Let’s Get Personal (In Advertising) - Claire Griggs
New research from Epsilon® suggests that 80% of consumers are more like to make a purchase when brands offer personalized experiences. Adding to that, the same findings indicate that "consumers who believe personalized experiences are very appealing are ten times more likely to make more than 15 transactions in one year.”
Now, that’s not all too surprising, when you think about it. People would rather be spoken to, rather than about in most situations. Personally (see what I did there), I love when a brand reaches out to me via email or text that is addressed to me by name with suggestions on what I might like to buy.
The best way for agencies to deliver these customized messages is by first, figuring out exactly who the consumer they want to target is. Really delve deeper into examining demographic, but more importantly, psychographic information. The easiest way to do this is through either social media or email/text data.
See, consumers are more likely to make a purchase if you tell them what to buy. Especially, if you recommend making a purchase based on their previous purchases or search history. Brands could go even further and offer an incentive, like 15% off the items if you make the purchase in 24 hours. This makes the customer need to buy the products, rather than simply wanting to make a purchase.
See more from Claire on her website: https://www.clairetheplanner.com/