How to Leverage Data for Successful Personalization

Taking your business to the next level by grabbing consumers’ attention and gaining their trust can be a challenge this day and age, especially with so many potential customers become savvier and weary of their personal data being used. While personalization is one of the best ways to deliver a rich, valuable experience to your customers, this can be hard to do without looking like you’ve stolen their information to appeal to them.

So, how can you drive growth by using personalization, without creeping out your customers? Let’s take a closer look at personalization, how it works, what data you need, and how you can ensure your tactics aren’t invasive.

What Is Personalization?

Personalization in Digital Marketing is when email campaigns, social media ads, optimized landing pages, and more are all used to make your online ad content more appealing and relevant to a consumer. According to SmarterHQ: 72% of consumers have said that they will only engage with personalized messaging. So, it’s necessary, and it works.

What Data Will You Need?

In order to wage a quality personalization campaign that actually converts, what data will you need? You need information about a user’s browsing history, what they are searching for, and what type of ads they often click on.

How to Respect Privacy

These days, many people, especially those from older generations, get upset when they see targeted ads based on their browsing history. Many don’t have a full understanding of cookies and how they work, and thus your company needs to be fully transparent with everyone so they understand how you are getting their information. Make sure to add a note on your site about the use of Cookies, and make sure that in any data gathering activities, you are only asking for the information that you need. When you ask for email addresses, make sure to specify what types of emails you’ll be sending and why it’s valuable to the consumer.

When you are using personalized data, respect the customer by not getting “too personal.” Life the famous case of the father who kept getting ads for prenatal supplies from Target, only to find out that his daughter was in fact, pregnant, an invasion of privacy can be felt if you get too personal. Instead, focus on using the information you’ve found to target with useful ads, like sending a coupon for 20% off shovels to customers who live in snowy areas.

Think carefully about how you use your data, and your customers will respect you and build a stronger rapport with your company.

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