As we delve into the marketing trends for 2022, one thing is certain: personalisation is here to stay. According to Falcon, 80% of consumers are most likely to make a purchase when they’re presented with a personalised experience. This means that personalisation should be a key component of your brand strategy.
Privacy concerns? Challenge accepted.
In light of GDPR, the iOS 14 update, and the proposed removal of third-party cookies, consumers are becoming more concerned with who has access to their data and why. As a result, 70% of consumers report to The Drum that maintaining trust in a brand is more important than ever. But research has found that consumers expect personalised experiences. So how exactly can brands succeed in personalising the customer journey while protecting privacy and data?
JGM’s Digital Marketing Manager, Mani Dosanjh, explains: “Personalisation starts with capturing the right data. You must ensure that you have the right systems in place to be able to capture the correct data, process it safely and securely, and then utilise it to provide your customers with valuable insight to enhance their online AND offline experiences.”
Brands who do it well
Spotify: data wrapped up
Spotify’s Wrapped campaign has become an annual tradition for most of us, and it’s the perfect example of how to personalise the customer journey while maintaining the trust of the audience. Instead of storing all the data collected on each user, Spotify openly shares it with their users through creative visuals and celebratory messaging. The results: brand sentiment raised even higher, with users actively engaged as they share their own listening habits on social media.
Netflix: landing cards
Netflix have various film covers (landing cards) for the same films to appeal to a variety of genre tastes. How? A/B testing – a clever psychological experiment that monitors the type of artwork, genres, and actors, users regularly choose to watch. The results: insights into user preferences for a personalised browsing experience.
Thread and StitchFix: shopping experiences
With 1000s of colours, styles, and brands to choose from, buying clothing online can be an overwhelming experience for most consumers. But with AI-driven app services such as, Thread and StitchFix, consumers can enjoy an online shopping experience that is tailored them. How? The use of recommendation algorithms that chooses the products for them. With big brands like ASOS already utilising this type of technology, you can expect to see more of this from retailers.
Key takeaways
Although personalisation is nothing new to the industry, it’s clear that brands need to think beyond the audiences’ name, age, and job role.
As Kayleigh, JGM’s Digital Marketing Executive, confirms: “The key in marketing is to understand your customers’ wants and needs. With brands like Netflix and Spotify, I feel like they know me better than I know myself!”.
It’s a balancing act when using data to create content and done right you create powerful connections with your consumer. If you want to know more about ways you can refine your marketing, get in touch.
References
https://www.thinkwithgoogle.com/future-of-marketing/creativity/marketing-personalization-statistics/
https://recommend.pro/how-asos-utilises-ai-to-suggest-your-next-purchase/
https://www.linkedin.com/pulse/personalisation-vs-privacy-2022-can-work-together-dan-flood/
