According to a 2021 study from McKinsey and Company, 78% of consumers are more likely to make repeat purchases from brands that use personalized marketing. Personalized marketing makes consumers more likely to recommend the company’s products or services to their family members or friends, leading to increased sales and revenue. Companies can use the data collected from personalized marketing campaigns to create future marketing strategies. Personalized marketing can also lead to increased customer loyalty. However, it can also be difficult to perform personalized marketing without overstepping customers’ boundaries and making them worried about privacy. Companies of all sizes and industries can benefit from using personalized marketing strategies. In this blog post, we will go over seven of the top trends in personalized marketing for 2023 and beyond.
1. Omnichannel Marketing
Companies should heavily consider omnichannel marketing when creating their personalized marketing strategies. Omnichannel marketing is the practice of integrating all of a company’s marketing platforms. Omnichannel marketing ensures that the brand has consistent messaging across all platforms. Companies can use an omnichannel approach in their personalized marketing strategies by sending them emails based on their website or mobile app activity. The benefits of using omnichannel personalization include increasing customer loyalty and leading to higher conversions and sales.
2. Personalized Mobile Experiences
Over the next couple of years, companies should focus on creating personalized mobile experiences. E-commerce and retail companies can create and develop mobile apps that track and store user activity to give them product recommendations and discounts. This is important since more consumers are starting to shop using their phones and other mobile devices. These mobile apps can send users push notifications of these recommendations and discounts. The push notifications should be programmed to refer to users by their names. These apps can also save previous searches that users have made.
3. AI-Powered Personalization
Another trend in personalized marketing is the use of personalization powered by artificial intelligence (AI). Companies can implement AI-powered personalization by sending users personalized messages. For example, a healthcare app can send users push notificationsreminding them to take their medication. E-commerce and retail businesses can use AI-powered personalization to send users product recommendations based on their previous purchases via emails or push notifications. Retail stores like Ulta and Sephora can also use AI to allow users to try on makeup products virtually by giving the app access to their phone cameras. Fitness apps can create and send users personalized workouts.
Another way that businesses can use AI-powered personalization is through the form of chatbots. These AI-powered chatbots can give assistance to website visitors and make them more likely to return.
4. Personalized Rewards
Personalized rewards are among the trends that companies can integrate into their personalized marketing strategies. These rewards can include free or discounted products on a customer’s birthday. Customers can also get a discount after they spend a certain amount of money. Creating these loyalty programs can make customers more likely to continue shopping with the company. Examples of companies that use personalized reward programs include Kroger, Starbucks, and Nike.
5. Custom Video Messages
Another trend in personalized marketing is the use of custom video messages. Custom video messages can help make a connection between the consumer and the brand. Spotify uses video messaging when Spotify Wrapped is released at the end of the year. In 2022, some artists recorded video messages that were sent to their top listeners. Facebook also creates videos to celebrate the anniversary of users adding friends on the platform. Custom video messaging can also be implemented in B2B marketing. An example of this can include a software company thanking a client for signing up for their platform.
6. Personalization Without Cookies
In the early days of the internet, websites started using cookies to track which users have visited the site. This information was then used to send targeted ads to users. However, in recent years, websites have moved away from using cookies due to data concerns and scandals. Many websites now give visitors the option to disable cookies.
For this reason, companies must find ways to send personalized content to current and potential customers without cookies. However, there are ways that consumers will willingly give companies their data. This is called “zero-party data.” An example of zero-party data is creating quizzes or surveys that customers can take on the website. B2B companies can also host webinars or create e-books or whitepapers to collect zero-party data. Zero-party data can be used to gather information on customer demographics and which forms of content that is gaining the most traction.
7. Location-Based Marketing
Companies can personalize marketing based on consumers’ locations. This is also known as “local marketing.” Apps such as Yelp will show users businesses that are located close to their current location. Brands can use geofencing marketing to send personalized messages to users that are located in a specific location, such as a coupon for a store or restaurant in that area. These local marketing strategies can help increase foot traffic for companies that operate out of brick-and-mortar locations.
Wrapping It Up
Personalization is one of the most important things that companies should emphasize in their digital marketing strategies. Personalized marketing can help companies increase their customer loyalty, sales, and revenue. Some personalized marketing trends that companies should take advantage of include omnichannel marketing, personalized mobile experiences, AI-powered personalization, personalized rewards, custom video messages, personalization without cookies, and location-based marketing.
Companies can create and perform personalized marketing strategies either through an in-house marketing team or by hiring a third-party agency. If companies decide to hire a digital marketing agency, they should choose Zorbis. Zorbis is a renowned SEO and SMM agency in the USA. Zorbis specializes in various fields of marketing, including personalized marketing and local internet marketing services. The company can also assist clients in website design and mobile app design. To learn more about Zorbis’ digital marketing solutions, visit https://www.zorbis.com/ to schedule a meeting with a team of experts.