Digital Marketing

Importance of personalization in digital marketing


People like to be heard, to feel important. With the help of personalization, marketing was able to do just that. Be it emails, advertisements, etc., these days everything is tailored to the customer. Read on to understand how personalization has revolutionized digital marketing.

What is personalization?

There used to be a time when we only said our name in subject lines to get excited. In today’s world, personalization has become an essential part of providing customers with a good experience and keeping them engaged. In addition, brands get the edge they need to stay relevant in the highly competitive market.

People naturally tend to go for brands that they listen to and understand their problem. They need to know that their preferences and needs are taken into account. This is where personalization comes in and it has made it easy for brands to make their customers feel like they are valued.

Essentially, it aims to improve the effectiveness of the message that a brand is trying to get across to their audience. Based on the data collection, which is then analyzed so that it can be used optimally, content is created that corresponds to the different requirements of different customers.

Why is personalization important in marketing?

Personalization, or even personalized marketing, has proven time and again that it can really affect the way a customer sees a brand and improves their marketing game many times over.

In this predominantly digital age in which we live, customer expectations are always high. They want to see content that is relevant to them and improve their experience by making it more convenient with the right context.

They want what they want and are instantly drawn to brands that simplify the various steps in a customer’s journey. Now it is up to the marketers to meet their needs and with the help of personalization they are doing a pretty good job. With technology constantly improving, they only get better.

Advantages of personalization in marketing

Some of the key benefits of personalization for marketing are listed below:

1. More conversions

Personalization brings a guaranteed increase in conversions and then sales. A study showed that when personalization was implemented on a given website, the number of visitors increased by 95%.

2. Long-term customer relationships

After the purchase, it was found that companies with effective marketing techniques that involve personalization perform better than companies that do not. This is because it helps build lasting connections with exciting customers.

With the help of customer data and machine learning, followed by content and product optimization, brands can offer customers a better experience. This is what makes them keep coming back.

3. Increase in engagement

Personalization not only helps with sales, it also helps in creating brand awareness. Lots of people out there, your prospects who are still in the research phase, can get the right information that will then point them in your direction. That way, you will also get lots of leads.

4. Improved content

Personalization not only improves the user experience, it also helps brands work effectively on their content. It helps them create content that will make them stand out and grab the attention of the customers they are looking for.

Often times we create content that we think is appropriate for the target audience, but that’s not the case. Even after all those long hours and attention to detail, you could still miss the mark. Personalization ensures that this is not the case for you.

5. Builds a brand’s personality

While many limit personalization to a technology that automates everything and overlooks the “human element”, it doesn’t have to be. For example, marketers can easily set up a reply-to-address option in the automated email program.

After that, all the customers have to do is give feedback and even ask any questions. This type of simple communication helps strengthen a brand’s identity and increase its credibility.


Empathy and consideration can go a long way in marketing. These two are used effectively with the help of personalization. Hence, today you need to use personalization to improve your marketing strategy and improve the user experience.

For more information on such content, please visit the Digital Ready blog section. Also, check out the different digital marketing courses we offer and take your first step to becoming a digital marketer.


Jeffrey Rabinowitz