Mass personalisation has become a cornerstone of modern marketing. Done right, it has the ability to transform how brands engage with customers and stakeholders. Research suggests that it is no longer just a trend, but a consumer demand.
A Deloitte Digital survey shows that brands that excel in personalisation are 48% more likely to have exceeded their revenue goals and 71% more likely to report improved customer loyalty.
By delivering relevant, tailored experiences, organisations can drive stronger engagement, boost customer loyalty, and improve sales and conversion rates.
It allows businesses to build deeper connections, making customers feel valued and understood, which in turn increases retention and lifetime value.
The 2024 Forbes State of Customer Service and CX Survey reflects this sentiment, with 81% of customers preferring companies that provide personalised experiences, and 70% say a personalised experience in which the brand’s employee knows who they are and their history with the company, including past purchases, buying patterns, and support calls, is important.
The power of physical marketing materials
When it comes to personalisation, none are more tangible and impactful than physical marketing materials that customers can touch and feel.
Personalised physical marketing materials, like tailored direct mail, brochures, and custom-branded packaging, even a personal note or thank you are arguably more relevant than ever. This is reflected in the fact that 80% of consumers act on printed ads, while just 45% act on digital ones.
Additionally, physical marketing materials help businesses stand out in a crowded digital space, giving them a competitive edge while also building customer loyalty. Some of the key pointers to keep in mind when including printing marketing materials or leave behinds into a business’ strategy include:
- Creating a clear, simple message
- Understanding your audience
- Use an eye-catching design with bright colours and great visuals
- Include a call to action
- Make it something that’s likely to stick around, that’s something digital can’t do!
With that there several key trends that are continuing to drive this shift towards mass personalised physical marketing:
- Data-Driven Customisation: As we’ve seen, the increasing use of customer data helps brands understand their customers on a granular level. The ability to access and analyse data allows businesses to create hyper-targeted physical campaigns like personalised gift cards and promotional offers.
- Integration of Technology: The fusion of physical marketing tools with digital technology is creating seamless and immersive experiences. From smart signage in stores to interactive kiosks, brands are increasingly bridging the gap between the physical and digital worlds. Interestingly, a hybrid approach of combining both print and digital marketing can increase campaign effectiveness by up to 400%, reinforcing the idea that they complement each other.
- Omni-Channel Personalisation: Today’s consumers expect consistency across all touchpoints; online, in-store, or through physical interactions. Omni-channel personalisation ensures that the experience is cohesive, offering seamless transitions and integrated experience at every stage. For example, brands can make sure they integrate personalisation across various channels and touchpoints from the online store, email marketing, mobile application and social media.
Balancing dynamic, AI driven content with not going overboard
As automation and artificial intelligence gain traction, its application in marketing will grow exponentially. Dynamic, AI-driven content that is hyper-personalised will allow businesses to deliver highly customised, real-time experiences that make customers act.
Marketers must, however, be wary of not being over reliant on emerging technologies like AI for personalisation. The Association for Data-driven Marketing and Advertising (ADMA) warns that AI systems can unintentionally reinforce biases if the data is not diverse enough. While AI can enhance personalisation, it can also overwhelm or scare off customers if it feels too invasive or accurate.
According to McKinsey, customers evaluate value by comparing the benefits of a message with the personal information required. Marketers should consider this balance to avoid overstepping boundaries with personalised content.
Done right, personalisation becomes a powerful tool that not only meets but exceeds customer expectations, leading to long-term brand loyalty, increased revenue, and deeper and more meaningful connections with customers.
While technological advancements such as AI offer significant benefits, marketers must be mindful of balancing innovation with respect for privacy and consumer preferences and stay true to the power and tangibility of more traditional, meaningful formats like physical marketing materials.
Over-reliance on technology or pushing personalisation to an overwhelming degree could backfire and not engage customers to their full potential.
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