What Is Personalisation?
What Is Personalisation?
The concept of personalisation is complex. In marketing and e-commerce, personalisation is first and foremost a communication strategy.
The goal of this strategy is to improve your customers' user experience so that they choose your company over all the other options.
To achieve this, users receive personalised content that is tailored to their needs and preferences. Layouts, prices, products, texts and images vary depending on user behaviour – people may even be addressed by their first name.
Personalisation Strategies
A suitable personalisation strategy is required to ensure that existing and potential users do not have to go through a cookie-cutter experience.
If this strategy is perfectly aligned with your business goals, you can effectively address your target audience throughout the entire customer life cycle. This allows you to provide your customers with a more personalised experience that sets you apart from the competition.
Basis for Personalisation
You need high-quality data if you want your personalisation measures to be successful.
Various tracking systems and user research can help you collect user data. You can then use analytics tools to cluster and segment the gathered information. This provides you with the ideal basis for creating personalised content and distributing it across a wide range of channels.
Personalisation in Practice
Personalisation focuses on multiple touchpoints and can even be used when it comes to complex customer journeys.
The best practice is to offer your target audience the same personalised experience at every touchpoint. Channels for personalised content include websites, e-mails, mobile devices and print products – and the range of options continues to grow.
Discover Personalisation Strategies for Your Company
Do you want to address the topic of personalisation, but do not know how to proceed? With the help of our personalisation audit, we assess your current state and identify optimisation potential. After evaluating your requirements, we define suitable measures to help you get started with the right personalisation strategy. Take the next step in your company's development now!
Do you still have questions or need more information? Contact us and arrange a free consulting session with our team.
Cycle of Personalisation
Personalisation in Marketing: Benefits
Added Value for Your Company
- Increased Return on Investment: A better user experience helps you generate more sales.
- Enhanced Business Intelligence: Analyse data across a wide range of sources and make data-driven decisions.
- Reduced Costs: With personalised content, you can strengthen the loyalty of your target audience and save costs when acquiring new customers.
- More Sales: Increase cross-selling and upselling opportunities through personalised advertising.
- Better Google Rankings: Reduce the bounce rate of your website by delivering the right content.
Benefits for Your Target Audience
- Time Savings: Help your customers quickly find what they are looking for.
- Consistency: Provide your customers with a personalised experience across all channels.
- Relevance: Deliver data-driven and interesting product recommendations to your customers.
- Exclusivity: Notify customers of special offers based on their needs and preferences.
Personalisation: Did You Know That
of consumers are more likely to buy from brands that offer a personalised experience?
of US consumers consider personalised content to be appealing?
of consumers are annoyed when content is not personalised?
Personalised Marketing: Our Services at a Glance
Before the Implementation
- Assessment of your current state and definition of next steps as part of our personalisation audit
- Development of a tailored personalisation strategy
- Creation of personas and customer journeys
- Analysis of your data structure as the basis for personalisation
- Support in selecting tools and integrating them into your system landscape
During the Implementation
- Further development and optimisation of your personalisation use cases
- Consulting and implementation of multi-channel personalisation
- Establishment of various segments for a personalised customer approach
- Creation and optimisation of audience-specific content to ensure a personalised experience
After the Implementation
- A/B testing to review and optimise your personalisation measures
- Training courses to build up and expand your expertise regarding personalisation
Why You Should Implement Your Personalisation Project Together with Us
- Comprehensive Service Portfolio: We have got you covered – from strategy and implementation to optimisation.
- Expertise in Many Areas of Digitalisation: Digital marketing, user experience design, digital experience platforms, marketing automation and web analytics are just some of the disciplines we specialise in.
- Agnostic Approach: We help you select the right software solutions.
- Reporting: With our comprehensive tracking and data warehouse knowledge, we support you in taking your personalisation strategy to the next level.
We Are Your Experts for All Aspects of Personalisation
Are You Aware of the Benefits of Personalised Content, But Do Not Know How to Proceed?
Our personalisation audit is mainly about assessing the current state of your personalisation strategy and defining the next steps.
What data do you already have? Which systems and tools best suit your company and meet your requirements? Who is part of your target audience and which channels do you use to reach these people?
We answer these and many other questions as part of our personalisation audit and provide recommendations for action.
Are You Already Using Personalisation, But Are Not Satisfied with the Result?
We are happy to assist you in determining your level of personalisation maturity. Together we
- discuss your use of personalisation systems and tools
- evaluate your omnichannel approach and A/B testing measures
- examine to what extent your target audience is defined
- analyse the data available to you
- check existing measures for potential shortcomings
- take a look at what it takes to reach the next level of personalisation maturity
We Work with Strong Solution Providers in the Field of Personalisation
Use Personalisation to Make Development Projects a Success – Just Like Our Clients
Other Digital Marketing Services
FAQ – Frequently Asked Questions About Personalisation
Why is personalisation important in marketing?
Personalisation ensures a better user experience and more relevant content, strengthens customer loyalty and drives purchasing decisions by tailoring content to users' needs and preferences.
What types of data are used for personalised marketing?
Effective personalisation is based on different types of data. These include demographic information, purchase history, time and date, geographical location as well as preferences and behavioural data, e.g. website visits and click behaviour.
Can personalisation be used in different industries?
Yes, absolutely. Our approach to personalisation is versatile and can be successfully applied across a wide range of industries – from technology to retail, covering both B2B and B2C companies.
Do you want to learn more? I'm looking forward to hearing from you!
Nadine Kannengießer
Account Executive
Digital Business
