PERSONALIZATION

IN MARKETING
Nataliia Khalina
Marketing Personalization:
Tailoring marketing efforts to meet individual customer
needs and preferences.

• Personalization is a one-to-one marketing strategy that seeks better

understanding and connection with customers. It uses real-time data and
insights to deliver highly relevant messages and offers.
• Key points:
- Customized Content
- Targeted Communication
- Individualized Product Recommendations

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 CUS TOMERS – W HETHER B2 B OR B2 C – EXP ECT CUS TOMI ZED
EXP ERI ENCES , AND MARKETERS MUS T LEAN ON S MART TARGETI NG S OLUTI ONS TO
F ULLY UNDERS TAND THE P EOP LE THEY’ RE S ELLI NG TO.
P ERS ONALI ZATI ON TACTI CS AP P LY I NS I GHTS GATHERED F ROM CUS TOMER DATA BE US ED
TO GUI DE P EOP LE THROUGH THE BUYI NG P ROCES S .​

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 Data-driven strategies
Marketers rely on customer data to make their campaigns run, and this is
even more important when it comes to personalization. Collecting first-
party consumer data with tools like customer data platforms (CDPs) can
help marketers learn what their audience demands and develop solutions to
fulfill those needs.

Marketing automation
Brands have more consumer data to analyze than ever, which can be a
double-edged sword. Significant insights may be lost due to team capacity
issues or poor technological infrastructure. Many B2C teams now use
marketing automation solutions for better data collection, task streamlining
and audience analysis – all of which improve personalization.
B2C
PERSONALIZED Artificial intelligence solutions
MARKETING All tools are all the rage in marketing circles today, and for a good reason –
their machine learning capabilities make it easier to provide customized
experiences. These systems learn from consumer behavior and improve
tactics with in-depth analysis. However, these technologies are far from
perfect, so B2C marketers should ensure proper safeguards before
deploying them.

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 Account-based marketing
Account-based marketing (ABM) strategies and tools can deliver
targeted advertising and personalized content to high-value accounts.
Although this method has been around for over a decade, advances in
technology now provide more relevant data from high-level decision-
makers. This can include buying intent and quantitative business
information. By implementing an ABM strategy with one of many
available platforms, marketers can foster greater personalized connections
with businesses.

Personalized content recommendations

Understanding where your visitors are in the content funnel is critical, but
guiding them through it is even more important. Using information such
as past purchases, downloads, or search history, B2B buyers can be given
B2B personalized content recommendations at each stage. Showing them
you’re aware of their business needs helps build trust.
PERSONALIZED
MARKETING Location-based marketing
Many businesses operate from a single geographic area and primarily
serve customers around them. B2B marketers can better reach buyers by
providing messaging that speaks to their locality, whether it’s upcoming
events about them or special deals for their area.

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20XX 6
 WHY IS PERSONALIZED
MARKETING IMPORTANT?
IMPROVES CUSTOMER EXPERIENCE
INCREASES CONVERSIONS

BOOSTS POSITIVE PERCEPTION

OF YOUR BUSINESS

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 WHAT HAPPENS WITHOUT PERSONALIZED
MARKETING?

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 T HE E SSE NC E OF
PE R SONAL IZ AT ION Netflix's recommendation algorithm suggests movies and TV shows
based on a user's viewing history and preferences, creating a unique
and personalized streaming experience for each user.

WHY
PERSONALIZATI Starbucks' mobile app personalizes offers and rewards based on a
ON MATTERS customer's past purchases, enhancing the overall experience and
incentivizing loyalty.

LEVERAGING DATA FOR Amazon uses customer purchase history and browsing behavior to
PERSONALIZATION provide personalized product recommendations, creating a more
tailored shopping experience.

CRAFTING TAILORED
EXPERIENCES Spotify curates personalized playlists for users based on their music
preferences and listening history, offering a unique and enjoyable
music experience.

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EXAMPLES OF
SUCCESSFUL
PERSONALIZED
MARKETING
 7% OF COCA-COLA’S YOUNG ADULT
CONSUMPTION CAME FROM THEIR “SHARE
A COKE” CAMPAIGN

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 75% OF NETFLIX VIEWER ACTIVITY IS
DRIVEN BY THEIR RECOMMENDATION
ALGORITHM

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35% OF AMAZON’S SALES ARE DIRECTLY RELATED TO PERSONALIZED
PRODUCT SUGGESTIONS BASED ON PREVIOUS BUYING BEHAVIOR

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 PERSONALIZATION CHALLENGES

Segmentation Challenges
Data Challenges
Talent, Skills, and Organizational
- Huge Volumes of Customer Data
Challenges
- Bad Quality Data
- Privacy and Regulations
Real-Time Delivery Challenges
- Non-Unified Customer Profiles

Omnichannel Delivery Challenges

Technology Challenges
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THANK YOU

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