
You can’t deliver tailored marketing experiences to each and every one of your customers, prospective customers and visitors.
You can however, use segmentation, to get closer to customers.
By segmenting your audience groups based on everything from their preferences to their positions in the sales cycle, you can make each recipient of your marketing communications feel special.
And if you use tools – such as auto-translation and text-to-speech – offered by quality communication platforms you can further segment your audiences based on preferred language. Within each language group, you can then create sub-categories to deliver the most personalized communications possible.
Going the extra-mile language-wise, is another way to show how much you care for diverse audiences and customers.
Diversify your content
Many brands concentrate their content marketing efforts around blogging, with a few emails sprinkled in. Over-reliance on blogs and email can soon lead to boredom however.
Make the effort then, to spice up your content by using diverse content formats, including photos, infographics, video, PDFs and even text-to-voice messages.
Variety will raise the buzz and excitement levels to ultimately, increase engagement rates, and strengthen your connections with your followers.
Find a customizable messaging app
Email, SMS, and social media have their plus point, but they don’t have the functionality to provide a truly personalized brand experience. They are also targeted by hackers, spammers, and trolls.
If you’re looking for an alternative, NotifyMe makes close communication with your followers easier.
With features such as customer segmentation, auto-translate and opt-in requirements, and with the ability to support a wide range of content formats, NotifyMe does the “heavy lifting” for you.
And best of all, NotifyMe provides a single point of contact between brands and customers. This allows consumers to receive customized notifications through a single platform (like on Facebook or text message).
When consumers can turn to a single platform for all brand communications – to which they subscribe – they are much more likely to engage with notifications that if they had to find them by themselves.
If you want to enjoy these NotifyMe messaging benefits – to take your business, school, sports club, municipality, apartment, factory, hospital etc communications to the next level – sign up for a free trial today.