It’s a personal matter…

Why is personalisation so important for digital marketing?

Have you ever been to a website and it knows exactly what you like? It knows your name? Well, this is all in order to engage you so that you spend more time on the website and eventually spend money with the business/company.

Personalisation and customisation are just one of the ways businesses are competing to gain your attention in the ever-growing technology driven world!

To some people, customisation and personalisation may seem like something of the future. People class them in the same category as AI and other futuristic digital strategies, but unlike AI (which some people fear), consumers are expecting customization and personalisation online and they are enjoying it (proven by the facts at the end).

With the stage of the digital revolution that we are in, customers are wanting more and more from brands and this includes things that have never been done before. People are no longer happy with a standard website they want to be wowed… Therefore, you should be trying to implement it into your digital presence as part of your digital marketing strategy. Especially for e-commerce websites!

Why should we implement personalisation?

Personalisation is important because it can help businesses retain customers as it makes them feel valued and not just like another site visitor. This is because with the amount of choice customers have online user experience is one of the most valued things to them and for businesses to conquer to gain more users. This is due to the speed that consumers make their mind up about a website when they visit it and if they are actually interested in the website which is said to be made up within the first three seconds! So if your business is giving customers a reason to stay on their website due to personalisation then you already have a benefit over competitors as having a personalised website would mean that customers are more likely to spend more time on your website. Even if it is out of curiosity!

There are many benefits of personalisation not only for the customers but for businesses too.

One benefit for customers is that they feel valued and not just like a robot and another generic user on a site, this is because it is as if the website knows their interests and likes and customers appreciate this.

This is also a huge benefit for your business because customers are more likely to spend longer on your website turning into conversions.

Personalisation is also a benefit for businesses because as a business you can really define your customers through personalisation and see who your site visitors are. Helping you to work out your businesses demographic and who to target by finding out what your customers like/ dislike and their interests. This is important because it means you get to know your customer wants and needs for the future. Which will help you to market to specific customers.

It is also a benefit for your customers because personalisation means delivering a unique experience for them meaning no customer will feel like they’re going onto a generic website and are just one of the thousands of web viewers at a time.

Did you know that 77% of consumers chose recommended, or pay more for a brand that provides a personalised service or experience?

Is personalisation always a good thing?

Even though it seems as if personalisation is the way to go forward with your website, is it always a benefit? Here are a few reasons why personalisation may not always be the right thing for your business because, as any new marketing ploy personalisation doesn’t work for everyone.

One reason is that some people just don’t like people knowing much information about them. Revealing this through personalisation can put customers off visiting your website and turning customers away will decrease your reach.

A disadvantage for businesses is that personalising a website for customers involves a lot more work and therefore a higher cost. This is because the content is to a higher standard and the work behind it to make people feel unique is a lot more complexed than creating a standard website.

That’s enough for the negatives. Here are some examples of companies who are doing personalisation well already!

Amazon, Coca-Cola and Spotify. You should check their websites out and see if you can tell how they have all incorporated personalisation into their marketing strategies!

These are just some of the great brands who are already conquering the personalisation strategy and delivering customised content to make customers happy!

To finish off here are some quick facts about personalisation and how it works for business…

1. Research by Infosys uncovered 59% of consumers who experienced personalisation say that it significantly influenced what they purchased.

2. Research by PWC uncovered 12% of online shoppers chose their favourite retailer because of personalised offers.

3. Research from Econsultancy found that 93% of companies see an uplift in conversion rates from personalisation.

4. Personalisation generates 50% higher email open rate A new report by Yes Lifecycle Marketing has revealed that brands are failing to use personalisation in email subject lines, despite a proven increase in open rates.

5. 50% of customers want you to remember what goods you purchased from them previously.


What can you do to personalise your website?

If you want any advice on how to implement personalisation to benefit your business and customers, drop us a message and we can help you out!

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