In a day and age where traditional means of advertisements are failing, and social media is ever-growing, content marketing seems to be the way to go for marketers. Customers have ever-increasing demands and are no longer satisfied with traditional means of advertisement. They don’t just want to be informed, they want to be engaged, entertained.

People are constantly surrounded by advertisement whether they realise it or not. And the trick is to stand out enough to convince the customer to choose your brand. Lately, this has come in the form of personalised content, and 2017 seems to be the year when we can longer opt out of this trend.

In the current environment customers have come to expect personalised content. From Amazon’s recommended purchases, to Netflix’s what to watch next queue, to your name on a Starbucks coffee cup. These days everyone experiences it all around them. But why should you invest time and money in this trend?

People are more likely to buy from you

According to MarketingProfs, personalised content marketing actually directly influences sales, with companies using the strategy seeing an increase of 19% in their sales. Customers are no longer satisfied with a simple email telling them about a sale going on. They want exclusivity.

Marketers are doing this by sending out personalised offers. These can be based on location, previously purchased items, as long as it relates to the specific customer. Anything that shows the company cares, and pays attention to you. Doing this successfully can incentive customers and increase their purchases. They will keep coming back to you if you provide a good enough experience.

Standing out from the crowd

In 2016, 89% of B2B businesses use at least some form of content marketing to engage their customers, and this number is only expected to grow in 2017 (content marketing institute). This means it becomes increasingly relevant to stand out from your competitors. Just have great quality content is no longer enough, everyone else can do that too.

So what better way to stand out than to make customers feel as special as possible? If customers are giving the choice between a standardised email, or a unique personal offer, the latter will always be more attractive.

Create a better image

When it comes to creating a truly great brand, customer experience is everything. You want customers to associate the best possible thoughts, ideas and feelings with your brand. And again, this is where personalised content comes into the picture.

What better way to leave a great impression than making the customers feel as valued as possible? Showing them you care by giving them personalised recommendations and sending emails that feel tailor made. It gives the customer a positive perception of the brand, making them more likely to purchase from them, and spread the word.

Customers are willing to pay

As it turns out, customers aren’t just more likely to buy your products, they will pay more for them too! They truly value a great personalized experience. If that means paying a little more, so be it. A survey from the content marketing institute suggests that 77% of customers will recommend, or pay more for a brand that provides a personalised experience. The better and more personal the experience, the greater the customer’s willingness to spend money on it. If the experience feels exclusive enough, customer will be willing to pay exclusive prices.

Of course, in the end, it comes down to one thing, revenue. And if anything, personalisation has proven itself on that front. Customers love feeling like they are the only one you care about. And if done correctly, personalisation will pay for itself, making it a worthy investment.


By Eva Keller, communications assistant at Market Inspector

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