The holiday season is more than just festive decorations and winter wonders; it’s the prime time for marketers to connect with their audience on a personal level. In the ever-evolving digital marketing landscape, mastering the art of personalisation becomes paramount. As consumers embark on their holiday shopping journey, the ability to deliver tailored and meaningful experiences can make all the difference. Today we are exploring the intricate realm of digital marketing during this festive season, where the power of personalisation takes centre stage.
The Power of Personalisation
Personalisation has long been a key strategy in digital marketing. It’s the art of tailoring your content, products, and services to the specific needs and preferences of individual customers. When done right, personalisation creates a unique and engaging customer experience that fosters loyalty and drives conversions. A survey done by Salesforce revealed that 55% of marketers they surveyed reported an increase in visitor engagement as a top benefit of personalisation in sales and marketing. They also reported a 51% increase in conversion rates. Furthermore, the respondents also reported a 46% increase in customer acquisition.
This shows that today’s customers expect seamless omnichannel shopping experiences that are highly personalised. 80% of customers say they’re more likely to purchase from brands that personalise, according to a study by Deloitte and 71% of consumers already expect companies to deliver personalised interactions.
Elevating E-commerce during the festive season
Most e-commerce retailers today have already invested in personalising their online shopping experience — But given that the majority of online retailers have already invested to customise their shopping experience, why do they still face difficulties with sales and client loyalty?
In actuality, the bar has been increased due to widespread usage and shifting consumer expectations. In today’s e-commerce world, shoppers are already anticipating a personal and discount-focused holiday shopping season. And so, simple personalisation is now an expected rather than a differentiating factor. Therefore, how can one make an impression and increase sales this holiday season?
Retailers can’t just carry on with their previous practices. They need to promote hyper-personalised experiences through their marketers if they want to stand out and attract customers throughout the holiday shopping season.
Search for Hyper-personalisation
Hyper-personalisation strives to offer customers personalised experiences on a one-to-one basis. The continued advancement of AI technology and marketing has set new standards for a quality online shopping experience. Presently, technology has reached a stage where achieving individual personalisation at scale enables retailers to dynamically craft unique shopping experiences for each user. People are 40% more likely to spend more than planned when they identify the shopping experience to be highly personalised
Hyper-personalised search relies on the power of AI. AI-powered solutions can process data in real time, dynamically updating and adjusting the customer experience for each shopper. This allows them to deliver offers and recommendations that match where the customer is in their online shopping journey at nearly any given moment.
Take, for instance, a customer searching for a Christmas dress. Traditional methods show products based on demographics, leading to generic results. Hyper-personalisation, however, rearranges search outcomes based on individual preferences like colour and style. One might look at a short bodycon dress another might get suggestions for a white flowy boho gown. So, two 30-year-old shoppers searching for a “Christmas dress” may get different results. The AI helps you in true personalisation and tailors the experience by showing you real-time data which opens doors for unique upsell opportunities. In this scenario, along with personalised search outcomes, customers would receive varied product suggestions—shoes, handbags, and accessories—to perfect their look.
AI: The catalyst of change in marketing personalisation
In the merry hustle and bustle of the season, AI increases the impact of personalisation, by helping marketers understand customer behaviour across websites, emails, and social media which will empower marketers with real-time insights, shaping personalised content suggestions that echo with the individual preferences and season. Also, another research by Statista revealed that 57% of respondents saw AI as beneficial in improving their performance metrics.
With dynamic content generation, AI crafts content that can be tailored to each user’s profile for example- email subject lines or product suggestions. The magic continues with predictive personalisation, where AI adds more efficiency to behavioural targeting which anticipates customer interests based on historical behaviours, ensuring the timely delivery of the right content.
Navigating the Imperative in Digital Marketing Evolution
In the dynamic realm of digital marketing, AI-powered personalisation has become indispensable, transcending luxury to necessity. To truly unlock its potential, marketers must invest in the right tools and talent. As we navigate this transformative journey, embracing AI-driven personalisation isn’t just an option; it’s a strategic imperative and the secret sauce of our holiday marketing recipe. The future is hyper-personalised, and with AI, that future is now.
