Personalization is a marketing technique that customizes the information and services provided to each individual customer. Marketing techniques that classify and propose products to each segment have been around for some time, but because it breaks it down to the individual, it can be said to be the ultimate in segmentation.
Personal means “individual,” so personalization means “optimizing for individuals.”
The difference between personalization and customization
A concept very similar to personalization is customization. They both have in common the idea of adapting to the needs of each individual customer, but there is a difference depending on “who is adapting.”
Famous examples of personalization are the search new zealand whatsapp number data results of Google and YouTube. It is a very useful feature that analyzes the user’s search history and viewing history and prioritizes the display of results that meet their needs. In contrast, customization allows users to change the layout and adjust priorities themselves to create a comfortable form.
It’s easy to imagine the difference if you understand that personalization is when the service provider adapts to the needs of each individual, while customization is when the user optimizes the service to their own needs.
Why personalization is important in marketing
I think that marketers and other people in the field can imagine that personalization is very important in marketing. The biggest reason is the diversification of customers. Nowadays, providing a single value only reaches a portion of customers, so personalization verenigde state is important in order to make optimal proposals to each diversified customer.
Another factor is that the diversification of customers has given consumers the initiative in consumption behavior. The era of product-out, where “if you make something good, it will sell,” is over, and we are now in an era of market-in (product development that meets customer needs). The ultimate form of this is personalization.
The benefits of personalization
There are three main benefits to incorporating personalization into your marketing:
Increased engagement rates
Facilitating upselling
There is a possibility that it will “stab” potential needs
These are all benefits that are easy to imagine. The goals of marketing are to increase engagement rates and upsell. Personalization is being heavily emphasized as an effective means of achieving these two goals.
Things to look out for in personalization
Personalization is a highly effective marketing sale leads technique, but of course there are some points to be aware of. There are two points to be aware of, which I will explain one by one.
Difficulties in handling personal information
To put personalization into practice, it is necessary to understand each individual customer in detail. To do this, personal information will need to be collected and stored. The more detailed the information is, the more important security measures such as measures to prevent leaks become. In the unlikely event that a scandal such as a data leak occurs, it will lead to serious losses.