The importance of personalisation in campaign management

In today’s ever-expanding marketplace, delivering tailored customer experiences is no longer a nice extra - it’s an expectation. In this blog, we’ll dive into how personalised communications drive engagement and strengthen relationships.

What personalisation means

Consumers today are gravitating towards brands that make them feel listened to, understood, and that take their specific wants and needs into account. This is naturally where personalisation comes in: it allows brands to contextualise the messages, offers and experiences they deliver to each individual visitor.

We might think of personalisation as a shift from marketing communications to digital conversations, with data as the launchpad. Collecting, analysing and applying information about customer demographics, behaviours and interests will help you create campaigns that effectively resonate with your target audience.

Why personalisation matters

- Consumers expect it

The age of digital marketing has elevated customer expectations for relevant, contextual experiences to lofty heights. In other words, consumers have grown accustomed to getting what they want, and they’ll favour brands that recognise these wants at every step of their journey. Meeting these expectations is the task of marketers, who must utilise smart personalisation tactics if they hope to keep customers engaged.

- Good business practice

If you’ve ever impulsively bought something, you’ll understand that not every purchase decision is entirely rational - our emotions also play a significant role. Emotions are completely unique to us, and this personal connection is something that brands leverage through personalised communications to establish relevancy, foster loyalty and ultimately boost their bottom line.

How to start personalising

Personalisation means utilising data analytics about your audience to meet a customer's individual needs. You can start by using this data to outline details about who each of your customers are; what their intentions are at any given moment and when, where and how they’ve previously engaged with your brand.

Data is the key to knowing exactly what each of your customers wants from your service, so you can tailor your communication to meet their needs, and then predict what they might be looking for at a particular touchpoint moving forward.

If you know you want to deliver personalised experiences to your customer base but don’t know where to start, partnering with a communications brand like Latcham for your next campaign can help. We understand the importance of making your communications personal, and we work with clients to help get the most out of their data. Please call 0117 311 8200 for more information.