Here's why personalised advertising has edged out generic ads

In the bustling world of marketing, where every second counts, generic advertising is akin to shouting into a void. Consumers today are savvy, discerning, and have little patience for one-size-fits-all messages. They crave personalisation and relevance.

As the digital marketing lead at a digital and design agency, I've seen firsthand the magic that personalised marketing can work. So, let's dive into why marketers should shift away from non-targeted messaging and embrace the power of personalisation.

Imagine walking into your favourite café and being greeted by name with your go-to coffee ready and waiting. Feels great, right?

Now, compare that to receiving a mass email addressed to ‘Dear Customer’ with a generic offer for a product you've never shown interest in. The difference is stark. Personalised marketing taps into that same feeling of being known and valued. It’s like your favourite barista on a digital scale.

Indian brands leading the way

Let’s look at some trailblazers in the Indian market who’ve nailed the art of personalisation. Zomato, for instance, sends personalised push notifications and emails based on your dining habits and preferences, making you feel like they’re reading your mind. This hyper-personal approach has led to increased user retention and frequent orders.

Through personalised sizing recommendations, virtual try-ons, fit predictions and enhanced inventory management, Myntra offers users a satisfying shopping experience.

Then there’s Flipkart, which isn’t just an e-commerce giant; it’s a data-driven powerhouse. By leveraging user data, it offers product recommendations that are eerily spot-on, significantly boosting user engagement and conversions. Myntra is another shining example is using AI and machine learning to recommend outfits that align with your unique style, resulting in higher sales and stronger customer loyalty.

Some other brands have truly harnessed the power of data analytics to deliver personalised experiences. Amazon India’s algorithms, for example, analyse customer data to provide uncannily accurate product recommendations, driving significant increases in engagement and conversion rates.

Swiggy, on the other hand, understands that no two foodies are the same. By using data analytics to understand preferences, the food aggregating platform personalises its marketing efforts, leading to higher user engagement and retention.

Data-driven heroes

After exploring how data-driven analytics have transformed marketing, let's delve into the magic of segmentation. Much like slicing into a delicious cake where each piece caters to a specific taste, it is crucial for several reasons.

Firstly, it ensures that content delivered to customers is not just relevant but enhances their overall experience, making them feel valued and understood. Secondly, precise targeting through segmentation translates into campaigns that perform better, yielding a higher return on investment.

Lastly, segmentation allows for adaptability in marketing strategies by continually monitoring campaign performance and making adjustments based on real-time insights. This approach ensures that your messages remain pertinent and impactful, resonating deeply with your audience.

Strategies for personalised marketing

So, how can you hop on this personalisation train? Here are a few tactics to kick-start your efforts:

1. Collect comprehensive data:

Gather data from every touchpoint—website interactions, social media, purchase history, and feedback. The greater the data you collect, the sharper your understanding of your customer becomes.

2. Segment your audience:

Not all customers are created equal. Segment your audience into smaller, specific groups based on demographics, interests, and behaviours. This enables you to craft more targeted messages.

3. Tailor your promotions:

Use the data to craft promotions and discounts that resonate with each segment. Personalised offers not only enhance customer satisfaction but also drive higher conversion rates.

4. Leverage AI and ML:

Implement AI and machine learning to analyse data and predict customer needs. This tech can help curate personalised shopping experiences and recommend products based on browsing history and past purchases.

In a world where consumers expect nothing less than personalised experiences, marketers must adapt or risk being left behind. By leveraging user data, AI, and segmentation, you can create highly targeted campaigns that resonate with individual users, boosting engagement, conversions, and loyalty.

So, let’s embrace the power of personalisation and make our customers feel like they’ve just walked into their favorite café, where everyone knows their name. This approach isn't just the future of marketing; it’s the present. And trust me, your customers will thank you for it.

- Manasvita Subramanian, head of digital marketing, Spicetree Design Agency