Digital Marketing Superpower monthly

Hello friends on LinkedIn,

Those who have been following my page for a while now might have noticed that I talk about personalization in marketing a lot. And I can’t emphasize enough how really important it is for brands and businesses to grow.?

Customer communication done right has a great positive impact on brand awareness and has an enormous potential for building customer loyalty.

Personalization can be done on so many different levels and in many ways.

First let’s figure out WHY IS IT SO IMPORTANT to send a personalized communication to your potential or existing customers or to provide a personalized experience to your website or showroom visitors?

Most of the communication (non-verbal or verbal) is perceived by our visual attention. And that same attention is choosing what is relevant and what is not.?

TikTok recently has provided some impressive analysis from their study based on neuroscience to understand the value of TikTok compared to other key digital platforms. With 92% of screen attention spent on TikTok, they have proved that Relevance comes before Reach in this new digital landscape. 1

Personalization matters and in B2C markets “72% of customers said they expect the businesses they buy from to recognize them as individuals and know their interests” - Next in Personalization 2021 Report, McKinsey & Company.2

Also in B2B marketing, 65% of clients are likely to switch brands if a company doesn’t make an effort to personalize communication / digital experience to them.

So if not personalized communication can actually be a threat to a business and its growth, HOW DO WE CREATE THE DIGITAL ECOSYSTEM AND MARKETING STRATEGY AROUND CUSTOMERS’ INTERESTS AND APPLY PERSONALIZATION?

1- By implementing the right technology, such as a Marketing Automation solution.?

For example Liana Technologies marketing automation solution and services can help you with every step of the customer journey from acquisition to retention and even building a successful referral program.?

2- Gather as much as possible data on your customer taking into consideration Data Privacy rules.?

This can be achieved with GDPR compliant personalized Landing pages or detailed forms on the website and other online or offline marketing channels.

3- Design the customer digital journey with personalized automation workflows.

Here is a quick snapshot of Liana?Cloud Marketing Automation workflow that shows how the customer digital journey is created. In the same interface you can add personalized messages content and they are triggered based on customer’s behaviour at the right time.

(on the right: LianaAutomation example of marketing automation workflow)?

Start benefiting from personalization today, do not wait for your competitors to lure your customers away by being first to address customer’s interests…

Let’s connect to discuss how to apply personalized marketing automation to your business and to retain and multiply your customer base!

I will be sharing more insights on Personalized Marketing and Communications in the near future on my LinkedIn page.

Thank you for reading,?

Have an awesome day!

Kuralay Assainova

Digital Marketing Manager / AKA Digital Marketing Superwoman?

@Liana Technologies, Middle East

Note:

1? “Relevance is the New Reach, here’s the proof” by Sofia Serrano for Campaign ME

2 “The value of getting personalization right—or wrong—is multiplying” by McKinsey & Company