A lot of e-commerce websites offer customized and personalized solutions whether you want shoes, gifts or software. One of the best explanation about customization and personalization has been elucidated by TowerData – Customization is when you get in the car and change your radio settings from your wife’s to yours. Personalization is when the car senses that it’s you and not your wife and switches to the radio station settings you love. So personalization is going above and beyond the usual practice of customization and offering something intuitively knowing what a person will like.
Customization – A Customary Practice
A classic example of customization is allowing users to change the settings such as logo, profile, columns, folder name, etc. in a software. We have seen this feature being offered since ages. Another classic example is websites like Zazzle that offer customized apparel, accessories, cases, stationery, home décor items, etc. With the success of websites like Zazzle, we have seen a crop of small business websites like The Apron Place, which offer customized aprons. However, they have wrongly used the word personalized here. These aprons are more customized than personalized.
Personalization – Going Beyond the Common Practice
You can give a touch of personalization to all your content marketing campaigns, from personalized emails through to dynamic PPC ads and social media campaigns. Consider the following examples of how you can add a touch of personalization to all your content.
- Personalized emails following 3Rs
Most emails in your inbox are perfect examples of lazy marketing. If you want your newsletter subscribers to become paying customers, think of the 3Rs of email marketing as the touchstone of your campaign, they are responsive or mobile-friendly emails, responsible (email frequency adjuster) and relevant or personalized emails. It is one of the founding stones of successful email marketing.
- Dynamic PPC ads & 360 degree Customer view
We all know about dynamic ads based on behavior retargeting and search. Dynamic display ads take personalization to the next level. But Adobe went a step ahead and created one of the most advanced programmatic ad platforms that allows advertisers to take advantage of search, display and social media across ad exchanges as well as media networks like Google, Facebook, Rubicon Project, Index Exchange, etc. This gives you a 360-degree view of the customer, so you can personalize your ads like never before.
- Personalized Targeting
Ad platform of Facebook is considered one of the most sophisticated social media ad platform. It allows advertisers to offer their ads to a refined audience using detailed behavior and interest targeting. For instance, I can design Facebook ads (based on Facebook Interest Targeting) with dynamic content such as
Like Beatport? You Will Love XYZ, the ultimate online music portal for DJs. Or Calling all GarageBand fans for a free 60 days’ trial of XYZ online music hub!
If you are thinking that customization and personalization are just fancies and whims of marketers, you might be better off knowing that experts all over the world have hailed personalization as the go-to strategy. We have tons of tools out there that help you offer customized or personalized solutions to your customers, make sure you get them in your marketing arsenal before the first quarter and watch your results improve for the year!
Avinash Nair is a Digital Marketer at E2M, one of India’s fastest growing SEO Agency committed to meeting the highest ethical standards of digital marketing strategies and drive sustainable business growth. He is responsible for Content Marketing and Link Building services.