The term “Marketing Personalisation” refers to a whole range of marketing strategies and activities that aim to create personalised customer experiences for the end user/customer.
In a context where the relationship between company and consumer has changed profoundly and where the latter is increasingly looking for personalised experiences to be had in interacting with brands, a Marketing Personalisation strategy is key to increasing customer satisfaction, boosting customer loyalty levels and increasing the performance of one’s business.
As can be easily guessed, a Marketing Personalisation strategy cannot disregard a careful knowledge of one’s audience: only after careful profiling and segmentation of one’s users is it, in fact, possible to plan the most effective activities, the best performing channels and the most relevant messages to send.
The right message, to the right target, at the right time: this is how we could summarise Marketing Personalisation strategies and activities.
In such a context, the role played by technological solutions such as customer data platforms is crucial: they enable the collection of data and information about users from multiple sources and channels, normalising them at the single customer view level. This provides a 360-degree view of the user, which is essential for knowing their needs, preferences, habits and buying behaviour.
Such data are in fact the starting point to initiate profiling activities, first, and then personalisation of the customer experience, spanning multiple channels in order to preside over every phase of the user’s customer journey.
