By Frank Hamilton
22nd Jul 2019 –
Once upon a time leadswere thrilled by emails in their inboxes. And emails with their “first name” toadd the icing to the cake.
That was therudimentary beginning of personalization. A ploy to get prospects to feel morecomfortable and familiar with a business by leveraging the classic concept“everyone likes to hear (or see) their own name”.
But we have come avery long way since the dawn of personalization. Today only 8%of buyers are convinced to take action if all the “personalization”they see in a communication is their name!
Today the desire goesbeyond ego gratification to genuine convenience. The bottom line is – there istoo much noise and people will not part with their attention, unless the offertruly resonates and makes their life easier.
The only way to go about doing it is through robust, mature personalization on an ongoing basis.
What Is Mass Personalization and How Is it Different from Personalization?
Personalization is presenting individualized appeal to the user.
The company collects data about the customers and uses it in order to offer the goods and services that interest them at a particular point in time.
Mass personalization is the commitment to embed personalization in the DNA of the organization. It is extending only relevant content to leads, all through their life cycle and across all possible touchpoints
As you can imagine mass personalization is not a whimsical undertaking.It needs strategy and this strategy involves the use of database marketing to identifyindividual customers, the history of their transactions, segment needs, andsegment value proposition. Then, this information is used to createpersonalized marketing communications with targeted consumers.
Why Should Mass Personalization be Transparent yet Behind the Scenes?
Let us pause for a moment and talk about personalization in a worldwhere GDPR is a reality and the ePrivacy Regulation is about to become one.
Mass personalization relies on the insights and implications derivedfrom good quality data.
In the past marketers and companies could collect and process sensitiveinformation with relative freedom. But GDPR has tightened the loop. And thedefinition of consent is only going to get more granular and inflexible overthe next few years.
This is where marketers are facing a challenge with masspersonalization.
- They believethey are restricted from collecting and processing data that can help themtailor experiences for their prospects because of the various privacyregulations.
- The benefits of personalization are best realized when it is a seamless experience and not interrupted by a barrage of constant content seeking messages or pop-ups.
However, all is not lost.
In fact industry experts believe that the focus on privacy is actuallyan opportunity and that personalization has the ability to be anti-fragile– i.e – become something better and more inspirational despite the seemingrestrictions.
First and foremost, GDPR and other privacy regulations do not ban datacollection. They only warrant that the data collected is obtained throughexplicit permission and in a form that is needed to process the requirement ofthe business. According to Deloitte, 79%of people are always willing to share data if they see a clearbenefit from the action. These people would then be much more open to takeadvantage of personalized offers when they are presented to them. The GDPR alsomakes data intrinsically more valuable, since it is given spontaneously.Accurate information about customers lead to more effective and focused masspersonalization.
Where the question of being unobtrusive is concerned, great UX design backed by solid copywriting aimed at engaging, activating and retaining customers can easily mitigate frustrations that arise from recurring consent messaging.
3 Effective Ways for Successful Mass Personalization Strategy Implementation
Mass personalization has so many obvious advantages, but not allcompanies have joined the movement.
The main reason behind the hesitance is lack of resources. However, tools like Convert’s Deploy are working to democratize personalization, even for smaller businesses.
But once a strategy is in place to bring mass personalization to your company, that is half the battle won. And here are 3 simple ways to do just that.
1. Personalization of Customer Interactions
Interaction personalization focuses on how and when to interact with customers. As for the “how” part, they usually refer to the user based on certain actions or their behavior. For example, if a customer buys a product on a site, the seller can send a thank-you email with a call for the next action. If a user adds a product to his cart and then refuses it, then the seller can offer a coupon code for this product to potentially stimulate the sale.
Regarding the “when” to attract the user, the best strategy is to send messages at the time when the user will use the site. And do not send out to all users at once. Let’s analyze, for example, a restaurant booking site that allows users to search for and book tables. So, the site should track when, where, and what each user is looking for. When a user stops using the application for a certain period of time, you can send each user a push message with the appropriate content to return them to the use of the site again. Similarly, if a user frequently browses restaurants, but does not book anything, you can attract a potential customer with a discount coupon.
2. It Should Be Done at the Start: Personalization of All Your Content
It is necessary to consider content personalization as a set ofrecommendations for different types of content. User data, such as browsinghistory, purchases, search queries, can be used to tailor content. It does notmatter if it is an advertisement, an article or recommendation of your productor service. This data can also be used to determine what not to send to users!For example, if they just bought a smartphone, they are probably not interestedin instant offers to buy a new model of smartphone.
