The presence on the market of an ever-increasing number of marketing players is forcing advertisers to turn to new tools. One of these tools is personalised marketing, or one-to-one marketing. This strategy is based on an individualised approach to advertising communications.
It is not limited to simple personalisation based on the target’s name, but also on other criteria such as geolocation or the Internet user’s behaviour. This trend is based on a variety of levers, enabling advertisers to turn their ideas into reality.

The challenges of personalised marketing

At the end of these new marketing communication strategies lie a number of challenges that will enable brands and companies to reach their target audiences and build customer loyalty. And so increase their revenues.

Improving customer relations

By offering customers personalised content and a personalised experience, the service provider or brand lets them know that it knows them and can understand them. It’s easier to convert a prospect than to keep a customer. When a customer’s experience is undermined, it’s easy for them to move on to the competition. At this level, personalising the user experience helps to build a solid and trusting relationship.

A high-performance decision-making tool

Thanks to the data we have on users, personalised marketing enables us to anticipate their needs. This makes it possible to identify trends and position yourself at the right moment to offer the right service. Anticipating a trend offers promising prospects for marketing campaigns. Using data such as the consumer’s age, name, location and habits, we can offer personalised communication that is sure to have a greater impact on the target than mass communication.

The levers of personalisation in marketing

To be effective, this exercise requires levers that will contribute to improving this tool. The emergence of big data, for example, has been one of these levers.

Personalisation by name

Thanks to the information gathered by a website as part of a customer registration process, it is possible to generate newsletters that are personally identifiable. The same applies to commercial mailings, such as those we receive from various e-commerce sites.

In a similar vein, birthdays are often an opportunity for brands to offer discount codes as gifts. It’s certainly more tempting to make a purchase when you have a discount coupon.

Personalisation through geolocation

Online retailers such as Zalando offer different prices for different countries. So, from one location to another, the price quoted for an item on an advertising insert on a partner site will be different.

The same applies to products on sale. Some sites offer items in certain countries that they do not in others. In this sense, geolocation becomes a lever for effective marketing personalisation. It makes it possible to reach a more precise target.

Internet user behaviour

Thanks to statistical analysis tools such as Google Analytics and others, it is possible to measure the activity of a web user on a website. This means knowing how much time the user spends on an article. This is the case, for example, when someone is interested in an article and, after a certain amount of time, an online advisor offers to help.

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