Personalisation Is Everything!

How the Nature of Marketing Approach Is Changing and 3 Ways to Do it Right

27 August 2021, 3.3 mins, Team Expoodle

In today’s time, personalising the customer experience is of paramount importance. With most of the marketing approach centred around metrics like price, product, ROI, sales, the true essence of businesses is all but lost. Businesses survive only when they resolve the pain points of the consumer. You can talk in lengths of stats and analysis, but until and unless you can convey your brand to the targeted consumer, you won’t sustain long. This is where understanding the consumers becomes a major priority for the brands.

In this hyper-competitive business environment; streamlining personalised marketing can provide an understanding of the customer mindset and results in strategic advantage to the brands. Over 51% of the customers expect companies to anticipate their needs and provide relevant suggestions even before the customer reaches out to the brand. Brands willing to stay competitive need to focus on leveraging personalised marketing.

Here’s how you can integrate the personalised marketing trend for your brand:

3 Ways to Approach the Personalised Marketing

1. Build Personal Connection with your Customers


People have different tastes and needs. Shoe-honing them into a one-size-fits-all approach can affect the brand’s marketing and reach. Though the basis of marketing is to reach the targeted audience, you need to micro-manage and look into the individualistic traits and preferences to gain positive traction from the targeted audience.

Creating a bridge for growing relations with the consumer is paramount for the survival of the business, though not necessarily practised much. The lack of personal touch can bring a big disconnect between the brand and the consumer. A solution for the same is much needed and thankfully it already exists around us. Adjusting your business approach to incorporate personalised marketing and building a deep two-way communication with the customer should form the basis for long-term growth and engagement between the brand and the company.

An average of 71% of the consumers expresses frustration when facing impersonal shopping experience while 44% mention that they will become repeat buyers if there’s a personalised approach. Building personal connections to increase customer engagement can go a long way in brand awareness and improved sales and market retention.

2. Tap into the Philosophy of Inclusion


Any business enterprise willing to venture into a top brand needs to understand the customers are much more than the end users who merely buy your product. Although you’re solving the pain points of the customer by providing them with a viable solution, you need to create a holistic approach to tap the customer to your brand following. Being aesthetic or practically good doesn’t cut out in today’s time. You also need to align your vision and ideology to provide a trigger for inclusiveness and respect for your customers.

Doing so can give the customers a sense of connectivity with the brand and shared belief. Consumers prefer connectivity and inclusiveness with the brands that have their beliefs aligned with the views of customers. Companies with an ideal purpose tend to have three times the following and sales as that of a normal brand.

Personalised marketing goes a long way into ensuring and conveying the right message to the customers. With authentic personalised marketing, you can let your customers know your ideology, branding, and generate a feeling of following. This can increase the deep connection and build a sense of attachment among the customer for the brand.

3. Escalate the Interactive Experience


Interactive experiences are a no-brainer when it comes to conveying the brand message and providing a basis for marketing. Previous iterations included print media, TV-Media, and radio experiences where brands tried their hands at creating interactions for the users. Thankfully technological advancements have allowed brands to tap into multiple new-age technologies and they’re taking note of it. Technologies like Augmented Reality, Mixed Reality, and even AI are paving way for new-age personalised marketing.

Brands across the globe are incorporating these technologies to create immersive experiences for the consumer and enhance personalised approaches. Such an approach has given plenty of positives for them with increased engagement, higher conversion, improved ROI, and an increase in sales. Augmented reality, for say, can transform the traditional customer experience into a fully immersive engaging digital customer experience. Industries and verticals have beforehand seen the growth and it’s something that’s being widely accepted by brands. Augmented reality provides multiple activation points that can be implemented across different verticals and industries to tap into the potential and create a riveting experience.

Bottom Line

Traditional generic marketing practices are outdated and lack the empathy of modern-day personalised marketing. The change in time and understanding has brought forth a new sense of belief where customers are seeking a higher sense of relativity and inclusiveness. For a business to succeed, understanding and providing the customers with the right solution is and always will be at the forefront, and aiming for a personalised approach can streamline the marketing campaign in a seamless way.

Want to curate a customized personalised immersive marketing campaign? Give us a call or schedule a meeting with us.

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