Personalization in digital marketing: How to deliver personalized experiences to your audience?

Personalized customer experience refers to providing a specific, tailored experience to each customer through messaging, offers, recommendations, and more. It treats customers as individuals with unique preferences and tastes rather than part of a general audience or even a segment.

Personalization in Marketing

 In 2012, Starbucks decided to honor everyone who walked through the door as an individual. Store partners began to wear name tags on their green aprons. And they started asking customers for THEIR names and writing them on cups. The changes worked: Barista and customer were once again on a first-name basis.

Coca-Cola too enjoyed success when they started printing names on Coca-Cola cans. Coca-Cola’s “Share a Coke” campaign, which saw names like Chris, Alex, and Jess, as well as “BFF” and “Wingman” emblazoned on bottles and cans, is credited for increasing the company’s US soft drink sales by 0.4 percent year-over-year, according to data reported in The Wall Street Journal. The increase came after 11 straight years of dropping sales.

Personalization in Nepali Small Businesses

Nepali small online businesses have also understood the need and the power of personalization. When purchasing a product from a Nepali small online business, most of them will send the purchased product with a ‘thank you’ note. Some Nepali small online businesses take this a step further and include the customer’s name written by hand. One such business is ‘Shine On’ an online-based accessory business in Nepal.

Why is personalized experience important?

 Personalization offers several benefits for businesses, as it plays a significant role in helping organizations retain customers, build trust among audiences, and stay relevant. Deep down, we are all humans who crave acknowledgment and recognition for our unique individuality, and personalization humanizes the buying experience, enabling brands to build connections with consumers.

Firstly, personalization enhances customer engagement by capturing attention and making customers feel valued when the content aligns with their needs and interests. This increased engagement leads to a deeper connection between the brand and the customer.

Secondly, personalization improves conversion rates by providing customers with personalized recommendations and offers that are relevant to them. By eliminating irrelevant content and focusing on what matters most to the customer, conversion rates are significantly higher.

Thirdly, personalization fosters increased customer loyalty by consistently delivering personalized experiences, and building emotional connections with the audience. This emotional bond leads to greater customer retention and advocacy, as loyal customers become brand ambassadors.

Lastly, personalization contributes to higher customer satisfaction by anticipating needs and providing relevant solutions, resulting in a seamless and fulfilling customer experience. Just like seeing our name on a Coke can make the drink feel special, personalized experiences create a sense of connection and make customers feel truly seen and valued.

Personalization in Nepali digital marketing

Personalisation in digital marketing in Nepal can be achieved through various strategies. Personalised email marketing utilises subscribers’ personal information to create targeted emails, providing individualised treatment to customers and significantly improving email marketing metrics. Audience targeting enables businesses to accurately select the audience that will see their ads, leveraging online user behaviour, interests, and purchase patterns. Furthermore, online businesses can offer special benefits based on customers’ interests and shopping history to foster loyalty. Implementing a digital advertising targeting campaign allows companies to effectively connect with their target audience online by focusing on specific demographics, customer locations, or buyer personas, ultimately attracting new customers and generating new business opportunities. These personalised marketing approaches play a crucial role in enhancing customer engagement and driving business growth in the digital landscape of Nepal.