Sometimes, I wish I knew each and everyone’s name. However, if your name happened to be Susan, I would start this article with “Hey Susan”. Regardless, it probably wouldn’t be the key thing that would be the magical pixie dust that resulted in our blissful relationship. The fact is: customers expect more. The emphasis is mainly about personalization. The main focus was to bring out the idea that personalization does not end after knowing an individual’s name. Today, marketers are looking to spice up their connection with their clients by finding means to explore and utilize the true power of personalization.

1. The PowerPotential and Processof Personalized Marketing
Sometimes,IwishIkneweachandeveryone’sname.However,if yourname happenedtobe Susan,I
wouldstartthisarticle with“Hey Susan”.Regardless,itprobablywouldn’tbe the keythingthatwould
be the magical pixie dustthatresulted inourblissful relationship.The factis:customersexpectmore.
The emphasisismainlyaboutpersonalization.The mainfocuswastobringout the idea that
personalizationdoesnotendafterknowinganindividual’sname.Today,marketersare lookingtospice
up theirconnectionwiththeirclientsbyfindingmeanstoexplore andutilize the true powerof
personalization.
Althoughit’sbeentenyearssince PeppersandRogersintroducedustothe one-to-one marketing
strategy,itstrue meaningisbeingputintouse justrecently.Besides,the requiredpersonalized
marketingtechnologyisslowlybutsurelycatchingonwiththe currentadvancements. Although itisnot
entirelyperfect,ithashuge potential.Youwill probablyhearmarketersusingtermslike“hyper-
personalization”and“personalizationatscale”.Nonetheless,donotshyoff,if youdo not know the
meaning.
Knowingandunderstandingthese terms callsforcalibratinghow toanalyze,measure,andoptimize
your data tocreate a cohesive experience thatwill serve all yourcustomersacrossyourdesired
channelsandtouchpoints.The keythingisto ensure thatyour brand notonlydeliversthe required
message butalsorelaysitto the right personandat the right time. Besides,itisalsofundamentalto
ensure thatthe desiredqualityof the contentisretainedanditscontextisatitstop-notchconditions,
whichisindeednecessaryinthiscase.Itscontextis,infact,itstrue goldennugget.
I was privilegedtoworkwithone of the country’smostpopularmarketingteam, the Three Deep
Marketing,to explore the powerof personalizationandcreate ane-bookknownas its time to get
personal. The e-bookprovidesreaderswithaninsight intofourbenefitsof personalizedmarketing.
Listedbeloware some of these benefits:
1. Increases brandloyalty
2. Creative consistencyacrossthe desiredchannels
3. Improves customerexperience
4. Enhancesrevenue
While doingresearchonthe e-book,Iwasnot onlyable toremainona paththat woulduncover
meaningful dataonpersonalizedmarketingbutalsoprovide insightsandmodel thatwouldlaya
foundationonthe topicina simplifiedterm.Itwasmore focusedonpotential,power,andprocess.
The power,potential,and process of personalizedmarketing
Usingthis sophisticatedmethod,brandsare able tocreate and realize animprovedcustomerexperience
by personalizingtheirmarketingandmaintainconsistencyacrossall channels.Besides,theyalsogetto
enjoyincreasedbrandloyaltyaswell asgreaterrevenues.Statisticsreveal that78% of internetusersin

2. the U.S have experiencedpositiveresultsandsaysthat personallyrelevantcontentshave greatly
increasedtheirrequiredpurchase intent.
The four Rs of personalization
 Recognize- Eachandeverycustomerneedsandexpectstobe recognized bytheirname
 Recommend- The majorityof customersexpectsbrandstonotonlyunderstandtheir
preferencesbutalsomake recommendations
 Remember- Whodoesn’tlike tobe remembered?All ourcustomersexpecttheirpreferencesto
be remembered
 Relevance- Customersexpecttheirofferstoremainrelevantunderanysituation
Recentstudiesreveal that81%of consumerswanta brandthat is able tounderstandthembetterand
knowwhennotto and whentoapproach them.
The potential of personalization
Althoughbrandsare capable of deliveringpersonalizationacrossahuge networkof online andoffline
devicespersonalizationcanhelpa businessexpandbeyonditssimple salutation.Statisticsreveal that
personalizationcanhelpreduce acquisitioncostsby 50%. Consequently,itcanalsoliftrevenuesfrom
5% to 15% as well asincrease the efficiencyof marketingspentby10 to 30%. About60% of consumers
inthe worldprefertoconductbusinesswithcompaniesthatprovide personalizedreal-time offersand
promotions.
Personalizationacrosschannelsincludeadvertising,mobile,site search,in-store,web-landingpages,
email marketing,sitesearch,case studies,blogposts,offers,ebooksandwhitepapers,infographics,
videos,calls-to-action,images,andmanymore.All these channelsare fundamental tohelpreduce
acquisitioncostsandmostimportantlyhelpliftrevenuesbyincreasingthe efficiencyof personalized
marketing.
The processof personalization
The processof personalizedmarketingisquite easy.However,itrequiresseveral marketingkey
featuressuchas buy-insfromthe leadersdevelopingagivenstrategy,acquiringthe requiredskills,
developingastrategy,anddefiningthe process.
The journeyof a customerto analytics
Everyaction made by a customerineverytouchpointof abusinessshouldbe collectedandintegrated
to be usedinmarketingdata andcustomerexperience decisionsinordertoimprove the servicesof the
business.Customerdatainclude webactivities,CRMdata,email campaigns,mobile appdata,social
interactions,adverts,2nd,and3rd
party demographicdata,andmanymore.Note that all thisdata can
onlybe usedwiththe consentof the customer.

3. Otherstatisticsreveal thatonly5%of marketershave managedtoattaina single view of their
customersinorderto orchestrate the requiredpersonalizationacrossthe channels.
Customerdata platform
Alsoknownas(CDP),the al-poweredcustomerdataplatformisusedtoenable marketerstocreate a
central locationforstoringcustomerdata.Since it can be usedto personalizedigitalexperiences,itis
fundamental tostore itina safe platform.The keyto creatinga powerful personalizedmarketstrategy
isto carefullyanalyze yourcustomerdataandintegrate amethodthe will reachthe targetedcustomer
base and at the right time.
In addition,ensureyouchoose yourbrandswisely.Theyaffectyourbusinessinmore waysthanyoucan
imagine.Putintoconsiderationall the above factorsandthere isnodoubtthat your businesswill be a
success. Indeed,the power,potential,andprocessof personalizedmarketinglieinutilizingthe right
strategyto the desiredcustomersandatthe right time.