Remember when “SoLoMo” was a thing? The passing trend of Social, Local, Mobile was really about companies trying to reach and serve a market of individuals.
At its core, the SoLoMo movement was about a shift from the idea of creating a great product designed for everyone, being everything to all people, to being everything for each person, or designing a unique experience to serve the needs of each unique customer or user.
And that’s where we pick up with personalization today. It’s not just using the person’s name in the subject line of your emails, although that is certainly a part of it. It’s about creating genuinely unique experiences designed to cater to each person and reach them more effectively and more directly.
Here are some examples of how we can use personalization in marketing:
- Customize your web pages to individual search terms, so that a visitor gets an experience on your site that caters to their needs or wants.
- Customize your email follow up based on the interests or needs of each user, ie. the product or category they have expressed interest in by adding it to their cart, visiting the product page, or expressly asked about in a form.
- Create two different website experiences, one for new visitors and one for people who are returning for a second or third time.
- Allow people to create customer accounts on your site and edit the way they interact with your site when they are logged in, ie. a custom dashboard.
- Direct mailers can use what we know about a prospect to customize the mailing, ie. name, geographic region, area of interest, age, gender, etc.
- Create retargeting campaigns that speak to prospects’ interests expressed by the pages they visited on your site or their interaction with other ads.
Keep the conversation going - share your personalization tips in the comments below.