Let’s go back to the example of a site for booking tables! You can use“what” and “where” user search queries to personalize content, but you can alsouse data that was obtained by studying their behavior. For example, if one customerhas booked a table in a luxury place and another in a cheaper one, then you canuse this context to send content. Content that is specifically designed toappeal to each of the price segments.
This is definitely more difficult than personalization of interaction! Because to ensure the smooth operation of various types of content, personalization must be implemented at the site development stage. Triggers for each type of content must be built in from the beginning. The site must then track user behavior on certain indicators in order to initiate the sending of personalized content in the event that a particular trigger is triggered. The Word Point can provide a great translation and editing service with your content. However, personalizing content is the best way to ensure that the different types of content that you create find the right destination.
3. Embedding Personalized Experiences
Personalization experience is the most difficult part of the entirestrategy. It entails changing the site based on the behavior of each specificuser. The site will look different for an experienced user, and for a beginnersince for each of them, there are different desired actions to be taken. Thenew user can see a simplified interface to learn key functions, while anexperienced user can open the site and see the most frequently used functions.Binding the site versions to each user will force them to return again andagain.
Let’s return again to the site for booking tables. The user interfacecan be customized based on tags such as a user with limited rights/novice,luxury class, and so on. Each individual tag or combination of tags can be usedto customize different layouts and the number of sentences displayed.Personalization of experience requires a lot of experimentation, but once youfind the right combination, it becomes a very powerful customer retentionmechanism.
There are no magic pills to achieve a result, which in our case isexpressed in increasing customer loyalty and revenue growth.
For this, you need to make an effort! Although all this may seem complicated, the first step to any personalization is to collect key user data, data on user behavior, process this data and translate it into meaningful ideas. Do it right, and you will get loyal users who always come back to you!
Mass personalization, by definition, is the act of creating highly-personalized digital experiences for specific audiences based on a set of criteria. Usually, this will be through the use of a segmentation model, which helps businesses split their customer base for effective targeting.What is the difference between Personalisation and mass Customisation? ›
Personalization is the action of creating or modifying an item using customer data to meet an individual's needs. Customization is when the customer manually makes changes to the item to meet their needs or requirements.Why is Personalisation important? ›
Personalization is especially effective at driving repeat engagement and loyalty over time. Recurring interactions create more data from which brands can design ever-more relevant experiences—creating a flywheel effect that generates strong, long-term customer lifetime value and loyalty.Why is Personalisation a growing trend? ›
As consumers demand more experience optimization from brands and digital data becomes easier to access than ever before, organizations need a solution that will meet these needs without compromising on quality or functionality. Therefore, it's time to get personalized!How do you implement mass customization? ›
There are three areas of focus to achieve successful mass customization. First, identify the customization opportunities that deliver good value to customers. Second, determine a cost structure to manufacture the products while remaining profitable. Third, assist customers in building solutions to address their needs.What are the 4 types of mass customization? ›
The four primary types of mass customization are collaborative customization, adaptive customization, transparent customization, and cosmetic customization.What is an example of personalization? ›
Personalization takes on many forms, from creating made-to-order products to leveraging AI and technology and offering strong in-store personal relationships. Grammarly, an app that helps catch grammar mistakes and improve writing, sends weekly reports to users on how their writing has improved.What is mass customization give an example? ›
The customer may decide to purchase products that are in line with their time horizon, future goals, or risk tolerance. Another example of mass customization is in the clothing industry, where apparel firms use computer-controlled machines to cut fabrics that match individual body measurements.What does Personalisation mean? ›
1 : personify. 2 : to make personal or individual specifically : to mark as the property of a particular person personalized stationery.What is personalization strategy? ›
A personalization strategy lets you identify segments of visitors with distinct preferences or needs, and then create targeted experiences for them. This article provides a high level overview of the strategic decisions you will make when using Optimizely Personalization.
- Segment-Based Communications.
- Individualized Experiences.
- Rules and Algorithms Together.
- A seamless experience. Modern customer journeys are rarely linear. ...
- Contextual relevance. ...
- Behavioural based personas. ...
- Real-time messaging. ...
- Dynamic content. ...
- Think 'how' not just 'what' ...
- Be invisible.
- Customer data capture.
- Customer segmentation.
- Real-time optimization.
- Rules-based and/or predictive personalization.
- Testing algorithms.
- Multiple channels.
- Seamless integration with eCommerce technology stack.
