Everyone wants to feel special. This situation is extremely natural. Therefore, in today’s world, companies act in line with the wishes of their target audiences and resort to personalized marketing campaigns in order to increase their satisfaction. This situation is profitable for both parties. While companies try to present their products and services correctly; customers also feel special and make the most of these products and services. At this point, in this article, we will provide you with some information about how personalized marketing campaigns are implemented as a marketing strategy across Europe.
What is a Personalized Marketing Campaign?
It is to establish a close communication bond with the target audience and existing customers in order to provide the highest level of marketing experience through the use of certain data. Thanks to some digital tools such as e-mails, surveys and messages containing promotional information, approaches that suit the characteristics and behaviors of your target audience may be available. There are various uses of data, including purchase history, interests, or browsing experience.
Use of Personalized Marketing Campaign
Europe is a large area where different cultures exist, and different languages are spoken. Therefore, companies must take this situation into consideration when evaluating their marketing strategies. In a geography with such diversity, taking a personal approach will be of great importance. Companies can achieve great returns thanks to increased interaction thanks to personalized marketing. While doing this, they establish a strong bond with their target audience. When evaluated in this respect, companies follow different methods. Let’s take a brief look at these methods:
Personalized E-Mail: Generally, people like texts addressed to them more. Acting with this approach can create a bond between individuals, and when used by companies, it allows them to create a bond with their customers. Spotify continues to maintain its popularity in addressing people via e-mail, which is one of the most common examples of personalization. With its “Year in Review” campaign, Spotify, a Sweden-based music and podcast service, sends some statistics to its users every year about what they listened to during that year, makes rankings and allows users to share the results. Thus, it creates a bond with its users and ensures that they continue to use this application.
Use of Spatial Calculation, Machine Learning, and 3D Mixed Reality: Taking advantage of the opportunities offered by technology, companies that take personalization to different dimensions are building their marketing strategies with brand new ideas every day. One of them, IKEA, the world’s largest furniture retailer, a multinational company based in Sweden and the Netherlands, has become the game changer of personalized marketing experience. Based on the idea of “Design Your Own Space”, thanks to the scanner in the IKEA application, customers can easily create 3D copies when they photograph the area they want to floor and transfer it to this area. In this way, they can virtually place, replace or delete new IKEA furniture. Customers who can create their personal designs can try out their furniture in virtual reality with a wonderful virtual experience. This situation literally shows the future dimension of personalized marketing.
Geographic Area Personalization: In terms of implementing the marketing strategy, it is of great importance to evaluate the geographical location. In communication with different cultures and languages within Europe, some customized details should be considered for each. Extreme care should be taken while doing these and they should be supported with appropriate visuals and expressions. For this reason, Prowly, a Poland-based software company that wants to expand its market within Europe, has initiated the “Geo-Targeted Landing Pages”. This marketing strategy, which has welcome messages that vary by country, provides personalization according to the country. For example, a person logging in from Germany says “Prwoly is landing in Germany!” and they will see the image of two owls holding a beer and a pretzel in their hands, in an image with some characteristics of Germany. Thanks to this example, we can see that the field of personalization strategies has expanded and that there are national personalizations as well as individuality within the marketing strategy.
Summary
Brand new innovations emerge every day regarding personalization as a marketing strategy. This field, which has perhaps an unlimited number of options, also offers various options to companies. In this way, companies will easily recognize their target audiences and establish bonds by communicating with them, or they will show their loyalty to their customers and take their satisfaction to the next level. Personalized e-mails, seen as the most basic above, provide great advantages to companies in terms of marketing strategy, thanks to the use of spatial calculation, machine learning and 3D mixed reality, and geographic area personalization. With these elements, which have a wide usage area especially throughout Europe, results that meet the needs at an optimum level have begun to be achieved. In this way, it is estimated that with the help of technology, the personalization experience of the marketing field will reach higher levels in the coming years.
