As marketers, we all know that the easiest way to reach our customers at once is to use one generic, cookie clutter strategy across multiple platforms and devices for many different industries. We know that this would be a great strategy if we didn’t want to connect with our customers on a personal level. Let’s discuss the approach I use to understand businesses, their goals and current and potential audiences to create a more connected brand ecosystem.

Step 1: Defining Personalization

This begins with realizing the difference between personalization and segmentation. Segmentation means to aggregate similar groups together while personalization represents the ultimate goal of customizing the customer experience to their individual needs and desires based on their in-depth knowledge and insights gathered from the extensive research.

I scour the market through primary and secondary research to learn who, when, what, where and how of your business. This strategy and planning begins with gathering essential information and data needed to assess the current position. Each insight I find brings me closer to reach your audience on a personal level.

Step 2: Is personalization right for you?

I invite you to ask yourself three questions to determine your eligibility for creating a personalized strategy.

Do you have enough data about your customers?

Do you have enough resources to personalize effectively?

Do you have a process for authenticating the personalization ideas?

Tactically speaking, utilize a personalized mix of human feedback, branding, and data to create an inimitable strategy that can allow you to comprehend who your customers are, what kind of resources you need to reach them, and the most effective process for authenticating the insights. Use a cultured approach to select insights that create value. Scores of research and data is great, but can be useless without a comprehensive process for finding how such data can be valued.

Step 3:  Personalization ideation

Once you have collected the necessary research and data and boiled it down to valuable insights, you then need to take a look at how you can create customized ideas and messaging that resonates positively with your audience. Below is a list of comments on the use of different methods for exploring the personalized insights:

Inductive research: The research that is driven by the insights from your existing A/B testing that will materialize into personalized insights.

Deductive research: The research that begins with your suppositions about how your customers will respond to the messaging based on the existing theories.

Customer self-selection:  It is where you ask your users to identify and segment themselves, which elicits specific messaging based on how they react.

I personally dive into market research, competitive landscaping and customer feedback to begin building a tailored Customer Journey Map that shows where your customers are heading to and what are they doing to create messaging that will resonate with them the most.

In consort with my goals, the Customer Journey Map also dictates the most operational creative messaging, digital media mix, marketing channels and technology platforms.

I know that the implementation of a personalized strategy can be a formidable task, but with the best resources and creative minds to understand your customer’s needs, you can develop a personalized Customer Journey Map, and stay updated with all the industry researches to make sure proper execution throughout the process.

Still have questions? Reach out to me; I’d love to strategize and plan with you!

Creating an Effective Personalization Strategy with Nitin KhannaNitin KhannaInternet Marketinginternet marketing,marketing strategyAs marketers, we all know that the easiest way to reach our customers at once is to use one generic, cookie clutter strategy across multiple platforms and devices for many different industries. We know that this would be a great strategy if we didn’t want to connect with our...Portland, Oregon Based Internet Marketing Expert