If you don't know your customers, you can't give them what they want. Personalization helps you gain insights into their preferences and intent through data, so you can offer them tailored experiences.How does personalization increase engagement? ›
This is why content personalization has become such an important factor in marketing. Providing customers with a unique experience and relevant information based on their individual wants, needs, and interests solidifies relationships and increases engagement.What techniques or approaches can be used to achieve mass customization in practice? ›
- Adaptive Customization. Businesses that follow the approach of adaptive customization offer one standard product to the customers along with a few customization options. ...
- Cosmetic Customization. ...
- Transparent Customization.
FACTORS RELATED TO SUCCESS MASS CUSTOMIZATION
These improved performances include increased customer satisfaction, increased market share, increased customer knowledge, reduced order response time, reduced manufacturing cost, and increased profit.
Mass customization benefits companies by ensuring cost advantages obtained due to their scale of operation, with cost per unit of output decreasing with increasing scale. Companies can produce in mass while keeping costs low. Indeed, costs related to customization operations must be considered but can be optimized.What is mass marketing strategy? ›
What Is Mass Marketing? Mass marketing (or undifferentiated marketing) is a business marketing approach that seeks to advertise to the widest possible customer base, up to and including the entire market available.Is Netflix an example of mass customization? ›
Types Of Mass Customization
The digital media streaming service Netflix, for example, recommends a list of shows and movies for its viewers based on their viewing history. Another example is hotels, which provide various ancillary services to consumers based on their behavior.
- Step #1: Developing the Right Concept. ...
- Step #2: Turning Concept into 3D CAD Model. ...
- Step #3: Prototyping. ...
- Step #4: Test Your Product on the Market. ...
- Step #5: Mass Production. ...
What Is a Personalized Customer Experience? Customers expect companies to understand their unique tastes and preferences and engage them as individuals rather than customer types or segments. A personalized customer experience makes this possible by delivering tailored messaging, offers, and products to each person.What does personalization mean in marketing? ›
Personalization is defined as the process of using data to target and retarget leads with a brand message that speaks directly to specific customers' interests, demographics, and buying behavior. With a personalized marketing strategy, your customers should feel like the brand message was made just for them.How do you personalize customer service? ›
- Learn (and use) your customers' names.
- Be friendly and human.
- Collect and leverage customer data.
- Offer custom and unique solutions.
- Get to know your customers on a personal level.
- Provide a VIP experience for your best customers.
- Use technology to your advantage.
The key feature of mass customization is the capability to integrate the product varieties derived from the individual customer's needs with repetition of modularity and the efficiency of mass production, so that the products are affordable due to low product cost achieved by the scale of economy in production.How does mass Customisation affect sales? ›
Mass customization carries the benefits of high product sales associated with mass production, and by offering a foundation product and giving customers a range of models or the option to add features of their choice, increases customer satisfaction and gives a business increased sales.What fields is the personalization is used in? ›
A wide variety of organizations use personalization to improve customer satisfaction, digital sales conversion, marketing results, branding, and improved website metrics as well as for advertising. Personalization is a key element in social media and recommender systems.What is personalized service? ›
Artificial Intelligence magazine defined personalized customer service as the assistance provided by a customer service agent that is tailored to each individual customer, based on their specific wants and needs.What is personalized communication? ›
Personalized communication is when the marketing message is adapted to each individual by using information from a data- base and utilizing it in the various, different media channels available today.How do you design personalized strategy? ›
- Figure out your goals. ...
- Use data to segment customers. ...
- Refine your strategy even after rollout. ...
- Use technology to your advantage. ...
- Develop a content management plan.
- Create buyer personas. ...
- Segment your email list for better personalization. ...
- Personalize markerting email subject lines. ...
- Ask your customers what they want. ...
- Use AI for ecommerce businesses. ...
- Use a casual tone of voice. ...
- Build matching landing pages.
- Get data, data and more data. And it all starts with data. ...
- Generate customer personas. ...
- Map out your content. ...
- Create your personalized content. ...
- Personalize the whole experience.
- Prepare to win.
- Establish the right team.
- Start with a simple framework.
- Set your engagement values.
- Target segments for quick wins.
- Map their path.
- Prove your success.
Personalization helps satisfy consumer expectations and drive repeat sales in almost 93% of customers. Additionally, 90% of customers become further inclined to buy more from you. This can have a significant business impact in building trust, loyalty, and brand recall.What are the 5 key features of Personalisation? ›
Self Assessment, Individual Budget, Choice, Control, Independence.What are the 6 principles of Personalised care? ›
- Shared decision making.
- Personalised care and support planning.
- Enabling choice, including legal rights to choice.
- Social prescribing and community-based support.
- Supported self-management.
- Personal health budgets and integrated personal budgets.
- To be treated as a whole person by professionals they trust.
- To be involved in decisions about their health and care.
- To be supported to manage their own health and well-being, through health coaching, access to self-management programmes and to peer support in the community.
Content personalization is a strategy that tailors webpages and other forms of content to individual users' characteristics or preferences. Visitor data is used to provide relevant content that increases both user satisfaction and the probability of lead conversion.What is personalization in product? ›
Product personalization is altering products to the personal needs and desires of customers. This could be either custom made products which are made for a specific customer or made-to-order products using a standardized production method with a range of options provided within existing specifications.Why are personalized campaigns important? ›
Personalized marketing has several benefits, for both businesses and consumers. It improves customer experience by maintaining consistency and cohesion on all channels, leading to stronger brand loyalty and, ultimately, increased revenue.
Personalized marketing is the implementation of a strategy by which companies deliver individualized content to recipients through data collection, analysis, and the use of automation technology.Why do consumers want Personalisation? ›
According to Adweek, personalisation can reduce customer acquisition costs by up to 50% while increasing marketing spends efficiency by up to 30%. Additionally, 80% of frequent shoppers shop only with companies that personalise the experience.What is a synonym for personalization? ›
synonyms for personalized
Compare Synonyms. custom-made. customized. made-to-order. custom.
Nearly 9 in 10 respondents are likely to enjoy receiving personalized offers based on their interests and browsing/purchase history; about the same number are willing to provide more information after a positive experience with a brand, per a February 2022 Merkle study.What do you mean by personalization? ›
According to Gartner, personalization is “a process that creates a relevant, individualized interaction between two parties designed to enhance the experience of the recipient.”What is mass customization example? ›
The customer may decide to purchase products that are in line with their time horizon, future goals, or risk tolerance. Another example of mass customization is in the clothing industry, where apparel firms use computer-controlled machines to cut fabrics that match individual body measurements.What is mass marketing strategy? ›
What Is Mass Marketing? Mass marketing (or undifferentiated marketing) is a business marketing approach that seeks to advertise to the widest possible customer base, up to and including the entire market available.How has social media changed the way marketers can reach their target markets? ›
Beyond providing access to additional marketing channels, social media has also increased the platforms on which businesses can sell their products. From Facebook Marketplace and Facebook Shops to product tagging and Instagram Shop, there are plenty of new platforms which you can integrate with your Shopify store.What is an example of personalization? ›
Personalization takes on many forms, from creating made-to-order products to leveraging AI and technology and offering strong in-store personal relationships. Grammarly, an app that helps catch grammar mistakes and improve writing, sends weekly reports to users on how their writing has improved.What are the two key methods of personalization? ›
- Segment-Based Communications.
- Individualized Experiences.
- Rules and Algorithms Together.
Mass customization benefits companies by ensuring cost advantages obtained due to their scale of operation, with cost per unit of output decreasing with increasing scale. Companies can produce in mass while keeping costs low. Indeed, costs related to customization operations must be considered but can be optimized.What are the main characteristics of mass customization? ›
The key feature of mass customization is the capability to integrate the product varieties derived from the individual customer's needs with repetition of modularity and the efficiency of mass production, so that the products are affordable due to low product cost achieved by the scale of economy in production.Why is mass customization so beneficial? ›
A mass customization program allows consumers to design products that fit their individual needs relatively easily using different design and style options provided for a specific product. By possessing these unique and individualized products, consumers perceive higher benefits (Simonson, 2005).What's an example of mass marketing? ›
Think about a product that nearly every person uses. Toothpaste. Brands like Crest and Colgate utilize mass marketing by running commercial spots on TV, placing magazine ads, and pushing their product on other channels like social media and city billboards.What are benefits of mass marketing? ›
- Cost efficiency. Mass marketing is a cost-effective option when companies use it to advertise products that consumers consider necessities. ...
- Large scope. ...
- Increased sales. ...
- Brand awareness. ...
- Variety in channels. ...
- Time efficient.
Why is Mass Marketing Important? The ability to generate customers is what makes a company successful. Generally, the more customers a company has, the more successful it will be. People have to know that your product exists; if nobody knows your product exists, then no one will purchase your product or service.What is the introduction of social media marketing? ›
The primary role of those who work in social media marketing is to organise and run marketing campaigns over social media platforms through publishing content, engaging with followers, and checking social media analytics to analyse success; as well as running social media advertisements.How does social media affects the marketing strategies of the product? ›
Social Media Helps to Reach Out to a Bigger Audience. Almost 90% of marketers say their social marketing efforts have increased exposure for their business, and 75% say they've increased traffic. It an ideal way to create brand awareness and stay in contact with your customers.